The war painted Kandy supporter looking more like a tribal was in a sulky mood as Brand Kandy were beaten by the Navy. With a voice that was hoarse after shouting and running around at most times of the game he cried “Players do not have the heart in Kandy”. This probably is true in [...]

The Sunday Times Sri Lanka

The spectator is the 16th member of either side

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The war painted Kandy supporter looking more like a tribal was in a sulky mood as Brand Kandy were beaten by the Navy. With a voice that was hoarse after shouting and running around at most times of the game he cried “Players do not have the heart in Kandy”. This probably is true in most clubs as the attraction probably is money and not the belonging. Research shows that team brand loyalty, team brand value and personal/group identity is what pushes sport and is much seen when it comes to rugby in England, Australia and New Zealand. In rugby other than for Kandy can we say that there is brand association that is distinct in attracting fans to a ground. The sport of rugby industry in Sri Lanka has potential but needs revisiting the product life cycle that was once at a high peak.

Rugby is limited to a few clubs that needs to survive and needs a greater fan following and attendance. Loyalty and Brand Building is almost absent but limited to a few diehards whose passion is to shout at the referee as to why they cannot continue. Professional sports teams such as soccer’s Real Madrid of Spain, Manchester United of England and Juventus of Italy have operating turnovers similar to many large corporates. Such figures are not possible without substantial fan support. English Premier League giant Manchester United is a sports brand so big that it is no longer confined by the geographic boundaries of the north-west of England and has an estimated worldwide fan base of 53 million. That is something that clubs will have to think of for the future as they need sponsors to keep afloat.

I say this because a match between two unbeaten teams did not attract a crowd that suggested that two unbeaten teams were playing under flood lights. Yet I saw an opportunity seeing fans looking to be friends and relations of players seated together enjoying food and drink passed on in picnic style. The silk did not suggest they were those who think that rugby is for the elite. Yet I thought here is a market.

We need to look at fans as the sixteenth man on the field as it is when they are present that the game will attract sponsors who require greater visibility. What is needed is a positive behaviour towards the club brand where loyalty is likely to make them think better of the brand, behave better toward the brand. How can this happen if the players as suggested by many and apply as commented by the war painted supporter does not have the heart in the game he plays. That I think is the number one priority for rugby clubs to think about. The services have a captive ground support but need to attract outside fans who will come given a more fan friendly entrance facilitation.

The victory of Havelock’s opens a door of opportunity for the second round depending how Havelock’s performs in Kandy this weekend. Navy have themselves to blame for not taking the penalties that they had within kicking distance and range. Points at the stage would have taken them to a lead that would have put the Park Club under pressure. Havelock’s on the other hand held their nerve to end winners by 26 points to 19. The wining try and the seven point lead were made in the dying minutes of the game. Navy went into half time leading 13 points to 6, but the score kept swinging after half time and was even at 13-all. Then Navy went ahead only to be equalized in a short space for a 16-all score. The Navy place kicker Ratnayake obliged so far in the game scoring 11 of the 16 points. It is at this score that Navy were awarded two penalties but opted to kick for a line out both times. The inability to think under pressure made Navy throw away a game that they could have won.

The Havelock’s stood solid in taking decisions and anything within kicking range was given to Dulaj Perera whose kicking boots went on to score 16 points that day. A determined defense prevented a score by Navy as play moved to Navy territory Havelock’s put over a penalty in the 75th minute and the scores changed to 19 to 16 as the sailors trailed. The game on the score that was swinging kept the interest going. The passing was erratic at times while dropping the ball was common to both teams. That prevented a flowing game and the untidy play at break downs contributed to a somewhat scrappy game despite the score line.

The stop start CR did well in the first half against Kandy but fell on their face as the game ended. Does this suggest that Kandy is back winning but need to win every match from now onwards. Fall once and the fight will be between Havelock’s and Navy.

Clubs and players need to remind themselves that it is the fan base that will eventually attract sponsors and vital components if Rugby is to go on in Sri Lanka. Paying to get actors on stage is one thing but an audience is required to keep the actors going.

Vimal Perera is a former Rugby Referee, coach and Accredited Referees Evaluator IRB

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