In a semifinal for the ages the Black Ferns played to a half-empty Eden Park. It won’t happen again, writes Madeleine Chapman.
It was ten minutes before halftime of the Black Ferns-France semifinal when people started regretting not buying tickets. “Very good call to go to the game,” said Duncan Greive, who’d opted to watch the game at a nearby bar instead. “This is an insanely good product.”
He was right, it was an insanely good product. The strongest defensive line in the French against the most dynamic attacking backline in the Black Ferns. The past four match-ups won by France, yet the Black Ferns betting favourites thanks to a strong World Cup campaign so far and a home advantage.
It was always going to be a close match-up worthy of a sell-out crowd, but with no proof of concept in the New Zealand market (outside of the opening day, which felt like its own standalone event), every Black Ferns match is a sales pitch, asking local rugby fans to get on board with women’s rugby.
It’s a lot of pressure to add to what should just be a rugby game, but last night’s semifinal was a masterclass in selling a product. It sold women’s rugby, yes, and women’s sport in general, but mostly it sold the Black Ferns.
There is genuinely no other sports team in New Zealand easier to cheer for than the Black Ferns. They’re players who are known as much for their presence and charisma off the field as they are for their play on it. We love a bit of yeah-nah-definitely energy in our national athletes, and have used that to our advantage, but if sport is an entertainment product, the Black Ferns are closer to NBA stars than they are to rugby players.
By that I mean, there were thousands of people at the game on Saturday night who had little-to-no interest in rugby but were invested in the lives and careers of Ruby Tui, Portia Woodman, Stacey Fluhler, Sarah Hirini. Just as thousands of people go to NBA games with little knowledge of basketball but a love for celebrity and entertainment. As far as commercial viability goes, fan engagement stretching beyond what happens on the field of play is crucial, and something rugby has struggled to have in any real sense.
But even with all that engagement with individual players, it comes to nothing if the rugby product isn’t up to scratch. A close and scrappy semifinal, with three tries apiece, big hits (and two yellow cards from big hits), consistent and unobtrusive refereeing and a penalty kick to win (or lose) the game is a test match for the ages.
There’s plenty to think about this week. Veteran Kendra Cocksedge will be breathing a quiet sigh of relief after some ill-considered kicking plays in the second half. Santo Taumata subbed in late and nearly cost her team the win with a 79th minute high tackle. I shudder to think how those final 10 minutes would have played out with a full-15 French squad. And England have long been the tournament favourites.
It’s no surprise that ticket sales for the grand final surged in the moments after the final whistle and are now sold out. I hope local councils and businesses are planning ways to host all the fans who can’t be at Eden Park for the final. Public screenings of the match, special events etc. As much as I’d like to approach this tournament as any other rugby competition, it really isn’t. The development of the women’s game and the broadening of society’s approach to professional athletes have collided at the perfect time to create a slingshot for the Black Ferns into New Zealand’s national psyche as the team to support.
If Saturday’s game, and the reaction to it, doesn’t result in more Black Ferns sponsors and more investment (or at least attention) from New Zealand Rugby to replicate it outside of a World Cup, then something is amiss.
Shortly before that fateful 79th-minute penalty was given, another friend messaged me: “I’m at the game and loving it. If we win, are you keen to go next week?”
I told him I’d already bought tickets, and as captain Ruahei Demant thanked the crowd for the support and lamented “I don’t think people realise how much of a difference it makes to us out on the field,” my friend replied. “Honestly the best game of rugby I’ve watched in years. Am gonna get a ticket tonight.”
Eden Park hosted the Black Ferns in a World Cup semifinal to a half-empty stadium. Everyone watching, from a grey seat, a barstool or a couch, couldn’t believe the product they’d just been served. If Saturday’s match was a showing of potential, the Black Ferns will never play to a half-empty stadium again.