ERCC

By Behind the Bench
September 2 2015

With Saracens' fixtures out for a pool almost as challenging as last year's, it feels a good time to review the first season of the European Rugby Champions Cup, and the wider revision to the set up of European Rugby.

The first reaction to the announcement of a new competition was that at least there was finally clarity, as we had the prospect of no European matches, and a rejigged Premiership featuring some of the Welsh regions, despite the relatively lukewarm reception of existing Anglo-Welsh fixtures within the LV= Cup, and the relocation of some Ospreys fixtures in the tournament to Bridgend and Neath. This was played out against a backdrop of a sustained disagreement between the Welsh Rugby Union and the regions, which was ultimately resolved, with the introduction of centrally contracted Welsh players, but not before a new set of regions had even been suggested. There was also a split between the parties related to the European issue itself, although, ironically perhaps, Welsh participation in the elite competition was reduced in the new era. This, the wider battles for control and the rather parochial debate which emerged around the different factions in the wider European picture, are not something the sport will probably look back at with fondness, though, the end would probably justify the means for some, as the game must seek to increase its revenue streams. Indeed, in the aftermath, there have been new sponsorships by BT for Welsh and Scottish rugby, including naming rights and shirt sponsorships, so that has been at least one tangible benefit.

Much as SKY have been accused by some of airbrushing history in their coverage of football by ignoring the pre-Premier League era, in the early stages, it seemed that the legacy of the Heineken Cup would be forgotten. In practice, common sense has prevailed, in that the ERCC is presented more as a continuation of the previous competition, with a new trophy, revised qualification structure and revenue sharing, but with the same teams and status, even more so, given the reduced number of participants. This continuity is not least underlined by the continued involvement of Heineken, and the sparse number of sponsors is, by the organisers' own admission, perhaps a weak point, but offset by improved TV rights. More subtly, they have retained the previous Heineken Cup matchday anthem: Industrial Revolution Part 2 by Jean Michel Jarre (and yes it is on my IPod!). However, there seems to be some way to go in the marketing effort given the modest attendance at the Twickenham final. Ironically, next year's finals will be held in Jarre's home town, Lyon, so they will presumably hang onto the anthem for a while longer.

The salary cap adds an interesting dimension to the debate. This has been raised by Premiership Rugby, as a direct result of the new television deals, but reducing the gap with French rugby is crucial not only to improve the likelihood of English sides winning European honours, but also the attractiveness of the product to a domestic audience. Saracens, as we know, have been at the forefront of looking to close this gap, on and off the pitch. It also brings into focus the importance of keeping England's players in the Premiership, which is equally important in ensuring sides are as strong as possible, whilst maximising interest. Meritocracy as opposed to automatic qualification by country arguably hasn't seen that much change, with three of the Irish provinces still qualifying comfortably, and Connacht reaching the play-off but losing to Gloucester, who were then edged out at the death by Bordeaux-Begles. Incidentally, these play-offs are a fascinating addition to the competition, and both matches, in the space of a week, were two exciting spectacles which could have been promoted more. Italian, Scottish and Welsh involvement has been trimmed by one side apiece, which has undoubtedly improved the strength of the tournament

But a refreshing element of the debate is that it has remained focused on the sport, its competitiveness and attractiveness to a wider audience, a key stated aim of BT Sport, who referred to their wish to increase "accessibility" to the sport. There is a clear expectation that interest in Rugby Union will rise in the aftermath of anticipated success for England in the Rugby World Cup, just as it did twelve years ago, but maybe this time with a Saracen in every position. Whilst Sevens is generally marketed as a party atmosphere with fancy dress seemingly obligatory, and Saracens at Wembley and Harlequins' Big Game have less of a focus on the game, and more on the surrounding events, in regular season games, and indeed in European competition, the focus remains  firmly on the sport, and Mexican Waves are not generally required. Last Saturday, I was at the Cricket Twenty20 finals at Birmingham, which is still reliant on gimmicks thrown in such as a gunge tank and a bungee jump for each wicket, rather than relying on the game itself. I digress, but there was a Saracens connection, as at one stage, Edwards and Griffiths were bowling for Lancashire from each end in the Final!

For most supporters, the politics is of little interest until it impacts on the match itself. With the same clubs, supporters and grounds as before, it is these three factors which really make a tournament, so it's more a question of "the original, updated"