Sponsors stick by Southland rugby through ups and downs
“Win-loss ratios aside, there are probably some unions out there who would like to bottle the blood of our fans and sponsors.”
Given some of the obstacles thrown Rugby Southland’s way, what we are about to point out seems like a herculean effort.
The organisation has been able to grow its commercial revenue in recent years. That’s no mean feat.
It has come on the back of the challenges that Covid-19 presented, and during a time many people have lined up to throw verbal jabs at the future of the National Provincial Championship.
Rugby Southland’s shop window - the Southland Stags - has also had a string of tough seasons; in terms of results.
There’s also the fact Rugby Southland operates in a market of 100,000 people - the smallest out of all 14 NPC provinces.
To add to all of that, in late 2021 the Southern Institute of Technology advised Rugby Southland it was ending its long-standing sponsorship partnership with the Stags.
SIT had been the Stags’ front-of-jersey sponsor since 2003. Rugby Southland Commercial & Marketing Manager Jack King admits it prompted some nervous times at Rugby HQ.
“We went into a Christmas a few years back not knowing who was going to be on the front of our jersey. That kept us up at night,” King says.
Then came the news that SBS Bank would step in to fill the gap. The sleepless nights amongst Rugby Southland staff started to subside.
SBS Bank agreed to take up the reigns as the Stags’ naming rights sponsor for the 2022 season. The Invercargill-based bank has since extended that partnership for a further two years.
SBS has been a long-time supporter of rugby in Southland but stepped up the partnership in 2022 when the Stags were in search of a naming rights sponsor.
“Having a national company with a head office based just down the road from our offices and being able to go up and knock on the door and talk to [the staff], it’s a dream. And they are really proactive in what they do,” King says.
SBS Group CEO Mark McLean said: “As a member-owned bank, community has been at the heart of who we are as an organisation for the past 154 years. We are proud to support Rugby Southland and love rolling up our sleeves to get involved in the NPC season as well as throughout the year, as part of their ongoing focus on grassroots rugby.”
Rugby Southland hasn’t just been able to plug the gaps though. It set itself the task of a 10 percent commercial growth annually, to both create a sustainable future for the sport in Southland, and to be able to invest in certain areas in the future.
Returning Rugby Southland’s operations back to Rugby Park in the future is one of the goals.
King says being able to not just maintain its commercial revenue, but to grow it, has largely come down to good old-fashioned Southland loyalty. As well as a “Southlanders supporting Southlanders” approach.
“Win-loss ratios aside, there are probably some unions out there who would like to bottle the blood of our fans and sponsors.”
“We don’t take it for granted down here. The majority of the sponsors you see here now have been around for at least ten years, some even longer.”.
The loyal sponsors stuck by Rugby Southland and the Stags through Covid-19, also during a time in Southland rugby when the win-loss column has been less than impressive.
“If sponsors wanted to sponsor us purely on results, then Rugby Southland would probably be on its bones if they took that mindset.
“They just want to see a progression and that things are heading in the right direction. Over the past three or four years it has started to go in the right direction.
“I always use the old Rachael Hunter Pantene Ad; it’s not going to happen overnight, but it will happen. It’s going to be a whole community ride, it will happen.”
While there have been some wins in growing commercial growth Rugby Southland has refrained from simply pouring it into its flagship team the Stags, in regard to a significant increase in player spend.
“We have a budget and the budget is there for a reason. You’ve seen numerous unions in the past build up some financial capability and get a bit reckless on what they are spending and it can be all undone.
“We are very conscious of that, and we work within our means. But we are building up funds to be able to invest in the future. Which is really exciting.
“Our community numbers are growing. Our community engagement is growing and our overall brand perception, especially from the rep grades and the work that Scott [Eade] is doing with those rep players. The female space is also getting stronger.
“Everything is heading in the right direction and the sponsors are on board for it.”
King also points out that rugby in Southland is about more than just the 80 minutes of rugby on the field.
It was a big part of bringing the wider community together, and that stretched from the grassroots game to the Stags.
Rugby Southland grew its Stags crowd attendance in 2022, at a time when NPC crowd numbers are under the spotlight nationally.
There is unlikely to be crowd growth this season, although much of that comes down to the fact that the annual Southland-Otago derby was this year played in Dunedin.
King says the support it gets leads the way in the NPC.
“Southlanders are a loyal bunch, rain, hail, or shine they will turn up. We can offer them tickets in the stand but they’ll still stand on the terrace.
“We need to step back sometimes as staff, especially working fulltime at Rugby Southland, and look at the bigger picture.
“Because for us it’s a business and a career, where for the fans it’s an escape and we need to remember that.
“It’s a community service, and for 99.95% of people it is a hobby. Rugby is at the heart of the community.
“To see the embankment full of kids - and the terrace full of kids who used to run around the bank and are now taking up that terrace culture - that’s what it’s about.”
This article was published in partnership with the SBS Bank