Business of Sport Ep.30: Sean Fitzpatrick, Fmr New Zealand Rugby Captain & Chair @ Laureus, ‘Do whatever it takes to be a winner’
Jul 23, 2024
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Former New Zealand rugby captain Sean Fitzpatrick discusses the All Blacks culture, mentality, and values in creating a brand. He reflects on the challenges in rugby, the transition to professional sport, and the impact of individuality in a team-focused environment. The conversation also touches on personal brand opportunities, mental toughness, and the transformative power of sports.
Players of the All Blacks prioritize team values over financial gains, showing deep commitment.
Sean Fitzpatrick emphasizes the importance of mentality and values in creating a compelling brand.
Private equity investments in rugby offer potential value but address financial struggles.
Rugby players can enhance personal brands through content creation and partnerships, engaging new audiences.
Deep dives
Legacy of the All Black Jersey and Player Dedication
Players of the All Blacks prioritize wearing the iconic jersey over significant financial gains, demonstrating a deep-rooted commitment to the team and its values. The culture instilled in the team emphasizes playing where your feet are, focusing entirely on the task at hand, whether on the field representing the All Blacks or with family.
Introduction of Sean Fitzpatrick
Sean Fitzpatrick, a legendary All Black with distinct leadership qualities, was pivotal in shaping the renowned team culture that values integrity and commitment. His influence extended beyond the rugby field, contributing to the integration of All Blacks' core ideals in various sectors such as sports and business.
Emphasis on Mindset and Values in Building a Strong Brand
Sean Fitzpatrick underscores the importance of mentality and values as fundamental elements in creating a brand that resonates with audiences. By prioritizing mental fortitude and embracing key principles like humility and continuous improvement, a brand becomes compelling and impactful.
Private Equity's Role in Rugby Investment
The discussion delves into the potential impact of private equity investments in rugby, highlighting the value these investments bring to the sport. While addressing financial struggles within the sport, the conversation envisions a more sustainable and engaging future through strategic financial backing.
Importance of Player Personal Branding and Content Creation
The conversation explores the untapped potential for rugby players to enhance their personal brands through content creation and strategic partnerships with brands. By leveraging their influence and sharing authentic insights into their lives, players can engage new audiences and drive greater interest in the sport.
Transformation through Sport-Based Development Projects
Sean discusses the transformative power of sport-based initiatives in shaping lives and fostering positive change globally. Through projects like Laureus Sport for Good Foundation, the integration of sports with community development enhances values, promotes inclusivity, and empowers individuals to overcome challenges.
Challenges and Innovation in the Sports Industry
The podcast touches on the evolving landscape of the sports industry, highlighting the need for innovative approaches to fan engagement, revenue generation, and league structures. Discussions center around embracing change, fostering financial stability, and adapting to meet the dynamic demands of the modern sports audience.
This week we’re delighted to welcome Sean Fitzpatrick to the show. Sean was capped 92 times by New Zealand, 51 of those as captain. A World Cup winner and key member of one of the best rugby union teams, he is recognised as one of the greatest All Blacks of all time.
Sean is more than the sum of his rugby achievements. He has been an integral part of bringing the now famous All Black culture to wider sport and business. Key ideals such as ‘sweeping the sheds’ and ‘play where your feet are’ have been brought to life in James Kerr’s excellent book ‘Legacy’. We often look at how numbers, revenue, media engagement etc. builds value in sport. Sean explains how mentality and values are the first building blocks in creating the brand that people want to buy.
This is also about rugby more broadly. Sean’s perspective on the role of private equity investing in international rugby having been involved in Silver Lake’s minority acquisition of the All Blacks demonstrates the value that lies within the sport. But it begs the question, why is the sport still struggling?
On today’s show we discuss:
The All Blacks Culture
What does it mean to play for one of the most iconic badges in the world of sport?
The life of a rugby player before the game became professional in 1995.
How the culture of the All Blacks transcends sport, and the value that can be extracted by people living a life away from the field.
‘Play where your feet are’, ‘when you’re at your best, change it’. What do these sayings mean and what was the role of mindset in creating one of the greatest international teams of all time?
It’s about the team, not the individual. However is this changing in today’s game with the need for ‘celebrity’ that wasn’t there before?
‘I don’t believe in work life balance’; you have to be 100% in'.
Sean & Performance
Winning the first Rugby World Cup in 1987 and the story of transitioning from domestic rugby to the international stage.
The danger of complacency; how being the best can lead to a team dropping their standards. When this happened to Sean in the early 90’s, how did they turn this around?
The 1995 World Cup in South Africa is now an iconised occasion in sport and popular culture; what was it like to be on the other side of that famous final and Nelson’s Mandela’s drive to unite a country using sporting success.
Being asked to return to the All Blacks fold on two different occasions having decided to move on.
The Business of Rugby
The increasing role of private equity in both teams and leagues across the game; why are they investing millions? What do they see as most valuable?
A lack of global superstars is holding the sport back; the game needs individuals like Jonah Lomu to bring it to the front of the attention economy.
Experiential is the key to driving value. Create amazing experience and capitalise on a reported 1 billion engagement with the All Blacks brand.
Building a global IPL/F1 tournament series would bring the entertainment and excitement to the club level like we haven’t seen, but are the barriers to doing this insurmountable?
We are delighted to partner with Tyndall Investment Management for this show. To learn more about Tyndall and their incredible work in the wealth management sector, please visit https://tyndallim.co.uk/
