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A Short History of New Zealand's Super Rugby Season Launches

Where were you the day Richie McCaw rode a bumper boat? Calum Henderson looks back at the evolution of the Super Rugby season launch in pictures.

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It started with a game of off-brand Jenga.

For years all New Zealand’s Super Rugby season launches seemed to involve was standing around. The locations would change – from rugby ground to convention center to a Rebel Sport store in a mall – but the poses remained the same. The only thing the players were required to do for the cameras was stand there and demonstrate the new season’s jerseys, often paired incongruously with model’s own smart-casual jeans.

Richie McCaw playing Jenga at the 2011 Super-Rugby season launch

But in 2011 at the Auckland Museum a quiet revolution took place: the team captains faced each other at Jenga. Richie McCaw was there, back before he had won even a single World Cup, carefully deconstructing his Crusaders-red tower with the help of a young fan. His opposition came in the form of Mils Muliaina, Andrew Hore, Jamie Mackintosh and Keven Mealamu. No record exists of who won.

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The earliest season launch photo in the Getty Images database dates back to the 2000 season, when the halfbacks from every New Zealand franchise gathered on Westpac Stadium to show off their shiny new adidas kits – the first after the switch from Canterbury of New Zealand, who were still making jerseys out of old-fashioned cotton. It set the tone for the next decade of ‘standing around’ photoshoots.

The Highlanders

The following year’s season launch, held in a darkened room somewhere within the fortress of Eden Park, put the players behind a menacing low wall of flames. It produced what may be the most of-its-era photograph you will ever see.

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Daryl Lilley

The best season launch of the ‘standing around’ era was probably 2009, when astroturf and goalposts turned the floating pavilion in Auckland Harbour into a floating prison for ten of our most talented rugby players, marooned there until either they swum back to shore or a kind-hearted boatie picked them up.

Players marooned on the floating pavilion

The following year everyone was back on dry land, positioned like Lego figures around the Super 14 logo and slogan painted on the Trusts Stadium turf specifically for the photoshoot. It’s a bit of a sorry scene, and seemingly prompted someone somewhere to suggest something to the effect of “why don’t we get them to do something… Jenga?”

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Captains <a href=Richie McCaw, Jimmy Cowan, Andrew Hore, Keven Mealamu and Mils Muliaina in 2010″ width=”750″ height=”479″>

Jenga obviously proved a huge hit with everyone involved, because they have never looked back. 2012 saw the players take to bumper boats at Rainbow’s End. Richie was back for more, taking to his boat like it was a ride-on mower on his quarter-acre lifestyle block. A newly World Cup-winning All Blacks captain, probably nobody had the guts to bump him.

Richie McCaw caning it on a bumper boat in 2012

In 2013 players again took to the water – this time the Hauraki Gulf for a spot of waka ama. Unlike most previous seasons this launch didn’t feature the team captains; the Blues sent along the duo of Francis Saili and Charlie Faumuina, and they left the rest of the field struggling in their wake.

Charlie-Faumuina and Francis Saili in 2013

Extreme Karts in East Tamaki was chosen to host 2014’s season launch, where some of Super Rugby’s fastest and most furious were outdriven by a referee. “The ref always wins and he’s always right,” conceded the Blues’ 3rd placegetter Francis Saili after the race.

The 2014 season launch group photo

After a series of increasingly fast-paced season launch activities, things were sensibly dialled back a notch for 2015. Teams instead took to an archery range, providing a pun-hungry media with a tantalising alley-oop. The Herald duly and graciously slam-dunked it with the headline ‘Cruden on target for Chiefs’ campaign’.

Brodie Retallick takes aim.

Recent years have sadly seen this weird multisport tournament go into hiatus. Bring it back! There’s still skydiving, extreme trampolining, the sensory maze at the Queen Street IMAX… The list of weird things you can make rugby players do is practically endless.

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J
JW 6 hours ago
Does South Africa have a future in European competition?

I rated Lowe well enough to be an AB. Remember we were picking the likes of George Bridge above such players so theres no disputing a lot of bad decisions have been made by those last two coaches. Does a team like the ABs need a finicky winger who you have to adapt and change a lot of your style with to get benefit from? No, not really. But he still would have been a basic improvement on players like even Savea at the tail of his career, Bridge, and could even have converted into the answer of replacing Beauden at the back. Instead we persisted with NMS, Naholo, Havili, Reece, all players we would have cared even less about losing and all because Rieko had Lowe's number 11 jersey nailed down.


He was of course only 23 when he decided to leave, it was back in the beggining of the period they had started retaining players (from 2018 onwards I think, they came out saying theyre going to be more aggressive at some point). So he might, all of them, only just missed out.


The main point that Ed made is that situations like Lowe's, Aki's, JGP's, aren't going to happen in future. That's a bit of a "NZ" only problem, because those players need to reach such a high standard to be chosen by the All Blacks, were as a country like Ireland wants them a lot earlier like that. This is basically the 'ready in 3 years' concept Ireland relied on, versus the '5 years and they've left' concept' were that player is now ready to be chosen by the All Blacks (given a contract to play Super, ala SBW, and hopefully Manu).


The 'mercenary' thing that will take longer to expire, and which I was referring to, is the grandparents rule. The new kids coming through now aren't going to have as many gp born overseas, so the amount of players that can leave with a prospect of International rugby offer are going to drop dramatically at some point. All these kiwi fellas playing for a PI, is going to stop sadly.


The new era problem that will replace those old concerns is now French and Japanese clubs (doing the same as NRL teams have done for decades by) picking kids out of school. The problem here is not so much a national identity one, than it is a farm system where 9 in 10 players are left with nothing. A stunted education and no support in a foreign country (well they'll get kicked out of those countries were they don't in Australia).


It's the same sort of situation were NZ would be the big guy, but there weren't many downsides with it. The only one I can think was brought up but a poster on this site, I can't recall who it was, but he seemed to know a lot of kids coming from the Islands weren't really given the capability to fly back home during school xms holidays etc. That is probably something that should be fixed by the union. Otherwise getting someone like Fakatava over here for his last year of school definitely results in NZ being able to pick the cherries off the top but it also allows that player to develop and be able to represent Tonga and under age and possibly even later in his career. Where as a kid being taken from NZ is arguably going to be worse off in every respect other than perhaps money. Not going to develop as a person, not going to develop as a player as much, so I have a lotof sympathy for NZs case that I don't include them in that group but I certainly see where you're coming from and it encourages other countries to think they can do the same while not realising they're making a much worse experience/situation.

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