New Zealand Herald rugby writer Gregor Paul says the Springboks have built a national identity that the All Blacks lack.
Having spent six weeks in South Africa and another week in the US covering Rugby’s Greatest Rivalry, Paul believes one of the most striking differences between the teams was the connection they have with their supporters.
“The South Africans have a better sense of their national identity and how it relates to the Springboks,” he wrote in a New Zealand Herald feature.
“But there is something deeper at play with the Boks. They have tapped into the entirety of their population in a way the All Blacks haven’t been able to.”
Paul pointed to the sea of green in Baltimore for the fourth Test as evidence that the Boks’ appeal is now extending beyond South Africa, with American rugby supporters among the fans wearing Springbok jerseys.
He believes Rassie Erasmus and Siya Kolisi have played a major role in transforming the Boks into a team representing something bigger than rugby, with their message of hope and unity resonating across South Africa.
Paul also pointed to the wide range of Springbok merchandise and prices designed to make the brand accessible across South Africa. He contrasted that with NZ Rugby’s commercial strategy, which he believes has largely targeted older, wealthier supporters with full-price replica jerseys and expensive Test tickets.
Paul quoted SA Rugby CEO Rian Oberholzer, who believes the Springboks’ growing appeal is extending beyond South Africa.
“Definitely the interest in the Springboks and the brand because of what Rassie and Siya have achieved in South Africa has got a lot of support outside of South Africa now,” Oberholzer said.
“There are a lot of people who are buying into the ethos of what the Springboks stand for. It is giving opportunity to so many South Africans to be proud of the country again and I think if we can continue in that vein into new markets, I believe it will find some support.
“One of our major sponsors [Nike] is quite keen to assist us with that. We are silently positive that the Springboks brand will be one of the most supported at the 2031 World Cup in America.”
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Paul contrasted the simplicity of the Boks’ message with NZ Rugby’s significant investment in digital content and attempts to grow the All Blacks’ reach through social media.
“The Boks don’t have a content team or content strategy – there is an old university friend of Erasmus’ embedded with a camera – but there is no clutter or marketing narrative laid over the top of the team,” he wrote.
“They are becoming a great team and maybe NZ Rugby needs to see the simplicity of their set-up, the clarity of their mission, and the power the Springboks extract from playing for something so much bigger than themselves.”
Photos: Michael Franken Photography
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New Zealand Herald rugby writer Gregor Paul says the Springboks have built a national identity that the All Blacks lack.
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