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.

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The Lions have an unbelievable record against all other South African SuperRugby franchises since 2015 and they have consistently been our best team. It really is an amazing record, their dominance of South African rugby is the reason they have been in two successive finals and they have consistently scored the most tries in the competition, so you have to ask why they have so few backs in the new Springbok squad?

With only Aphiwe Dyantyi and Elton Jantjies named in the 43-man squad, there may be no Lions back in the starting line-up against England, which is quite interesting when you consider they have been beating everyone else in South Africa convincingly, and especially with their coach, Swys de Bruin, now with the Springboks as a backline consultant.

There have been suggestions that new Springbok coach Rassie Erasmus is concerned with the defensive prowess shown by our SuperRugby franchises, but the Lions in 2016 had one of the best defences in the competition and you have to play, you can’t just kick the ball downfield and defend.

It’s also interesting that none of the first-choice back three from last year’s Springboks – Andries Coetzee, Raymond Rhule and Dillyn Leyds – have been selected by Erasmus.

It is true to win big competitions you need a rock-solid defence.

If you look at the points conceded figure for our teams, the four South African outfits have all leaked between 381 and 392 points, an average of 27.2-29.8 points per match. In terms of tries conceded, the figures are 49 to 52 per side, which amounts to an average of 3.5-3.7 per game.

In comparison, the Jaguares, who are strong contenders to win the South African Conference, are conceding just 26.2 points and 3.4 tries per match. Only the Sunwolves, the bottom team in SuperRugby, have worst stats than the South African franchises.

What is causing our teams to concede so many points? You can’t just say it’s because we now have an attacking mindset. Not one of our sides has been really convincing defensively, which perhaps reflects where most of them are on the overall log. At Test level, the Springboks used to work on trying to concede less than an average of 15-16 points per game, and 11-12 at the World Cup, with just one try. Then, more often than not, you would be on the winning side. It is imperative to get back to these sort of stats now going forward because big Test matches are often gain-line arm-wrestles.

The really good news for the Springboks though is that England have just conceded nine tries and 63 points against a scratch BaaBaas XV, both record lows for them at Twickenham. So their defence is in real trouble and in their last four games one began to notice some real cracks both in terms of their system and individual tackles.They really are sitting before the tackle which causes them to miss so many and any ‘backdoor’ second-line plays cause total disconnection and confusion.

Eddie Jones turned on his players viciously, saying some of them couldn’t cope with the pace of international rugby, but he picked them in the first place, and it will be even harder on super-fast highveld fields with altitude as a factor.

To get back to our Lions, their win over the Stormers at the weekend was so vital because it maintains a buffer between them and the Jaguares, who have a game in hand but are six points behind. It was an exciting battle with the Stormers exploiting the Lions fullback getting into the defensive line early with attacking kicks and the Lions exploiting the home side’s flimsy defence of the rolling mauls and around the edges – the way Nic Groom dummied Ramone Samuels to score was way too easy.

There is also a difference in the way the Lions use the rolling maul these days, they are prepared to wheel it more in order to exploit space and take out the defenders stopping the maul. It is really good use of forces and you have to credit Philip Lemmer for bringing in something different and innovative.

You have to praise the Lions for the win, but the Stormers will rue the red card to Raymond Rhule. You just can’t do what he did anymore on a rugby field, although the nature of his suspension and those of other players in recent weeks does raise fresh questions over exactly how the judiciary works in SuperRugby. How can the ban cause them to effectively miss no rugby?

The Sharks were really outplayed by the Jaguares in Buenos Aires but they also did some sloppy things.

Coach Robert du Preez also made a massive statement during the week that they would be in the final either this year or next, which smacked of desperation and false news from a side scrambling for a quarterfinal place, and about to come up against one of the form teams in SuperRugby.

The Sharks’ pillar defence was just not good enough last weekend, the guys were either too wide or too upright. You can’t allow yourself to just be cut so easily next to the ruck, that should be the strongest part of your defence because that’s where the ball is, but for the Sharks, it was their weakest area.

The Jaguares did finish well and wing Ramiro Moyano scored three tries and they were backing up the ball-carrier well. The try they scored just before halftime to go 17-0 up would have hurt the most for the Sharks because they were slow to react, players had their backs to the ball and conceding a try from a quick-tap penalty is the sort of thing you can’t afford away from home.

It’s a very long trip to Buenos Aires and they had a quick turnaround from their last game, but the Sharks looked sluggish. The Bulls had similar problems the week before and how to manage that trip is something the South African teams have to sort out. When I was involved with the Springboks, we found it better to train in South Africa for two sessions, then fly over, have a captain’s run and play.

It is pleasing, however, to see the Jaguares hit their straps and when SuperRugby resumes they will have three vital games left in which to clinch their playoff place. Their Australasian tour proved that they can win on the road and they have been really impressive in their recent bonus point wins at home, so they are building nicely. It will still, however, be a big test for them to host the Stormers and then play the Bulls and Sharks away after they have played Tests against Wales and Scotland.

The Bulls were also really disappointing last weekend and they will look at their game against the 14-man Brumbies and really rue their defeat – it will probably be the game that loses them a playoff place.

They did some really good things on attack – Handre Pollard’s show-and-go try and Roelof Smit scoring out wide – but their defence is just not good enough for them to be playoff contenders. An example of that was when they had three defenders on two attackers after the restart turnover, but they all just rushed up and opened the space for the Brumbies on the outside. They will also be disappointed with the try when fullback Tom Banks ran the whole length of the field to score.

The Bulls are just not able to stop momentum close to the rucks, their opponents get go-forward too easily, and especially in the 22 that generally means seven points against you because it leads to space around the pillars, something which Brumbies scrumhalf Joe Powell exploited.

The Bulls have certainly been more entertaining this season but they need to step up over the next few weeks. Pretoria only really comes out to the stadium for winning rugby. The Bulls have a lot of talent in key areas, the locks are the envy of every team and the fetchers are second to none, and they have real X-factor in their outside backs.

Pollard has played plenty of Tests and is at the peak of his powers, Jesse Kriel too, and they have more players in the Springbok squad than the Lions, so how come are the Southern Gauteng side so far ahead of them? The Bulls are certainly an enigma, they do a lot of good things in every game, they just need that consistency of performance, they are too up-and-down at the moment.

On a parting, more positive note, my heartiest congratulations to Siya Kolisi on his well-earned appointment as captain for the England series. I am sure he will fly the South African flag high and do the position proud.

John McFarland was the Springbok defence coach from 2012 through to the 2015 World Cup, where they conceded an average of just one try per game and the least line-breaks in the tournament. He is now the assistant coach of the Kubota Spears in Japan and 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.

It was a great weekend in SuperRugby for the two expansion sides from Argentina and Japan, while the Sharks and Lions kept the South African flag flying.

It has certainly been a good two weeks for the Sunwolves, with successive wins. It takes time to settle in a competition as demanding as SuperRugby, and this was even true for the Jaguares, who are basically a full national team.

The Stormers never settled in the heat of Hong Kong and it was really hot, especially at 1pm when the game kicked off in scorching temperatures. Even though the final result was close, the Stormers never really looked like winning the game. Their tries came from Sunwolves’ mistakes, two of them from an intercept try and a crosskick, and they weren’t really constructed by the visitors.

What was concerning was that there were three occasions when the Stormers tried to launch from lineouts, but there were knock-ons in the set-up play. When that happens you just cannot build any pressure on the opposition.

You have to credit the Sunwolves for being bold and working their way down the field for the matchwinning drop goal by Hayden Parker. But if the Stormers’ defensive line had come up harder they could have certainly charged down that kick because Parker went left first and then right, but they just did not put enough pressure on him.

The Bulls were really poor in Buenos Aires and all their good work against the Sharks has been undone. From the first minute, when Ivan van Zyl’s exit kick was charged down and then Warrick Gelant totally missed the ball when he tried to kick, they were under pressure.

They were pinned back in their 22 with sheer line-speed by the Jaguares and they were manhandled at forward. I just thought the Bulls were very sluggish, they didn’t get around the corner and they could not set properly in defence. Perhaps the hard physical battle with the Sharks took it out of them and then it’s a helluva flight to Buenos Aires with a long layover in Sao Paulo. The Bulls’ tight forwards were not at their best, they’re not normally so unaggressive.

But you have to give credit to the Jaguares, to put fifty on the Bulls is something nobody else has managed to do this year and they are clearly getting their development structure right. Coach Mario Ledesma was in Australian rugby for so long and he is employing some of the same systems. An example is Nicolas Sanchez standing at the hooker position in lineout defence, which is similar to what Bernard Foley does at the Waratahs and Wallabies, they hide away their flyhalf.

You also see the Australian influence in their will to move the ball and keep it alive, plus they are now more rugby fit. To win four games in a row away from home was phenomenal and the Jaguares will be a handful in any playoff game.

The Jaguares’ match against the Sharks this weekend is a key game and it will also be interesting to see how Argentina then do in their June Tests against Wales and Scotland, how their players cope back at international level.

It was good to see the Sharks beat a depleted Chiefs side and their only disappointment will be that they did not get the bonus point, which could be vital the way the South African Conference is going.

The Lions struggled a lot against the Brumbies but their forward pack and lineout maul took them through. It was also the sort of match where Rohan Janse van Rensburg is so valuable because in those one-on-one situations he can always break the tackle.

The Lions will certainly be pleased to get back to winning ways and the victory keeps them in control of the conference. Their rolling maul was devastating, back to its best, and it kept them in the game in the first half. They will also be pleased with how well their scrum went – they struggled a bit at the start but just improved more and more.

Elton Jantjies also grew in confidence, even after the red-card incident in which Rory Arnold definitely gave him a premeditated smack to the head, which is good for the Springboks because I see him being the starting flyhalf.

With Swys de Bruin as the attacking consultant for the Springboks, it looks like a smart move by Rassie Erasmus to let Elton play with his mentor there to get the best out of him. It will also be good for Swys, but he’s going to be very tired working through three Tests and then getting straight back to SuperRugby; but his first time in the national set-up will certainly have him enthused.

In terms of the Springbok squad announcement this weekend, there are certainly some new guys who deserve a chance. Warrick Gelant is certainly an example of that, he should definitely be in the mix and I would play him at fullback. He’s an exciting runner and he has good feet, plus he has done some phenomenal things with ball-in-hand, he makes magic happen.

Aphiwe Dyantyi of the Lions is brave and good in the air and he has been so good on the wing that it was a surprise to see him played in the centres last weekend, where he doesn’t have that same freedom.

Travis Ismaiel also played really well, with power and precision, when he was fit and one wonders whether Erasmus will be brave enough to have two uncapped wings feature in his plans.

I think Faf de Klerk will play scrumhalf with Jantjies, there seems a good chance of that halfback pairing, and in terms of the forwards, the Springboks should have a really strong pack, and Erasmus will be hoping for no more injuries in this last round of SuperRugby before the international break.

A guy like Marco van Staden may come into it – he does all the right things, he’s hard to shift off the ball and I can imagine him playing with Jean-Luc du Preez and Duane Vermeulen in the loose trio.

Rassie could go with Francois Louw, but there are only 17 Tests left before the World Cup. You do need massive experience to win a World Cup knockout game, but you don’t want to get to the final year and have to blood new players. You need to get those guys into the mix now for the World Cup.

Guys like Jesse Kriel and Damian de Allende have been part of the Springboks for the last three or four years, which is what you want going into World Cup year.

It’s also worth noting that Japan in September will be hot and you need young and vibrant players. It will be very different to playing in Europe, it will be hot and humid.

Test matches are like cup finals and Erasmus needs to win every one for the South African public. He needs to win series and to do that against England would be a great way to start his tenure, an excellent achievement.

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.

So the biggest question to come out of last weekend’s SuperRugby action was where has that Sharks team that put in two massive consecutive performances in New Zealand been hiding all season?!

The Sharks really put in a huge display in Napier and the Hurricanes were very lucky to win; the referee made some poor decisions at the back end of the game and that didn’t help the Sharks either. But Robert du Preez’s team were really in a position to win their second massive game in a row.

To see a New Zealand side struggle to cope with the pace and power of Jean-Luc du Preez and Andre Esterhuizen, especially the ease with which he went straight through from the lineout, was incredible. The Sharks would have won but for a late hit and a missed lineout that led to seven points down the other end, so that was obviously disappointing for them.

The Sharks had shown glimpses of this sort of form before, but probably not early enough in the season, so they are still 11 points off the pace in their group. Questions have to be asked as to why only now have they started to really play?

Maybe they’re more match-fit now, halfway through the competition, but the big thing is that their set-pieces are starting to function better. They’re getting good, clean lineout ball and are disrupting the opposition’s ball too, while Thomas du Toit is starting to settle at tighthead prop and that experiment is starting to not look so crazy. He’s getting his shoulders and the scrum has been stable enough to launch Esterhuizen, and the platform it provided for the Louis Schreuder try would have been really pleasing.

There are a lot of positives for the Sharks at the moment, but some of their first-phase defence and the way the wings defend needs to be better. Lukhanyo Am made one really poor decision at a lineout, he needed to be moving in instead of going out, and that provided the hole for a try.

But it’s going to be a big game this weekend in Durban because whoever loses between the Sharks and the Bulls will have a hard way back to get into a playoff spot. It’s going to be a massive derby.

But as I said, there are a lot of positives for the Sharks to take into the game – their willingness to offload in the wide channels, their ball-carriers going hard and an astute kicking game by Schreuder at scrumhalf. But they still need to tighten their defence – they’ve conceded 10 tries in two games.

As for their performances over the last night fortnight providing a blueprint for how to beat New Zealand, one thing is certain and that is that historically it takes a miracle to score more than five tries against the All Blacks. So you can’t be conceding five tries per game. It is pleasing that the Sharks are scoring so many points, but they need to concede less.

The Bulls had a great win against the Stormers two weeks ago and should be refreshed after their bye round. Handre Pollard had a really good game with the boot and exposed the positional play of the back three of the Stormers and he will be hoping to do the same this weekend. What was also impressive was the two tries they scored with their driving maul but the main thing for them will be to defend well in Durban because the Sharks are definitely scoring tries. They will have to contain the power running of Esterhuizen, Jean-Luc du Preez and Am. I’ve also been impressed by Robert du Preez’s ability to keep the scoreboard ticking over with his excellent goalkicking.

So the Bulls will have to be at their best defensively and very good in terms of discipline. The penalty count will need to be less than 10 so they will have to make very good decisions at the breakdown and strive for set-piece excellence.

The Lions, after their setbacks of the last few weeks, came out full of intent against the Stormers and Madosh Tambwe was outstanding.

For his first try, from the chip, Damian Willemse’s kick was from too deep. With his footwork, he needs to be flat and bringing runners into the game, and that chip needed to be behind the centres. It was just in the wrong spot and he doesn’t yet have the tactical boot and appreciation for space.

So that try had the Stormers under pressure from practically the first minute and then the ability of Elton Jantjies to pick up Tambwe on the kick into space and the wing himself showing he can also go into the hard channels led to his other two tries for an astonishing hat-trick in 13 minutes.

The Lions certainly seem to have a pool of wings now, with Ruan Combrinck back and Aphiwe Dyantyi close to returning, plus Courtnall Skosan on the sidelines, they have four really quality players. Four years ago, our wing stocks were really low in South Africa, but now we have those four plus Sbu Nkosi of the Sharks and Travis Ismaiel of the Bulls.

However, a lot of the defensive decisions of South African wingers this year have been poor. Yes, you have to put pressure on but you also have to make the tackles! Springbok defence coach Jacques Nienaber will have a different approach to guys like John Mitchell and Paul Feeney, who are using a rush defence at the Bulls and Stormers respectively. They want their wings to get in amongst the opposition, but that leaves you open to the bridge-pass and the kick-pass because they get disconnected from their centres. Jacques in the past wanted his wings behind the centres, to shadow the opposition and force them towards the touchline.

We are seeing so much of the kick-pass to the wide channels these days and wings have so much on their plate defensively, not to mention the big guys with serious gas and stepping ability they have to contend with as well.

The Springbok alignment camps are on the go and obviously the guys don’t train at those, but it’s a good chance for the national coaching staff to impart their philosophies. They will reveal the calling system and defensive lingo to be used, basically it’s a chance for them to give the players their messages for the year. It involves a heck of a lot of study because it’s all about how the Springboks will play this year.

There’s certainly some exciting talent available for Rassie Erasmus, and how his predecessor, Alistair Coetzee, would have loved to have seen the 30-cap overseas player rule relaxed. Why was this policy in place for two years and now it’s suddenly lifted?

It’s probably been changed for the likes of Faf de Klerk and Vincent Koch, they are the two players affected who really spring to mind.

Faf has been playing quite well for Sale, and has also been goalkicking, plus he’s proven at Test level. With Ross Cronje not invited to the alignment camps, I also rate Schreuder very highly at scrumhalf, he definitely has the skill-set to play at that level – he has a good kicking game, he’s a good organiser and he has the ability to finish, he’s no slouch with ball in hand.

Koch is being looked at because obviously South Africa’s tighthead stocks are a bit low. The Springboks have Wilco Louw and Ruan Dreyer, but you always need three guys in the crucial positions and there will always be five props in the Springbok squad.

England have some big guys up front and I’m sure Koch has had many training sessions against Mako Vunipola at Saracens, so he would be a good pick for the Springboks in terms of inside knowledge.

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.