A big part of Australian rugby’s problem is how it’s presented.
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The media landscape has been turned on its head in the past two decades, but rugby has barely changed. Meanwhile, the competitions that have thrived are the ones that have capitalised on the opportunities that the changing landscape has presented.
Lifting the veil
Australian rugby needs to realise that the days of controlling the message are over. It used to be the case that they only had to manage a small group of journalists, could construct the story they wanted to spin and keep everything else behind closed doors. Michael Cheika took this on as a personal challenge — deliberately shielding players from the media whenever possible and taking all the heat himself.
While the intent of this was admirable and it certainly protected players from the media, it also kept them at arm’s length from the general public. For a team that represents Australia, it is remarkable how unknown the Wallabies are. Marika Koriebete won the John Eales Medal as the best player in the country last year and even as a die-hard rugby fan, I know literally nothing about him other than he is Fijian and came from rugby league. I don’t think I’ve ever heard him speak.
(Photo by Cameron Spencer/Getty Images)
Instead, much of the rugby content that appears in the media comes from journalists who seem to actively dislike the game (like Greg Growden) or those who shamelessly push a corporate agenda (like Jamie Pandaram). Far from ideal, especially in the face of the saturation coverage given to both the NRL and AFL.
All of this, combined with a string of bad performances, has seen rugby basically disappear from the public consciousness.
Step one of my solution would be to make the centrally contracted rugby players the most accessible athletes in Australia. Give them training on public speaking and how to use social media and renegotiate the collective bargaining agreement to make media a part of their jobs. While there should obviously be guidelines on what is and isn’t acceptable to avoid another Israel Folau situation, they should be given broad scope to be themselves and express their personalities.
They should also be much more accessible to the rugby media. There are relatively few opportunities for journalists to ask players questions, with only one or two made available at any time. This should be easy to change. Why not make it open slather at the end of training? Get some varied stories out there rather than having six journalists reporting the same bland quotes. Much harder to control the message but much more honest and much more interesting.
Along similar lines, Rugby Australia should put their contracted players out there as talking heads at every available opportunity. Get a player who’s into racing on TV giving tips at the spring carnival or one who is keen on fishing on a boat with ET. And there are definitely a bunch of players who are pretty devoutly religious — Rugby Australia should give them a platform to talk about it constructively rather than hiding it under the rug like some dirty little secret.
(Paul Kane/Getty Images)
The same mentality should apply to the coaches. I would make Dave Rennie and Scott Johnson sit down for half an hour on alternating weeks throughout the year to talk about rugby on a revolving set of podcasts, vodcasts or whatever. It would give fans insight into what they’re focused on and how they see the game. It would also make them seem like real people rather than the 2D press conference quote machines that coaches can often become.
The push back against all of this would be that it detracts from performance. That’s bullshit. There’s only so much training these guys can do in a week so there are plenty of spare hours. Just think about the time commitments that LeBron James and Serena Williams and Cristiano Ronaldo and Roger Federer manage to juggle. If they’ve got time then so does every single rugby player in Australia. It might even help. Constantly operating in an us versus them siege mentality must be exhausting.
Beyond the box
In addition to just generally making the players and coaches more accessible, there are all sorts of things Australian rugby can and should do to extend its presence in the media.
Highlights
Rugby Australia should become the Robelinda2 of rugby by employing a couple of junior staff just to cut highlights clips for social media. Not full highlights packages, just individual plays, using House of Highlights as a model. You’d probably never get to 17 million followers but churning out clips from every level of Australian rugby and of Australians playing overseas would cost very little and would keep rugby in people’s minds.
Additional content
Rugby Australia should build up the elements around the game for additional content. There’s no trade window or draft or free agency, but a transparent annual contracting process would generate a lot of interest and debate. There’s no combine but publishing all of the players physical testing results would certainly generate interest. And with the calendar building logically through the year, there would be plenty of speculation as to who will get picked in what team.
A view of the future
There is a real opportunity to increase the profile of the junior players coming through. Every second schoolboy rugby hero has a YouTube highlights reel but they can get lost in the system once they leave school. Making a bigger deal out of the junior players and then elevating the profile of the annual under-20 World Cup would seem a pretty simple fix. If fans knew the players, they’d care way more about Australia versus New Zealand under-20s than the Stormers versus the Sharks.
(Photo by Amilcar Orfali/Getty Images)
Go deep
I’d love to read an in-depth player profile on every single Wallaby. This wouldn’t be expensive or hard to do. Just find your 50 favourite people producing rugby content in Australia (most of whom would be hobbyists), whether it’s podcasts or videos or blog posts or photographers or whatever, and give them one player each and stagger them through the year.
The results would be incredibly mixed but they’d still be super interesting to look at. One of the most read stories on rugby.com.au was a player profile on Ben McCalman and while by all reports he’s a great guy, it’s hard to believe he’s that much more popular than all of the current players.
The second place to go deep is into the game itself. There are plenty of armchair pundits out there doing in-depth rugby analysis on podcasts and YouTube channels but they’re hard to find. Someone at RA should be actively curating and promoting this stuff.
More than a game
The most popular sports leagues in the world almost all have additional interactive content that make them more popular. March Madness has bracketology, the NFL has fantasy football, the EPL has FIFA and the Melbourne Cup would barely register without office sweeps and fashions on the field.
There are multiple things RA could and should try — fantasy rugby along the US model seems like an easy one — but the first and most obvious is to bring back Jonah Lomu Rugby.
(Photo by Mark Leech/Offside/Getty Images)
It was iconic in the mid-90s and could surely be revitalised as a mobile game pretty easily. Make it free to play and monetise it with advertising and/or micro-transactions to unlock classic jerseys, legendary players and post-try celebrations. Maybe update the graphics a bit but don’t touch the game play and especially don’t touch the commentary. Why hasn’t anyone done this already?
You can’t beat the classics
I’d guess there are about 500 living Wallabies. I’m sure there are a couple that don’t really want anything to do with rugby anymore but I’d bet the vast majority would be more than happy to help out in whatever way they could.
A simple way to do this would be to have a classics Wallabies round of club footy and get as many of them down to their local clubs as possible. It wouldn’t be too much of a burden on the players, it’d reinforce the links between the grassroots and the Wallabies and it’d be a good story.
Television
Despite all of the opportunities identified above, TV is still the most important medium for sports and so making sure the calendar works as a broadcast package is important. This is how I would divide everything up under my new calendar.
Free-to-air — 48 games
One club game per week and finals (in Sydney and Brisbane only) (14 games), the interstate games (15), the Anzac Day games (five), incoming tour games (three), Wallabies Lomu Cup games plus the final (seven) and the European tour games (four).
Subscription games — 400-plus games
Simulcast of all the free-to-air games (48 games), the remainder of the club games (110), the remainder of the Lomu Cup games (32), Six Nations (15), under-20 World Cup (30), Heineken Cup (70 games), European club games (200+) and World Sevens Series (ten events).
How the games are broadcast is as important as how they are packaged and the TV presentation of rugby in Australia is dreadful. Gordon Bray has been a faithful servant but he’s been on the mic for 40-plus years and it’s fair to say his schtick — yelling players names (“MATTHEW BURKE”) and giving obscure stats about them — has grown more than a little tired.
Somehow the Fox commentary is worse. Like the dying days of the Channel Nine cricket commentary team, they’re little more than overpaid cheerleaders. There’s zero diversity of opinion, zero objectivity and zero insight.
It can’t get worse so there’s license to experiment. Why not have a simulcast with one commentary stream for casual fans and one for die-hards. Or just study what other sports around the world are doing and shamelessly rip them off. We need our Tony Romo.
Summary
Not all of these things would work. And there are probably other ideas which are better. The point is that it’s time to experiment. The same tired presentation of rugby is not going to cut it and if structural change is coming to Australian rugby then it should extend to how the game is presented. And also to how the game is organised.
ScottD
Roar Guru
It would be nice if our heroes always lived up to the hype wouldn't it :)
Train Without A Station
Roar Guru
Don't you think it's a concern that people doing it for free are providing better content that Fox Sports ever did?
Train Without A Station
Roar Guru
Bourkos I think this is something that sounds awesome in theory. I read about Beaudan's bronco time and started researching but couldn't find any in the media more from the Aus and NZ teams regarding actual times. When you have stuff like Taniela Tupou's 200kg bench press that's stuff that sounds absolutely amazing. Where I think the problem comes in is that knowing people who have worked in Super Rugby S&C, the majority of players actually don't have very impressive 1km time trial times, bench numbers, squat numbers, etc. If I was reading about back rowers with 140kg max bench numbers I'd just about laugh. I've been towelled up by enough blokes who I'd destory in the gym to think it wouldn't affect psychology at all (because gym strong doesn't equal a good rugby player), but what we think is an amazing media talking point feeder may actually also show that the players aren't that different to you and I.
piru
Roar Rookie
I'll bet even people who've never seen a game of NFL could name a few players.
piru
Roar Rookie
This is exactly what the Force had been doing prior to GRR
piru
Roar Rookie
Do all of these and at the same time, fire the bloody advertising company that keeps turning out the interminable dross that has passed for rugby advertising for the last 10 years. There's not been one iconic Australian Rugby ad since the 'wannabe a wallaby' ad of the early 90s. They all focus on nonsense like 'team spirit' or 'part of a family' that can apply to any sport. Rugby is unique and has some of the most spectacular visuals in sport. If they can't make a compelling ad with shots of lineouts, rucks, scrums and mauls, mixed in with the running game they love to bang on about - well they're in the wrong business.
wahwah100
Roar Rookie
I get where you are coming from. This morning I have tried to find out the teams each club have selected for round 1 of the Shute Shield. So far no luck. It should be freely available and not have to subscribe to get such basic information. I live in Melbourne, and we are saturated with anything and everything to do with the AFL all year long.
Katipo
Guest
I remember when World Series Cricket started Kerry Packer's team introduced a bunch of innovations to make the TV coverage of cricket more engaging. The same thing needs to happen to rugby. The actual television camera angles and TV coverage of rugby need to be re-visited. Since rugby turned professional it seems all the TV company's have done is introduce more cameras. The constant chopping and changing of camera angles actually works against the narrative story-telling of rugby union's play. When the ball is in play rugby union needs a wide angle view of the field where we can see both backlines all the time (like NFL and soccer). Replicate what we see if you have a seat in the grandstand! Zoom in ONLY for replays and analysis. Zooming in to the breakdown is a rugby league rhythm. League stops at the tackle. Union does not. We need to see BOTH the attack and defence back lines while the ball is in play - even if that ball is stuck in a ruck. Seeing the spaces helps us understand why players kick, run or pass. It's important. Zooming in breaks the sense of narrative. Nothing annoys me more than the tight zoom which means I can't even see the first receiver - and the half back passes the ball off the screen. Then they zoom in on the first receivers face? And we lose all context of what happened to the movements of the other 29 players on the field. Infuriating. Just sayin' stop trying to televise union as if its league. It's different. Think about how to give us a good view of the field. Go wide angle for live play!
Muglair
Roar Rookie
Lots of good points Jeremy. The saddest commentary, all common sense. There is no imagination, strategy, effort or inspiration in RA's media. Not a lot of information either, mainly PR for RA. Easy access for journalists is problematic because of journalistic standards and integrity. A few loose words when tired after training and there is a "story". They won't care how much pressure a manufactured sensation places on players, officials or family. If it was me (as opposed to the right answer), I would open it right up as well, but be prepared to just ban or exclude any journalist who drops below standards agreed with the rugby press corp. This is what has worked in many various situations over 100 years. Social media could still be a problem but maybe there just needs to be some level of editorial control. Open access to a loosely controlled message is far better than what we get now, and possibly all that supporters need. Good media outcomes will also be good for the journalists' own profiles and reputations.
Hugh_96
Roar Pro
I agree there has been a decline in attendance in most sports, people are time poor. I remember an article last year referencing amongst other issues that the MLB fan base is aging more than other sports and it is something that should be addressed by the sport. One of the reasons given is due to MLB's less focus on the players' profile compared to NFL and NBA. As a consequence this has implications commercially attracting sponsor $$$s/ advertising $$$s. Not saying I agree but "celebrity" & profile are important - I'm sure I have seen an article referring to how many people know Tom Brady and Lebron James but don't know the leading baseball players
Bourkos
Roar Rookie
Completely agree Peter. As someone coming from a strength and conditioning background the players stats can really provide amazing insight into their strengths and how they compare with the other players. In my experience this helps drive athletes to do better. I cannot see much downside unless numbers were potentially compared with more athletic teams which could potentially cause some negative psychology. Otherwise it would be an awesome way to benchmark players.
The Set Peace
Roar Rookie
I disagree, all the big successful sporting competitions in the world believe in humanising their stars and the power of story. Almost everyone by the end of this year who follows the Prem knew which stars had a poor upbringing in the developing world or a rough council estate, this is the sort of content which sells tv subscriptions and engages fans, the NFL do it too with unrivalled access through the NFL network. Hey even the NRL is full of commentary about who was a beach sprinter or someone in the Man U academy.
Don
Roar Rookie
MLB declined 4% in 2018 and by 1.6% in 2019. In 2018-19 NFL saw its lowest attendance since 2010. College football attendance has declined 7 years straight and 2018 was a 22 year low. NBA In 2019 saw the first drop in attendance in 5 years. NASCAR has seen significant declines in the last 5 years. There’s a pattern of declines in both attendance and viewing across most major sports in America in the last decade.
Hugh_96
Roar Pro
Thanks, yes I know they are rookies, also there has been a big turnover of players and yes there has been some rugby media coverage of the rookies but that's the reality of modern day sport. Have to disagree with you re knowing the names of the players, it is a key characteristic of the big professional sports - NFL, NBA, EPL etc player profiles are enormous and are drivers of the sport's success. As I have mentioned before in the States the MLB (baseball) went in the opposite direction and focused on the teams not the players, as a consequence its popularity has dropped significantly in recent years compared to NFL and NBA. Whilst I'm not a fan of "celebrity", it can't be ignored.
Puff
Guest
Agree: In a crowded market rugby continues to squander opportunities and what is so exasperating, this down would trend started 10 years ago. We have been extremely lackadaisical with our thinking, our governance and blind belief that Foxtel will increase their financial commitment. When the quality of our product appears to be diminishing. What is maddening, Rugby is the only contact international sport we have, It’s a code that is gathering momentum in many countries, where players and coaches are in the media and kids collect cards and have a desire to emulate their hero. We are not even on the starting blocks with the grassroots element of the sport. Cautious kids have many sports options but very few offer world travel in both sexual categories.
Paul D
Roar Rookie
Is it any surprise you are struggling withe the new Tahs? They are rookies! I think there has already being too much media about them before they have even achieved anything. The general public doesn't need to know the names of the All Blacks to be in awe of them. Do you think all those worldwide fans who don a balck jersey every RWC know many of the players individually? The team is the powerful entity. Not the individual. It doesn't matter who is in what jersey, they are seen as All Blacks. We could only wish to be so lucky. To focus on the individuals is to the detriment of the team.
Hugh_96
Roar Pro
The old Kerry Packer line to the Ch 9 cricket commentators, something along the lines of "I can see what's happening I pay you to tell me why its happening".
Paul D
Roar Rookie
Absolutely kids need heroes to look up to. But you don't want them to get too close as people never live up to the illusion. Kids don't need to know a players life story or hear much about them. All they need are fan days where they can get a photo and a hat signed, with a little coaching clinic where they can get some tips from their idols. That is the absolute limit. We all know what happens when RA put too much reliance on the person as opposed to the team. The Wallabies should be a collective. Not a bunch of celebrities.
Hugh_96
Roar Pro
Do need to increase the profiles of the players as no one outside of the rusted on fans know who they are, even I'm struggling with this new crop of Tahs. Also player profile is critical from a commercial perspective ie sponsors. However if the teams start winning at Super Rugby and Wallabies level people will be interested and will want to know the players - so winning mighty important.
ScottD
Roar Guru
Well thought out. Some of it isn't achievable IMO without structural change but if we don't test the boundaries we will never get anywhere.