After reaching their destination [London, England] and looking to engage with their European fanbase, the All Blacks were quick to endear themselves with the host nation and from all the media attention they received, fans enjoyed the contact and were left “Hooked on a feeling”.
Marketing plays such an integral part in professional sport today, with commitments required in exchange for the monetary support of major corporations and promoters. In London this weekend, the All Black brand was visible for all to see. Promoted by principal sponsor AIG, the players were first honoured in a wonderful host ceremony with tournament organisers World Rugby [formerly the IRB] welcoming the team and management to the country with ceremonial ‘caps’ and tournament medalians, held at the historic Tower of London.
New Zealand (NZ) Rugby have certainly pulled out all the stops this weekend, as the players then went on a Media Blitz that saw them dominate the media coverage in both Hemispheres. From terrestrial television interviews, press conferences, one-on-one media interviews to mass events such as the HAKA360 promotion, the intensity was clear to all – but it was positive.
While labels and brands were clearly at the forefront; Adidas, AIG plus tournament sponsors, the reality of sport in the modern age has become real for many. Likened to major sports brands like Manchester United, Real Madrid and the popular Formula One calendar, when the side reach out to the public, the interaction with supporters builds on the brand as much as the support base.
On social media, the #AllBlacks were trending, with a sense that the Instagram/Twitter/Facebook generation were embracing the side in a way that many other teams could only dream to engender. Even if the players could have needed to walk off their collective jet lag, this important All Blacks roadshow campaign was an obligation that all players looked to have brought into. They tweeted and sent out massagers to their many followers to join them in supporting the 2015 World Cup campaign – to be “Hooked on a feeling” as the popular song goes. To Belong, as the official publicity machine put it.
Dressed in their Adidas merchandise, players went out of their way to meet and great the people. Whether they were genuine Rugby fans, or just tourists who were lucky to run into players like Sonny Bill Williams or TJ Perenara, hands were shook, autographs were given (without any hindrance) and the popular ‘selfie with an All Black’ seemed to be as popular as ever.
Plenty of positives came from this activity as well, it was not all for the sponsors benefit. A children’s training workshop was very thoughtful of the visitors, to pass on tips to young rugby players whose heroes to this point had been the likes of Jonny Wilkinson, Sam Warburton or Brian O’Driscoll. On this day, Colin Slade, Victor Vito and Wyatt Crockett gladly took their places and offered some tips, free merchandise and the obligatory signature.
With all the elements involved, we might have forgotten that these sports people still needed some relaxation time. Some went to the cinema while others attempted to walk off the fatigue (and still give autogrphs to any approach) Enjoying the luxury accommodation at The Lensbury it must have felt surreal for a player like Nehe Milner-Skudder. The fresh-faced All Black has never travelled outside of the Pacific, so it was an exciting and intimidating atmosphere, but with the support of team manager Darren Shand and senior All Blacks like Keven Mealamu, he would have felt secure within the team culture.
Now set for a move to a base close to Wembley Stadium, the stage for their opening game on September 20th, this side can begin the process of acclimatization and to quickly assimilate into training and back to the reality of a professional sports person – eat, train, repeat. They will have specific programs to follow, diet, both on-field and off-field itinerary to follow and to now ‘switch on’.
Building up to the big show on Sunday, the focus shifts to meeting Argentina in game one of four Pool C matches. And that is as far as this team is looking. The sincerity of that is to remove historical results in previous World Cups, where the team might have gotten ‘ahead of themselves’ when meeting rivals in Pool play and in Quarterfinal matches. All Blacks coach Steve Hansen has as much as admitted that in 2007 “they got it wrong” and this tournament feels like a chance to not only make history (first team to win back-to-back World Cups) but a chance to reinforce the belief that this side can win overseas, has the maturity to adapt on the ground and to peak at the most important segment of a four year cycle.
Besides all the endless media activity; which will not stop for captain Richie McCaw, the focus is now on good preparation and a narrow focus on this upcoming game – but for those fans whom had a fleeting experience of meeting the All Blacks, it will be moments that some of them will never forget. They are now fully fledged All Blacks fans, and that is something that money cannot buy.
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Look forward to more articles from Scott Hornell on the All Blacks progression in the 2015 Rugby World Cup.
LWOS will have extensive coverage across all platforms, including match build-up and all the headlines on every team (all 20 nations) so be sure to follow us as we cover all 48 matches of this Rugby World Cup over the next two months.
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