Bridgestone's presenting sponsorship of the USA 7s is the strongest evidence yet that the tournament is successfully defining rugby's value in the American market.
In their enthusiasm, good rugby men tend to presume the US public will instantly understand, love, and support rugby events of any standard. In fact, in any commercial economy, and particularly the world's largest, the value proposition of goods must first be made intelligible to buyers; then the going rate is established when the buyer and seller agree a price.
February 22's nationwide ABC broadcast of the 7s, immediately following an NBA matchup between the champion Boston Celtics and the Phoenix Suns, can be expected to magnify this progress. Like affiliation with household American brands, television plays a role in validating sporting events as mainstream culture and entertainment.
None of USARFU's efforts of the past five years compare to the 7s tournament's trajectory, including the RFU- and IRB-supported Churchill Cup. The 6-team tournament has featured bona fide drawing power in England, Ireland, and New Zealand sides, but hasn't covered the same ground.
Some domestic events have been taken the wrong direction, as with the decision to leverage the near-sellout popularity of the collegiate finals by staging the prelims in a ballon park remote from the fan base of 32 school XVs. And the union ran the 7s itself so poorly that after draining hard-won financial reserves, Boulder was forced to sell at a nearly calamitous loss.
By contrast, the privately managed tournament has vindicated its decision to abandon Los Angeles' Home Depot Center in favor of San Diego's Petco Park, and is now translating the product's appeal such that accountable businessmen are willing to associate withe the event in pursuit of their own aims.
Like USA Rugby''s National Guard deal, a rugby man quarterbacked the buyer's side of the agreement. Unlike the union's pact, however, the buyer didn't knock on the door but came in by result of the tournament's business-to-business marketing efforts.
We have always known there are many American businessmen who stand ready to help the game, provided they can do good by doing well in their day jobs. So it seems the 7s is not only rugby's standard setter in the marketplace, but also is bringing rugby men to rugby's top table.
Chuck Norris says - Amen, Kurt. Chuck wonders who is going to do the announcing for ABC?
If there is an announcing to be done, Chuck hopes the presenters are chosen wisely.
The "voice" of rugby needs to complement the game and the players and the event in San Diego.
Let's get this right too.
Posted by: Chuck Norris | 11 February 2009 at 08:56
Chuck,
Bet you a fiver that Nigel will be taking credit for all this in his next blog. What say you?
Posted by: CEO lite | 11 February 2009 at 11:03
Chuck Norris says - hey man, you may be on to something. Perhaps you can ask him at Petco?
Posted by: Chuck Norris | 11 February 2009 at 14:24
It's nice to know that our fearless leader was taking on the daunting task of collecting information about the state of rugby on Waikiki beach. A massive undertaking after an arduous week at a resort in Japan.
Posted by: roaming gnome | 11 February 2009 at 17:45
Chuck,
I got 5 that Roberts has a few calls in to ABC. One call concerning potential leads for the roaming gnome and another 3 or 4 establishing that the Chairman of USA Rugby will expect to be filmed multiple times while sitting next to Kiwi Rugby dignitaries during the matches. Special directives such as "His left side is his best side - wait until he clears the left nostril - and he will strike the thinkers pose on the half hour"
Posted by: K Rob = K Fraud | 11 February 2009 at 18:01
So ABC and Bridgestone. Why is a privately run enterprise attracting better sponsorship and visibility than Lovemarks?
Posted by: Flynn Hagerty | 12 February 2009 at 05:20
Because Roberts is a rugby fraud. He wasn't wanted in the NZRFU at the end after gaining a board seat because he was the COO of Steinlager, who was a major NZRFU sponsor.
Nigel Melville, Kevin Roberts and their pretend board need to haul ass and give US rugby a fighting chance to bail ourselves out of the mess.
Jon Prusmack for chairmen.
Posted by: lovemark not! | 12 February 2009 at 06:03
This is an interesting point. What is the value of rugby?
The human value of the sport is seen in a good television production, where you can see expression,pain, and elation.
What is the value of watching cars race in a circle?
This comes from the incessant blabber and flashy clips.
It shouldn't compare to the human element.
ABC should get this right. They have done a nice job editing and commentary for other specials like these. I hope they promote the human element and beauty of facial expression in pain and elation. In times such as these, the human element and struggle becomes more compelling. USA Rugby has failed in the past to promote the human element which other National teams were successful with. Lets not forget what ABC did for women's soccer. If this comes off, this one hour blip will do more for rugby than Kevin Roberts will do in his lifetime. Even if it fails to produce - it still does more than Kevin Roberts will do in his lifetime.
Posted by: love marks = skid marks | 12 February 2009 at 06:59
USA 7s has paid a lot of money to put the 7s on TV. They have some deep pockets and have generously invested in the game and tournament. When they turn a profit it will define rugby's commercial value. Right now they are paying money to make money and have not come close to covering their costs.
I think it is great that they are making this effort for the game, and I do believe that a private operation is better, but if USAR went and lost $500k/year but got rugby on ABC what would the members think?
Posted by: Former HS Coach | 15 February 2009 at 06:41
USA 7s has paid a lot of money to put the 7s on TV. They have some deep pockets and have generously invested in the game and tournament. When they turn a profit it will define rugby's commercial value. Right now they are paying money to make money and have not come close to covering their costs.
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