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It's time South Africans come to the party in Europe
Ticket sales for Saturday’s clash between the Bulls and Stormers have already passed the 30,000 mark. That’s more than the capacities of every English Premiership club, 11 French Top sides and, apart from the odd occasion that Leinster and Edinburgh play at their national stadiums, every other non-South African team in the United Rugby Championship.
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South Africans are clearly passionate rugby fans but context is key. The ‘North-South’ derby, as this 85-year grudge match is known, carries great significance no matter what competition is hosting it. It is a rivalry that cuts the country in half and reaches into deep cultural undercurrents that one could feasibly trace beyond the Boer War at the turn of the 20th century and all the way back into the 1700s.
Which is why the sight of empty seats over the past fortnight for Investec Champions Cup and Challenge Cup matches in South Africa requires some honest analysis.
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Let’s start at face value. Some grand old stadiums were practically yawning into the void created by the absence of fans. Ellis Park, the 62 thousand seat behemoth that served as the stage for both South Africa’s first ever World Cup win as well as Siya Kolisi’s first Test as captain, was less than five per cent full for the match against Newcastle Falcons.
The Sharks also struggled to attract a sizable crowd for their 45-5 win over Pau in the Challenge Cup earlier this month. Of greater concern, though, were the poor attendances in Cape Town and Pretoria. For their match against the two-time defending champions La Rochelle, the Stormers barely scraped together 11,550 fans last weekend. The Bulls managed to pull a few more for their contest with Saracens, but only just. A little more than 15,000 turned up to watch their team beat the English champions.
These figures simply aren’t good enough and should not be accepted by players, coaches or the suits at SA Rugby headquarters. South African rugby is failing to give a decent account of itself and must find a way of rectifying the situation or face the threat of alienation.
Whether South African fans like to admit it or not, the sport’s ecosystem in the Republic now needs a welcoming home in Europe. This is especially true after the divorce with their Australian and New Zealand partners. If this current relationship doesn’t work then South African clubs might be constrained to a purely domestic competition.
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To be sure, the potential TV revenue generated by subscription paying fans means that northern hemisphere clubs should benefit greatly from the inclusion of the South Africans in the long run. And with the Anglo-South African bank Investec now a title sponsor of the Champions Cup, the symbiotic relationship has been strengthened. But European supporters need convincing that they’ve hitched their wagon to a partner that takes this union seriously. So far, there’s been little evidence to suggest that they have.
Speaking on The Ruck Rugby Podcast, Stormers coach John Dobson did not shy away from the fact that crowd numbers in the EPCR have been disappointing. But rather than cite indifference, he suggested this is a consequence of ignorance.
“I don’t think the South African public yet understand how good a team La Rochelle is, or who they are, or who Saracens are,” Dobson said. “There is a big educational piece there.”
There’s a good chance you need no education on the pedigree of clubs containing Owen Farrell, Maro Itoje, Jonathan Danty or Will Skelton. Those of us who endlessly trawl through social media, and consume torrents of content from vloggers and podcasters, know the ins and outs of every major team in Europe. Around braais and barbecues, at bars and bus stops, we’re able to share our knowledge and passion with a like minded rugby nause. However, we need to accept that the majority live outside of the bubble. Work is needed to bring them in.
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A few teams might benefit from playing in smaller stadiums. The Lions should leave Ellis Park immediately and never play there again. It is a wonderful Test arena – perhaps the greatest anywhere in the world when it’s packed – but it has become a soulless, vacuous pit that has become an embarrassment. Literally any other venue would do. Down the road at the University of the Witwatersrand lies a largely unused football stadium that can host 5,000 people. Use it. Create demand. Sell out for once. Who knows, it might be the kick up the backside Johannesburg’s franchise sorely needs.
As for the rest, smaller venues might play a helping hand but there is enough goodwill at the Stormers, Bulls and Sharks to at least try and leverage before more modest homes are occupied. Here, the clubs themselves must follow through on the education drive that Dobson spoke about.
Activations in shopping malls and in public spaces must help make the public aware that a ‘Champions League of rugby’ is taking place on their doorstep. Star players could help spread the message that they are now a part of something truly special. That the cities of Cape Town and Pretoria are connected to some of the sport’s most iconic institutions. That Manie Libbok nailing a last minute kick to beat a European juggernaut is an utterly astonishing moment because of a history that stretches beyond the 80 minutes of the match.
European fans have been split on the South Africans participation in ‘their’ tournament. Some gripes, such as travel fatigue, exorbitant costs for visiting fans and the amount of carbon emitted by long haul flights are hard to argue against. But the cultural concerns have stuck in the throat of South African supporters who’d have liked a warmer reception and less European exceptionalism.
But this is a two-way street. It’s no coincidence that nostalgia for the old Heineken Cup seems to be at an all-time high. Unless South Africans come to the party, what once was will forever eclipse what could be.
Some of the scheduling needs rethinking.
Last week the Cheetahs played in Bloemfontein on a Sunday.
This town/city is traditionally very religious and many would would go on a weekday or Saturday would observe a religious day.
Ellis Park, the Lions home ground is not anymore in a decent location.
Unsavoury area as the city has degraded.
And not safe to go to.
So many fans and supporters will not go there.
I prefer watching the game at home. Simple. You could hand the tickets out for free and I still wouldn’t go.
They're discussing fans not coming to the games vs the euro teams. Not that they're not coming full stop.
SA teams in the URC and the Heiny are a joke, the travel alone makes it ridiculous. As regards crowds, that 30k crowd will pay less than £200k to get in, bar sales for a big game at Sandy Park are more than that while ticket revenue for the home game against Leicester this week is mote than half a million. The annual Prem games at Twickers and WHL draw crowds of 60k. Rugby used to be huge in SA, now it is dying and they are scrabbling to keep it going.
It's time for super rugby to come to Europe, we have 3 big stadiums just in Stockholm. We have so much supports just in Stockholm.
SARugby must come to the party and promo the games. Not sit in their ivory tower worried about politics, staying in charge and remaining on the board.
Yes more can be done to entice the South African public to come to the stadiums but the approach is wrong. For most South Africans Saracens is one of the most well known clubs in the world as South Africans have been playing in that team since the late 90’s, it is not the ignorance of Saracens that South Africans do not flock to stadiums but the ticket prices. Believe you me if the tickets prices is lower there is no man in SA with a beating hard for rugby that does not want to take his son to watch a game in full flight on a packed stadium, however taking your family to a game will leave your wallet left broken…FYI suggesting a University stadium for the Lions is just disgraceful comment. The reason for the empty stadium is the location and not the lack of supporters. A move to the 90k capacity FNB Stadium is a must and you will see Lions attendance come back but only if the ticket price is justifiable though.
Bro ticket prices for bulls vs saracens started at R50 and end at R250. Thats around 2.5 dollars for the cheapest and 13 dollars for the most expensive. How are the ticket prices the reason why fans dont attend when its that cheap. Thats dirt cheap. Stormers tickets start at 60 rand. For context 50 rand is basically the same price as a loaf of bread and a 2 litre milk. Price is not the main determinant. Its marketing and lack of fan involvement
What a short sighted article… South African broadcast deal is the biggest broadcast deal in the competition and surely pays its dues on bringing in the revenue to fatten the northern clubs wallets. South African teams entering the URC, Champions Cup and Challenge cup has opened the apeal of the rugby now to a way broader audience than just Europe. New Zealand and Australia are now watching the same comps with a bit of jealousy… hence the Crusaders and Munster game. The rest of the rugby world is left scrambling to come up with something to match these brands. SA have done a lot for these comp… do not ruin it by moaning about contributions like Aussies… look where that has brought them
A broadcast deal and money is definitely a reason to keep us around and it will however bums on seats and atmosphere and support at the stadium is what makes a comp look good and right now SA does not look good when the European champions come to town and you cant get more that 12000 in
The 11k and 15k crowds are decent, and would be strong but when played in massive national stadia look bad. Most of the European based teams have bespoke grounds, and it is only recently that Edinburgh finally got a purpose built small patch beside Murrayfield, they used to get 6k in 60k national ground.
Wasnt aware of this, can undetstand if Euros feel aggrieved.
But for same reasons at Western Force, surely 90% of the crowd are home fans? This makes a difference.
I believe the time of year is also a factor in the low attendance numbers for matches. This is the 3rd year of URC participation and last year attendance numbers were lower over the December period and then grew over the first quarter of the year. Most South Africans are on holiday from 16 Dec and watching rugby is low on the list of priorities.
I agree on Ellis Park - it’s an embarrassment - surely the must be a different venue…
Agree with Ellis Park sentiment. Stadium location is horrible. Not fan friendly. A poor look. Lions need a smaller venue thats closer to their supporter base where they can drive a top notch fan experience