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

South Africa ended last year ranked second in Tests and first in one-day internationals in the International Cricket Council rankings, but they were hardly inspired in 2017.

In fact, the Proteas were more like the bully in the schoolyard, bolstering their self-esteem, and rankings, by picking on easy-beats like Sri Lanka, Bangladesh and Zimbabwe at home. But when they were up against the big boys, most notably in the Champions Trophy and in the four-Test series in England, they folded in a heap.

Although they won in New Zealand, the ODIs were tightly-contested and they had good fortune in the Tests, rain washing out the final game when the Black Caps were in an excellent position to level the series.

In terms of individual performances, Hashim Amla and Kagiso Rabada continued to deliver world-class performances on a consistent basis, with the batting of AB de Villiers, Quinton de Kock and Faf du Plessis helping to make the ODI batting unit a dominant force.

Imran Tahir was their best white-ball bowler but it was the Test spinner, Keshav Maharaj, who perhaps made the greatest strides in 2017 and, at the age of 27, he is clearly a future star for the Proteas.

The arrival of Aiden Markram as a technically solid opening partner for Dean Elgar, who was the mainstay of the Test batting with 1128 runs, behind only India’s Cheteshwar Pujara and Aussie maestro Steve Smith in the year’s tally, helped bolster a batting line-up that was exposed in England, especially during De Villiers’ hiatus from Test cricket.

Markram will obviously face far sterner challenges than Bangladesh and Zimbabwe in 2018, but he couldn’t have been expected to do much better than 380 runs in his first four innings, including two centuries.

But that there were more question marks than answers over the Proteas’ performance was borne out by the departure of Russell Domingo as coach before the start of the summer and the arrival of former West Indies head coach and England assistant Ottis Gibson.

After a gentle introduction into the job, his charges feasting on minnows Bangladesh and Zimbabwe, Gibson faces his first real test in the new year as world number ones India arrive.

He will need to keep De Villiers available for Tests just to settle the batting line-up, while the bowlers are certainly there to challenge for the number one ranking, the only problem being keeping them fit and getting the right balance in selection due to the transformation targets.

Most importantly, Gibson will be focused on the creation of a steely edge in the team, and has already created expectation for the 2019 World Cup by declaring that winning that elusive trophy is his goal.

When put under proper pressure by the likes of England, and by Pakistan and India in the Champions Trophy, the old signs of muddled thinking and near-panic were once again there. Gibson will want to make the Proteas a side that plays the big moments well and seizes every opportunity that comes their way.

The South African women’s team provided some of the highlights of the year and captured the imagination of cricket fans back home by narrowly missing out on a place in the Women’s World Cup final, hosts and eventual champions England just sneaking through in a pulsating semi-final.

Players such as Marizanne Kapp, the number one ODI bowler in the world, and Dane van Niekerk became global stars.

It speaks volumes for the new clinical edge in Sihle Ntuli’s Drakensburg Dragons side that last year’s Premier Hockey League wooden-spoonists overcame vastly different challenges to win both their games and top the men’s log after the opening weekend of the 2017 competition at the Randburg Astro.

In their opening game, the Dragons hammered last year’s runners-up, the Addo Elephants, 4-0, defending stoutly and being ruthless in finishing their chances at the other end.

The next day, they had to survive the anxiety of a shootout to beat the Golden Gate Gladiators 3-1, after the match ended 2-2 after full time.

“The biggest disappointment last year was that if we look at all our games, we actually outplayed our opponents. The stats were in our favour but we just didn’t convert, so for us to come away with four goals was a really good start to our tournament.  A big thing for us was to not concede – that’s a very good sign for us. The Elephants team have some good players up front so it was a great defensive effort,” coach Ntuli said.

In the women’s tournament, the defending champion Blyde River Bunters ensured that they finished the first weekend on top of the standings as they beat the Namaqualand Daisies SA U21 side in a washed out match that had to be decided by a shootout, and then beat the St Lucia Lakers 3-1 thanks to a brace from Thati Segaole.

“The conditions were difficult to play flowing hockey. There were a couple of concepts that we did very well though. We’ve just got to do a few tweaks and I’m happy that we can do that. So I have all the confidence in the world that we will get better as the tournament progresses,” coach Lindsey Wright said.

Vodacom Blue Bulls coach Nollis Marais promised that his team were a different side from the one that lost at the same stage, against the same opponents, in last year’s Currie Cup, and they eventually proved that as they pipped DHL Western Province 36-30 in their thrilling semi-final at Loftus Versfeld on Saturday night.

The Bulls were probably worthy winners as they played most of the rugby, but whenever they looked like putting the squeeze on Western Province, they would make mistakes and the visitors were brilliant at scavenging opportunities and using them to the full.

It looked like the Bulls would falter at the same hurdle when Western Province went ahead 27-22 in the 58^th minute and then again, 30-29, with just seven minutes remaining.

But the 2016 Blue Bulls showed their development in terms of composure and mental strength as they played pragmatic rugby in the closing stages to eventually edge home thanks to replacement scrumhalf Ivan van Zyl’s try with just 90 seconds remaining.

A try by wing Travis Ismaiel, after 10 minutes, with centre Burger Odendaal making a great run off the ball and then the final pass, made sure that the Bulls made a good start to settle the nerves.

But Western Province scored nine minutes later to make it 7-7 with a try that showed their pack was not about to be bossed around at Loftus Versfeld, the forwards marching a lineout drive for 20 metres and eighthman Nizaam Carr dotting down.

That seemed to fire up the Bulls though and they began to squeeze Western Province in the second quarter. Schoeman kicked another penalty (10-7) and then a huge scrum in front of their own bench that had their subs on their feet earned another penalty (13-7).

Western Province were clearly feeling the pressure as Juan de Jongh tried to carry the ball out of his 22 but was met by a firm head-on tackle by Schoeman and flank Roelof Smit, who enjoyed an outstanding first half, pounced on the turnover, winning another penalty as the Bulls stretched their lead to 16-7.

But the lapses that kept the visitors in the game, the little momentum-killers, then reared their ugly heads.

Smit fell foul of referee Marius van der Westhuizen at the first ruck from the kickoff, allowing Western Province flyhalf Robert du Preez to cut the deficit to 16-10 as the hooter went for the break.

The lead was then cut to just three points from the kickoff for the second half as flank Jannes Kirsten carried strongly as ever, but outside centre Dries Swanepoel went straight off his feet and sealed off the ball at the ruck, allowing Du Preez an easy kick to make 13-16.

The mercurial Schoeman pushed the lead back up to 19-13 after his lovely break had forced Western Province to go offsides to prevent a try, but the 25-year-old’s ability to deliver the sublime and the ridiculous within moments of each other was then shown as he provided the intercept that was snaffled up by lock Chris van Zyl, leading to wing Werner Kok roaring away for the try.

From that point onwards, control was slipping away from the Bulls. Schoeman, to his credit, would keep knocking over the vital kicks at goal, succeeding with all eight of his shots, but he also dropped the kickoff after his own 55^th-minute long-range penalty to give Western Province prime position.

The Bulls conceded a penalty, which the visitors ran and lock Jan de Klerk stepped inside before barrelling over for the try.

Du Preez’s conversion put Western Province 27-22 up and the Bulls seemed to be on their way to another semi-final heartache when they lost their own lineout throw just outside the opposition 22. But they would get another chance as the clearing kick was taken by wing Jamba Ulengo, who raced off on a great run, Odendaal carrying the move on down the right as the Bulls roared back into the red zone. Several pick-and-goes later and replacement lock Jason Jenkins was over for the try, converted by Schoeman as the Bulls regained a 29-27 lead.

A crowd of nearly 18 000 roared the home team on – and was thanked profusely by the team management and CEO Barend van Graan after the game – and the Bulls produced an inspired period of defence on their own line.

But after their scramble defence won them the put-in at a scrum, they went down at the most inopportune moment, giving Du Preez a terrifying penalty which he nailed, giving him a 100% goalkicking record of 6/6.

Western Province were 30-29 ahead going into the last two minutes, but to the enormous credit of this young Bulls side, they kept their heads.

Van Zyl has just turned 21 and it was his smart break which put the Bulls on attack, only for some willing defence from Western Province to keep them out. The visitors did give them a lineout inside their own 22 though, and the Bulls were willing to show patience as they built the phases until the opposition just weren’t able to get enough defenders across to the next ruck, allowing Van Zyl to dart over for the matchwinning try.

It means the Blue Bulls are going to play in the Currie Cup final for the first time since 2009, and will travel down to Bloemfontein to take on the rampant Free State Cheetahs.

They are going to need all their new-found composure then as well.

Scorers

Vodacom Blue Bulls – Tries: Travis Ismaiel, Jason Jenkins, Ivan van Zyl. Conversions: Tian Schoeman (3). Penalties: Schoeman (5).

DHL Western Province – Tries: Nizaam Carr, Werner Kok, Jan de Klerk. Conversions: Robert du Preez (3). Penalties: Du Preez (3).

http://citizen.co.za/1315860/bulls-prove-composure-pip-wp/