I have watched several Lions Tours as a general sports fan,but with with my 9 year old son's increasing passion for the game giving me an opportunity to learn the game from the basics with him, plus a low level involvement in mini rugby administration I have come to appreciate the sport as a game rather than an excuse for a social beer.
Understanding the basic rules of a sport makes a difference to your enjoyment, and understanding the very particular spirit of rugby makes a massive difference.
A great example of this spirit is the current Lions tour, the best players from four countries sent off to Australia, New Zealand or South Africa knocked into a team over a very short period of time,and asked to take on a team that has been playing together for years in a high intensity three test series. On balance , they lose more than they win, making a series victory all the sweeter.
As a sporting spectacle the first two tests against the Springboks were top drawer, drama, physical battles, flowing rugby, big hits, injuries, referring errors, gouging, last minute mistakes and a last second winning penalty. Huge sporting drama on the field but it is the off the field impact of the Lions brand that has impressed me.
Media pundits claim a Lions tour will generate in excess of £100m in revenues in the host country, a phenomenal number for a tour by one team. Add to that replica merchandise ,sponsorship and television revenues in the home markets and the zeros keep cranking up.
After 20 years in sports marketing I am usually averse to the U word, unique- my usual line is that there is nothing in sport that is unique, it has all been done before- but this is different, I can't think of a similar concept in any other sport other than the European Ryder Cup team , which, whilst enjoyable for 3 days, doesn't have the same impact as a Lions tour on any level, emotional,sporting, marketing,or financial.
I tip my hat to the Lions business management team they have done a great job in driving revenues whilst protecting the incredible essence of the Lions brand at home and away.
Roll on 2013.
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I do not diagree but for all the marketing and hype the Lions are losers with 1 win in their last 7 tests and no series win for 12 years.
ReplyDeleteDo you not think that this poor record will eventually have a negative impact on the Lions as both a sporting and marketing venture?
Greville
That's part of the essence, the anticipation and the journe are actually more important that the results. For fans, the Tour's the thing, not the actual results
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