As we approach the final stretch of 2024, with just under 100 days left before we take a well-deserved Christmas break, it’s important to reflect on the game’s progress and challenges. This review was initially intended for earlier release, but as the year’s end nears, I still want to squeeze it in to ensure that we have it involved so that we can look back and reflect.

As we review the second quarter of 2024 and look ahead to the third, rugby continues to evolve, balancing preserving its rich traditions with adopting innovative practices. The focus has been on enhancing player personalisation, adapting to the changing sporting landscape, and addressing inclusivity while facing economic and structural challenges.

Player Personalisation and Fan Engagement

New Initiatives and Programs: In Q2, significant efforts were made to enhance player personalisation and fan engagement. Ardie Savea documented his journey in Japan, offering fans an intimate look into his experiences. Similarly, Sarah Hirini shared insights into her ACL recovery journey. However, there needs to be more extensive personal storytelling. Players like Louis Rees-Zammit, who discussed his potential transition to the NFL, have yet to provide deeper personal narratives, highlighting the need for more comprehensive and consistent storytelling.

Fan Response: The public’s reaction was mixed. When Scott Barrett was chosen as the All Blacks captain over Ardie Savea, confusion arose among fans who had closely followed Savea’s journey but were less familiar with Barrett’s story. This underscores the importance of visible and relatable narratives in strengthening player-fan connections.

Significant Player Stories: Ardie Savea’s journey and other notable player stories, such as those of Marcus Smith, Ilona Maher, Perry Baker, Portia Woodman, and Peter O’Mahony, have garnered interest. These narratives captivate fans and foster more profound engagement with the sport.

Adapting to the Evolving Sporting Landscape

Rule Changes and Adaptations: The law changes effective July 1 aim to increase the game’s excitement. While these changes are intended to promote more ball-in-hand play, their reception is still under debate. Discussions continue among rugby pundits and fans, highlighting a range of opinions on these adjustments.

Social Media Impact: Efforts to leverage social media to broaden rugby’s appeal have been varied. Some clubs and groups have successfully established their narratives, engaging fans more deeply. However, comprehensive metrics or data on the impact of these efforts remain limited, suggesting the need for more systematic measurement and analysis.

Strategies and Initiatives for Growth

Protecting Players from Social Media Harassment: Players are increasingly choosing to control their narratives on social media, addressing harassment proactively. While some have successfully managed this, there is a need for more structured support systems to help players navigate these challenges effectively.

Integrating Families into Sporting Events: Day matches and Friday evening games have been vital strategies for involving families. These efforts received positive feedback, as they allowed younger fans to attend matches and engage with their heroes.

Inclusivity and Audience Engagement

Increasing Inclusivity: The fight for equal opportunities within rugby continues. The commitment to the female division often wanes, affecting long-term development and support. Persistent efforts are needed to maintain and grow this support base.

Collaborations with Content Creators: Some collaborations with content creators have occurred, but these are still limited. Investing in such collaborations could significantly elevate the sport’s visibility and engagement.

International Exposure and the Olympic Games

Increasing Exposure: International teams have needed more success in broadening their fan base. More commitment from players and teams to engage with global audiences is necessary.

Impact of the Olympic Games: The Paris Olympic Games have mixed effects on sevens rugby. While standout players like Antoine Dupont have transitioned to sevens, others like Michael Hooper have found it challenging. Women’s teams are well-prepared and promise exciting performances.

Looking Ahead to Q3 2024

Key Objectives and Focus Areas: Q3 will see the start of the English Premiership amid uncertainties about its sustainability. The URC and European Championships will have opportunities to grow and compete against other leagues. The potential collaboration between Japan, Australia, and New Zealand to enhance southern hemisphere rugby is a key area to watch. The Olympics will also be crucial in increasing the visibility of sevens rugby.

Anticipated Challenges: Economic challenges persist, requiring a deeper strategic approach and risk-taking. Law changes need thorough testing and adaptation. Younger management should be given opportunities to learn and develop, while older coaches should consider stepping back to allow for new perspectives.

So in conclusion, Q2 2024 has highlighted rugby’s ongoing challenges and opportunities. By embracing player personalisation, adapting to changes, and prioritising inclusivity, rugby can navigate these complexities and position itself for future success. Q3 will be crucial in addressing economic challenges, enhancing player narratives, and leveraging international exposure to ensure the sport’s growth and sustainability.