Tina Turner’s involvement in the NSWRL’s promotional campaigns of the 1980s and ’90s made them potentially the most effective and memorable in the history of Australian sport.
Her hit song ‘Simply the best’ is still popular and intrinsically linked to the game.
It is a timeless tune and aligned perfectly with the message and brand that the governing body sought to deliver.
In one sense it was a work of genius, in another, it was remarkable in its simplicity. Turner sang, mimed really, while the hard-bodied rugby league stars clowned around on the beach or in the sheds, as the American star mingled with them.
It was emotional, ‘throw your hands in the air’ stuff and there isn’t a serious sports fan in the country over the age of 40 who could ever forget the hype it created. To this very day, people state categorically that it has never been paralleled or surpassed.
The high point of the campaign was Turner’s appearance at the 1993 grand final, which might just be the most powerful and acute example of perfect synergy between a game and its fans.
These memories came to mind over the weekend, thanks to a growing anticipation of the monumental A-League promotional campaign that must be just days away.
While there will be undoubted cynicism when it does eventually appear, I live in hope that the FFA might just nail this one.
To their credit, the governing body conceded that last season’s staggering of promotional content over the full length of the competition was an abject failure. Hence, logic tells me that late September and early October will see content laid on thicker than we’ve ever seen before.
Last season, Round 1 took place with nothing more than a whimper and many people critical of the A-League would claim that it never reached anything more significant.
In reality, it was another great season where a front-runner fell, a dark horse surged all the way to the grand final, and a cagey manager snatched a championship that had seemed well beyond reach early in the campaign.
AAP Image/Darren Pateman
While Usain Bolt remains in Gosford trialing, his image must be parlayed. With some cleverly spliced and edited footage showcasing his dexterous skill on the ball. Actually, come to think of it, vision of him running will do – Bolt’s brand is sellable despite the questions around his chances of success.
Social media footage of new recruits such as Siem de Jong, Keisuke Honda and Ola Toivonen has been widely sourced in the lead up to their A-League debuts. A selection of theirs and others’ best moments on the world stage should feature prominently.
Naturally, Honda would play a key role in the campaign. A familiar face to most Australian fans; the Japanese attacker will be a drawcard in Melbourne and hopefully further afield.
The aim should be to create a showman-like tone; one full of defiance in the face of criticism and cynicism. A tone that worries less about others and more about the joyous expression of the game itself.
Using goal celebrations that feature the beaming smiles of both scorer and teammates is crucial, as is footage of active support and ecstasy in the stands.
The kicker would be the inclusion of season-long ticket price offers; where members who ‘bring a friend’ do so at a discounted rate. Alongside free entry for kids under 12 and discounted tickets for those wearing the kit of either team doing battle and an A-League campaign might, for once, achieve its objective.
That objective is really quite simple. People need a compelling reason to attend and curious A-League observers will be engaged by nothing less than quality, entertainment and affordability.
We can have all three if we try and don’t need music played before free-kicks. Whoever thought of that should refund their consultancy fee.
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