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

Two of the main talking points among South African SuperRugby followers at the moment are the apparent slackening in the defence of the local franchises and the resting of players for the away matches against the Jaguares and Sunwolves.

Questions have been raised about the defence of the South African franchises, especially after the Bulls leaked six tries against the Blues in Auckland last weekend. But it’s not just the Bulls – there are a lot more tries being scored this year in general.

The reason is that over the last year the attack has gone a lot wider and there are more players behind the ball. Sure, the rules have changed a bit, like the tackle law favouring more offloads, but the game has changed over the last year with people more willing now to leave forwards in the wide channels.

Most teams now play 2-4-2 or 1-3-3-1 with their forwards spread out across the field, and we are seeing more loose forwards standing in the backline.

In terms of the tries the Blues scored against the Bulls, we often saw two forwards in the outer extremities running against backs. When you have a big man on a smaller man, you’re more likely to be able to get an offload away. The Blues were able to score either because the Bulls simply ran out of numbers or they were able to effect excellent offloads by having support players behind the ball.

Three or four years ago, teams would have their forwards in two pods of four, but now they leave them in channels across the field and you will often see a hooker or back-row forward in the 15-metres-from-touch zone. The All Blacks have been doing this for the last five years and England did it between 2000 and 2003.

The reason it’s being done is because it’s now been proved, thanks to every player being fitted with a GPS that measures how many metres they have run and at what speed, that a lot less energy is used if the forwards are spread across the field than if they follow the ball. That’s how this new trend has evolved.

I actually thought the quality of the Bulls defence was very good in the first half, but they were found out in the second half when they just ran out of steam, too much juice had been taken out of their legs. That meant the Bulls’ backs and wings were always in a numbers situation, they could not get their width back and get back into line, so they were always under pressure.

To be fair though, the try from the restart was because at the kickoff you usually leave players back – the three outside backs and the scrumhalf on the chip-kick – and with four players out of the defensive line you will be vulnerable. But it was a good try and the Blues’ first try also featured fantastic offloads.

It’s difficult to stop offloads in the wide channels because you’re also dealing with footwork because of all the space available out there.

We always faced these same difficulties against New Zealand sides and some days we were more successful dealing with them than on others. The keys are a high level of conditioning, especially amongst the forwards, and to work hard at the breakdown. If you can’t get tacklers over the ball to slow it down, then the opposition just gets quick ball and quicker ball, and momentum, and then it’s difficult to set a defensive line. That’s what happened to the Bulls and it put Jamba Ulengo under real pressure on the wing.

But Pine Pienaar is an experienced defensive coach, now in his fourth year in the job, and he will be very aware of all this and will know how to fix it. After all, the Blue Bulls made the Currie Cup final last year and you don’t get there without having a good defence.

Handre Pollard had a better game and I’m looking forward to him coming through, he’s going a level up every week.

But it’s an horrendous draw for the Bulls to have all those away games up front, it’s the hardest draw in Super Rugby because you can never get on the front foot. Even a brilliant coach like John Plumtree was let go by the Sharks in 2013 after that sort of draw, and Allister Coetzee also had a season starting with numerous away games with the Stormers.

So it can happen that you get on a downward spiral. Super Rugby is such a tough competition that you always go through crises, but it’s how you deal with them that counts.

There have been suggestions that South African teams are concentrating more on attack to the detriment of their defence, but they will always get enough time during the week to work on their defence, that will never change. Generally teams train for 50 minutes on the Monday, then Tuesday is virtually a full session, the major day for defence, with contact. Then on Thursday attack will be the focus, but it’s not true that teams are concentrating too much on attack!

Each coach will have equal time to work within that on their area, teams split their time evenly between attack and defence.

In terms of weakened teams going to play the Jaguares in Argentina, that would have been pre-planned. Teams have to rest their frontline players in accordance with the Saru guidelines and it’s a helluva trip. You leave on the Sunday morning, flying 10-11 hours to Sao Paulo, where you have a three-hour wait before flying for four hours to Buenos Aires, only arriving on Monday afternoon, so you can’t train then. Teams will have a light practice on the Tuesday, with just one major session on the Thursday.

And coming back from Argentina is even worse!

What coaches like Johan Ackermann and Franco Smith have done is look at their next games and those have been vital, the problem with travelling to Argentina is always the game after that one, but that’s just the nature of the competition.

Singapore is also 10 hours away and it’s very humid and hot there. The Stormers took it as a chance to get some fringe guys some rugby.

Teams are merely following medical advice on how to keep their players fresh and get their best rugby out of them, plus players are more susceptible to ailments on these long trips.

The Lions proved last year that you need home advantage to win SuperRugby, but they needed to be at their best in the knockout games, hence their decision to rest players for their last round-robin game in Argentina.

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.

The Sunfoil Series – the four-day domestic franchise competition – came down to the most thrilling of conclusions last weekend with the Knights claiming the title by just 1.78 points, the equivalent of 89 runs over a tournament that lasted 10 weeks, once again proving that, at least in the minds of the players and the aficionados of the sport, it is the premier trophy in the local game.

Nicky Boje, the Knights coach, confirmed that the four-day competition was the main target in their minds this season, and the other franchise coaches made similar comments through the campaign.

The thing about four-day cricket is that it provides the most all-encompassing test of a player’s skills and of a team’s quality – it’s essentially 40 days of cricket, 96 overs a day, so an examination that can last 3840 overs.

And it still came down to the narrowest of margins, so small in fact that Knights captain Theunis de Bruyn gave a large part of the credit for his team’s triumph to a partnership of just 10 runs between the last pair in their penultimate game against the Cape Cobras.

Akhona Kula and Tshepo Ntuli took the Knights’ first innings in Paarl from 143 for nine to 153 to get them one batting point – 150 is set as the milestone for the first batting bonus point, make 149 and you get zero. Even though the Knights went on to lose the match by 151 runs, that single point made their life a lot easier in the final game against the Highveld Lions because it meant they were targeting 430 in 100 overs rather than around 480.

“It allowed us to believe a little bit more,” De Bruyn said, and we all know belief plays a massive role in any achievement.

I just wish Cricket South Africa had a bit more belief in their four-day competition. It would be unrealistic to expect huge crowds to attend, but they could certainly do more to generate greater interest in the tournament that makes our Test cricketers. They have scheduled media sessions with the franchises before T20 and Momentum One-Day Cup games, why not before Sunfoil Series matches?  Their decision to no longer pay for a scorer to sit in the press box during four-day games suggests their attitude is to cut investment in the competition rather than promote it.

Scorers are an essential help to the media in terms of getting all their stats and figures correct, and it is heartening that CSA’s official statistician, Andrew Samson, is very much a long-format man.

The Oracle, as our media call him – I’m not sure what the BBC Test Match Special team call him but he is also their official statistician – has just brought out a book, The Moon is Toast, which is a celebration of all the quirky statistics the wonderful game of cricket throws up, written in the format of a year-long diary.

Copies of the book are available from http://tinyurl.com/hgbulfp and the wry humour of Samson makes what could become a boring read into an entertaining delight.

Long-form cricket obviously lends itself to more statistical gems than the wham-bam! of limited-overs cricket and the greater scope for all sorts of possibilities to occur was shown by the dramatic conclusion of our own four-day competition.

The longer the game, the greater the chance of an amazing comeback, just as the New South Wales team did in their recent Sheffield Shield game against Queensland at the Sydney Cricket Ground. They were two for two in their first innings before going on to make 603 for six declared which, Samson tells me, is only the fourth time in all first-class cricket that a team has lost their first two wickets for two or less runs but still gone on to score more than 600.

The South African example is Griqualand West recovering from one for two and then three for three to make 602 all out against Rhodesia in Kimberley in 1930, thanks to a double-century by the exotically-named Xenophon Balaskas, the Test all-rounder.

“The lack of bonus points is what has hurt us,” Bulls coach Nollis Marais said on Tuesday as he contemplated the three-point gap between them and the Sharks and the four extra points the Stormers have, deficits they now have three weeks to make up, starting with this weekend’s awkward trip to Buenos Aires to play the Jaguares .

The Bulls, Sharks and Stormers all won seven of their dozen matches in the first segment of SuperRugby, so Marais is spot on with his analysis.

“Not getting bonus points when we beat the Reds and Rebels is now a problem for us and we have to make sure we win our next three games, just to control our destiny a bit. But it doesn’t help if we now just allow ourselves to stagnate, we must definitely move forward in our intensity and in the way we want to play.

“We want to show our fight and we must go out and play an attacking brand of rugby. We definitely have that mindset. We can’t just maul sides, that’s not the way we want to play. We want to play more with the ball in certain areas, play a high-intensity game. The maul and set-pieces still play a big part, but we can’t just have that, we must also break the line,” Marais said.

The Bulls squad that will leave for Argentina on Wednesday has been rocked by injuries.

Flank Deon Stegmann, lock Grant Hattingh and wing Bjorn Basson have injured themselves in training, to add to the injuries picked up on international duty by prop Trevor Nyakane and lock RG Snyman.

The Bulls will also be led by Lappies Labuschagne because Springbok captain Adriaan Strauss is being given a rest as per the agreement with Saru.

“Nothing needs to be said by me, everyone knows what needs to be done and we’re all working towards the same goal. We’re in a good space, it’s a big game and one we really want to win. The past is in the past, but we can rectify the mistakes we made and we’re really fired up for the rest of the season. We’re really positive for what lies ahead,” Labuschagne said.