Characters In Sport

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)