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

France gave them a tough time, but in the end the Springboks started their 2017 campaign with a highly satisfactory 37-14 win at Loftus Versfeld in Pretoria on Saturday night.

There were enough positive signs to suggest coach Allister Coetzee and his team have the Springboks back on the right track after hitting rock bottom in 2016.

The Springboks were put on the front foot by a superb effort from their pack, which was clearly dominant. Enjoying the lion’s share of possession, the home team were not always direct enough on attack, sometimes becoming too lateral, so the scoreboard did not always reflect how in charge they seemed to be.

The French were able to create space out wide too easily at times and some moments of defensive frailty from the Springboks meant the visitors were very much in the game until the final quarter.

With the clock on the hour mark, the match was on an even keel with the Springboks leading 16-14 when the turning point came.

The quick-thinking of scrumhalf Ross Cronje and the clever boot of flyhalf Elton Jantjies saw the ball bouncing over the French line with Courtnall Skosan in hot pursuit down the left wing. He had the pace to get there first but, as he was reaching up for the ball, he was played by French fullback Brice Dulin and the ball went astray.

The Springboks called for the early tackle and the TMO, Englishman Rowan Kitt, and referee Glen Jackson made the ruling that the contact had been a split-second too early. It was a marginal call either way and it was desperately tough on the French to concede a penalty try and for Dulin to be yellow-carded.

The Springboks scored two more tries in the 10 minutes he was off the field and the contest was over with the lead 37-14 with 12 minutes to play.

The first try came from the training ground with a slick lineout move. Captain and eighthman Warren Whiteley shifted backwards to take a deep lineout throw and then, having barely held on to the ball, immediately passed it into the gap for Cronje to come roaring through and score a memorable try on debut.

Seven minutes later, turnover ball allowed replacement scrumhalf Francois Hougaard to go on a sniping run, before fullback Andries Coetzee hit the afterburners and stormed into the open spaces before sending centre Jan Serfontein on a diagonal road to the tryline.

The road to victory was bumpy at first for the Springboks as the French driving maul earned them an early penalty, but flyhalf Jules Plisson missed.

With half-an-hour gone, South Africa only had two Jantjies penalties to their name. The first came after a lovely interchange of passes between hooker Malcolm Marx and wing Raymond Rhule led to the French being offsides. The visitors were up quickly in defence and combative in the tackle, but it was an area referee Jackson did police well.

The other Jantjies penalty came from a rolling maul, an area of the game in which the Springboks also showed pleasing work.

Marx produced a phenomenal first-half display, charging around the field like some intergalactic giant beast, and he provided the scoring pass for outside centre Jesse Kriel to go racing over for the first try in the 31st minute, after Coetzee, the other star up till then, had fought hard in the tackle and then burst clear.

The Springboks were 13-0 up with Jantjies’ conversion, but then the French began pulling back on the scoreboard.

The ease with which they were able to create space out wide is one of the aspects of play the Springboks will have to improve and, in the 36th minute, right wing Yoann Huget had acres of space and then chipped ahead, Coetzee totally missing the bouncing ball on the goal-line, allowing centre Henry Chavancy to dot down.

Jantjies, who did everything that could have been asked of him at flyhalf in a busy, courageous performance, scored the final points of the first half with a penalty to make it 16-7. The kicking of the Lions pivot was an obvious high point of his game as he succeeded with all six of his shots at goal.

The French scored the first points of the second half to keep the minds of the Springboks focused as Chavancy ran straight over Kriel in midfield, the Bulls player having to leave the field with concussion, and, from the next ruck, replacement scrumhalf Baptiste Serin dummied and went over the line.

Plisson’s second conversion narrowed the lead of the South Africans to just two points (16-14), but the final quarter belonged to the home side.

The physical effort of the Springboks never flagged, thanks to the impact off the bench of players like Jean-Luc du Preez, Pieter-Steph du Toit, Coenie Oosthuizen and Bongi Mbonambi, and the outstanding scrum was the other highlight of the performance.

It was just the sort of encouraging performance the Springboks needed to start their year.

Points scorers

South Africa: Try – Jesse Kriel, penalty try (7pts), Ross Cronje, Jan Serfontein. Conversion – Elton Jantjies (3). Penalties – Jantjies (3).

France: Tries – Henry Chavancy, Baptiste Serin. Conversions – Jules Plisson (2).

Pieter-Steph du Toit

Q: How did it feel for the Springboks to be booed off the field at halftime?

PSdT: Well the first half was quite a shocker and being booed, well we fully deserved it. But we were 100% better in the second half and we showed what we can do. It’s difficult to describe the feeling when you get booed like that, but it made me a bit angry, I wanted to show that we are not that bad. If you play good rugby, then the crowd gets behind you.

Q: What went wrong in the first half?

PSdT: Us players were all on the field, but we just weren’t playing, we had no energy, we all just seemed a bit tired. I do not know why that happened in the first half, I have no explanation at the moment, except that our game plan was to work around the corner and we didn’t do that as the forwards.

Q: How did the Springboks manage to pull off such an amazing comeback?

PSdT: Eben Etzebeth and I spoke about it and we never doubted that we could win, and if you believe it then you can do it. There was a mindshift – we knew we had to win, so we had to lift our game to a different level and the changes helped too, a guy like Ruan Combrinck was man of the match after playing just 40 minutes, so that’s quite an effort. We stuck to the game plan more, the forwards came into the game and we cut out the mistakes. We made a lot of errors in the first half, we didn’t keep the ball, and Allister Coetzee and Adriaan Strauss spoke to us about that and said if this was our last Test for South Africa, how would we play? Of course they were upset.

Warren Whiteley

Q: How satisfying was that second-half comeback and how did you pull it off?

WW: We’re delighted with the win and the character we showed. We definitely felt the momentum swing early in the second half and that gave us a chance. We got quick ball and we were hitting the advantage line and so creating space out wide. We managed to keep that width, make holes in the middle and earn the right to go wide. It means a lot because we were extremely disappointed after the first half, but we showed our character in the second half, which is definitely going to be a massive confidence boost.

Q: Did you feel extra pressure coming on straight after halftime in front of your home crowd with the Springboks in a hole, and do you think you’ve secured a starting place now?

WW: Every time I step on to the field it’s a privilege and I try to make sure I use every opportunity. I didn’t feel any extra pressure, but I was highly motivated to make a difference. No, I don’t think I can talk about starting places because there are a lot of very talented loose forwards in the squad – Jaco Kriel hasn’t even played a game yet and there’s a guy like Sikhumbuzo Notshe also waiting in the wings.

Q: There’s been plenty of talk already about the win being down to all the members of the Lions team you captain who were on the field in the second half … is that why the Springboks won the game?

WW: There’s no way it was the Lions team who won the game, collectively we worked together on the game plan and the style of rugby we wanted to play. The first week together was tough, we did lots of work but lost, and this week was tough too. But slowly and surely we’re getting into our rhythm, we’re still reading and learning about each other. This was only my fifth Test, I’ve never had to link with Damian de Allende before, I’ve never scrummed behind Pieter-Steph du Toit before, so I’m still learning how to play with them.

Few would have disagreed with Bulls coach Nollis Marais when he gave the Lions full credit for their dazzling 56-20 victory in their SuperRugby derby at Loftus Versfeld at the weekend.

“The Lions were excellent, they played for the whole 80 minutes and showed us how far behind we are, the score reflects that. The Lions showed why they are a top-class side, they are all excellent rugby players and definite title contenders. We learnt a lot tonight because they are similar to the New Zealand sides,” Marais said.

Although the Lions backs scored some spectacular tries, it was up front where they first got their hooks into the Bulls, with a mighty display from their pack.

“We stole a couple of their lineouts early on, but then we lost two or three and the lineout became messy. The first scrum was a penalty against us and the next one was fed on to the prop’s leg and bounced out, plus we were penalised a lot at the breakdown. We couldn’t get our set-pieces going, so we were just hanging on, we couldn’t play,” Marais said.

The Bulls coach said he was gutted, not so much at the loss – because the Lions are a brilliant side – but at the performance which was nowhere near the levels they reached the previous weekend against the Stormers.

Lions coach Johan Ackermann agreed that the display was one of the best his team have produced this season.

“Obviously we’re very pleased, we played for the whole 80 and it was probably one of the better performances we’ve had. The credit must go to the players because they’ve worked on some of the lessons from the Hurricanes game and worked really hard on the contact area which is so important to our game.

“The Bulls are definitely a good team, big and physical with a strong defence, so I would have taken any win. Credit to the whole pack, who put in a lot of hard work, and the exceptional finishing of the backs,” Ackermann said.