So this weekend marks the start of one of my favourite times of the year. Yes its RBS 6 Nations time; each weekend a marathon of matches and a plethora of pints. It kicks off tonight, yes, a Friday, for the second and apparently the last time.
When it was first announced Rugby World writers and readers alike were up in arms. “It will kill the game!” “It’s wrong, no travelling support will be able to get there, and it means a day off work.” Some of the same people, let's call them traditionalists, still harp on about Sunday matches, how that ruins the weekend. Essentially they only want matches played on Saturday at 2pm. Which, for me, would kill the beauty of the Six Nations and, if I was RBS, the sponsorship.
It was controversial when RBS resigned the sponsorship midway through the economic crisis How can a state-owned bank sign up to pay millions when it can’t even keep itself afloat, they cried. Answer, because it’s a great sponsorship, the exposure you get is significant and on the BBC as well. A great business opportunity!
For me it’s as much about the passion that it generates each year for two months. Pubs packed to the brim and British inter-tribal rivalry at its best, so I am personally disappointed that this may be the last Friday game for the foreseeable future. Saturdays are already crammed for many people, so finding time to fit in a rugby match among the many activities, parents for example, have to fit in is difficult. But a Friday, sit down after a long day a work and relax or join colleagues in a local public house.
Don’t get me wrong, I feel sorry for the local hoteliers that expect turnover could be nearly 50% less than if the game was on a Saturday; and for others where hospitality is cut-short. But I wonder if outside of the Cardiff they may just be uplift?
It poses the eternal question, the power of the TV audience versus the stadium attendance, which has preference? If the atmosphere in the stadium is poor it will reflect badly on TV, but prime viewing times mean increased viewers and opportune times for sponsors to connect with fans. However, also the possibility of being associated with criticism that the sport is no longer about the fan but the TV schedule. It’s a hard one to solve, but safe to say it’s important to exploit all opportunities when it comes to sponsorship.
It only remains to say may the best team win, which by the teams’ predications, will be England with 60% of nominations and France in second (30%). Enjoy the game!
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