The furious and passionate debate of whether to cull the Springbok, or not, has had one reading nearly every single one of the articles for and against the existence of the Springbok.
It has been exhausting, but most of all it has been painful to observe how South Africans have turned on each other and savaged each other with such relentless energy and vitriol. On the one hand it is pleasing, as it has been a cathartic process; and on the other hand it has revealed people’s true colours and orientation in South Africa today.
Some downright scary, but nearly all passionate, which makes one proud to be a South African.
All of it has been extreme polarisation. It is either one or the other. You are either for it, or you are against it. No middle ground here.
The wagons are circled and only continued ill-feeling and acrimony can come out of this, which will damage individuals and especially the game of rugby.
We only see SA Rugby defending itself and countering with trumped-up hearings, and all manner of people and riff-raff organisations are weighing in and venting, without offering any kind of sensible offering or proactive solution. This requires damage control and crisis management, which means today, not next week or next month.
The reason is that no business that places such value in its trademark would permit days and weeks to pass by with its brand being savaged and pilloried on a daily basis, with nary an effort of damage control.
The latest is that this will be polled by SuperSport. Hardly scientific research and all it will reveal is that those with access to SuperSport and internet will declare their position.
This is not how to protect your brand equity and manage your brand asset. If nothing is done now to correct this perception of SA Rugby’s brand, it will put the brand into freefall and into a position from which it will never recover, and it will be relegated to history and a memory going back to 1903.
This brand has both positive and negative attributes, and any brand czar worth their salt will tell you that the negative attributes must be shed with immediate effect and replaced with new revitalised attributes that enable SA Rugby’s brand to resonate with South Africans nationally and internationally. It has to be made a contemporary brand or it will be relegated to the scrap heap.
Why no one, most of all SA Rugby, has not yet tabled a solution that meets both For and Against extremists halfway, so we can be done with the debate and move on to winning games as a nation, is a massive missed opportunity to heal these divisions.
Just as an aside. Can you imagine the chit chat in the boardrooms and rugby stands of New Zealand, Australia, France, the RFU and the IRB watching this brawl? They must be loving it as what a distraction to the mighty rugby nation, South Africa.
So consider then a middle-of-the-road solution, which is not brain surgery by any stretch of the imagination, but is a potent solution nonetheless and it strikes a brand position that satisfies, or should satisfy, the extremists on both sides, at least halfway. This is not entirely original either, but it does take a cue from the Australians and how they managed the presentation of their icons on their national team jersey.
So this is how the new, revitalised branding and livery for the South African national rugby team should look:
1. The new South African national team jersey design has the Protea over the heart, the Springbok on the right breast, leaping towards the heart, the apparel sponsor’s logo in the middle and the national team sponsor logo across the chest.
2. This design can be implemented for the end-of-year tour to the UK in a few weeks and can demonstrate SA Rugby’s responsiveness and ability to be proactive.
3. The brand becomes revitalised and contemporary and relevant to South Africa today.
How easy was that?
Post Script:
Just in case you want some nostalgia from SABC’s Springbok Radio, go to: http://www.springbokradio.com/
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33 Responses to “The Springbok: To be, or not to be? The solution is simple”
Uh Oh - Parliament is in session right now listening to the Minister of Sport and the ruling is being made to remove the Springbok.
A compromise appears to be a possibility, with the ANC open to a middle-of-the-road approach that would keep the pro- and anti-Bok camps from losing face.
SA Rugby using Springbok emblem illegally: Stofile
Stofile explained that the Springbok had been a compromise emblem for rugby for the past 17 years.
October 21, 2008, 13:30 from SABC
Sports Minister Makhenkesi Stofile has revealed that SA Rugby is using the Springbok emblem illegally, as it has failed to renew its licence to use it.
Stofile has told Parliament’s Portfolio Committee on Sport that his department is the rightful owner and manager of the Springbok trademark, the King Protea. Stofile told the committee during the presentation of his department’s annual report that legal action to recover royalties owed by SA Rugby for the alleged unauthorised use of the emblem is at an advanced stage.
Opposition parties believe matter must be discussed thoroughly, but the ANC says it’s no longer an issue as the King Protea is to be used as South African rugby’s new emblem. Stofile explained that the Springbok had been a compromise emblem for rugby for the past 17 years.
He said that the South African Rugby Union has not called for a renewal of the Springbok emblem and was using it without the authority of the ministry.
Is it true ? Scanning the newsvines I see the PUMA’s are considering planting THEIR flag in SA by annexing a province neglected by SARU !
The Eastern Cape is the original home of Mike Catt and Danie Gerber + 9 million Saffers out of mainstream South African rugby. The province has, since 1980, been left to die a slow rugby death thanks to normal SARU infighting and backpocket lining, but has caught the attention of the Puma’s who apparently are HAPPY to take it off their hands.
Could we witness a new era of PLANTER international rugby ?
Apparently the EPRU (Eastern Province Rugby Union founded in 1888) will now become the Eastern PUMA Rugby Union and feature a hybrid Saffer/Argentinian squad playing against their OWN countrymen !
The new EPRU will purchase the stadiums based in Buffalo City, Nelson Mandela Bay and George from SARU and will see 9 million in the province OPT OUT of South African Rugby Pty Ltd (ie SARU).
????? A case of USE IT or lose it … ????
Most Eastern Capers I think have been alienated to a point where they’re no longer SA rugby supporters… quiet understandably… so bring on the ePuma’s and lets wipe out the Zimboks because we know the EASTERN CAPE is the true powerhouse of African rugby !!!!!
Dr Louis Luyt, who has probably forgotten more about contract law than what Stofile will ever know, says Stofile’s got it wrong and that SARU owns the Springbok.
Jon - Not so. The trademarks No. 77/00411 SPRINGBOK in Class 41 and No. 77/00412 in Class 42 were filed on 31 August 1977 in the name of the SA Rugby Board. Then the South African Rugby Board (SARB) was absorbed into the South African Rugby Football Union (SARFU) on 20 March 1992.
The marks fell due for renewal, were not renewed and therefore lapsed.
Then there was the creation of SA Rugby Pty Ltd to oversee the managing of the commercial properties of rugby, trademarks and contracts. This is a case of gross mismanagement.
Dr. Luyt talks of 1992? Not only did he err big time so did the subsequent administrations that did not and have not protected their Intellectual Property (IP).
Imagine now a claim against SA Rugby for royalties, their inability to pay, the take over by their biggest creditor and the dissolving of the Presidents Council and SA Rugby.
Who owns the right to the emblem? Be it SARU or “the department”, it’s a downright odd situation. And nope, not over by a long shot.
IF Saru has used it illegally for the last 17-ood years as claimed (which seems a bit preposterous to me!), then why only come to the fore now, and not when day one after the license expired? People were only too happy to let this drag on for almost two decades before raising an issue? Does not seem likely, and there’s one hell of a stinky rat hiding behind all this.
And all the while, the world champions must watch this heart-wrenching emotional BS battle instead of focusing on their job: win bloody games! We have the Lions to contend with soon, and the british Lions will be a hell of a lot tougher than the Gauteng Lions!
Lets meet in the middle – put both emblems on it, I’ve got no problem with that – a good middle-of-the-road solution, and lets all play nicely together and celebrate the unity that rugby can bring, and not its politically-created division.
This whole saga just PROVES how un-divisionary the Bok is – no one had any complaints until an airheaded politician decided to stir the pot.
GERRY - Great points. I have done a study on SA Rugby’s Intellectual Property and Trademarks and their various dates of registrations across various Classes and I have to tell you that it is in an appalling mess.
It would make your eyes water as SA Rugby have no other asset than their IP and it has to be protected diligently to retain its value and goodwill.
The main issue that this reveals is that SA Rugby want to engage in meetings and respond to these challenges when in fact a pre-emptive counter strike (I think of Michael j here) with a pro-active solution that I suggested above defuses this issue.
What is more frightening, is that there are more issues inbound to SA Rugby and all I can do is shout “INCOMING!”, as if you do not hear the same whistling of these incoming ICBM’s, and do not take evasive action, we will be doomed.
No mention of their pledge to include the public and rugby players then? Typical “African style” democracy yet again!
The passing of the buck to SuperSport as pollsters was a pathetic idea anyway and yet another indictment of the shear lack of business sense within the SARU board. It’s hard to know whether they are just plainly incompetent or enjoying the fiasco because of personal preferences pertaining to the Bok…
The apparent lack of any willingness to appease the nation and mend and guide the sport (the jobs they were employed to do) is yet again nowhere to be seen and overshadowed by the opportunity for personal gain in royalties which is the only real aspect upon which SARU are wanting to take ownership of this fiasco and drive it…
I know it’s impossible by why can’t we nationalise the companies that run our nations sports…?
Lastly I fully agree with Gerry and I think any lawyer would be hard pressed to keep a case for royalties from being thrown out of court because this case was not brought before the courts sooner.
Tony please forgive my ignorance but what are “incoming ICBMs”…?
Pitty those ICBMs are actually home grown and launched which just goes to show the levels of idiocy involved here…and that includes Lyt and his bunch since they were gravy train riders just as much!
*SIIIIIGH*
Why can’t we just let our boys get on with winning their games like they did in France last year which plainly brought the entire nation together!
Thanks for this excellent article by the way Tony.
Where had PdV been while this is going on? Not like him to keep his big yap shut albeit he is on a SARFU leash!
Hi Tony.
I am away for one week and all hell breaks lose (again), what a soap opera. It is obvious that there is a lot of posturing going on and a showdown is looming. What amazes me is the silence from SARU. They are either hard at work behind the scenes putting together a plan to save the “Springbok” and SA rugby, or, are just totally oblivious to the impending “ICBM” air strike heading their way. I hope it is the former, although nothing will suprise me anymore in this soap opera.
What happened to the SASCOC report, and is there any feedback from the SANZAR meetings?
Regarding the emblem issue, I agree fully, a simple solution, but we all know the issues run far deeper, this is but one salvo of many to come.
GERRY - I agree 100%, we have a tour ahead of us, and the players have to sit and listen to all this BS, how on earth are our boys going to be focused on their game? Heart wrenching indeed.
GO SHARKS for the Currie Cup. Sorry WP, maybe next year.
Michael j - These are the symptoms. The Cause must be addressed.
There is a Confederation of African Rugby meeting in Dakar Senegal over the next couple of days, so expect some news to emanate from there.
In my view SARU have the opportunity to deliver multiple solutions to fix:
1. The Springbok
2. Racism
3. Transformation
4. Expansion of Super 14
5. SANZAR
6. CAR
Which would create a huge support base for the British & Irish Lions Tour and 2011 Rugby World Cup campaign plus June 2009 bid for the 2015 and 2019 Rugby World Cups.
Interestingly they can fall or stand by events in the next few weeks.
Does SARU have the RIGHT to decline hosting the 2015 Rugby World Cup ?
I’ve read that a couple SARU officials have had their backpockets filled to DECLINE hosting the 2015 RWC in South Africa and because of the HUGE economic downstream implications for the ENTIRE country (think hotels, flights, b&b’s etc) I’m sure SARU is EXCEEDING the boundries of its authority to DECLINE the 2015 and withdraw its bid just because one or two officials have been corrupted…
2015 is our turn… the RWC MUST be here… ANY attempt to pull the plug on 2015 must be scrutinized because of these corruption allegations…
thevoice - some interesting points you raise. SARU between now and June will be courting the SA Government and Sports Ministry to financially back the 2015 & 2019. They will get short shrift unless they SARU become inclusive.
I do not think any SARU officials are on the take. By all means reward them if they deliver the goods.
The issues you raise though are all about strategic planning and implementation.
The only way that can be accomplished is if SARU have the intellectual wherewithal to sit down and craft a strategic plan for the bnext 10 years.
In the meantime they are operating off a 2003 Vision and Business Plan and it shows.
I find it strange that ALL the talk has shifted to 2019 … 2015 has been binned. You say because of pure NEGLECT, I’ve heard officials were paid by foreign sources keen to secure the RWC themselves … EITHER WAY (corrupted or negligent) SARU have blown a great 2010 follow up opportunity in hosting the 2015 RWC … HOW MUCH damage can we bat-off in ignorance ? A couple Billion for the SA economy ? I suppose it’s not the first time this country has thrown BILLIONS down the drain… and it won’t be the last if SARU plod on as they do… forget the emblem lads… keep your eyes on the road !
thevoice - I am not sure where you get this info from but the IRB want bids for the 2015 & 2019 Rugby World Cup by June 2009.
You are right in that the economic multiplier effect is enormous. The AFP article below highlights that and should sort out the misinformation:
DUBLIN (AFP) — Nations looking to stage the Rugby World Cup in 2015 or 2019 could earn their respective economies as much as two billion pounds, according to a new report published Wednesday.
Australia, South Africa, Japan and Italy together with Wales, Scotland and Ireland, have expressed an interest in hosting both tournaments.
England, who lost out in the race to stage last year’s event, are now concentrating on a bid for 2015.
The Sports Business Group at leading accountancy firm Deloitte was commissioned by the International Rugby Board (IRB) to prepare a report into the potential economic impact of a World Cup.
They found staging the event could yield up to 2.1 billion pounds for the host nation.
Attendances at the 2007 World Cup in France topped two million, which provided a direct boost to the travel and leisure industries.
The report also found a government in the host nation might receive as much as 100 million pounds in sales taxes alone.
IRB chairman Bernard Lapasset said: “Rugby is a sport that has an ethos almost unique in the modern sporting environment that includes traditions such as large numbers of travelling supporters, sportsmanship, and social and business networking.
“Add this to elite performance on the field and it makes Rugby World Cup very attractive to any potential host nation,” the Frenchman added.
“The report confirms that the tournament is now the third biggest in the world in terms of spectator attendance and the influx of international visitors.”
But the World Cup is not always a straightforward money-spinner.
The 2011 edition was controversially awarded to the New Zealand Rugby Union, home to one of the sport’s traditional powers, instead of Japan, a potentially better economic prospect.
Organisers in New Zealand are projecting a possible loss of 10.7 million pounds, which has been labelled a potential “disaster” for the global game in a report called ‘Putting Rugby First’, co-authored by Quentin Smith, the chairman of English Premiership side Sale.
However, 2011 Rugby World Cup chief executive Martin Snedden said much of the loss would be covered by the New Zealand government.
“The NZRU went into this knowing the financial situation, but out of this they’re getting some great stadiums for the future,” he explained.
“The NZ dollars 30million (projected loss) isn’t what the IRB or the NZRU will lose, it’s what Rugby New Zealand 2011 Limited will lose and two-thirds of that will be met by the government.”
The IRB will announce the hosts of the 2015 and 2019 World Cups in July next year, the first time two sets of host have been appointed at the same time. The move is designed to strengthen the chances of a World Cup being awarded to an emerging rugby nation for the first time.
2015 JAPAN … watch the IRB focus on an EMERGING rugby market (on South Africa’s hand) … IOL News confirmed SARU are sheepish about 2015 and voted to withdraw their 2015 bid ~ ENGLAND, AUSTRALIA AND NEW ZEALAND have(or will have) hosted the RWC TWICE already, while South Africa remains the ONLY major rugby union nation to LAG behind (typically 20 or 20 years behind the rest of the world) …… and the 2015 RWC bidders cut off(contenders) went in, in AUGUST 2008 - ONLY South Africa, England, Australia and Japan applied for 2015 ~ as I said… England & Oz have ALREADY hosted it TWICE - that leaves South Africa and JAPAN… South Africa’s withdrawal leaves JAPAN in the clear… done and dusted !
My questions thus - 1. Does SARU have the right to DECLINE the 2015 RWC ? 2. Isn’t it surprising NO-ONES been investigated for corruption - I’ve read about a small private Aus$4 Million ‘inducement’ paid to SARU officials for towing the right line and withdrawing their bids for 2015 ? Rotten to the core and if South Africa don’t host the 2015 RWC I hope the public DEMANDS a thorough investigation !
thevoice - The IRB have said they would like a combined 2015 & 2019 bid for the RWC. That means that Japan could partner with Australia and I suspect that that is what each is wanting to do and arrange it that Japan gets 2015 and Australia 2019.
Similarly, SARU could do such a partnership deal also with Japan or Italy and suggest seconding personnel to these countries to assist them.
Australia, Ireland, Italy, Scotland, South Africa and Wales have lodged their interest in hosting either the 2015 or 2019 tournaments.
The IRB said in July that it will award the two tournaments at the same time to allow for “better planning” and “longer-term certainty” for the hosts and commercial partners.
Last year’s tournament in France had a record profit of 120 million pounds (US$214 million). The 400,000 additional visitors who attended the tournament helped boost the local economy by 4 billion euros (US$5.6 billion), according to the IRB.
This is the financial windfall you were alluding to in hosting the Rugby World Cup.
Countries who tender for the 2015 and 2019 editions will make presentations to IRB council members in May before a final decision is taken two months later.
None of the six previous World Cups have been staged in a country outside rugby union’s founding unions.
This now sets the cat in amongst the pigeons and sets up the SANZAR and the Confederation of African Rugby as powerful voting blocks when it comes down to who has been nice to whom in sharing the spoils between countries.
In my view, SARU has adopted an isolationist position and is far removed from their constituents and need to do something drastic to endear themselves to the African and Southern Hemisphere rugby playing nations.
International Rugby Union obviously operates at a pace SARU are unable to handle or contribute meaningfully to. Why don’t they do EVERYONE a favour and break away from the IRB … return to isolation, start a new rugby code … African Rules if you will… and plod along … honestly … it’ll probably be for their OWN good !
Lets face it, if you’re my age, you’re NOT going to witness another RWC in South Africa in your life … 15/20 years on … I’ll be pushing daisies and South Africa (since 1995)will NOT have seen a local RWC in 30/40 years ! Once in a lifetime if you’re African - TWICE or THRICE if you’re English/Aussie/Kiwi…
Greg Smith - You have struck a cord and you are closer to the truth than you realise. A new breakaway group with constitution has already begun with significant financial underwriting from corporate South Africa.
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Tony led the change in corporate identity of South African Airways from the airline of the old South Africa to the flag carrier of the new South Africa.
Before that he was a competitive provincial sportsmen in swimming, diving, waterpolo, lifesaving and white water rafting.
Rugby was played at Bishops, NW Cape, Maties, van der Stel, UCT, Hamiltons and False Bay.
Tony singularly authored the blueprint for the establishment of Soccer City Stadium for the PSL which in 2010 hosted the opening and closing ceremonies of the FIFA World Cup and the Finals of the soccer showpiece.
He was past CEO of the Southern & Eastern Cape Super 14 Rugby franchise, the Southern Spears and now CEO of the Super 20 Rugby World Series.
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Uh Oh - Parliament is in session right now listening to the Minister of Sport and the ruling is being made to remove the Springbok.
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