Rugby fans have been out in force as the World Cup plays out in France. What can brands learn from the passion of sports supporters, asks Ashgrove Marketing’s Terry van Rhyn?

I’m a big rugby fan so I look forward every four years to the World Cup Rugby tournament where 20 teams from around the world compete for glory.

At the time of writing, this year’s event has once again been an epic celebration for any enthusiast of this sport, although I am sure there will still be twists and turns as the final games are played out.

As a fan, it’s a given that you support your team through thick and thin. There are always the 80-minutes of anxiety-ridden edge of the seat stuff at these ferocious gladiatorial encounters. Followed by joyous celebrations when your team wins and deep sorrowful depressions when the opposing team was better on the day.

Thankfully, with our superior goldfish memories, we immediately start thinking about the next encounter and believe that the team will do better next time.

As a brand marketing aficionado as well as a rugby supporter, I have always wanted to understand the mindset of these deeply committed fans who will support their team with unconditional passion, no matter what.

One of the things I find most interesting is that being a raving fanatic does not mean you are not permitted to be very vocal in your criticism of player performances, team selections or coaching decisions. Yet if a supporter of another team offers the same opinions, they are likely to get short shrift.

Why is that? It’s because fans are so invested in their teams, or in other words, they really care. And, if they stop caring, it will be time to close the gates because while these raving fans might be deeply critical, they are also filling up stadiums and buying merchandise to help fund the club, county, province, or national team.

The money they spend on travelling around the world to be there in support of their team is staggering. During this Rugby World Cup, fans travelled to support not only the big nations but also the tier two teams like Chile, Namibia, Tonga, Romania and Portugal – even when they played against the big boys and got slaughtered by 70+ point deficits. That means something – think about it.

So, what is it that team sports and their fans have that consumer brands should tap into? In my mind, it’s the authentic emotional connection that is the key to unlocking this loyal tribal base.

Devoted fans of any sport always have deep emotional connections with a team or player, either by way of generational alliances, geography and often because they have played the sport at some level growing up. It is all about the feeling and unwavering belief that as a tribe you are connected through a common purpose and, no matter age or gender, you are ONE in your support for your team.

At its core, a team sport is about using a group of different skill sets to outsmart and outplay another team. The reason I personally love rugby is that you have fifteen players in your team – each with different skills, builds and purposes. Each player is a specialist in their position, but it’s how well they play together as a collective that will deliver the results.

A business is no different – you have a collective of individuals each bringing a specialist set of skills, be it administrative, financial, marketing, operations, sales, etc. Success boils down to how well this group works together and whether or not there is goal alignment amongst the various disciplines to work towards a singular purpose and objective.

Once all these basic elements are in place then it is about the warm and fuzzy (yet vital) things like the development of the company culture and the emotional connection within the group that will allow for a cohesive effort to present a unified image to the outside world. Once you have that, you are able to truly engage with your own tribe of fans, in the same way as a sports club will build loyalty by connecting with their followers, making them feel valued and special.

Sure, people will approach and engage with a financial institution, an investment firm or a pensions provider based on pragmatic research and analysis, but quintessentially any decision always has a large component based on “feelings”.

In other words, how did the people in an organisation or business make you feel? What was there beyond the mere facts and figures that consciously or subconsciously informed your decision?

There is something very special about rugby fans that cuts across age, gender, socio-economic, racial and political considerations. When you witness the sincerity and passion of players and fans alike standing proudly when they sing their national anthems, you recognise the incredible power of so many individuals from all different walks of life coming together in support of one team.

There is something very special about rugby fans that cuts across age, gender, socio-economic, racial and political considerations. When you witness the sincerity and passion of players and fans alike standing proudly when they sing their national anthems, you recognise the incredible power of so many individuals from all different walks of life coming together in support of one team.

I don’t believe you are able to replicate that same intensity of passion for a consumer or corporate brand, but by using the same building blocks you can certainly tap into that magical ingredient.