Are double headers really the answer?
Last weekend saw the first double header of the Premier 15s season, with Wasps Women taking to the pitch after the men at Coventry Arena. The event sparked a wider debate online, with some suggesting double headers could be the answer to growing the women’s fan base. However, if last weekend’s event is anything to go by, we have some serious logistical barriers to overcome before this can even remotely be considered a successful route forward.
Interestingly, ticket holders for the men’s match had automatic free entry to the women’s match. However, this didn’t work both ways, as women’s ticket holders could only enter the arena 15 minutes before kick-off, which presented big issues in itself with it being so late on a Sunday, in a fairly inaccessible location.
If we are to take these double headers seriously and use them as a vehicle to increase the audience of the women’s games, we must be careful how the sport is branded. What perception does this give to women’s rugby if tickets are being given away for free whilst fans are still paying full price to watch the men’s matches?
Reminder:
??? Anyone with a ticket to Wasps Men V Northampton Saints has automatic entry to Wasps Women V Gloucester-Hartpury??? Supporters wanting to attend Wasps V Gloucester only can enter the Arena from 5pm via turnstile 44-45
— Wasps Rugby (@WaspsRugby) October 10, 2021
In order to attain tangible growth in the sport, we must move away from the narrative that women’s rugby is a cheap and enjoyable day out. Yes, it is enjoyable, but if you market something at a low price point, or even worse, no price point, you’re automatically branding the product as worthless.
When marketing a double header, the event needs to be promoted as one single experience, not two separate spectacles. Also, the fans journey, right from the ticket purchase all the way through to them leaving the stadium, must be front and centre of this marketing strategy.
For example, one of the main gripes with double headers currently is the long break between matches. Clubs need to ensure they are engaging fans throughout this, to create an enjoyable experience. It is not enough to put on two events and expect fans to entertain themselves for hours in between. Previously, this free time has only led to an increase in alcohol consumption, which whilst this can be good for the club’s income, it doesn’t do anything for the atmosphere in the audience.
Harlequins seem to have clicked onto this with promotion of The Big Game, having announced Pete Tong as an entertainment act during the break between matches. Both matches are sold as one product, the club have pushed a ‘one event, one ticket’ narrative through various marketing strategies, which is a welcomed move forward.
? The biggest Big Game ever!
? @petetong announced as entertainment act for Big Game 13!
? Tickets: https://t.co/uqks1OzXQA#COYQ pic.twitter.com/htcBybv338
— Harlequins ? (@Harlequins) October 13, 2021
RugbyPass spoke exclusively to Harlequins CEO, Laurie Dalrymple, on the clubs upcoming double header: “The Big Game gives us a real opportunity to amplify the level of support, engagement and reach that women’s rugby can have. The sport is developing extremely quickly, but still has a long way to go.”
“The Big Game initiative is now in its 13th year, it’s the biggest club rugby event in the world and so it would be utterly remiss of us not to take every opportunity to use it as a vehicle to increase the exposure of women’s sport.”
When asked if he thinks both teams have different fan bases, he disagreed, stating: “I don’t see it as men’s and women’s fans, they are just fans. We need to do more to break down the preconception of one sport being played, viewed and consumed by one gender.”
Despite Dalrymple’s comments, I still think clubs should be mindful of marketing to two different fan bases. Some men’s rugby fans won’t like women’s rugby, and that’s fine. We shouldn’t expect them to stay and watch the women’s match just for the sake of it, that’s the exact opposite of what is needed.
We shouldn’t be begging for support in the wrong places, women’s rugby as a product is strong enough to attract new audiences on its own merit, it just needs the opportunity to do so.
Therefore, the narrative of begging men’s rugby fans to stay for the women’s match is far from desirable, in my eyes.
You then have to consider the argument of scheduling, do you put the women’s game on first, or after? Which one is better for the sport? If the event is marketed as one, with ticket sales also reflecting that, I don’t think it matters too much on the order of the matches. The issue comes when both events are seen as separate, and you see virtually the whole stadium emptying out before the women kick off, because of the disparity of numbers between the separate fan bases. It’s not a good look for the sport, and surely must be discouraging for players and fans alike to see that?
This also feeds into the wider debate about a one club mantra. As most Premiership Rugby clubs now have partnerships with a women’s team, in one form or another, double headers will more than likely become a desirable option moving forward. It would be interesting to hear the players thoughts on this, as often women’s teams want a different identity to the men’s team, but also want to feel like they are part of something bigger within the club.
The phrase “rugby is rugby” is often banded around, and although I think this is right – and have probably used it on more than one occasion myself – I stick firm to my thoughts on double headers.
The rate of success seems to rest on how seriously clubs take the marketing of the event, as going by last weekends experience, the future of them is questionable at most.
Comments on RugbyPass
Good to hear he would like to play the game at the highest level, I hadn’t been to sure how much of a motivator that was before now. Sadly he’s probably chosen the rugby club to go to. Try not to worry about all the input about how you should play rugby Joey and just try to emulate what you do on the league field and have fun. You’ll limit your game too much (well not really because he’s a standard athlete like SBW and he’ll still have enough) if you’re trying to make sure you can recycle the ball back etc. On the other hard, you can totally just try and recycle by looking to offload any and everywhere if you’re going to ground 😋
1 Go to commentsThis just proves that theres always a stat and a metric to use to justify your abilities and your success. Ben did it last week by creating an imaginary competition and now you did the same to counter his argument and espouse a new yardstick for success. Why not just use the current one and lets say the Boks have won 4 world cups making them the most successful world cup team. Outside of the world cup the All Blacks are the most successful team winning countless rugby championships and dominating the rankings with high win percentages. Over the last 4 years statistically the Irish are the best having the highest win rate and also having positive records against every tier 1 side. The most successful Northern team in the game has been England with a world cup title and the most six nations titles in history. The AB’s are the most dominant team in history with the highest win rate and 3 world cups. Lets not try to reinvent the wheel. Just be honest about the actual stats and what each team has been good at doing and that will be enough to define their level of success.
16 Go to commentsHow is 7’s played there? I’m surprised 10 or 11 man rugby hasn’t taken off. 7 just doesn’t fit the 15s dynamics (rules n field etc) but these other versions do.
7 Go to commentsPick Swinton at your peril A liability just like JWH from the Roosters Skelton ??? went missing at RWC
14 Go to commentsLike tennis, who have a ranking system, and I believe rugby too, just measure over each period preceding a world cup event who was the longest number one and that would be it. In tennis the number one player frequently is not the grand slam winner. I love and adore the All Blacks since the days of Ian Kirkpatrick when I was a kid in SA. And still do because they are the masters of running rugby and are gentleman on and off the field - in general. And in my opinion they have been the majority of the time the best rugby team in the world.
16 Go to commentsHaving overseas possessions in 2024 is absurd. These Frenchies should have to give the New Caledonians their freedom.
21 Go to commentsBell injured his foot didn’t he? Bring Tupou in he’ll deliver when it counts. Agree mostly but I would switch in the Reds number 8 Harry Wilson for Swinton and move Rob Valentini to 6 instead. Wilson is a clever player who reads the play, you can’t outmuscle the AB’s and Springboks, if you have any chance it’s by playing clever. Same goes for Paisami, he’s a little guy who doesn’t really trouble the likes of De Allende and Jordie Barrett. I’d rather play Carter Gordon at 12 and put Michael Lynagh’s boy at 10. That way you get a BMT type goalkicker at 10 and a playmaker at 12. Anyways, just my two cents as a Bok supporter.
14 Go to commentsThanks Brett, love your articles which are alway pertinent. It’s a difficult topic trying to have a panel adjudicating consistently penalties for red card issues. Many of the mitigating reasons raised are judged subjectively, hence the different outcomes. How to take away subjective opinions?
4 Go to commentsYes Sir! Surprising, just like Fraser would also have escaped sanction if he was a few inches lower, even if it was by accident that he missed! Has there really been talk about those sanctions or is this just sensational journalism? I stopped reading, so might have missed any notations.
4 Go to commentsAI is only as good as the information put in, the nuances of the sport, what you see out the corner of the eye, how you sum up in a split second the situation, yes the AI is a tool but will not help win games, more likely contribute to a loss, Rugby Players are not robots, all AI can do if offer a solution not the solution. AI will effect many sports, help train better golfers etc.
45 Go to commentsIt couldn’t have been Ryan Crotty. He wasn’t selected in either World Cup side - they chose Money Bill instead. And Money Bill only cared about himself, and that manager he had, not the team.
26 Go to commentsYawn 🥱 nobody would give a hoot about this new trophy. End of the day we just have to beat Ireland and NZ this year then they can finally shut up 🤐
16 Go to commentsTalking bout Ryan Crotty? Heard Crotty say in a interview once that SBW doesen't care about the team . He went on to say that whenever they lost a big game, SBW would be happy as if nothing happened, according to him someone who cares would look down.. Personally I think Crotty is in the wrong, not for feeling gutted but for expecting others 2 be like him… I have been a bad loser forever as it matters so much to me but good on you SBW for being able to see the bigger picture….
26 Go to commentsThis sounds like a WWE idea so Americans can also get excited about rugby, RUGBY NEEDS A INTERNATIONAL CALENDER .. The rugby Championship and Six Nations can be held at same time, top 3 of six nations and top 3 of Rugby championship (6 nations should include Georgia AND another qualifying country while Fiji, Japan and Samoa/Tonga qualifier should make out 6 Southern teams).. Scrap June internationals and year end tours. Have a Elite top six Cup and the Bottom 6 in a secondary comp….
16 Go to commentsThe rugby championship would be even stronger with Fiji in it… I know it doesen’t fit the long term plans of NZ or Aus but you are robbing a whole nation of being able to see their best players play for Fiji…. Every second player in NZ and AUS teams has Fijian surnames… shame on you!!! World rugby won’t step in either as France and England has now also joined in…. I guess where money is involved it will always be the poor countries missing out….
84 Go to commentsNo surprise there. How hard can it be to pick a ball off the ground and chuck it to a mate? 😂
2 Go to commentsSometimes people just like a moan mate!
4 Go to commentsexcellent idea ! rugby needs this 💪
16 Go to comments9 Brumbies! What a joke! The best performing team in Oz! Ditch Skelton for Swain or Neville. Ryan Lonergan ahead of McDermott any day! Best selection bolter is Toole … amazing player
14 Go to commentsI like this, but ultimately rugby already has enough trophies. Trying to make more games “consequential" might prove to be a fools errand, although this is a less bad idea than some others. Minor quibble with the title of the article; it isn’t very meaningful to say the boks are the unofficial world champions when it would be functionally impossible for the Raeburn trophy not to be held by the world champions. There’s a period of a few months every 4 years when there is no “unofficial” world champion, and the Raeburn trophy is held by the actual world champions.
16 Go to comments