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'Cheers Elon Musk' - Gloucester have X account removed

Gloucester Rugby's Jonny May during the Gallagher Premiership Rugby match between Leicester Tigers and Gloucester Rugby at Mattioli Woods Welford Road Stadium on March 22, 2024 in Leicester, England.(Photo by Stephen White - CameraSport via Getty Images)

Gloucester have experienced an digital setback with the removal of their main social media account on platform X, prompting a temporary shift to their associated Hartpury account for all club communications on the site.

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The specific reasons behind the account’s removal have not been made clear as yet.

The switch was publicly acknowledged through a post on the Gloucester-Hartpury account on X this morning, which stated: “Due to @X locking the @gloucesterrugby account, all club communication will be distributed through the @gloshartpury channels whilst we resolve this issue. Please share this message. Cheers @elonmusk.”

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The tagging of Musk in the message appears to be a light-hearted addition – or even a backhanded plea for help – rather than an indication that the South African multi-billionaire had anything to do with it.

The mess has not gone unnoticed among the players, with Gloucester prop Jamal Ford-Robinson responding to the incident humorously.

The front rower shared a meme that playfully insinuated his involvement in the account’s removal.

The club is currently working to resolve the issue and restore their original X account.

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It comes just over 24 hours before Gloucester play Italian URC side Benetton this weekend in the Challenge Cup.

George Skivington’s side are seeking a record-equalling third title, while ASM Clermont Auvergne can go one further and top the table with four. Benetton and the Hollywoodbets Sharks can make history by earning their first piece of EPCR silverware.

No.8 Zach Mercer has made the most carries in the competition, with 93.

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j
jb 6 minutes ago
‘Gloating at opponents should never be part of rugby’s fabric but devilry can have an allure’

I appreciate its just puff journalism and what it seeks to do is playfully re-imagine a future fan-zone characteristic for the game bound up in the digital hype of social media…no context…just click-bait for eyeballs…in the vain hope that a new generation of paying fans will save the fortunes of a professional game that really should be better paid and paying. But this is a fundamentally dishonest way to present the characteristic of the game. Its as if the advertising gurus have been turned to in desperation to deconstruct the gladiatorial nobility of our wonderful sport reducing it to ‘beef and gobbing-off for clicks’ as if it was the only option to hit pay dirt. And no surprises, they’ve settled on the lowest common denominator of the artificial playground scrap, invoking the mob mentality. Perhaps this is what the algorithm tells them to do - corrupting rugby into a WWE-esque ‘Kafabe’ (Kayfabe - Wikipedia) where players are characterise as ‘Faces’ (Heroes) or ‘Heels’ (Villains) to whip up the crowd and suspend disbelief? Perhaps we are trapped interminably into this dystopian reality? But is this the only way…to sell-out the game’s soul to shallow scripts? Lets hope and pray that new-age fans ‘Crave Depth’ and can be welcomed in with quality content combining technical, tactical insight and some anthropology of how and why the game’s all-important code of values are what makes it distinct ALL OVER THE WORLD. I have been privileged to play, coach and watch rugby across the world…and it’s no coincidence that the intergenerational values of respect, teamwork and sportsmanship are writ large in every club house from Inverness to Dunedin and everywhere in between. I sincerely agree with Ernie Elwood, an old friend, that this is just a fad and that these exciting players can become famous for their brilliance, not their pantomime Kafabe.

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