Maximising Competition
Value
MAXIMISING THE VALUE OF THE SOUTHERN HEMISPHERE’S PREMIER RUGBY COMPETITION
Challenge
Following the COVID-19 global pandemic SANZAAR were undertaking a strategic review of The Rugby Championship – The Southern Hemisphere’s premier international rugby competition involving the fabled All Blacks, Springboks, Wallabies and Pumas – as a sporting product in order to maximise the value of the competition. Specifically, SANZAAR has been exploring the short- and long-term future of the Championship through a fan engagement and commercial lens.
Solution
In line with the scope of work, TFG and Pitch International conducted viewership analysis and explored competition modelling to determine the impact of potential changes on quality, jeopardy and connection with fans and, evaluated and forecasted the potential impact on the short and long term value opportunities for the competition for key core markets and global audiences.
All analysis was informed by detailed consultations with key stakeholders including National Unions and existing broadcaster partners.
Viewership analysis involved a detailed review of viewership data across all core markets (New Zealand, South Africa, Australia and Argentina) and included a complex scheduling evaluation to maximise fan engagement and commercial value.
The final report made clear well supported recommendations to enable SANZAAR to continue its ongoing strategic planning for the future of its premier international competition, The Rugby Championship.
Impact
The report was well received by SANZAAR and all participating Unions, enabling an evidence-based discussion between all parties and has precipitated a formal exploration into implementing the recommendations.
