Ken Borland

Covid-19 has dealt South African sports fans a cruel deck of cards, never mind a hand, with the much-anticipated British and Irish Lions rugby tour now almost certainly not happening in this country this year. But there is still something to look forward to with the Rugby World Cup Sevens coming to Cape Town next year.

Megapro, who are the giants of commercial rights and sponsorship sales in South African sport, were appointed as the exclusive sponsorship sales agency by WorldRugby earlier this month and they are busy ensuring they lay on a feast of entertainment. The overriding hope, of course, is that the pandemic has eased to such an extent by September next year that sport would have returned to normal with spectators cramming into the wonderful Cape Town Stadium.

It is reassuring to know that it is a former Sevens Springbok, Steven Hunt, who is spearheading this drive as the sales manager of Megapro.

“It’s a waiting game still for the Lions tour, which is sad because it only comes around every 12 years and we could miss out on the enormous benefits it brings to the country. But the light at the end of the tunnel is the Sevens World Cup next year and there is great excitement around that. Everyone wants to see sport return to normality and the hype of a big event.

“At the moment, putting on big sporting events is weighed down with challenges, but a world cup unites the country and to lose that feel-good factor is the major loss we are currently having. But it’s good to see the professional set-ups moving again, it shows why keeping sport going is so important. The Sevens World Cup could have a very similar impact to the Lions tour,” Hunt told me in their Bryanston offices this week.

High performance sport is like a fire that needs oxygen in order to burn, it needs spectators in order to oxidise and catch alight.

“Professional sport needs spectators, both for the commercial aspects and for the players themselves. It never happened to me in my career that we ever played with no crowds, but it affects the whole life cycle of the game. And Sevens is all about the fans and the fan engagements, the festivities and fun. The whole event lives on that energy.

“Obviously the positive about this Lockdown is that the supporters can’t wait to come back to live events and hopefully they come back stronger. We’re 100% expecting the crowds for rugby to come back bigger, better and stronger. There is still massive value in playing the tournament in an empty stadium though because we will still be putting it in front of the world,” Hunt said.

South African rugby was on an absolute high when Covid struck, having just won the XVs World Cup in sensational fashion in Japan, but now they are in a fight for survival. How long this ‘state of emergency’ for SA Rugby lasts is anyone’s guess because government is ill-equipped to provide many answers or an efficient vaccination programme.

“It’s terrible that the great momentum of the 2019 World Cup has been lost. SA Rugby pushes for answers about when fans can return but there are still none – the numbers could still go up, we just don’t know. And it boils down to WorldRugby whether there will be no spectators or not at the World Cup. Fortunately we have the Cape Town Sevens this year as the last event on the circuit and we can gauge a lot from that.

“The Cape Town Sevens has set massively high standards as an event so we will stick to that formula, keep how that is structured. SA Rugby also had success with the event in George and Port Elizabeth, so the World Cup is in good hands. It’s also the first global event that we have the exclusive rights for, so it is massive for Megapro. It will be a huge success, a top-class tournament, as long as there is no more Covid,” Hunt predicted.

South African rugby may miss out on the British and Irish Lions tour, but hosting the Rugby World Cup Sevens with international spectators will be like getting a kitten for Christmas.

Watching South African rugby on television at the moment may be a bit like being in a canoe stuck in a stagnant backwater – the still water means not much is happening – but there is a deadly waterfall up ahead if the Independent Communications Authority (Icasa) get their way.

Icasa, which regulates broadcasting in this country, are concerned that subscription TV, i.e. Multichoice, have a monopoly on showing live sport in this country and they want to make the market more competitive. To do this, they propose that broadcast rights can only be bought for a maximum three-year period, there are to be no exclusive deals and rugby’s properties must be split and dispersed between as many broadcasters as possible.

But as SA Rugby so ably illustrated in their presentation to Icasa during public hearings this week, these so-called remedies will have the exact opposite effect. Because they will have such a drastic economic impact on the sport, for whom the sale of television rights makes up 58% of their income (sponsorship, which largely depends on TV exposure, makes up another 26%), the market won’t be competitive at all because professional rugby, already brought to its knees by the Covid-19 pandemic, will all but cease to exist.

Spreading the rights around may sound like a lovely socialist plan in an ideal world, but in the real world of free market economies, and the absence of any other broadcaster remotely capable of doing and paying what SuperSport does, rugby is in the canoe going over the Victoria Falls if they can no longer sell their rights as a single package, in long-term, exclusive contracts.

Given the abysmal record of almost all parastatals in this country, I have a healthy scepticism when it comes to them poking their noses around wherever they sniff money or gravy. But I was squirming with discomfort when, following SA Rugby’s presentation, one of the Icasa councillors asked if the federation would consider producing movies, documentaries or news if they could no longer do rugby.

I was so shocked by the sheer idiocy of the question, coming from someone who is no doubt earning a healthy slab of taxpayers’ money and is in a position to draft laws for the people of this country, that I fired off a derogatory tweet. Shortly thereafter, after a rant by the Chairperson about people disrespecting authority on social media, I was removed from the virtual meeting.

It’s a bit like asking a company that specialises in making hand sanitizers if they wouldn’t mind switching to car manufacturing because the government wants to fiddle with the market.

As SA Rugby CEO Jurie Roux pointed out, it costs millions of rand to build a competitive rugby system that will find a player with talent in the grassroots pipeline, take them through the youth age-levels, through provincial and franchise rugby and hopefully then to the Springboks. That money largely comes from the sale of television broadcast rights and sponsors who are willing to pay for the exposure they get on TV.

Apart from their clearly undemocratic and anti freedom of speech tendencies, Icasa also failed to do a Regulatory Impact Assessment before drafting their findings, according to SA Rugby’s legal counsel, Ngwako Maenetje SC. He also accused Icasa of paying scant regard to a written submission SA Rugby had previously made, which gave a thorough indication of the dire financial impact the proposed regulations would have on rugby.

A court date undoubtedly beckons for Icasa if they continue with this idiocy.

Roux also mentioned SA Rugby’s mandate is to produce compelling content and the current standard of the Currie Cup has been a subject of much discussion recently. It certainly has not been a top-class spectacle, but there have been mitigating factors for that such as the heat, humidity and rain at this time of year and the disruptions caused by Covid outbreaks.

But a look at the laws of the game could help. I like a suggestion made by coaching gurus Nick Mallett and Swys de Bruin that being able to mark a kick anywhere in the field should be considered, scrum infringements should initially just be free kicks and the attacking side should not be held to the same offsides lines as the defence.