Ken Borland

The last time I was fortunate enough to attend the KFC Mini-Cricket National Seminar was five years ago in Kruger Park, so it was wonderful to see CSA’s flagship development programme has lost none of its energy or passion when I was invited to this year’s annual gathering, held at Zebula Golf Estate outside BelaBela last week.

This mass participation grassroots programme, which will celebrate its 40^th anniversary next year, is operated by the noble crew of 10 500 volunteer coaches, working closely with the sponsors and CSA’s development office.

Some of the bile that has been thrown around in cricket circles over the last couple of years has been difficult to stomach, but being able to share in an environment where everyone is just working for the love of the sport, where egos are put to the side because this is the grassroots game, is gratifying enough to cure the most severe indigestion.

Graeme Smith, as director of cricket, has had to deal with much of that bile, but he was happy and relaxed at Zebula, being asked for plenty of photographs by the delegates after his address on the first morning.

“I basically just gave them an update of where cricket is and then it was great to sit through the sessions with them,” Smith said.

“I feel like I’ve been starved of being on the ground with these sort of cricket-lovers. It’s so exciting to be here, this programme is nearly 40 years old and has been a massive investment in the game at all levels.

“All credit to the volunteer coaches and co-ordinators who grow their communities and are mentors for the youngsters. It’s so important that kids have the opportunity to be touched by the game and I know how important KFC Mini-Cricket is to CSA.

“These coaches are the life-blood of our game and I’ll be surprised if there are any other development programmes in this country that come close in terms of reach,” Smith said.

Unfortunately though, like everything else, the effectiveness of the KFC Mini-Cricket Programme does come down to how many Rand are in the bank for CSA.

The organisation held its AGM last weekend and the financial statements clearly showed the serious effects of Covid and how important it is for the Proteas to be a ‘box-office’ team on the global stage.

CSA still has total assets of R797 million, but they suffered a nett loss of R221 million in 2020/21, having budgeted for just a R177 million deficit.

This was largely due to broadcast revenue plummeting from R534 million to R161 million. Having made up almost half of CSA’s revenue the previous financial year, broadcast rights now only accounted for 31% of profit. Sponsorships also dropped from R186 million to R79 million, 15% of revenue.

Accordingly, in an environment of sometimes brutal cost-cutting (but pleasingly with no employees laid off because of Covid), investment in development dropped from R385 million to R273 million.

So anyone who wants to see the game in this country truly transform has to also acknowledge that the Proteas have to be one of the best teams internationally. That’s the only way the Big Three will want to tour here, generating the lucrative broadcast rights that are by far CSA’s biggest revenue-earner.

And KFC Mini-Cricket has certainly produced its fair share of Proteas – Beuran Hendricks and Sinalo Jafta were two in attendance at Zebula. But the programme also wants to empower the coaches, while bringing an estimated 118 000 kids from diverse schools and communities together this summer, introducing them to cricket and also getting them active.

In the previous decade, when the Nedbank Golf Challenge was held in December and was able to attract top-10 players, Sun City was famous for the congestion that would occur throughout the resort as corporate South Africa and students would come flocking for their annual end-of-year party.

Crowds have dwindled since those days, as both the sport and the economy have changed, but last year’s Nedbank Golf Challenge was noticeable for the upturn in crowd figures and just a busier feel around the resort and on the fairways scattered amongst the ancient volcanic craters of the Pilanesberg.

A major reason for that was the focus Sun International and their hospitality partners Circa put on making the whole NGC experience more spectator-friendly and not just an event catering for the corporates safely secluded away in their air-conditioned marquees. And, given the success of 2017, they are going to drive for even bigger crowd numbers for this year’s tournament from November 8-11.

“The move from December, when it was the year-end function for most spectators, to November meant we had to worry about losing the public, especially the scholars and those writing matric exams, and we lost a lot of the day visitors we traditionally had. So we’ve been trying to make sure we bring those crowds back and the crowds are getting back to the way we begun with, with more than 65 000 people coming to Sun City.

“So this year we’re making even more space for the public, without changing things for the corporates. We’re opening up a huge amount more space on 18 with a three-tier structure that has a lot more ground-level space and will provide great public viewing. The entertainment area was one of the highlights of last year’s tournament, we want to capitalise on that and its times will be extended for a lot longer. Circa are running the public areas and are bringing in a lot of variety,” Eugene Boniface, the group manager for content at Sun International, said.

Workmen have been on-site since April, with 14 600 square-metres of infrastructure being set up, and 1300 tonnes of scaffolding, with Circa promising a real amphitheatre around the 18^th green. Apart from the focus on making the Nedbank Golf Challenge more crowd-friendly, work has also been going on on the course.

The 17^th tee has been moved around to add 30-odd metres to the tee-shot and make it more difficult, while the bunkers have undergone massive change with grass now on the faces rather than sand, to make it more playable for the golfers after there were complaints.

Nielsen Sports, the provider of analytics for the sports industry, recently gave their annual presentation on the biggest trends in sports business and the two major talking points over the last year are the rise of e-Sports and the fact that sports bodies and their sponsors have to know who their fans are in this rapidly evolving marketplace.

Their research shows that, on average, only 10-15% of any sport’s fans are actually ‘game experts’ – people who have intimate knowledge of the rules, history, players, tactics etc. So any sports body or sponsor that only targets this section of the fan base are clearly missing out, for instance, on the 30-35% of ‘connection fans’ – for them it’s about the big event and they are the people packing out the stadia for Pink Day, the Cape Town Sevens rugby or the Durban July.

In the past, the relationship between a sport and a brand was based on the sponsor wanting visibility and the sport just wanting money. But this relationship is now much broader and the rights a sports body sells need to be more flexible and more tailored to their specific partners. Sponsors these days want to own stories and content rules in this digital age in which internet advertising spend overtook that for TV worldwide last year.

It was disappointing to hear that our traditional sports like rugby and cricket are battling to grow in this environment. In South Africa, 25% fewer millennials are interested in rugby, and cricket has seen the same drop in support.

The fastest growing sport in the world is e-Sports, which is basically what professional, competitive gaming is called, and unfortunately, rugby and cricket just don’t have games on the market that are good enough. Research has shown that there is a strong crossover between people who play the virtual game on their computers and supporting the actual ‘live’ sport. For instance, Fifa’s eWorldCup drew seven million gamers last year and Formula One enjoyed similar success with their eSports Final, the winner of which gained a one-year contract as a simulator driver for McLaren.

That e-Sports is rapidly evolving into a major player in the sports industry is shown by the fact that one-third of all their fans came onboard in the last year and they are typically millennial men with money to spend. Which means major global brands like Gillette, C-Smart and Mercedes are moving into that space, the higher LSM also attracting sponsors like Audi and Mountain Dew. Gaming is a $32 billion industry now and at the competitive level it is a mega-production, a whole show with adverts, sponsored decks and kids packed into stadia.

This year’s Overwatch League features 12 franchises based in cities like Boston, London and Shanghai who paid $20 million each to participate. The broadcast rights were sold for $90 million and the average audience is 280 000 per minute.

Speaking of broadcast rights, this field has also become extraordinarily broad for sponsors and sports bodies. Pay TV’s influence is still stable, but there are disruptors now in the picture, especially tech giants like Amazon and Facebook and even Twitter.

The cellphone has become a way of life and we are living in a mobile-first generation. Although high data costs hold us back in South Africa, 20% of local football viewers watch via internet streams, with 69% of those people watching the game live and 42% of those watching the whole game.

Rugby has 25% of its viewers streaming the game, 68% of that watching live and 48% for the whole game; cricket’s figures are 22% streaming, 78% of that live and 40% watching the full game.

The sports industry is certainly a very fluid environment for rights-holders and sponsors to get their heads around.

https://www.pressreader.com/south-africa/the-citizen-kzn/20180623/282484299488829

Farhaan Behardien has been playing for the Multiply Titans since 2006 and, even if his fortunes at national level have dived, his true value has been recognised by his franchise as he walked away with four trophies at the annual awards evening.

Behardien’s stellar season – he averaged 80 in the Sunfoil Series, 48.55 in the Momentum One-Day Cup and 234 in the RamSlam T20 Challenge – saw him claim the coveted Player of the Year, T20 Player of the Year, the First-Class Player of the Year and the Most Valuable Player of the Year awards.

“It’s something really special and the culmination of 12 years of hard work, a very proud moment for me. The Titans have done really well this season which has given me the platform to perform. Apart from playing a few amateur games for Western Province, I have been a one-club man and I have a passion for the Titans.

“Hopefully I can play for them for a few more years. After 12 years of playing, I kind of feel like I’ve got my doctorate now. Initially I was only able to provide glimpses and I seem to be the guy everyone loves to hate, I’ve been abused a lot. But I’m grateful to the Titans because they stuck with me.

“All that experience has now come together and is building to a head. There has always been some amazing talent at the Titans, and hopefully in a few years people will look back to myself, Heino Kuhn, Albie Morkel, Henry Davids, as being legends for the best franchise in the world. Heino and I are probably the only cricketers in the world to have won 14 domestic trophies,” Behardien said.

In one of the Titans’ greatest seasons, Behardien has been the glue in the middle-order, time and again playing the situation perfectly to be the matchwinner across all three formats.

“I’m strictly a middle-order bat and playing the situation asks tough questions of you but it’s part and parcel of the position I play. You learn to deal with it much better, whatever situation is in front of me, I just try and maximise my runs in however many balls I have. When you have not too long left in your career, you also tend to play with freedom,” Behardien said.

Behardien has lost his national contract and seems to be on the periphery of new Proteas coach Ottis Gibson’s plans, but don’t write off the 34-year-old just yet: his desire to play international cricket is as strong as ever and he remains one of the most successful and consistent batsmen in South African cricket.

“Whatever game is put in front of me, I just try and perform really well. Whenever the Titans have called, in whatever format, all three of them, in different situations, I’ve still managed to produce the goods. So I’ll be disappointed if I no longer get higher honours.

“I would love to go to next year’s World Cup, I can see myself at Lord’s scoring a hundred off 120 balls. That World Cup is a massive ambition of mine because I never played too much of a role in the previous world cups I went to. I would love to be part of that squad, but that’s up to the powers that be,” Behardien said.

http://www.titans.co.za/index.php/categories-1-layout/item/838-behardien-s-stellar-season