England reveal World Cup shame was part of marketing plan

In an announcement that has shaken world rugby to the core the Rugby Football Union has revealed that England's dismal performance off the field during the 2011 World Cup was part of an ongoing rebranding and marketing project.

In an attempt to tap into a 'previously undervalued demographic core', the English team had been following a meticulously plotted 'leftfield behavioural plan' designed to attract members of the public who enjoy 'rock and roll' lifestyles but currently do not follow rugby union.

The RFU were forced to reveal their hand after the final stage of the campaign backfired and lead to a serious police investigation and worldwide press condemnation. Manu Tuilagi's jump from a ferry in Auckland was one of the final phases of what was labelled 'Operation Rock the Rose'.

It was thought the centre's outlandish behaviour would appeal to males between fifteen and twenty-one who 'aspire to fame and success but wish to maintain a feeling of rebelliousness' and who desire to 'project an exciting and somewhat maverick personality onto their peers and elders'.

"Whilst we may have made some errors in judgement," said Caroline Bills, head of RFU Marketing, "We only wished to widen the appeal of the game in England. It is important people from all members of society buy into the brand that is Team England.

"A bigger fan base makes English rugby stronger, increases revenue and makes the game more appealing to media partners and corporate sponsors. We are in a recession and we won't apologise for trying to rebrand Team England and reach new markets. We will not sit back here and let the game in England fall behind."

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Comments

[Savannah Adams]

Hmm, I think it's difficult to establish rugby as a "rock star" sport since the soccer following in England is massive. But good performances in world tournaments will allow this sport to earn its place in the heart of every Englander. It takes time to develop the grassroots and youth development of rugby.

[essay writing]

Rugby plays for me a very big role in life because my father is a professional rugby player. I was grown up in the sporty family and rugby was always for me sport #1 - even the soccer was not so famous in our family. I think rugby can become more popular and get the image of "rock star" sport if our children are grown up in traditions that rugby is cool!