Archive for the ‘Rugby’ Category

You’re A Celebrity Now

Thursday, October 28th, 2010

With Stephanie Rice and Quade Cooper’s relationship now public, sit back and watch Cooper’s profile go from rugby player to celebrity.

Cooper isn’t the first person to ride on the coattails of a high profile romance and he won’t be the last. Moving from the back pages to the social pages certainly has its benefits. That’s not to say everyone enjoys having their relationship in the spotlight. Just ask Michael Clarke.

But if it’s publicity you want, there is no denying a celebrity relationship will raise the fame stakes (and the cash) for the game players.

In this case, both Rice and Cooper are successful sportspeople, however Rice will do more for Cooper’s profile than the other way around. Right now, Cooper is a rugby player with a niche rugby following, but the Rice factor now introduces him to a whole new audience, mainly women. That’s powerful.

In fact, the more demographics a celebrity appeals to the more valuable they are. Think of a celebrity with multiple sponsors, now look at the target market of those sponsors. If the celebrity manager is smart, they will select sponsors that cover varying demographics.

I should state, this strategy of spreading your appeal doesn’t work for every celebrity, only the very marketable can pull it off.

“Guys want to be him, girls want to have him” is always better than “Guys want to be him, girls don’t know who he is.”

It will be interesting to watch Quade Cooper make the transition to celebrity and how he handles the attention that goes with it.

Less Is More

Tuesday, August 31st, 2010

Do you ever dream of one Australian football code that everyone follows?

I do. Will it ever happen? Maybe, maybe not. But it’s exciting to think of the benefits that would come from having fewer sports to follow in this country.

Put simply, fewer sporting codes would mean more money in the pot. Club memberships, broadcast dollars, merchandise sales, athlete wages, ticket sales and sponsorship would all skyrocket.

Everyone marvels at the amount of money sport attracts in America and Europe. And while we’ll never match those guys (due to population and economics) we can do better. But first we must cull a few sports.

Let’s take a look at the 15 highest paid NFL players in 2010:

1.    Peyton Manning, Colts $30.8 million total earnings (9th among US athletes, $15.8m salary/$15m endorsements)
2.    Matthew Stafford, Lions $27.6m (11, $26.9m/$0.7m)
3.    Eli Manning, Giants $26.5m (T13, $19.5m/$7m)
4.    Philip Rivers, Chargers $25.8m (17, $25.6m/$0.2m)
5.    Terrell Suggs, Ravens $24.9m (19, $24.9m/$0.0m)
6.    Albert Haynesworth, Redskins $24.6m (20, $24.6m/$0.1m)
7.    Brett Favre, Vikings $24m (21, $17m/$7m)
8.    Darrius Heyward-Bey, Raiders $21.5m (28, $21.4m/$0.0m)
9.    Jason Smith, Rams $20.6m (33, $20.5m/$0.0m)
10.    Julius Peppers, Bears $20m (36, $20m/$0.0m)
11.    Vince Wilfork, Patriots $18.9m (38, $18.9m/$0.0m)
12.    DeAngelo Hall, Redskins $18.5m (40, $18.5m/$0.0m)
13.    Tyson Jackson, Chiefs $18.1m (42, $18.1m/$0.0m)
14.    Mark Sanchez, Jets $16.9m (48, $16.4m/$0.5m)
15.    DeMarcus Ware, Cowboys $16.8m (49, $16m/$0.8m)

These wages are difficult to comprehend but take a closer look at the money pouring into the sport and you begin to understand why Peyton Manning has three cars……. two Escalades and one Cadillac SLR for the record.

According to AdAge, Anheuser-Busch recently signed a six-year, $1.2 billion agreement to reclaim its position as the league’s official beer sponsor. The deal takes effect in April of 2011.

Meanwhile, earlier this year, Verizon Wireless agreed to fork over $720 million over the next four years to replace Sprint as the NFL’s exclusive wireless partner.

And then there is PepsiCo who are in the final season of two deals totaling more than $1 billion: $560 million over six years for its Pepsi, Frito-Lay and Tropicana brands, and $500 million for Gatorade. And let’s not forget the league’s other 20 sponsors who pay anywhere between $10 – 15 million per year (and then outlay $1.5 billion collectively to leverage their sponsorships).

If that’s not enough money, then let’s include the NFL’s broadcast deals worth $3.7 billion per year (Monday Night Football is worth in excess of $1.1 billion alone) and you have a budget that slightly trumps the AFL, NRL, ARL and A-League put together. Oh, and we haven’t even discussed the individual NFL clubs and their sponsorship, membership and merchandising rights and their athletes who command individual endorsements on the side.

So if you’re an Australian footballer who couldn’t previously understand why the Redskins DeAngelo Hall is on $18.5m and you’re on $400,000 then maybe you can now?

Right now, we have a very fractured sporting landscape in Australia. Too many sports competing for a pie that isn’t that big.

Let’s do the maths. America has over 300 million people. And six big sports – NFL, MLB, NBA, NHL, USPGA and NASCAR.

Australia has over 20 million people. A much smaller population, yet we have five big sports including the AFL, NRL, ARU, A-League and Cricket Australia.

It’s little wonder athletes are heading overseas for better pay, footy clubs are struggling to make a profit and memberships are not where they should be.

Based on the above equation, Australia should concentrate on having three big sports, minimum. The rest can battle for the scraps.

Now, the only problem is deciding on those three sports? Which three would you choose and why?

Teamwork

Friday, October 16th, 2009

Whether you’re an athlete in a team sport, a CEO of a large company or a young entrepreneur starting a business, getting “TEAMWORK” right is critical.

The corporate world can learn a lot from the sporting world and the principles are not hard to follow.

1. You need a great captain/coach. Someone that leads by example. Someone that can make quick decisions and is willing to die by the sword. Someone that stays calm under pressure. Has confidence. Has ethics. And is a people’s person.

2. Everyone in the team must have clearly defined roles. The more specific the better. And just like footy players have hit ups, tackles and disposals, the role must be measureable. Let team members take ownership over their role and make them accountable. And when delegating tasks, be ridiculously specific.

3. Get the team to socialise outside work. You learn so much more about a person away from the office. This casual interaction has the ability to create friendships that are a bit deeper than the typical “workmate relationship”. Athletes always talk about “not letting their teammates down,” and this comes out of friendship.

4. Create a fun and comfortable work environment. Team members have to enjoy coming to work. One of the first things Wayne Bennett did when he went to the St George Illawarra Dragons, was to improve the training facilities. You want your team to be proud of their workspace and take pride in it.

5. Have a clearly defined mission statement that inspires. Every sports team has a mantra. A key set of words that inspire and reminds everyone what they’re striving for.

5. Focus on the process. Sporting teams don’t focus on a premiership. They focus on the process of what they must do each day to achieve a premiership. A salesperson could focus on $1 million in sales, or they could focus on how many phone calls and proposals they’ll need to send out to achieve that $1 million.

6. Communicate. Sporting teams are very candid in their communication. They don’t let things fester. If there is a problem, it’s discussed and solved before it divides a team. The captain/coach needs to be approachable and always have their ear to the ground.

7. Constantly review performance. Sporting teams regularly meet for video analysis to learn from their mistakes and improve performance. They are constantly striving to get better. After a project or business deal, its worth asking “how could we have done that better or what worked and what didn’t.” Don’t go through the motions. Stop once and a while and look at the big picture.

7. Encourage mentoring.
Senior athletes love taking younger teammates under the wing. Don’t wait for this to naturally happen. Appoint your senior people to someone. This proactive move works at Australian Olympic team level so it should work for you.

6. Celebrate success.
You don’t need to swap shirts, spray champagne and shout a song to the beat of a wheelie bin, but you’ve got to enjoy the wins. If you can’t do this then really what is the point? Celebrating success also has the added benefit of bringing the team closer together so have fun.

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Sports a Product & Products Change

Wednesday, September 23rd, 2009

Yesterday’s Daily Telegraph reported the poor TV ratings for last Saturday’s Bledisloe Cup between Australia and New Zealand.

Is anyone really surprised?

I mean, here we have a product that refuses to change with the times. My biggest problem is this – rugby heads forget that their game is a PRODUCT. A product that competes in the ‘entertainment space’ for your money and mine.

Rugby is no different to a product you buy in the supermarket. I don’t care how strong the brand is, how long it’s been around, how much tradition it has behind it or how many loyal customers it has. If that product doesn’t adapt and evolve over time then its competition will eat it up.

Can you imagine if Nokia stopped developing their technology? What if after building their first handset they chose to sit back for the next 50 years with the same mobile phone? Oh but that’s like comparing apples to oranges you say, or is it? Nokia would have died a quick death due to the nature of technology and the type of product but let’s be honest, rugby isn’t that much different, it’s just dying a much slower death.

Unlike most products and services, sports have the luxury of moving at a much slower pace when it comes to developing their product. Massive overhauls are not required. Sports can survive with just a few subtle changes here and there.

Rugby League is constantly reviewing and tweaking its game and cricket has embraced 20/20 so it appears some sports get it. Rugby doesn’t. It has too big an ego to look itself in the mirror and admit it has a problem.

Shame, because consumers deserve better. They deserve to buy into a product that constantly strives to be the best.

PS. Thanks to everyone who filled out the brief survey. Appreciate your responses.