NZ Rugby can’t ignore hard truth behind tweet
The controversy surrounding the All Blacks’ International Women’s Day tweet, and subsequent apology, could easily be dismissed as just another social media storm that will quickly pass.
In one sense it will, but New Zealand Rugby cannot ignore the bigger issues that lie closely beneath the surface.
At a time when the organisation is turning to overseas markets, and an apparently untapped supporter base, to help fund the game, it was significant that much of the anger originated overseas.
And, the source of that anger was clear, and we should be plain in speaking about it even if the words are jarring: male assaults female.
On the original tweet itself, especially taken in isolation, there should be a degree of sympathy for those who crafted it.
The intention was sound, although the naivety in selecting wing Sevu Reece in one of the images was alarming.
Talk to an All Black, or a Super Rugby player, and there is a recognition that the way they are feted for throwing a ball around borders on absurd.
For those with partners or wives, their lived experience is that they are half of a shared partnership, and probably even the lesser half given their wives and partners juggle their own lives, careers and possibly young children around rugby commitments and tours.
Some players are almost sheepish about that imbalance, but lack the opportunity to deflect the praise that comes their way to those around them – it just doesn’t come up in traditional sports reporting.
The All Blacks’ tweet, therefore, can be seen in that context. In fact, it was not dissimilar to a post by the Wallabies on IWD, featuring pictures of players with their wives and mothers above a caption that read ‘‘Grateful for all the inspirational women in our lives’’.
But, of course, the backlash to the tweet was not simply in response to its clumsy execution, which left it open to the interpretation – incorrect in my view – that the All Blacks see women as nothing more than support acts. No, this was also about the fact that players who have committed acts of violence against women are welcomed back into the All Blacks, and you don’t even have to go back to Reece case. Last year, All Blacks flanker Shannon Frizell faced two charges of male assaults female and another of common assault, and also sent a menacing message to a friend of the female victim.
Charges were later dropped after Frizell had completed diversion, but Frizell admitted his wrongdoing outside a Dunedin court.
Yet, Frizell quickly rejoined the All Blacks squad after his court appearance and was only banned for one test.
Had Frizell been playing in Europe there is no way he would have been near a test squad for at least 12 months. In fact, his card may have been permanently marked.
We know this because the Irish Rugby Football Union (IRFU) backed out of a contract for Reece in 2018, when he looked set to join Connacht. Then IRFU chief executive Philip Browne blamed Reece’s behaviour – he was discharged without conviction on a charge of male assaults female – wasn’t consistent with their values. Perhaps. Or perhaps Browne had the sense to know that even if they did sign Reece, the outcry would have forced them to back down, especially if Reece at some point qualified through residency to play for Ireland and was picked in the test team. Of course, for years it didn’t really matter what the rest of the world thought of All Blacks: any criticism may have even strengthened the bonds between the team and New Zealanders. But here is Silver Lake’s Simon Patterson recently: ‘‘New Zealand rugby has a lot of opportunity to grow by engaging its large global fan base.’’
The NZ Rugby-Silver Lake deal is an explicit pivot away from the NZ market, which has little juice left in it (at least for the ABs, women’s rugby is different).
NZ Rugby now needs to be embraced overseas, and not just by sponsors such as Ineos (UK petrochemicals) and Altrad (French industrial), but by the millions who love the rich history, but perhaps not the tendency to throw an arm around a player who has thrown one at a woman.
After the Irish Rugby Football Union backed out of a contract for Reece in 2018, IRFU chief executive Philip Browne said it was because Reece’s behaviour – he was discharged without conviction on a charge of male assaults female – wasn’t consistent with their values.