The WRU have confirmed Wales are to play South Africa in the USA this summer. Twm Owen says it’s an exercise in promotion that suits all parties, but argues it will be a tough gig to sell.
Games against southern hemisphere opposition haven’t been in short supply for Wales in recent years, so perhaps playing South Africa in Washington DC should be a welcome twist.
The US mission was tied up at the back end of last year but formally announced at the South African embassy in the American capital this week by Carwyn Jones and South Africa’s ambassador to the United States, Mninwa Johannes Mahlangu.
The First Minister, on an American tour to boost trade, has high hopes for the June 2 game. He told the Guardian: “The visit is about raising the profile of Wales and the Welsh. South Africa are one of our oldest rivals – we didn’t beat them for 93 years – so a sporting occasion against them is great for raising our profile.”
Just as Jones will have discovered St David’s Day isn’t as big a deal in Maryland as it is in Maesteg, he will likely find that even if Washington’s RFK Stadium is packed to something close to its current 45,000 capacity rugby and Wales will still have some way to go before they enjoy a high profile in America.
With Ryan Giggs’ Wales playing Mexico just five days earlier, in one of America’s greatest sporting arena’s, the Pasadena Rose Bowl, our little country’s profile will never have been higher in America – and even then it will barely register.
But it’s that almost impenetrable line in the American consciousness that has probably opened the door to Wales.
USA Rugby’s commercial arm Rugby International Marketing (RIM) is promoting the game and is putting its faith in the sport’s top tier teams helping it to cross the gain line with the American sporting public.
RIM is keen to stress the history and tradition attached to what it calls “a long and storied rivalry” between Wales and the Springboks.
American rugby has perhaps taken note of the NFL’s attempts to sell American football in Europe.
After two aborted efforts to set up development leagues, first in 1991 featuring the London Monarchs and teams from Europe and America in the World League, and again from 1995 to 2007, via NFL Europe, gridiron bosses realised fans don’t like to settle for second best.
The NFL brought a regular season game to London’s then new Wembley Stadium in autumn 2007 and hasn’t looked back – increasing the number of games played in London, teasing at playing elsewhere in the UK and Europe, and securing an increased UK media profile.
England’s rugby Premiership staged games in New Jersey and Philadelphia in 2016 and 2017 but crowd numbers were disappointing. Wales taking on South Africa is further recognition that internationals are rugby’s prime product.
In American rugby circles there is also concern, and some unhappiness, the Saturday evening fixture will clash with the nation’s premier college sevens tournament taking place just 140 miles away in Philadelphia.
Rugby isn’t an alien sport in America, the USA Eagles are World Cup regulars, and DC is apparently home to 94 clubs and college teams, second only to New York, and reported to be a potential site for Pro 14 expansion.
Chicago’s rebuilt Soldier Field hosted an unforgettable Test when Ireland beat New Zealand in 2016. But you can’t help but think Irish rugby missed out a little when its first ever victory over NZ came not in Dublin, but at what was essentially an exhibition game intended to showcase the mighty All Blacks.
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RFK Stadium isn’t a comparable, modern arena. It was run down 30 years ago when it was an alternative, rowdy venue in the city at the heart of American government as the home of the Washington Redskins, who were NFL powerhouses in the 80s and early 90s.
June’s test has been welcomed as a flicker of new life for the stadium long deserted by the capital’s NFL and baseball teams and since September the DC United Major League Soccer club.
It had called the stadium home for 22 years but its 45,000 capacity was deemed too large for one of the MLS’ longest standing franchises, in a sport often cited as the fastest growing in America, which has moved to a smaller, purpose built, modern stadium.
The regularity of fixtures between Wales and South Africa in recent years, and the number of empty seats at the Principality Stadium, probably means few Welsh fans will feel they are missing out on a game played 4,000 miles away.
Indeed, Wales will be looking for a third consecutive victory against the once feared Springboks.
Wales’ impressive try-scoring form in the Six Nations will at least give WRU bosses and the RIM hope some of the dirge that has been served up in some autumn Tests between the two can be avoided.
It will need to be if Americans are to be excited by international rugby. Perhaps a change of scenery can be good for all concerned?