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Although it’s hardly as important to South Africans as it is to New Zealanders, the IRB World Rankings have been modified by the latest round of Test matches which featured France effectively lowering New Zealand’s black flag.
South Africa are again simultaneously World Champions and are ranked number one and will be looking to stretch that lead as they take on New Zealand and Australia in the Tri Nations.
It’s something of an oddity, but the British and Irish Lions tour doesn’t add to the Springboks rugby superpower status.
A victory (or loss) against the Lions isn’t factored into the IRB World Rankings.
However, going on post-Super 14 reputation this season, the IRB rankings merely confirm the Boks’ World Championship status as current front runners in the world of rugby. A handy gong but not sufficient to undo the global perception of rugby domination the All Black franchise has marketed to the point of untouchablity.
Although Springbok fans will eternally argue that their team are the greatest, the perception that the All Black are rugby dies hard. As a Springbok fan myself, I wonder at what point South Africa will undo this global image (if ever) and regain their seat on the throne of the public eye.
2011 could help.
If South Africa were to retain the World Championship status, they’d sway many away from New Zealand’s camp, which is being tarnished and undermined by an ever-present ‘suspended sentence’ called the chokers tag.
Looking into my crystal ball, I sense it may be possible for the South Africans to steal (or regain) the spotlight by 2023 (the bi-centennial of rugby union) by undoing much of the damage done as they were left behind as New Zealand turned up the ‘marketing heat’ in the 80s.
It took New Zealand less than a decade (the 80s era) to complete their international marketing campaign and South Africa could use the next thirteen years to launch their counter mission to restore ‘law and order’ in the rugby world.
A couple William Webb Ellis trophies (2011, 2015, 2019 & 2023) alone will not do the trick. Ten (or more) straight Tri Nations titles and a string of Super 15 trophies wouldn’t hurt.
But, to truly challenge New Zealand, South Africa needs to get ruthless.
The Springbok brand needs to revitalise and redesign an arena infatuated with black.
Sponsorship and advertising revenue will form a part of the battlefield, as will New Zealand’s lions share of international sports professionals.
When adidas ditch the All Blacks for the Springboks, and the rugby world is filled with South African sports psychologists, South African foreign players, South African coaches and South African administrators, then the 2023 project will be complete.
Join The Roar rugby editor Christy Doran, former Wallaby Matt Toomua and a cast of regular and special guests as they look at the biggest issues in the game on The Roar Rugby Podcast. If you’re looking for great odds on the next game check out Aussie bookmaker PlayUp. Chances are you’re about to lose. Set a deposit limit.