RWC 2023: an opportunity for unions, teams and sponsors to grow the game on the biggest stage
The Rugby World Cup 2023: A tournament ready to deliver, but more importantly, an opportunity to grow the game… let’s not miss the target.
By Oli Avent, Senior Account Manager
Friday 8th September, the start of the 2023 Rugby World Cup in France. 4 years on from the spectacle of Japan 2019. 4 years of the international rankings chopping and changing, with teams manoeuvring themselves into the optimal position to be able to peak at a tournament that has always created unique and thrilling moments.
France, as hosts, provide a thrill of attacking rugby that is normally more associated with the southern hemisphere. Ireland sit atop the rankings, aiming to get past a Quarter Final for the first time and look strong contenders. Perhaps it is Scotland’s turn to lead the charge, while a tough first match awaits, the tartan army seem in a good spot for a strong World Cup run.
The southern Hemisphere sides arrive on the shores of France with much to be positive about. The Boks return as the incumbent and having won in France 16 years ago, they know the terrain well. New Zealand seems to have come through a turbulent period, which as we know from history are very few and far between. While the Aussies are still finding their feet, though they are led by the master puppeteer of modern rugby in Eddie Jones, a man whose track record at World Cups speaks for itself. Argentina are also quietly building momentum and licking their lips ahead of England on Saturday.
Yet even outside of these ‘giants’ there is the next wave of teams who are showcasing the potential that Rugby has to grow, showcasing why it is important to be able to connect and grow the game further at this World Cup. Fiji, fresh off the back of beating England along with Samoa and Tonga, have all managed to recruit former All Blacks and Wallabies, and will provide stern tests. Japan, who have been the delightful surprise of the last 2 World Cups, will hope to once again put on a show. While Chile and Portugal, the former making their World Cup debut and the latters first since 2007, will be hoping to showcase how far Rugby is spreading on a global scale.
It is considered to be the hottest contested World Cup to date, with stats gurus Opta showcasing only 1.7% difference in chances of winning between Ireland, France, South Africa and New Zealand. So on the field there is all to play for, with no team wanting to wait another 4 years for their next chance at the Rugby World Cup.
On the surface, therefore, it sounds as though the sport is thriving - with new, exciting team styles and new laws introduced to make the game quicker and more entertaining. However, when you peel back this layer of high profile players, fireworks and tries, you find a sport that is in reality, in crisis.
Rugby has a battle on its hands to ensure it can continue to grow the game beyond the existing fan base, showcasing the sport in the best possible light to interact with new audiences. While this World Cup is front and centre for the ‘nauses’ out there like me - pubs booked, calendars circled, group chats popping with team discussions and paths to final… you name it - for the average person on the street you would perhaps be excused if you did not know a major sporting tournament was beginning today with one of the greatest ties we could ask for as an opening game.
That is where rugby is really struggling - to engage those beyond its loyal fanbase.
And that is where the World Cup comes in. It presents a huge opportunity to grow the sport at a time where organically more eyeballs will be fixed on the game. With the tournament coming round every 4 years it is critical to take advantage of the limelight when it is on you. The players will deliver on the pitch and excite crowds, but it will be the commitment of the unions and sponsors to advertise the great game in a way that transcends sporting audiences. There is a need for these stakeholders to not go through the motions, push the boat a little further and aim to make a significant (Ash)splash in culture.
We have seen nations begin to move towards interacting with new audiences, or sharing the spotlight to highlight grassroots, spreading further awareness of the sport.
England Rugby, prior to the Summer Internationals, made a tactical decision to change the look and feel of their channels - moving away from the more traditional visuals and embracing colour and animation (gasps from the traditionalists), a clear move from the RFU to attract a younger audience. This strategy was also highlighted with the launch of the film “This Rose Means Everything”, taking inspiration from the likes of Nike’s “Nothing Beats a Londoner” and going beyond the usual ‘safer’ options of the past. It created a film that transcends audiences, is creatively brave and engaging and has the ability to garner interest further afield, outside of just the England Rugby following.
New Zealand, a country not short of dry comedic talent, has enlisted the help of the infamous Oscar winning film director Taika Waititi - using cultural personnel to help drive the All Blacks. A smart move moving across cultural pillars to reach a new audience in a light hearted and thoroughly entertaining content series ‘Tour De Rugby’, while also exploring French culture with a Kiwi take. It is these opportunities to collide talent and cultures that opens up the possibility of talking to a new audience and, when done in the right way, can highlight some of the great elements of rugby that are not seen at surface level.
With participation at the amateur level struggling, Wales looked to celebrate the journey that the members of their squad have all been on, using their squad announcement video to tie the players back to their grassroots clubs and champion where it all started. The piece promotes the local clubs, driving a fame moment for each of those who have helped play a part in developing the Welsh Rugby Union’s players.
Wales has also looked to visually bring to life the tournament in France, creating French vintage style posters as assets to use across their socials. From a visual point of view, this is a fun move from the WRU and it will be interesting to see if they can go further with this, perhaps partnering with design media titles or specific artists to help bring the artwork to a new audience altogether in the creative field.
France, the hosts, has in recent years made several systemic changes to further enhance the participation in the sport from an amateur level. Naturally, with noise at its highest in the country due to hosting the tournament, it has been great to see France using their channels to push an initiative of open training sessions at Rugby Schools around France. Using the buzz around the tournament, (as well as the possibility of a French victory) as the catalyst and platform to try and encourage others into the game. While not groundbreaking in terms of an idea, the partnership and connection with the grassroots seems to have equal prominence on the channels which highlights the commitment to help grow the game from the Union.
The World Cup will excite as it always does on the pitch, and there may be a new name on the Webb Ellis Trophy come the 28th October, but rugby will still lose if it doesn’t capitalise on the increased eyeballs that will naturally come via a World Cup.
There is a collective responsibility to be bold and engaging from stakeholders to ensure that we change the narrative or stereotype associated with the game (mainly to be fair in England). It will be an interesting space to keep tabs on to see how the unions as a whole as well as the player and World Rugby can engage a new generation and move the dial of interest in the sport further at a tournament. Failure to do so will be a huge missed opportunity, leaving the sport facing a long desolate 4 year wait to Australia 2027 to be able to take the main stage again. Rugby needs reinvention and France 2023 is the perfect place to initiate it.