Changing identities may change a winning culture - but that's not the point
Some things are bigger than sports.
That certainly seems to be the message that New Zealand Rugby chief executive Steve Tew wants to deliver to the country when it comes to the horrific terrorist attack that took place in Christchurch last month.
New Zealand Rugby has acknowledged that the Crusaders name and identity is one that may be considered offensive to members of the wider community, given the associations the name has with some of the atrocities and crimes that were committed during medieval times.
That mass shooting that occurred on 15 March was ostensibly driven by religious and racial bigotry, it was an attack on the Muslim community. Understandably, New Zealand has almost overnight become more sensitive to other aspects of society with prejudicial undertones which have, until this point in time, been somewhat overlooked.
At the Crusaders’ upcoming home match, the normally ever-present sword-wielding horsemen will be absent – a move by management to ensure that nothing considered potentially in bad taste should blight the event.
Tew’s latest comments indicate that this absence could likely become permanent.
“We are asking (research and insights company) Research First to look into two possible options moving forward – retaining the ‘Crusaders’ name but changing the branding and associated imagery; or undertaking a complete rebranding, including the name and all imagery.” Tew confirmed earlier today.
“Maintaining the status quo in terms of the Crusaders name along with the current imagery of knights on horseback is, in our view, no longer tenable because of the association with the religious Crusades that has now been drawn. That is therefore not one of the options that we will be considering.”
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Whilst the importance of remaining sensitive to the wider community’s views on the matter cannot be understated, it will be intensely interesting to see how the Crusaders team reacts on the pitch to the latest revelations.
The Crusaders moniker has existed for 23 years now. Although older rugby fans may still identify more with their provincial teams, almost a whole generation of passionate supporters and players have grown up supporting the Crusaders franchise.
On a global level, the Crusaders may well be the most successful non-international rugby team in the world. In 23 years of Super Rugby competitions, the Crusaders have missed out on making the playoffs a mere three times. They’ve won the competition nine times – six more than their next closest rivals, the Blues and the Bulls. The sheer success of the Crusaders can simply not be exaggerated – they are an incredible team shaped by 23 years of history.
Whichever option the Crusaders and New Zealand Rugby boards opt for, we are going to see a huge shakeup at the Crusaders.
It must be made clear here that we’re not simply talking about modifying a team logo, we’re talking about completely changing a team’s identity.
The Crusaders have been built on a culture of success – winning is in their blood. It’s this winning culture combined with an absolute commitment to their brand that makes the Crusaders who they are.
Head to a match at AMI Stadium and you’ll be greeted with the spectacular turrets of a castle jutting out from the corner of the ground, men on horseback charging up and down the sidelines and Vangelis’ ‘Conquest of Paradise’ blasting from the speakers – if there’s one team in New Zealand that absolutely owns their branding, it’s the Crusaders.
If a complete rebranding is to take place, then will this Crusaders side be able to maintain its winning ways? It may sound ridiculous to some that a name or identity change could have an impact on results moving forwards, but losing an identity shaped meticulously around success could very well leave the Crusaders in somewhat of a rut.
It’s as much about how other teams see the Crusaders as it is about the Crusaders players see themselves. Travelling to Christchurch to play the Crusaders has always been a frightening task, even in some of the more recent seasons when the Crusaders weren’t quite the unstoppable force they had once been (and have since returned to). Will the new team name continue to instil fear in the hearts of opposition?
A large contingent of Crusaders players may remain next year when any rebranding is to come in to play, even after the World Cup exodus, but we’ve seen in the past that sometimes good teams with great coaches can still fall short, simply due to mental hurdles.
In 2013 the Highlanders had one of the best teams in the competition and a much-respected coach in the form of Jamie Joseph, but that didn’t stop the franchise from finishing 14th in the competition. Only two years later the Highlanders bounced back (with much of the same squad and the same coach) to become champions. Sometimes there are more factors at play in how a team performs than just the team itself.
At present, the Crusaders are the best performing squad in Super Rugby – and they have been for the better part of the last two decades. Take away the name, take away the identity, and that ingrained winning culture may well go with it.
At the end of the day, if a change has to be made then so be it. This is bigger than rugby and sometimes sports has to take the back seat to more important things in the world. However, just because a change is necessary, it doesn’t mean the team will be able to continue on as it has in the past.
If any team in Super Rugby can overcome and rebuild after great tragedy then it is the Crusaders, but let’s not pretend that losing the identity they have built over the last 23 years won’t have an impact on their future results.
Highlanders lock Tom Franklin talks to the media:
Comments on RugbyPass
One significant tell, not a single Waratahs player stopped to whinge to the ref about Finau’s tackle. They got on with playing the game. Great tackle.
8 Go to commentsWouldn’t be a bad move if Ireland pulled into SA with a young side. Particularly in Pretoria. Invaluable experience getting thumped in the bosveld.
53 Go to commentsIreland. The Princess Diana of Rugby. I never cheered so much for a team as i did for the All Blacks in that QF.
53 Go to commentsWill be great to see the Leinster first XV back in action again after their cotton wool time…
1 Go to commentsLooked up Grant Constable on google and reply was doppelgänger for Ben Smith
53 Go to commentsIt is so good that we now all get excited and debate who is best and emotionally get involved. We all back our teams which is great. Up until about 15-20 years ago, NZ was basically on its own, and then Saffa, Aussie and sometimes French and English were there. We now have at least 5-6 really top sides and another 4 who keep improving. This is so healthy. So we should not resort to rubbish comments and unhealthy debate, but rather all be chuffed that the product we watch is not competitive, exciting and often uncertain. It would be so good if World Rugger could find a way to align the rules to professional players as well as spectators. Live rugby games are SO boring as there is SO much down time as we wait for refs and TMOs and whoever else to look at every small event going back endless phases with the hope of eventually find a minute infringement to then decide cancel what was a wonderful try. This is the ultimate cork back in the bottle moment and feels like every balloon is always being popped. Come on- we must be better with the rules.
53 Go to comments“upon leaving said establishment I tripped over a stool knocking some bottles into the air and as I fell I accidently dislodged a police officer’s teaser who was passing by on an unrelated matter there by landing on said taser which caused it to discharge 50,000 watts into me. Out of shock I shouted Ireland are going to win the world cup. Upon waking up I apologised for the distress caused by my Ireland comment. The matter is closed. If you wish to pursue this matter may I remind you what I told Wayne Barnes when he sent me off. I AM A BIG ASS MAN”. Or was it “I AM A BIG ASS, MAN” or was it “I AM A BIG ASSMAN”?
1 Go to commentsThe only championship the Boks hold are: Great value for the incompetence of referees during the RWC Moaning endlessly and champions of spewing utterly ignorant 💩 at all times. Displaying the dangers of a third world education End of.
53 Go to commentsSouth Africa and Rassie do a phenomenal job of treating the 4 years in between World Cups as nothing more than a training exercise to build squad depth. The Six Nations money that keeps Irish rugby afloat is unfortunately too important to allow the same approach, and basic population size means we'll never get close to matching the depth of South Africa, England and France. That being said, Irish rugby is in a relatively good place and slowly improving inch by inch. If the other three provinces can pull the finger out and actually develop some players it'd be even better.
53 Go to commentsGood on Clarke for taking on the criticism and addressing his deficiencies, principally his laziness.
2 Go to comments“It is the people’s favourite against the actual favourite. It is the people’s champions against the actual champions. I’m joking, but it’s going to be a fantastic series.” Why did Darcy make that joke knowing it would be used as click bait? Why did RP headline it as a serious comment? Anyway, the tired comment isn’t very astute. SA players may have played more games etc. Darcy over estimated as a pundit.
53 Go to commentsNot sure Frisch will ever make the French team with Depoortère and Costes waiting in the wings to take over from Danty and Fickou.
1 Go to commentsThe Irish are tired and the Boks are old. The test series won't confirm who is best in the world, it will confirm which team needs to pursue the task of rebuilding with the most urgency.
53 Go to commentsGrant, the first time I have seen an article written by you. Maybe I have missed your previous stuff. These days all professional players effectively play a common season so all top players are equally tired, or rested. That is the job of the coaching ticket to build squad depth and juggle resources so players are ‘ fresh’ when the big games come. Possibly Ireland are less inclined to juggle squad compared to Rassie, who is prepared to take the risk to rest players as well as build depth throughout the year so come WC he has a full squad, experienced and rested enough to win 7 games. After all, to win WC you need to get through the tournament and then win the final big 3 games. Ireland should try and build a bit so come final 3 they are ready. So far only played final 1(QF). I am so looking forward to the Irish tour. Hopefully Rassie has enough time to align his guys, as he draws them from across the globe, and not from 2 sides locally( eg Leinster, Munster). No excuses, going to be exciting.
53 Go to commentsIn football, teams get fined and sometimes docked points for deliberately fielding weakened teams yet Leinster can pretty much do as they please with no comebacks. Could it be because Ireland run the URC? Could it be that Ireland run the ERC? Whichever it is, it stinks!!
6 Go to commentsIreland are only the People’s Champions in Irish eyes. The rest of the world do not care for them very much because of attitudes of people like Gordon, Ferris, Best, Jackman…I could go on!!
53 Go to commentsNot sure how Karl Dickson can ever ref a Quins game, he played for the club for 8 years as understudy to Care and is still close friends with half the team
3 Go to commentsAre bookies taking bets on how many times Vunipola's eventual statement will use the term “elders"? My money is on at least 4 times.
4 Go to commentsSo Ireland will be tired, despite having the most rested test squad in the world. They only play tests, champions cup and urc play off games ffs! Case in point; Leinster sent a B squad to SA for their last two games while their first xv rested up and trained at their leisure for the sf vs Saints at the so called ‘neutral venue’ of Croke Park. So tired? Do me a favour… And as for “people’s champions”? Seriously??? Outside of Ireland they are respected for their ability to win 6N. And of course plenty of inconsequential test friendlies without any real pressure. WC ko games when the pressure is white hot? Not so much…
53 Go to commentsSurprising how standing down or benching a player can do wonders for their motivation. Several players this week in that category.
2 Go to comments