SA Rugby on Saturday officially launched its #LoveRugby movement – the antidote to sporting negativity.
The hashtag – which twice trended on Twitter in South Africa in the fortnight prior to launch – will appear on the rear of the Springbok jersey in the first Test against Ireland at DHL Newlands today.
It also decorates the team bus; will appear on field markings; LED advertising; the match day programme; in social media and in a television commercial which will be flighted as part of SuperSport’s broadcast.
“#LoveRugby is our story, South Africa’s story,” said Jurie Roux, CEO of SA Rugby. “We are always reading and hearing other people’s thoughts about what South African rugby is. Through this movement, we will bring to life rugby’s story and why people love this game.”
The #LoveRugby movement surfaced 14 days ago when the Springboks arrived at Cape Town International Airport. New Springbok coach Allister Coetzee marked the start of his changing of the guard by asking his players to hitch hike their way to camp in Stellenbosch by way of Cape Town locations.
The players – dressed in bright yellow #LoveRugby t-shirts – went to venues as diverse as the Springbok Experience Rugby Museum, a township restaurant, a city gym, rugby clubs and a brewery to engage with unsuspecting Capetonians before ‘thumbing’ their way to Stellenbosch.
“#LoveRugby is our message to South Africa,” said Coetzee. “We love rugby and we want South Africa to share that love. The players felt it on the first day at camp when they went into communities and stood by the roadside trying to beg a lift.
“They didn’t know what they were getting themselves into but instead of arriving drained and downbeat they were energised by the experience.”
Roux said that the #LoveRugby message was part of the ongoing transformation of the game.
“We know we have a good story to tell but it’s not always heard,” he said. “Rugby holds a very powerful place in conversations about South Africa. It’s our sport’s privilege to regularly make the front page as well as the back page of newspapers – we’re proud of the fact that our sport really matters to South Africa.
“It means that lots of people have lots of opinions about rugby. We’ve heard them long and loud in recent months – and they’ve often not been flattering. So we thought it was overdue for us to tell our story; to put to one side the sideshows and remind ourselves what it’s about; what we’re about – that we just #LoveRugby. And we want to share that love with South Africans this season and in years to come.”
Roux said that SA Rugby had achieved a number of significant advances in recent months but that that message was not always heard.
“The selection of our Springbok, SA ‘A’ and Junior Bok squads point to the future,” said Roux. “Our Sevens team has an outstanding squad, we have signed new sponsors as well as the Proudly South African Pledge and engaged positively with key stakeholders.
“This really is a time to #LoveRugby.”
The #LoveRugby movement will gather momentum during the international season with more engagements with supporters and expressions of rugby love to come.
Alan Straton
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