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BizReport : Social Marketing : September 14, 2015

All Blacks win (social) Rugby World Cup

As teams for the Rugby World Cup begin to gather in the U.K., RadiumOne has already declared the winner based on the teams' 'social score'.

by Helen Leggatt

According to programmatic and social sharing experts, RadiumOne, New Zealand's All Blacks are sure-fire winners of the 2015 Rugby World Cup. As a resident of New Zealand I can't disagree, however RadiumOne isn't declaring the Kiwi team winners based on their efforts on the rugby field, but on social media.

Based on rugby's position as a religion in New Zealand, it's not surprising to find that the country is getting behind their team in whichever way they can. From black bottles of milk, to an official supporters' song, and, of course on the world's biggest social platforms.

RadiumOne's 'Social Score' is a calculation of each team's total audience across leading global social networks such as Facebook, Twitter, Google+, YouTube and Instagram. New Zealand is way ahead of the pack with more than 4.51 million followers - nearly double that of nearest rivals England (2.26 million) and South Africa (1.38 million).

New Zealand would also win the tournament if it was decided by the number of social media followers in relation to the size of the country - for every head of population it has 1 social media follower compared to England's 24.1 for every head of population.

The USA, ranked 16th in the world, was the team "punching most above its weight" in social media, currently ranked 7th, followed by Italy (ranked 14th in the world but 9th on social media).

"Former England coach, Sir Clive Woodward recently said social media was the teams' "new enemy" in terms of squad harmony, but engaging the fan community socially is a hugely powerful 'sixteenth man' for any team and the brands supporting them," says Rupert Staines, RadiumOne's European MD. "The Social Score shows the relative reach of each nation's team and reflects the potential audience it can unlock for the official bodies, teams, sponsors and commercial partners."

Paolo Bona /

Image via Shutterstock

Tags: rugby, social media, trends

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