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

Back in 2000 when Anton Ferreira took ownership of the director of coaching role in the then United Cricket Board of South Africa, the national team were desperately trying to hang on to the coat-tails of an Australian side that was fast disappearing over the horizon.

That there has always been great talent within South African cricket is well known, but developing that talent into world-class cricketers requires expert coaching and for that, the coaches need coaching themselves.

Which is where Ferreira’s job was so important and one of the first things the former Northern Transvaal, Warwickshire and South Africa all-rounder did after he retired from playing in 1992 was to go to Australia and do an Australian Cricket Board coaching qualification. He would have been especially pleased with the Proteas’ emphatic series win over Australia at the end of the summer.

It was a great way to sign off as, disappointingly for the numerous people he has touched and influenced, Ferreira retired from his post, renamed manager of coaching and coaching education, this month.

But there are few people more passionate about cricket than ‘Yogi’ and he will remain in the game on a consultancy basis. The Africa Cricket Association are the first to benefit from his wisdom and enthusiasm as he has now turned his attention to training their coaches.

Passion is a priceless commodity in sport – consider how it has driven Asian cricket to pre-eminence in the game – but so is humility and, even as he was climbing the ladder both as a player and coach, Ferreira never forgot the lessons of his youth and in particular the tremendous example of his father, who was heavily involved in boxing.

“I am humbled and I can never repay the game for all the wonderful enjoyment it has given me. I learnt, as a young boy, about the importance of sportsmanship and treating everyone with respect from my wonderful father and about the game from Northern Transvaal legends like Denis Lindsay, Jackie Botten and Tiger Lance. They taught me about enjoying the pleasure of risk,” Ferreira said recently when he was honoured by Titans cricket for 40 years of service to cricket in the province and in South Africa.

Ferreira was able to not only develop the cricketing talents but also plant those life-skills in hundreds of South African players; although he has left the formal structures of South African cricket, there is no doubt he will continue to make an impact.

“Yogi has done it all in cricket, he has made an incredible contribution to the game, and was one of the people who laid the foundation for our current success as a franchise. What he has done for cricket in this area and around the country during his 18 years with Cricket South Africa has been phenomenal and his passion for the game is what sets him apart. And it was all done without any tendency for self-promotion, you won’t find a more humble, down-to-earth man,” Titans CEO Jacques Faul said in paying tribute to Ferreira.

From a personal perspective, this legend of the game (he was possibly more appreciated in English county cricket than here) was always approachable, usually smiling and keen to chew the fat over the great game of cricket. Given his marvellous sense of humour, it is always a pleasure to hear Yogi’s tales from a cricket career that has taken him around the globe.

Another former Northern Transvaal all-rounder, Hein Raath, has been a close friend of Ferreira’s dating back to when they both studied and played for the University of Pretoria.

Ferreira then took over the running of the club and, as Raath, a former chairman of Tuks cricket, pointed out, this job is now done by 17 people while Yogi did it all himself back then. Which rather sums up the man.

The Lions’ victory over the Waratahs was a fantastic achievement and one of the best results in the history of our SuperRugby, you have to give credit to the players and the whole coaching staff for pulling off that sort of scoreline in Sydney – and for keeping the New South Welshmen pointless for the first time ever in the competition.

The Lions were really dominant in the scrums and lineouts and they scored some very clever tries. But I would like to single out defence coach Joey Mongalo as their unsung hero.

He took over from JP Ferreira and was under lots of pressure when they started to concede tries in the losses against the Blues, in Argentina and versus the Crusaders, so it is a real credit to him that they have tightened up so much since then. Swys de Bruin took a big punt in appointing his son, Neil, as the skills coach and then he took Joey out of the junior team, where he had been tremendously successful.

It’s a big step up for Mongalo but he can now enjoy the history made in Sydney. He has persevered through the ups and downs and been at the Lions for seven years and was promoted to the Currie Cup last year. He was also the SA U20 defence coach under Dawie Theron and in their last year they finished fourth at the junior world cup. Saru, in their infinite wisdom, decided not to make use of him last year, but he is a quality young coach.

The difference he has made to the Lions’ defence is that they now have great spacing, alignment and width, they really cover the width of the field. They are also very strong in the collisions, guys like Franco Mostert, Harold Vorster and Malcolm Marx really monster guys. They have a great double-hit system which means the ball-carrier can’t get the offload away.

They’ve also shown greater line-speed these last two weeks, they’re coming forward and really laying down the gauntlet to the opposition. With that they can force turnovers through Kwagga Smith and Marx, who is probably the best in the world right now at forcing turnovers. He gets over the ball so often and he is really hard to shift.

The fact that he comes off the lineout and is inside the ball a lot of the time allows him to be very effective at turnovers. The hooker role has changed over the last few years because of the nature of how teams contest for possession and one of the best at stealing ball I ever worked with was Bismarck du Plessis. The hooker nowadays basically defends the inside channel, which enables him to be close to his target.

The other impressive feature of the Lions’ play against the Waratahs was the quality of their kicking game and their lack of fear in doing it anywhere on the field. Elton Jantjies was even prepared to put in a crossfield kick off turnover ball five metres from the goal-line. There was also a great little chip from scrumhalf Dillon Smit in the middle of the field that bounced into Ruan Combrinck’s hands and Kwagga scored.

They have the courage to do it when it’s not expected and they execute those kicks so well. The Lions also have very good chasing wings.

Swys de Bruin obviously gives them the confidence to try anything anywhere on the field and you can never accuse him of taking the safe option. He’s also had his ups and downs as a coach – he spent a long time at the Sharks Academy before Johan Ackermann brought him back into the coaching fold. He brings confidence and a sense of adventure to Lions rugby.

One must also give credit to forwards coach Philip Lemmer. Those two tries from drives off the lineout were really well executed and the way they shifted and created a channel for Marnus Schoeman, ripping a wide open gap for him to go through, was very clever.

So it was almost the perfect performance away from home by the Lions, I expect them to back it up by beating the Reds this weekend, and it is a smart move by Springbok coach Rassie Erasmus to add Swys to the consulting team for the England series. Does it mean the Springboks will play with that same freedom as the Lions do?

Well Rassie is naturally quite a conservative coach so it will be interesting to see if Swys will free up the backs.

Elton Jantjies is now the most capped Lions player ever, having gone past Cobus Grobbelaar’s 94 appearances earlier this season, and he is hardly ever injured, so he is tremendously resilient and looks after his body well. The Lions’ style of play is tailor-made to his strengths and it was encouraging to see him dictate matters in an away game, having shown previously he’s obviously very good at altitude. A lot of it comes down to the backing Swys de Bruin gives him and the question is whether he will now get the same with the Springboks.

I thought the Bulls were good value for their win over the Rebels. Sometimes you have to win ugly but to bank the five points despite that was excellent and coach John Mitchell won’t mind doing that every week.

Adriaan Strauss is certainly in brilliant form, last year’s break did him good and he has dropped some weight. In fact, I have worked with Atta since the U21s and this is the fittest I have ever seen him. He has always been a world-class player, but in the environment Mitchell has created at Loftus Versfeld, he is really performing. Having him there really adds accuracy to the set-pieces and he almost always hits his jumpers with his dead-eye-dick throws.

That brings RG Snyman and Lood de Jager into play and that forms the axis of the Bulls side with flyhalf Handre Pollard.

Under the new regime, Lood is also fitter and more mobile and the offloads and supporting lines of the Bulls forwards are very good, they look to keep the ball alive in space. Their scrum also functioned quite well against the Rebels and they created a great angle on the crucial try scored by Divan Rossouw just before halftime. They took a whole lot of Rebels defenders out of the game, they could not get across in time and the visitors basically ran out of tacklers.

Pollard is also providing direction with the boot and is enjoying a good string of matches, plus you have the magic and game-breaking ability of Jesse Kriel and Warrick Gelant, who has such incredible feet, he could get his way out of a phone box full of tacklers!

In fact there are now a lot of players with good feet on display in South African rugby, there’s that stepping ability. New Zealand’s guys tend to rely on their size, but we’re starting to produce it on the wings, guys who are really quick with good feet and are good in the air, which is going to be crucial in the Rugby Championship and against England.

The Rebels’ tactics are well-known on the Highveld, trying to slow down or stop the game, which gives their forwards longer time to recover. Visiting teams to Pretoria either stack their bench with forwards in a 6/2 split, so for the last 20 minutes they almost have a fresh pack on, or they slow the game down, sit down often and make the whole pace slower.

But hopefully the Bulls will also be able to turn over the Highlanders on the Highveld this weekend.

The Sharks versus Stormers game was obviously between two teams desperate for a win and the loss puts real heaps of pressure now on the Stormers. They’ll have to win with bonus points in their next five games in the Cape, which is possible. But for the Stormers to win with bonus points they need to be far more defensively secure than they have been.

But I look forward to watching the games in my 11^th floor Tokyo flat, which overlooks the Springbok training facility for next year’s World Cup. I hope I am still here next year to look out my window and watch them train!

Urayasu City World Cup training facility – where the Springboks will be based while in Tokyo

John McFarland won three SuperRugby titles (2007, 09, 10) with the Bulls and five Currie Cup crowns with the Blue Bulls as their defence coach. In all, he won 28 trophies during his 12 years at Loftus Versfeld.

He is currently 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.

We have a full house of SuperRugby fixtures this weekend for the local franchises and it will be a very exciting clash in Pretoria as the Bulls, having been given a lot of confidence from their win over the Hurricanes, take on a terrific Lions side.

The Lions have a very proud record of not losing to a South African side for the last three years, while the Bulls have obviously been revitalised under John Mitchell.

I think it will be quite a high-scoring game because both sides are really committed to attack and keeping the ball alive in all situations.

Having been privileged to be able to watch a few of their training sessions, one can certainly see that what the Bulls have been working on came out against the Hurricanes, like the tip-ons and offloads. To see South African forwards display such dexterity and skills – locks Lood de Jager and RG Snyman were especially good – was really wonderful.

The Bulls have also worked a lot on their fitness; for prop Pierre Schoeman to get up and score the matchwinning try, beating five or six Hurricanes defenders to get to the ball and be the first player up in support and show up constantly around the field, was proof of this.

It will be interesting to see whether the team that the Lions announced will be the team that runs out on to the field … it’s very unusual for them to name their team on a Tuesday. It will be very exciting to see Franco Mostert at number seven, however, but I think the Lions will miss another ground player. You really need someone to slow down the ball on the highveld and it was great to see Roelof Smit back to his best for the Bulls, buying time for the defence to set.

The Lions had a really good solid win over the Jaguares and Aphiwe Dyantyi really announced himself with an even better try than he scored in the first round. To see a wing beat international wings for pace and then a sidestep is really special. You can’t coach the sort of things he does on attack, although there are obviously things he needs to work on and defensively he was out of position for the two late tries that cost the Lions the bonus point. But he is one of a lot of exciting young wings in South African rugby, along with the likes of Makazole Mapimpi and Sbu Nkosi.

The Lions might rue those two late tries though because if they end up in the middle of the table then bonus points could be crucial.

The Sharks will be looking to bounce back from their defeat in Johannesburg in the opening round when they take on the Waratahs in Durban, but they really have to scrummage better if they are to be any threat in this competition.

It would possibly have been better if they had chosen Thomas du Toit to come on at tighthead at the back end of the game because then they can start with their specialist tighthead. It would be easier for Thomas to come on when the guys are tired, because in the first 20 minutes scrummaging is certainly much harder and at the start of games, referees are really looking at the scrums.

While with the Springboks between 2012 to 2015 we did some research on how many scrum penalties were awarded at the back end of games and it was certainly a lot less. Which is why it was easier to use Coenie Oosthuizen as a replacement tighthead, although in his early years he was a tighthead at school.

But I expect the Sharks to come out firing after their bye, which would have allowed them to work on a lot of stuff. They were also certainly in the game until the last minute against the Lions in Johannesburg.

Three out of the four South African franchises were in action last weekend and they all put in great performances against overseas opposition. Including the Stormers, whose forwards were absolutely superb in the set-pieces where they really dominated the Waratahs, and were most unfortunate not to win the game. The scrum provides such promising opportunities and for the Stormers to do that against one of the strongest packs was most impressive.

But unfortunately an exit lineout went wrong, the calling system broke down, and the Stormers will rue that as being one they should have won and banked four points.

But when you destroy a pack in the scrum as Steven Kitshoff, Wilco Louw (the incumbent Springbok props) and the tight five did then it’s a really good sign away from home.

The Stormers now tackle the Crusaders in Christchurch after the two New Zealand derbies last weekend were try-fests but a lot of it was illegal. There was some quite clever obstruction around the pillars and cleaning out beyond the ball, which is the job of the assistant referees to spot. In the Dunedin game it was not picked up in two of the tries and the officials need to be a lot more vigilant.

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.