How to spread the rugby gospel
rugby365 editor Jan de Koning gives the International Rugby Board a few hints on how to spread the ‘rugby gospel’, as they try to convince the International Olympic Committee that their game also deserves a spot on the Olympic stage.
It was with interest that I watched a video titled ‘REACHING OUT’ – the International Rugby Board’s Olympic video – as I did some research on their drive to promote rugby as an Olympic sport.
It is an impressive three-minute clip that features some of the biggest names the game has produced – Bryan Habana, Lawrence Dallaglio, Carlos Spencer, Jerry Collins, Jason Robinson, Jonah Lomu, Danny Cipriani, Chris Latham, Victor Matfield, Eddie Jones, DJ Forbes, Stephen Larkham … to name just some.
It even features retired Springbok captain Francois Pienaar receiving the Webb Ellis Cup from former South African President Nelson Mandela after the 1995 World Cup Final.
It is interjected with equally impressive clips from other lesser and unknown players, and tells the story of how rugby is reaching out to all walks of life and what the sport embodies.
However, as impressive as the costly video clip is, I feel the IRB may have missed the boat.
Having watched the dazzling displays of physical agility and stamina at the Beijing Olympics this year – where the best athletes in the world are all collected in one place – I felt that the rugby video doesn’t really sell itself as an Olympic event.
You have to produce something equally spectacular to convince stodgy Olympic bosses – aside from the well-know fact that some back-handed favours are required – that your sport deserves a place on their stage.
The sports and disciplines on the programme of the next Olympic Games, in London in 2012, are: aquatics, archery, athletics, badminton, basketball, boxing, canoe/kayak, cycling, equestrian, fencing, football (soccer), gymnastics, handball, hockey, judo, modern pentathlon, rowing, sailing, shooting, table tennis, taekwondo, tennis, triathlon, volleyball, weightlifting and wrestling.
Five non-Olympic sports competed for the remaining two places on the 2012 Games – roller sports, squash, golf, karate and rugby Sevens. The IOC members chose two finalists: squash and karate. However, the majority of two-thirds of the votes that were required were not obtained by neither squash nor karate. They were therefore not added to the programme of the London 2012 Olympic Games.
For the 2016 Games the 26 core sports from London 2012 will be proposed. The maximum number of sports included in the programme remains capped at 28.
It means the IRB will once again compete with a host of codes for one of those two remaining spots.
If you consider that the 15-man Rugby World Cup is one of the most popular televised sporting events – only the Olympic Games and the soccer’s World Cup have a bigger audience – the IRB have a sound argument.
But, as we all know, the 15-man version won’t make the Olympic programme. It is the abbreviated version, Sevens, they are trying to sell to people who have little or no interested a game played with an oval-shaped ball.
That is why, I feel, they are missing the boat with their video – as impressive as it is.
Having watched the drama unfold at the first two rounds of the IRB Sevens World Series, there is no doubt they should have been ‘wining and dining’ IOC bosses in Dubai and George the past fortnight.
After 50,000 spectators had set a new attendance record for the Sevens game in Dubai’s swanky new stadium, The Sevens, Outeniqua Park in George was also packed to the rafters this past weekend.
Apart from the atmosphere at both venues, which would have gone a long way to convince Olympic officials that rugby is truly a global game – judged by the many fans from all the visiting countries – there was also the quality of the rugby that would have impressed them.
But if it is drama and action you are after, or in true Olympics fashion the underdog stealing the show, you had more than enough evidence on how Sevens is giving opportunities to minnows to shine.
Portugal, ranked 23rd on the IRB’s 15-man list, pulled off three stunning victories – against Kenya, Samoa and Wales – on Day One of the South Africa Sevens to reach the Cup quarterfinals, alongside another ‘underdog, in the United States.
The Americans lost to hosts South Africa in their opening match on Friday, but then produced all the drama required with victories over Australia and Georgia to book their place in the last eight.
Forget the fact that Portugal fell short (19-28) against Argentina in the Cup quarterfinals and New Zealand overpowered (36-7) an awestruck US Eagles outfit.
Day Two had a fitting finale.
The South Africa versus New Zealand Final (won 12-7 by the Springboks) produced enough entertainment for even the uninformed to be impressed and swept up by the occasion.
And the week before there was similar drama as the men in Green and Gold sneaked home (19-12) against England.
This is what will sell the game to Olympic bosses.
A video featuring the best moments of Ben Gollings, the legendary Waisale Serevi, Amasio Raoma, Santiago Gomez Cora, Uale Mai, Fabian Juries and William Ryder – again, to mention just a few – to me is far more impressive than some women give ‘birth’ to a rugby ball and handing it over to her son.
This is not knocking the IRB’s marketing department, it is just a hint on what will really hit home.
Sevens is unique and truly entertaining. It deserves a spot on the Olympic stage.
But there are better ways to market it.
* Do you agree/disagree with Jan? Give your views.
