Why certain 'Bristol Bears' fans need to get a grip and get behind their club
If you had cared to look on social media over the last couple of days, you would have thought for all money that Bristol Rugby club were relocating to the moon. Or quitting rugby union to play competitive tiddlywinks.
A certain portion of ‘fans’ threatened to not buy season tickets, declared their club dead and/or attacked the club’s disregard of them.
What heinous act could possibly elicit such reactions from loyal and faithful fans?
Well, the club announced that it would be rebranding in June, when they will henceforth be known as the Bristol Bears.
Along with the name change comes a new-look logo, a nifty #TogetherWeRise hashtag and a mission statement, of sorts, about what it means to be a Bristol Bear. Think Saracens’ Wolfpack ideology, only ursine-themed.
NB: Two days on and Bristol are actually breaking club records for season ticket sales.
6⃣5⃣0⃣ season cards renewed in only 4⃣ hours
5⃣0⃣1⃣ sales in a single day was previous record
4⃣0⃣3⃣ sold in first 2⃣4⃣ hours upon most recent return to @premrugby (March 2016)Tremendous support so far 🙌
Available online here ➡️ https://t.co/nsvYkOanm0 pic.twitter.com/0qjFqVVokp
— Bristol Bears 🐻 (@BristolBears) April 17, 2018
It’s an understandable lightning rod right now and there was always going to be a significant amount of fans discontent with the change, but my two cents, for what they’re worth, is bravo, Bristol.
You have just secured promotion and will be the first team of the modern era to enjoy the extra time to prepare for the Premiership season that the abolition of the Championship playoffs have created, you have a competitive squad which is about to be bolstered by the likes of Charles Piutau and John Afoa, you have young players coming out of the academy ready to push for starting spots and you have an excellent and ambitious coaching staff in place.
If, as a club, you weren’t looking to maximise your commercial opportunities and ensure that the off-field operation of the club continues to keep pace with the exciting on-field advances, it would be surprising and disappointing to me.
I’ll admit, rebranding in this manor is a hard sell to English sports fans. Most follow football, rugby and cricket clubs that have well over 100 years of history, have rarely – save the cricket – ever had need to brand themselves in any artificial way and for whom the traditions of their club are critical to them giving their support.
Modern sport is constantly evolving, though, and that may be truer in rugby than any other sport in the UK.
Football has been king of the castle for, well, ever, and changes there come slowly and are easily managed, but in rugby, a sport that is still learning to embrace its professional status and the influx of money – as well as rising salaries – that larger broadcast deals have brought, it’s a more turbulent and violent experience.
With the financial stakes being raised and the sport’s support still relatively small in comparison to football, sustainability has never been a more prominent issue in rugby and one of the primary ways the Aviva Premiership has attempted to help address that has been by trying to crack the US sports market.
The UK may have the second biggest sports market in the world, but it is dwarfed by the scope of their US counterparts, where broadcast, merchandising and endorsement deals generate dizzying amounts of revenue. To want a piece of that pie is completely understandable.
The Premiership has clearly taken the approach of trying to foster the rugby union market in the US and whilst short-term gains may be minimal from that, the long-term gains are potentially game-changing.
The then-Guinness PRO12 did not have that luxury of being able to play a longer game in 2017, with the need for funding to compete with the Premiership and Top 14 desperate and going down a path of including South African sides, already established teams from a hotbed of rugby, made more sense for that competition.
If the Premiership wants to keep up with rising salaries and the riches of the Top 14, then appealing to this growing US market is critical to ensure the Premiership teams can operate sustainably, whilst still being able to retain their star players and lure world class signings from other competitions. The benefits of this move are already beginning to be reaped, with the Premiership’s title sponsorship deal with US insurance giants Arthur J. Gallagher & Co. reported to be worth double the deal that was in place with Aviva previously.
If a few Premiership clubs need to rebrand to ensure that deals like these continue to happen and that US interest in the Premiership continues to grow, then so be it.
One of the more frustrating things about the vocal minority of Premiership rugby fans is their desire for new and improved revenue streams, but their reluctance to do anything to achieve them. A sense of entitlement, something which plagues the country outside of sport and is arguably responsible for a lot of other issues faced by the current government, is not going to appeal to new fans.
Bristol’s rebrand, honestly, is going to have very little effect on how its fans and how long-time Premiership rugby fans view the club. They will still be referred to as Bristol by the majority, their history and tradition will be respected and other than a different logo on the kit, it’s going to be business as usual for the club.
Unfortunately, history and traditions don’t win over new fans. What does the US sports market care for what Bristol did in the late 1800’s? Nothing. For that supporter base, rugby, particularly Premiership rugby, is something fresh and new and there is much more emphasis on what the club is doing now, what it plans to do in the future and how it’s going to accomplish that, than what used to be. It’s an attitude that plenty of English sports fans might benefit from, too.
There is speculation that the Premiership’s recent link-up with Gallagher will prompt more rebrandings, with Gloucester Rugby interestingly having trademarked several new crests in February, with the lions of their current crest playing a far more prominent role. The Gloucester Lions, anyone?
The annual derbies with the Bath Centurions promise to be positively gladiatorial.
Ultimately, if Premiership rugby doesn’t want to be reliant on benefactors subsidising its top clubs, then it needs to be commercially savvy and it needs new and more fans. One of the key ways to achieve this is to have identifiable brands.
This will upset no end of traditionalists, but this is what modern sport is.
If you want rugby on the TV at all times, if you want it to be a truly global and if you want the Premiership to be the flagship competition in the sport, then these are sacrifices you need to make.
Bristol have nothing but my applause for taking a proactive and progressive approach to how they market their club and I look forward to them picking up a few wins next season and the outrage about the Bristol Bears being forgotten faster than a Piutau sidestep.
Watch episode one of the Rugby Explorer with Jim Hamilton
Ex-Scotland international, Jim Hamilton, travels to Singapore to explore the city and find out more about the rugby scene in the Southeast Asian country. He meets up with the national team captain and several local players.
Comments on RugbyPass
Some dumb selections there. Not Porecki Not Donaldson Not Gordon Not Lonegran - both Not Nic White - Fines instead Not Liam Wright Not Paisami Definitely not Vunivalu Other than that not bad.
1 Go to commentsI've never been convinced that Patty T is a test match all black. Otherwise I probably agree it's the best side available to beat the poms. Caveat that Codie Taylor is yet to be seen and could very likely warrant selection by June. I hope that Razor brings the young loosies, half backs and locks into the training squad and develops/ selects the best
7 Go to commentsYou doing the same thing I disliked about the example of Samisoni Taukei'aho, Nick. He’s great the way he is, you’re trying to do what modern-day coaches frustrate me doing, turning everyone into the perfect athlete. Next thing you’ll be telling me you’ll bench him until he’s hit that arbitrary marker, and can’t overtake the current guy who’s doing all his workons. He’s a young Kieran Read, through and through, plays wide and has threat, mainly (and evident in your clips) through his two hand carry and speed. Just let him work on that, or whatever he wants, and determine his own future. Play God and you risk the players going sideways, like Read did, instead of being a Toutai Kefu. I mean I was in the same camp for a while, wanting our tight five to have the size, and carry ability, as the teams they were getting beat by. Now I’m starting to believe those teams just have better skilled and practiced individuals, bigger by upwards of 5kg sometimes, sure, but more influentially they have those intrinsic skills of trust and awareness. Basically our guys just didn’t know wtf they were doing. Don’t think I’m trying to prove a point here but hasn’t Caleb Clarke been in much better form this year, or does he just ‘look’ better now that he’s not always trying to use his size?
44 Go to commentsThe pack lacks a little in height for the line out and I wouldn’t be completely convinced by some of the combinations till we see it in action.
7 Go to commentsThe side is good but lacks experience. International playing bona fides udually trumps super rugby form for good reason. And incumbents are usually stuck with. Codie Taylor should start or come off the bench. B Barrett will start at fullback. Blackadder has not earned the position, Finau has. TJs experience and competitiveness earns him a starting role, Christie or Ratima off the bench
7 Go to commentsPretty good side. Scott Barrett should be the captain. Ethan Blackadder a great choice at blindside. He is going to go from strength to strength having made a couple of starts for the Crusaders. Scott Robertson rates him highly. Perenara could start a no 9.
7 Go to commentsI question and with respect. Was enough done over the last few years to bring through new blood knowing the Whitelocks and co couldn’t last forever. There should have been more done to future proof the team. New squad new coach, he and they weren’t set up well. IMO
6 Go to commentsJacobsen will definitely be in the 23
7 Go to commentsLots of discussion points, Ben, but two glaring follies IMO: 1. Blackadder at 6. Has done nothing so far this season to justify his selection. Did you see him going backwards in contact at the weekend? Simply has not got the physical presence at 6: we need a Scott Barrett or a Finau (or wildcard Ah Kuoi), beasts who are big enough to play lock, like Frizzell. If Barret played at 6, Paddy could be joined at lock by Vai’i or one of the young giants we need to promote, like Darry or Lord (if he ever gets on the field). Blackadder best left to join the queue for 7. 2. Not even a mention for Christie? Ratima gets caught at crucial times at the back of the ruck when he hesitates on the pass. The only way he starts would be if Christie and TJ are injured.
7 Go to commentsWhat a dagg in more ways than one
6 Go to commentsRegroup come back next year but sack some of the coaching team and don't be like the ABs last minute sacking. If Crusaders don't do well ABs don't do well.
5 Go to commentsProctor Definitely inform again this year had a hell of a season last year and this year is looking even better. Still mixed feelings about Ioane tho.
4 Go to commentsDagg is still trying to get enough headlines to make himself relevant enough to get a job. The Crusaders went back to square one at all levels. Shelve this season and nail the next one.
6 Go to commentsHe was in such great form. Sad for him but only a short term injury and it will be great to see him back for the finals.
1 Go to commentsAfter their 5/0 start, I had the Crusaders to finish Top 4 only…they lost the plot in Perth but will reload and back themselves vs 4th placed Rebels…
5 Go to commentsBoth nations missed a great opportunity to book a game that would have had a lot of interest from around the world. I understand these games can’t be organised in 5 minutes but they should have found a way to make it happen. I don’t think Wales are ducking anyone but it’s a bad look haha.
3 Go to commentsIt will be fascinating to see the effect that Jo Yapp has. If they can compete with Canada and give BFs a run for their money that will be progress
1 Go to commentsFollowing his dream and putting in the work. Go well young fella!
3 Go to commentsPerhaps filling Twickenham is one of Mitchell’s KPIs. I doubt whether both September matches will be at Twickenham on consecutive weekends. I would take the BF one to a large provincial stadium so as not to give them the advantage and experience of playing at Twickenham before a large crowd prior to the RWC.
3 Go to commentsvery unfortunate for Kitshoff, but big opportunity potentially for Nché to prove he is genuinely the best loosehead in the world, rather than just a specialist finisher. Presuming that if Kitshoff is out, it will also give Steenekamp a chance to come into the 23? Or are others likely to be ahead of him?
1 Go to comments