{"id":5476,"date":"2023-09-05T11:43:47","date_gmt":"2023-09-05T15:43:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/09\/05\/england-rugby-need-a-bazball-style-lesson-in-brand-engagement\/"},"modified":"2023-09-05T11:51:16","modified_gmt":"2023-09-05T15:51:16","slug":"england-rugby-need-a-bazball-style-lesson-in-brand-engagement","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/england-rugby-need-a-bazball-style-lesson-in-brand-engagement\/5476\/","title":{"rendered":"England Rugby Need a \u2018Bazball\u2019 Style Lesson in Brand Engagement"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jamie Williams, Managing Partner of London independent creative agency isobel<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u2018Borthball\u2019 doesn\u2019t quite have the same ring to it as \u2018Bazball\u2019.\u00a0 But when it comes to building a fan base, creating entertainment, and brand engagement, Steve Borthwick and Owen Farrell could do with taking a serious look at the new brand of English cricket that Brendon McCullum and Ben Stokes have created.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019re on the eve of the Men\u2019s Rugby World Cup.\u00a0 Taking place once every four years, it\u2019s the pinnacle of the Men\u2019s rugby calendar, and a unique chance to grow the rugby brand and audience.\u00a0 But, unfortunately, unlike England Football and particularly England Cricket, England Rugby\u2019s brand is in massive trouble.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a team, the England Men\u2019s Rugby team have underperformed for years.\u00a0 Under Australian Eddie Jones, they got to the final of the 2019 World Cup in Japan, but since that point, have only taken backward steps.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And under new coach Steve Borthwick, things have gone from bad to worse, losing 5 of their last 6 games, playing an increasingly dull, slow, defensive, and many would say, turgid brand of rugby.\u00a0 Last Saturday England lost to Fiji in their final World Cup warm up game, at a half full, subdued, and underwhelmed Twickenham. Ironically, the day before, \u2018England\u2019s HQ\u2019 hosted a raucous sell out between South Africa and New Zealand, which drew crowds and excitement that currently, England just can\u2019t match.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After a particularly dismal display in Dublin the weekend before, Ex-England playmaker and misfit, Danny Cipriani, tweeted that &#8220;English rugby is digging its own grave, led by people that do not understand the art of the game&#8230;It&#8217;s steeped in tradition and heritage, which is outdated and the very thing shackling the game.&#8221;<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a view shared by many rugby pundits and fans.\u00a0 England are playing an outdated brand of rugby, whilst the rest of the world has moved on.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So what to do?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Sport is a competitive business in this country.\u00a0 Every sport competes against each other for eyeballs, for interest, for corporate sponsors, column inches, TV rights, engagement and ultimately, brand love.\u00a0 The rapid and brilliant explosion of Women\u2019s Football has made this landscape as competitive as ever in this country.\u00a0 If the product isn\u2019t entertaining, people won\u2019t tune in.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And with these metrics in mind, the people in charge at Twickenham need to take a look at the success story over at Lords.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">After a disappointing Ashes tour in 2021\/22, the England cricket brand needed a re-boot and a new direction, and that came with the leadership of New Zealand coach Brendan McCullum and swashbuckling captain Ben Stokes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">McCullum and Stokes wanted to do things differently, for the good of the game.\u00a0 They brought a huge injection of optimism, energy, vibrancy and out of the box thinking. \u00a0Bold exciting selections were made.\u00a0 Traditional test match conventions were abandoned.\u00a0 And a new ultra-attacking and aggressive style of play was found, that often risked defeat in pursuit of victory. Winning matters for the England Cricket team, but not as much as winning in style.\u00a0 For the England cricket team, it\u2019s now all about entertainment.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And crucially, for the game of cricket, fans were captivated.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This new brand of cricket, known affectionally as \u201cbazball\u201d, has transformed Test Match cricket in the country overnight (which many thought was a doomed format), gained a whole new following for the sport, sold out stadiums, and engaged cricket fans in a way many thought not possible.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, back to the rugby.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This World Cup may already be gone for England.\u00a0 They are so far behind the highly tuned juggernauts of Ireland and South Africa, and their style of play feels so utterly bland and boring when compared to the fast paced, attacking and entertaining teams like France, New Zealand, and (as English fans have to admit), Scotland.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But short-term results aside, Borthwick, Farrell, and those in charge of England Rugby should genuinely be worried.\u00a0 With so many sports competing for attention in this country, a boring and bland England Men\u2019s rugby team that fans can\u2019t engage with won\u2019t be good business for the RFU.\u00a0 They need to see the sport as a brand, that needs a vision, a mission, an attitude, and a personality, with all those responsible for the brand working in harmony.\u00a0 And importantly, entertainment and genuine fan-engagement must be central to this.\u00a0 (Can you imagine McCullum and Stokes devising a game plan which essentially equals keeping it tight and kicking the ball at almost every opportunity?).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I\u2019m an England fan, and I genuinely wish England all the best in the World Cup.\u00a0 Who knows, form might go out the window, and the bookies might be wrong.\u00a0 Plus, they have been blessed by a freakishly fortunate draw, that might see them through to the semi-finals without having to face one of the big guns.\u00a0 But, if they come back from France after a tournament full of uninspiring dull rugby, and a fan base that\u2019s tuned out, they should sit down with McCullum and Stokes pronto, absorb everything they have to offer, and start plotting a new era and a brand of exciting entertaining English Rugby.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The people in charge at Twickenham need to take a look at the success story over at Lords.<\/p>\n","protected":false},"author":7,"featured_media":5477,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-5476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>England Rugby Need a \u2018Bazball\u2019 Style Lesson in Brand Engagement | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/england-rugby-need-a-bazball-style-lesson-in-brand-engagement\/5476\/\" 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