I think I may have figured out the biggest problem with the NBL and the A-league.
They both have an identity problem; think about it.
Have you ever abstained from watching a certain fixture in any sport you love using excuses like ‘it’s a boring match up’, ‘it’s a nothing game’ or ‘none of the teams I like are playing’?
I know I have. And when I break it down the three key reasons I watch any sporting contest are -
1) I support one of the teams involved
2) Its a major final or representative game
3) I can’t pass on the opportunity to watch an individual player involved.
If an event doesn’t match one of these criteria then I am on to the Comedy Channel quicker than a Big Brother contestants fall from fame.
Now considering the fact that my teams (Reds, Broncos, Roar and Bullets) only play once a week and I only have so much time in a weekend, I’m left with a bunch of games which need to be cut from my viewing schedule. Since games watched under criterion two are rare I find most of my decisions come down to player personnel involved.
Must sees include the likes of Stephen Larkham, Benji Marshall, Dan Carter, Matt Orford, Mark Gasnier, the Bulldogs forward pack, Craig Gower, Andre Pretorius (when he’s fit) and Lote Tuqiri. They are all currently members of the ‘Monday Zone’. That is they’re all players who have the ability to take over a game and are always good for one or two “HOLY SHIT!” plays; thus they are talked about on Mondays around the office or schoolyard, if you hadn’t made the link.
(NOTE: until recently I had Andrew Johns heading this list. However, now that he is retired (there goes my fantasy season) he will go straight into the ‘Monday Zone hall of fame’.)
A perfect example is Manly. Before Orford joined the club the Sea-Eagles were a team I found very hard to devote 2 hours of my weekend to along with the Raiders (who I still can’t watch), the Rabbitohs (what a turn around – I actually set stuff aside to see these games now), the Warriors, Cronulla, all South African super 14 teams and the entire AFL regular season.
(NOTE: If I wasn’t a Queenslander and by default a lifelong reds fan, I would have them at the very top of this list.)
To get back to my original argument, the NBL and the A-League don’t have any of these Monday Zone guys. With the exception of Archie Thompson there is no one that draws the casual fan into the season on a week to week basis.
A sport league has too be managed and marketed like a T.V show. Think about all the great shows (note: this is a list of popular shows, not my favorites list) of our time -Friends, Seinfeld, Cheers, E.R, the Brady Bunch, Melrose Place, Beverly Hills 90210, the O.C etc. They were successful because they all had great characters. Characters we fell in love with, loved to hate and most importantly – kept us coming back each week.
It’s a proven formula:
Characters + talent + professional approach x money = great sport league
Just look at the NBA and the English Premier League. The NBA has sold itself on names like Jordan, Shaq, and Bird and more recently with Lebron James and Dwayne Wade. Not to mention last years entire Premier League marketing campaign made reference to the season as a soap opera.
A perfect and current example is Beckham’s acquisition by the MLS (the U.S. equivalent of the A-League, but less appreciated). No 31 year old player (even in longevity sports like golf and baseball) is worth $250m over five years just for their ability. It’s the MLS organization’s-who are responsible for ¾ of that $250m-one big shot at putting soccer on the map in Americas already over saturated sports market.
So how would it work here you ask…
Well, since the NBL (where I think it will work the quickest) and the A-League don’t have any standout characters at present, they need to invent them. To do this they should choose 1 star player from 6 or 7 big market cities and promote them in every facet of our lives. Hyundai and (whoever will back the NBL in ‘07/’08) ads would be a good place to start considering they are the MAJOR SPONSORS (does anyone recall a single Phillips ad campaign that had anything to do with the NBL while they were associated?).
Once people start to recognize the players, a few major controversies in the weeks leading up to the beginning of the season (a perfect opportunity to create ’04 Mason-esque villain characters) will drag some of the spotlight off of the climatic part of the NRL and AFL seasons.
From here it’s down to marketing the All-Star game, the playoffs, inflating rivalries, catchy player nicknames, boosting the salary cap, maybe a sex tape or two and repeating.
The last step, repeat, is the most important. Take it in small steps. Add, through strategic controversy 3 or 4 more major characters each season, the young talent especially. The fans need to watch them grow and mature throughout their career like they did with the Friends gang or the Brady Bunch Kids.
If this can be achieved both sports should flourish in Australia’s pro sport culture. Attentive mums across the nation have been praying for a non contact sport to take off for years. So why wouldn’t they embrace this?
So there it is, my PR plan for the A-League and the NBL. Now will someone who knows Ben Buckley and or Rick Burton please get them a copy of this ASAP.
Brisbane Sports Fan (BSF)
Monday, May 26, 2008
Buttressing The Rivalry
'Maroons v Blues! The greatest rivalry in Australian sports!'
Really?
I guess it is at the moment.
Sure, the stats say the teams and records have been close since day one but will it sustain this? I doubt it. At the moment I would argue: Adelaide-Melbourne (A-league), NSW-Western Force (Super 14), and several AFL rivalries are biting at the heels of Origin for the title, with the A-League providing the biggest threat.
(Note: Does anyone else get the feeling the AFL and NRL are not taking the A-league seriously enough? I do, think about it. Would you rather be in charge of promoting a) the NRL; a league that has a debilitating drinking and drug culture, b) the AFL; a league that has a slightly less debilitating drinking and drug culture but no chance of expanding outside Australia, or c) a league that probably has a debilitating drinking and drug culture, but revolves around soccer--the most popular sport on the planet? Take your time)
For origin to buttress its grip on the title of 'best rivalry' several things need to happen--and NO its’ got nothing to do with the results. Heading into 'the decider' I have five thoughts.
1. There has to be some level resentment between the players involved
Seinfeld joked that the biggest problem with boxing was that the fighters have nothing to fight about, a statement all to true about origin in 2008. In the age of (real) professionalism it’s hard to get passionate about anything (except contracts) and I understand hating someone you could be playing/working/engaging in all night benders with in the future is not a reality, but the players could at least pretend.
Origin built itself on an level of detest between the players, and although we will never return to the glory days of Lewis v Geyer, watching players hug each other as soon as the whistle blows does not help.
2. Both teams need a player that the opposition fans can hate
It wont happen this year but its worth thinking about. This has been a fundamental part of origin's success. An origin contest is at its best when one player on each team embraces their role as the verbal dartboard. Ultimately you want this to be a outspoken figurehead within the team who epitomises everything about their respective state, but who is dominant enough to use that energy to shift into another gear and hit back at the crowd with his play.
Unfortunately, since the retirement of Tallis, Webcke, Joey, and Fittler, no one has stepped to the plate. Mason flirted with the role for a while until everyone realised he was out for numero uno; Carl Webb was enthusiastic when NSW's fans challenged him on his debut but never showed the ability to change the course of a game; Crocker took on the role (when he appointed himself), but no one took him seriously on the field and the NSW's fans saw right through it. That list has a common flaw, they weren’t leaders (Mason has transformed into one I’ll admit, but he has enough issues with the press as it is, so he wont ever be THAT guy).
(Note: Is Andrew Johns the toughest 'Joey' of all time? I've heard of tough 'Joes' and tough 'Jims', but i can't recall any tough Joeys.)
So who are the candidates?
Young guys. Young guys with talent.
For QLD I like Sam Thaiday or Dallas Johnson. Both those guys are physical forwards who sweat maroon and will represent the team for the better part of the next decade. Thaiday might be a little tame but he has time to grow into the role.
(Note: I have always thought it would be cool if Thaiday got a hair cut, strapped his head and wrists, and walked out of the tunnel Arthur Beetson style--pissed and chalked up. Wouldn't Suncorp explode? Wouldn't that scare the crap out of NSW? Rabs would have Australia's first on air orgasm.)
As for NSW, I love Anthony Tupou. His workrate is bordering on Fitzgibbon-ish, he does all the little things that change games (slowdown the play the ball, get square, support, and kick-chase), and he scares the hell out of me because he consistently extends the tackle count with his offloading.
Like I said, this is a look to the future so they would need to establish themselves as leaders at club level before they could take on this role, but the seeds are there.
I would nominate Peter Wallace because of his Bronco/QLD connection (rooting against a 'traitor' usually fuels the Queensland fans; Think Michael De Vere and his staple incident, Wendell Sailor when he went to the Waratahs and returned to Suncorp against the Reds) but I'm not convinced he will be a long term thing.
(Note: In case you were wondering: I think Mitchell Pearce will eventually take on the role. He is like Fittler with an angry side. When he learns to channel that energy into his play, watch out.)
3. Restore the colour!
Colour is the greatest exponent of emotion so why would the NRL move away from that identity by diluting the uniforms?
Go retro; One colour all over with white lettering and numbering. Nike stressed an emphasis on strong flat colours in their design of kits for the 2006 (soccer) World Cup and it made for a better viewing experience.
Sorry Canterbury, but it’s the 'Origin jersey (made by Canterbury)' NOT the 'Canterbury jersey (for origin)'.
4. Make the Origin busses drive along Caxton St to get to Suncorp
Since the days of Lang Park that single stretch of road has changed the course of series. It psychologically destroys the blues and lifts the maroons before they even get to the stadium. It has been a long term theory between my friends and I for a long time that origin has not been as good since they ceased that pre game ritual. The games played in QLD have lost a level of passion they had ten years ago. Greater passion means a greater rivalry.
Well that's all I have for now. If I think of more in the lead up to 'the decider' I'll post them. Hope this didn't suck too much.
Really?
I guess it is at the moment.
Sure, the stats say the teams and records have been close since day one but will it sustain this? I doubt it. At the moment I would argue: Adelaide-Melbourne (A-league), NSW-Western Force (Super 14), and several AFL rivalries are biting at the heels of Origin for the title, with the A-League providing the biggest threat.
(Note: Does anyone else get the feeling the AFL and NRL are not taking the A-league seriously enough? I do, think about it. Would you rather be in charge of promoting a) the NRL; a league that has a debilitating drinking and drug culture, b) the AFL; a league that has a slightly less debilitating drinking and drug culture but no chance of expanding outside Australia, or c) a league that probably has a debilitating drinking and drug culture, but revolves around soccer--the most popular sport on the planet? Take your time)
For origin to buttress its grip on the title of 'best rivalry' several things need to happen--and NO its’ got nothing to do with the results. Heading into 'the decider' I have five thoughts.
1. There has to be some level resentment between the players involved
Seinfeld joked that the biggest problem with boxing was that the fighters have nothing to fight about, a statement all to true about origin in 2008. In the age of (real) professionalism it’s hard to get passionate about anything (except contracts) and I understand hating someone you could be playing/working/engaging in all night benders with in the future is not a reality, but the players could at least pretend.
Origin built itself on an level of detest between the players, and although we will never return to the glory days of Lewis v Geyer, watching players hug each other as soon as the whistle blows does not help.
2. Both teams need a player that the opposition fans can hate
It wont happen this year but its worth thinking about. This has been a fundamental part of origin's success. An origin contest is at its best when one player on each team embraces their role as the verbal dartboard. Ultimately you want this to be a outspoken figurehead within the team who epitomises everything about their respective state, but who is dominant enough to use that energy to shift into another gear and hit back at the crowd with his play.
Unfortunately, since the retirement of Tallis, Webcke, Joey, and Fittler, no one has stepped to the plate. Mason flirted with the role for a while until everyone realised he was out for numero uno; Carl Webb was enthusiastic when NSW's fans challenged him on his debut but never showed the ability to change the course of a game; Crocker took on the role (when he appointed himself), but no one took him seriously on the field and the NSW's fans saw right through it. That list has a common flaw, they weren’t leaders (Mason has transformed into one I’ll admit, but he has enough issues with the press as it is, so he wont ever be THAT guy).
(Note: Is Andrew Johns the toughest 'Joey' of all time? I've heard of tough 'Joes' and tough 'Jims', but i can't recall any tough Joeys.)
So who are the candidates?
Young guys. Young guys with talent.
For QLD I like Sam Thaiday or Dallas Johnson. Both those guys are physical forwards who sweat maroon and will represent the team for the better part of the next decade. Thaiday might be a little tame but he has time to grow into the role.
(Note: I have always thought it would be cool if Thaiday got a hair cut, strapped his head and wrists, and walked out of the tunnel Arthur Beetson style--pissed and chalked up. Wouldn't Suncorp explode? Wouldn't that scare the crap out of NSW? Rabs would have Australia's first on air orgasm.)
As for NSW, I love Anthony Tupou. His workrate is bordering on Fitzgibbon-ish, he does all the little things that change games (slowdown the play the ball, get square, support, and kick-chase), and he scares the hell out of me because he consistently extends the tackle count with his offloading.
Like I said, this is a look to the future so they would need to establish themselves as leaders at club level before they could take on this role, but the seeds are there.
I would nominate Peter Wallace because of his Bronco/QLD connection (rooting against a 'traitor' usually fuels the Queensland fans; Think Michael De Vere and his staple incident, Wendell Sailor when he went to the Waratahs and returned to Suncorp against the Reds) but I'm not convinced he will be a long term thing.
(Note: In case you were wondering: I think Mitchell Pearce will eventually take on the role. He is like Fittler with an angry side. When he learns to channel that energy into his play, watch out.)
3. Restore the colour!
Colour is the greatest exponent of emotion so why would the NRL move away from that identity by diluting the uniforms?
Go retro; One colour all over with white lettering and numbering. Nike stressed an emphasis on strong flat colours in their design of kits for the 2006 (soccer) World Cup and it made for a better viewing experience.
Sorry Canterbury, but it’s the 'Origin jersey (made by Canterbury)' NOT the 'Canterbury jersey (for origin)'.
4. Make the Origin busses drive along Caxton St to get to Suncorp
Since the days of Lang Park that single stretch of road has changed the course of series. It psychologically destroys the blues and lifts the maroons before they even get to the stadium. It has been a long term theory between my friends and I for a long time that origin has not been as good since they ceased that pre game ritual. The games played in QLD have lost a level of passion they had ten years ago. Greater passion means a greater rivalry.
Well that's all I have for now. If I think of more in the lead up to 'the decider' I'll post them. Hope this didn't suck too much.
Subscribe to:
Comments (Atom)