Ken Borland

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

So the biggest question to come out of last weekend’s SuperRugby action was where has that Sharks team that put in two massive consecutive performances in New Zealand been hiding all season?!

The Sharks really put in a huge display in Napier and the Hurricanes were very lucky to win; the referee made some poor decisions at the back end of the game and that didn’t help the Sharks either. But Robert du Preez’s team were really in a position to win their second massive game in a row.

To see a New Zealand side struggle to cope with the pace and power of Jean-Luc du Preez and Andre Esterhuizen, especially the ease with which he went straight through from the lineout, was incredible. The Sharks would have won but for a late hit and a missed lineout that led to seven points down the other end, so that was obviously disappointing for them.

The Sharks had shown glimpses of this sort of form before, but probably not early enough in the season, so they are still 11 points off the pace in their group. Questions have to be asked as to why only now have they started to really play?

Maybe they’re more match-fit now, halfway through the competition, but the big thing is that their set-pieces are starting to function better. They’re getting good, clean lineout ball and are disrupting the opposition’s ball too, while Thomas du Toit is starting to settle at tighthead prop and that experiment is starting to not look so crazy. He’s getting his shoulders and the scrum has been stable enough to launch Esterhuizen, and the platform it provided for the Louis Schreuder try would have been really pleasing.

There are a lot of positives for the Sharks at the moment, but some of their first-phase defence and the way the wings defend needs to be better. Lukhanyo Am made one really poor decision at a lineout, he needed to be moving in instead of going out, and that provided the hole for a try.

But it’s going to be a big game this weekend in Durban because whoever loses between the Sharks and the Bulls will have a hard way back to get into a playoff spot. It’s going to be a massive derby.

But as I said, there are a lot of positives for the Sharks to take into the game – their willingness to offload in the wide channels, their ball-carriers going hard and an astute kicking game by Schreuder at scrumhalf. But they still need to tighten their defence – they’ve conceded 10 tries in two games.

As for their performances over the last night fortnight providing a blueprint for how to beat New Zealand, one thing is certain and that is that historically it takes a miracle to score more than five tries against the All Blacks. So you can’t be conceding five tries per game. It is pleasing that the Sharks are scoring so many points, but they need to concede less.

The Bulls had a great win against the Stormers two weeks ago and should be refreshed after their bye round. Handre Pollard had a really good game with the boot and exposed the positional play of the back three of the Stormers and he will be hoping to do the same this weekend. What was also impressive was the two tries they scored with their driving maul but the main thing for them will be to defend well in Durban because the Sharks are definitely scoring tries. They will have to contain the power running of Esterhuizen, Jean-Luc du Preez and Am. I’ve also been impressed by Robert du Preez’s ability to keep the scoreboard ticking over with his excellent goalkicking.

So the Bulls will have to be at their best defensively and very good in terms of discipline. The penalty count will need to be less than 10 so they will have to make very good decisions at the breakdown and strive for set-piece excellence.

The Lions, after their setbacks of the last few weeks, came out full of intent against the Stormers and Madosh Tambwe was outstanding.

For his first try, from the chip, Damian Willemse’s kick was from too deep. With his footwork, he needs to be flat and bringing runners into the game, and that chip needed to be behind the centres. It was just in the wrong spot and he doesn’t yet have the tactical boot and appreciation for space.

So that try had the Stormers under pressure from practically the first minute and then the ability of Elton Jantjies to pick up Tambwe on the kick into space and the wing himself showing he can also go into the hard channels led to his other two tries for an astonishing hat-trick in 13 minutes.

The Lions certainly seem to have a pool of wings now, with Ruan Combrinck back and Aphiwe Dyantyi close to returning, plus Courtnall Skosan on the sidelines, they have four really quality players. Four years ago, our wing stocks were really low in South Africa, but now we have those four plus Sbu Nkosi of the Sharks and Travis Ismaiel of the Bulls.

However, a lot of the defensive decisions of South African wingers this year have been poor. Yes, you have to put pressure on but you also have to make the tackles! Springbok defence coach Jacques Nienaber will have a different approach to guys like John Mitchell and Paul Feeney, who are using a rush defence at the Bulls and Stormers respectively. They want their wings to get in amongst the opposition, but that leaves you open to the bridge-pass and the kick-pass because they get disconnected from their centres. Jacques in the past wanted his wings behind the centres, to shadow the opposition and force them towards the touchline.

We are seeing so much of the kick-pass to the wide channels these days and wings have so much on their plate defensively, not to mention the big guys with serious gas and stepping ability they have to contend with as well.

The Springbok alignment camps are on the go and obviously the guys don’t train at those, but it’s a good chance for the national coaching staff to impart their philosophies. They will reveal the calling system and defensive lingo to be used, basically it’s a chance for them to give the players their messages for the year. It involves a heck of a lot of study because it’s all about how the Springboks will play this year.

There’s certainly some exciting talent available for Rassie Erasmus, and how his predecessor, Alistair Coetzee, would have loved to have seen the 30-cap overseas player rule relaxed. Why was this policy in place for two years and now it’s suddenly lifted?

It’s probably been changed for the likes of Faf de Klerk and Vincent Koch, they are the two players affected who really spring to mind.

Faf has been playing quite well for Sale, and has also been goalkicking, plus he’s proven at Test level. With Ross Cronje not invited to the alignment camps, I also rate Schreuder very highly at scrumhalf, he definitely has the skill-set to play at that level – he has a good kicking game, he’s a good organiser and he has the ability to finish, he’s no slouch with ball in hand.

Koch is being looked at because obviously South Africa’s tighthead stocks are a bit low. The Springboks have Wilco Louw and Ruan Dreyer, but you always need three guys in the crucial positions and there will always be five props in the Springbok squad.

England have some big guys up front and I’m sure Koch has had many training sessions against Mako Vunipola at Saracens, so he would be a good pick for the Springboks in terms of inside knowledge.

John McFarland is the assistant coach of the Kubota Spears in Japan and was the Springbok defence coach from 2012 through to the 2015 World Cup, where they conceded the least line-breaks in the tournament and an average of just one try per game. Before that, McFarland won three SuperRugby titles (2007, 09, 10) with the Bulls and five Currie Cup crowns with the Blue Bulls. In all, he won 28 trophies during his 12 years at Loftus Versfeld.

It was a very exciting weekend of rugby – although obviously the SuperRugby results weren’t very good for South Africa – and the importance of competing hard at the breakdowns was shown in two of the biggest games of the weekend.

One of the positives for South African rugby to take out of the weekend was France beating England in such passionate, collision-dominant fashion. They really blitzed England at the breakdowns and the tackle and have certainly given the Springboks a blueprint for success in their June series against England. The things which worked for France are certainly tactics we can do as well.

Defensively, France really competed at the breakdown and were able to disrupt England’s really flat attack. The decision needs to be made by the Springboks to replicate this, although it also depends on what loose forward combination they choose. But the Springboks tend to prefer having 14 players on their feet, all defending in a row. I can remember Chean Roux and Rassie Erasmus preaching to us that for the first 15 minutes the Springboks mustn’t compete at all at the breakdown! Fortunately we ignored that.

Obviously England have breakdown problems away from home and they were only able to get go-forward when their finishers came on, guys like James Haskell and Kyle Sinckler. When they came on it solved their problem in terms of power in the collisions and I’m sure Eddie Jones would have learnt some lessons about having more power up front. Especially with two of the Tests against South Africa being played at altitude, the power factor really comes into play in what should be high-scoring games.

The Lions versus Blues game was also a very exciting encounter. The Blues gave it their all, they played with an utter sense of purpose and passion, and they played with that intensity for the full 80 minutes. Normally against the Lions at altitude, the wheels come off at the back end of the match – think back to the game against the Hurricanes in the semi-final last year and even against the Crusaders in the final when the Lions only had 14 men. The Lions certainly finished the stronger team in both those games.

But the Blues were the stronger finishers last weekend and I’m not convinced the balance of the Lions back row is correct. Playing lock is very different to blindside flank and the Lions have been at their best when Kwagga Smith, Warren Whiteley and Jaco Kriel have been their loose trio, along with Malcolm Marx at hooker. That group is good on the floor, at the breakdown and in the tackle, which enables them to slow down the opposition’s ball and win turnovers.

And because the Lions generally play to a 1-3-3-1 system, it means they usually have two back-rowers on the edge of the field, which provides them with strike power, certainly Smith and Kriel have given them real impetus in the past.

It’s not quite the same when you look at Franco Mostert playing that role, and then you look at the ease with which the Blues scrumhalf was able to get around him at scrum time. The Lions need to look at whether he should be persevered with at number seven; the problem is they are well-stocked at lock and maybe they feel their other back-row players aren’t up to the level needed.

With the loss of Whiteley for the next four games we will see whether the experiment will continue or whether the Lions will go down another road.

To be fair to the Blues, they were very disciplined and they gave a blueprint as to how to beat the Lions. They denied them entry into their own 22, from where they strike with their strong lineout and drive, and they obviously didn’t give them many penalties.

The Blues were also able to keep the ball, through many phases, and the Lions were just not able to get over the ball and get steals. The Lions defence was good, but there were few turnovers, so they were on the back foot for long periods of the game.

Aphiwe Dyantyi made two key interventions in the match – his interception try was absolutely superb and then his charge down of a restart, if he had just been able to gather the ball then the game would have been won … those are the small margins in SuperRugby.

But the major thing is that the Lions spent too long defending and the Blues got the confidence to come back. And what a good effort it was to come back from 21-3 down. At altitude things change quickly, but normally for the home team.

The Blues generally kicked off shape – in other words they would keep the ball in order to bring the Lions wings up and isolate Andries Coetzee at the back, meaning they were able to find space in the corners quite easily, and a good chase then meant the Lions were under pressure.

Most importantly, your scrum has to stand up to the opposition front five, and the Blues did that all game.

You have to credit the Blues for never running out of steam, and credit to the Lions for their part in a fantastic game of rugby. It shows the high standards of Swys de Bruin that he was very upset and complaining about his team at halftime, even though they were 21-10 up. Swys favours all-out attack, he has a simple philosophy of beating your man, he wants his players to take on their opposite number.

It’s been a big month for the Lions with two local derbies, but there will always be a slight let-up in intensity somewhere in the competition and there are times when you have to win when you are not at your best.

It was also interesting to note Marx being kept on the field for the whole time, so he’s now played four straight 80 minutes, even though Robbie Coetzee is not a bad replacement. The Lions are going to have to look at Marx’s workload.

I was with the Sharks at the weekend and I was able to visit my old Springbok friend Ricardo Loubscher, who is now coaching their SuperSport Rugby Challenge side. It was nice to exchange ideas with him and meet up with a lot of old friends at Kings Park.

I was also able to meet and chat with Alan Zondagh, the former Western Province coach, who has a great passion for attack. He raised a very interesting point that all teams play a similar style of attack these days – the 1-3-3-1, you see the same style from all the teams.

It will be an interesting weekend of SuperRugby again and I think the Lions will bounce back, they’ll be expecting five points as they have the good fortune to play the Sunwolves, and remain in a good position before they go on tour. I don’t think their slip-up against the Blues will be too costly because the Aucklanders are not really seen as contenders, and a bonus point win this weekend will see them still in a good position.

The Sharks now have a difficult run of four games away on tour and it was interesting to see coach Robert du Preez being so positive as to target four wins. That would be a first for a touring side!

The Bulls are in Hamilton, John Mitchell’s old stamping ground, to face the Chiefs and it will be interesting to see how they go. The Chiefs have been competitive this season, they beat the Blues before their good win this last weekend. It’s been an interesting change to have Damian McKenzie at flyhalf and I didn’t expect them to be as good as they have been. But in New Zealand they just seem to be able to rustle up fresh 100kg centres and wings that are flippen quick.

The Stormers have a home game against the Blues and it is non-negotiable to win at home if you are going to try and get a home semi-final. Anything away from home is a bonus. Just look at the Hurricanes, who were not very convincing against the Bulls but then smashed the Crusaders quite convincingly in Wellington last weekend.

John McFarland is the assistant coach of the Kubota Spears in Japan and was the Springbok defence coach from 2012 through to the 2015 World Cup, where they conceded the least line-breaks in the tournament and an average of just one try per game. Before that, McFarland won three SuperRugby titles (2007, 09, 10) with the Bulls and five Currie Cup crowns with the Blue Bulls. In all, he won 28 trophies during his 12 years at Loftus Versfeld.

Whoever the new coach of the Standard Bank Proteas will be, the team’s biggest need at present is for stability after all the disruptions of the England tour that ended with South Africa being heavily beaten in four days in the fourth and final Test, losing the rubber 3-1, their first series loss in England since 1998 and their heaviest defeat since losing 3-0 to Colin Cowdrey’s team in 1960.

The frontrunner to replace Russell Domingo, judging by media reports, is Ottis Gibson, the current England bowling coach and the former West Indies head coach who won the World T20 in 2012. The 48-year-old Barbadian has both the international experience – having been involved at that level for 11 years – and the local knowledge, having played in South Africa for the better part of the 1990s for Border, Griqualand West and Gauteng.

The list of disruptions the Proteas suffered on their tour of England, with the Tests following their defeats in both limited-overs series and the disappointment of an early exit in the Champions Trophy, starts with Domingo. The coach was not only in the awkward position of not knowing whether the tour would be his last in charge, but then had the awful heartbreak of his mother being involved in a car accident and eventually tragically passing away, forcing Domingo to leave the squad on two occasions and fly back home.

The Proteas were not only without their coach but they also went into the series without their galvanising skipper Faf du Plessis, who missed the first Test at Lord’s having stayed in South Africa for the difficult birth of his first child; a hard call but a totally understandable one.

Du Plessis returned for the second Test at Trent Bridge, with the Proteas winning by a whopping 340 runs. But they were brought back down to earth, hitting the ground hard, in the last two Tests, losing by 239 and 177 runs respectively.

The combination of Vernon Philander and Chris Morris as bowling all-rounders worked a treat in the second Test, but not in the third as Philander suffered an untimely, debilitating illness having made the ball talk in spectacular fashion as he did great work on the first day at the Oval.

The stalwart of the attack then pulled out of the fourth Test with a sore back, prompting Du Plessis to snipe that Philander needed to work harder on his fitness.

The captain shows refreshing candour in press conferences and he basically also confirmed that AB de Villiers’ Test career is dead and the team need to move on as quickly as possible.

At the moment it seems as though they have been left hanging by De Villiers, with three different batsmen being used in the crucial number four spot against England.

For me, Du Plessis should step up, take responsibility and bat in the number four position. He can bat both time and aggressively, and as captain he also needs to set the tone.

Temba Bavuma and Quinton de Kock, as good as they are, are better suited to coming in lower down the order.

Bavuma has the technique and tenacity to be a middle-order fighter much like Jonty Rhodes was, and his value is often worth more than simply the sum of his runs; he should be batting five or six and can also handle the second new ball and marshal the tail.

De Kock has been touted as the new Adam Gilchrist and needs to be used in the same role as the great Australian wicketkeeper/batsman. De Kock has all the shots and likes to use them, and needs to come in at six or seven where he can play his own, counter-attacking game. Having to rebuild at 40 for two does not suit him and he is the sort of batsman who can shift momentum batting lower down or really take the game away from tired bowlers.

Everything depends on a solid start, however, and South Africa had an average opening stand of just 13.62 against England and nothing higher than 21 between Dean Elgar and Heino Kuhn.

Elgar had a good series in tough conditions, scoring a century and two half-centuries as he made the second most runs (291) for the Proteas, behind Hashim Amla (329), but Kuhn’s place must be under serious threat after he made just 113 runs in eight innings.

Stephen Cook, the man Kuhn replaced, must still be in the mix judging by his century last weekend for the SA A side, while those who believe players of the future must be given as much opportunity as possible will be clamouring for Aiden Markram to make his Test debut against Bangladesh at the end of next month.

But whatever the final selection, there must be far more stability over the coaching situation – who Gibson’s assistants will be is shaping as an interesting discussion – and the captaincy. Surely everyone would feel a lot more settled if Du Plessis was just given the captaincy for all three formats?

The selectors and management also need to make up their minds about batting positions and stick to them, players floating up and down the order is doing nobody any good.

A couple of Tests against Bangladesh should be a good opportunity for the Proteas to regather their balance and get back on the winning trail.

There will be the distraction of the Global T20 League after that, but the South Africans need to get quickly back up to speed because world number one India and Australia, itching for revenge, will be considerable opposition when they arrive on these shores later in the summer.