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Asked if he could change anything about rugby what would it be, he replied: “One thing I’d love to see is the marketing of rugby [change].
“People come for the rugby game but what American sports and South Africa do really well is make it an event. So you go to a game but there will be, say, a braai before the game, everyone is there to connect. The game is there but there are a lot of things happening around the game, around that space.
“It’s having a family day, getting food trucks and live bands playing so people get there two hours before the game and it’s not just about watching the rugby game, so it’s more appealing.”
Reflecting on his career so far, he nominated digital marketing as the biggest change he has witnessed in rugby.
“There has been a change in the marketing of the game digitally. That has been amplified over the last couple of years and we’re just scraping the surface; it should explode over the next couple of years. The marketing of the game and the players has massively increased since I started.”
