Chiefs Rugby Club is revolutionizing the sport of rugby by combining tradition with cutting-edge digital innovation resulting in unparalleled fan engagement.
Read more: Chiefs Rugby Monetizes Fan Engagement With Digital InnovationRugby has long been synonymous with tradition, community, and passion. But as the world evolves, the sport of rugby must evolve as well to captivate audiences. Chiefs Rugby Club, based in the Waikato region of New Zealand, is embracing this evolution by blending their rich heritage with digital sports innovation. Through digital engagement, groundbreaking fan experiences, and a commitment to values, the Chiefs are setting new standards for the future of sports.
View the podcast as Paul Bowman interviews Simon Graafhuis, CEO of Chiefs Rugby Club, and Megan Fleming, General Manager of Commercial & Marketing of Chiefs.
The Chiefs Rugby Club: A Legacy of Mana and Innovation
At the heart of the Chiefs Rugby Club is the concept of “mana,” a Māori term representing respect, authority, and prestige. This ethos permeates every aspect of the organization, from its connection to the community to its team’s values. Simon, CEO of the Chiefs, explains that the club’s mission extends beyond winning games: it’s about “winning with purpose.” The club’s philosophy unites its men’s and women’s teams, staff, and fans under a “one club” mindset, fostering a sense of family and inclusivity that resonates deeply with everyone involved.
“Each day we have an obligation to be better, to maintain and strengthen the club.”
~ Simon Graafhuis, CEO of Chiefs Rugby Club ~
This unique culture, which prioritizes respect, history, and sports innovation, is what makes the Chiefs Rugby Club stand out. It’s not just a rugby team; it’s a movement driven by values and a vision for the future.
How Chiefs Monetized The Digital Age With Chiefs Pass
Recognizing the power of digital technology, the Chiefs have introduced Chiefs Pass, a web-based video platform designed to connect with fans around the globe. Megan, General Manager of Commercial and Marketing, highlights that approximately 80% of the club’s social media following resides overseas, presenting a significant opportunity for global engagement.
Chiefs Pass represents a new frontier for revenue diversification. With traditional streams like ticket sales and merchandise limited by geography, the platform allows the club to monetize its global fan base. Additionally, initiatives like the Chiefs’ documentary and digital content hub open doors for sponsorships and partnerships, further expanding the Chiefs’ reach. These advancements highlight the club’s commitment to sports innovation as a key driver of growth.
“Chiefs Pass came when working with Wexer about how we tap into our audience that is purely engaging with the club in the digital space.“
~ Megan Fleming, General Manager of Commercial & Marketing of Chiefs Rugby Club ~
Chiefs Pass offers exclusive content tailored to various fan segments. From in-depth game analysis and alumni reflections to behind-the-scenes glimpses of the players, the platform brings fans closer to the action than ever before. The Chiefs’ strategy is simple: trial diverse content, monitor engagement, and double down on what resonates most with fans.
“Sports teams are not restricted to their local markets anymore. We’ve become a globalized product as 80% of the club’s social media following resides overseas.”
~ Megan Fleming, General Manager of Commercial & Marketing of Chiefs Rugby Club ~
Redefining Game Day: Beyond the Pitch
Gone are the days when attending a rugby match was just about the game. The Chiefs have reimagined the fan experience, transforming match days into unforgettable entertainment events. Last season, they debuted New Zealand’s first-ever drone light show during halftime and celebrated May the 4th with a Star Wars-themed night, complete with a lightsaber battle on the pitch.
These creative initiatives are designed to attract a broader audience, including those who may not traditionally follow rugby. By treating game days as entertainment experiences, the Chiefs ensure that fans leave with memories that go beyond the final score. These efforts place the Chiefs at the forefront of sports innovation.
The Chiefs Documentary: Storytelling at Its Best
In a bid to showcase their unique identity, the Chiefs have released a three-part documentary that delves into the club’s culture, values, and player journeys. The documentary captures moments that are both inspiring and deeply personal, such as a player’s first call-up to the All Blacks. Simon notes that this authenticity stems from the trust between the team and the documentary crew, who aimed to blend into the background rather than stage moments.
This storytelling effort not only strengthens the connection with existing fans but also introduces the Chiefs’ story to a global audience. The documentary highlights the region, its people, and the spirit of rugby, appealing to both rugby enthusiasts and newcomers.
“Professional sports is pretty brutal but it is also a really positive industry.”
~ Simon Graafhuis, CEO of Chiefs Rugby Club ~
Staying Ahead in a Changing World
The Chiefs are not resting on their laurels. From exploring new technologies like AI and data analytics to incorporating player-tracking systems and instrumented mouthguards, the club is leveraging sports innovation to enhance performance and fan engagement. They’ve also embraced trends like fantasy leagues and are evaluating virtual sports as a way to connect with younger audiences.
Simon emphasizes the importance of learning from global sports franchises, particularly in North America, where game-day entertainment is a finely tuned art. While the Chiefs aim to lead in some areas, they’re also keen to adapt proven strategies from other industries to enhance their offerings.
Lessons for the Sports Industry
The Chiefs Rugby Club’s journey offers valuable lessons for other sports organizations:
1. Embrace Innovation
From drone shows to digital platforms, staying ahead requires a willingness to experiment and adapt.
2. Tell Your Story
Authentic storytelling, as seen in the Chiefs’ documentary, fosters deep emotional connections with fans.
3. Prioritize Values
Success is not just about winning games; it’s about fostering a culture that resonates with players, staff, and fans alike.
How To Leverage Digital Fan Engagement
The Chiefs Rugby Club is more than just a rugby team; it’s a pioneer in blending tradition with digital sports innovation. By leveraging digital tools, enhancing fan experiences, and staying true to their values, the Chiefs are redefining what it means to be a sports franchise in the 21st century.
Whether you’re a die-hard rugby fan or a casual observer, the Chiefs invite you to join their journey. Explore Chiefs Pass, watch their documentary, and discover the mana that makes this club truly unique. The future of rugby is here, and it’s powered by sports innovation from the Chiefs.
Additional Resources:
Podcast 51