We love the stories of the underdog, the Vince Papale’s, who beat the odds to become at least for a short time, part of the largest sports stages in the world, are what millions of fans aspire to. Just to walk on that field or that court or that ice one time…what would it be like?
That type of storytelling makes millions love sport around the world because it makes both aspiration and inspiration possible. It’s rare, because most can never think about aspiring to be Derek Jeter, but the guy or woman who comes from nowhere to make a roster? Maybe that’s a dream people can have.
Then we now have the interesting case of the San Francisco 49ers Jarryd Hayne. An Aussie who most fans had never heard of in the States before this year, Hayne’s hard hitting and incredible athletic ability, combined with the rebuilding 49ers and their issues at running back, have made Hayne the stuff of wonder early on, not just in the United States but in Australia as well, and now it seems across Europe too. You see while Hayne has been played as a bit of a guy from nowhere, he is already one of the most visible and established and accomplished Australian rugby stars. What makes his story even more unique is that he has passed up millions in Australia at the prime of his career to come and try not just to make it in the NFL, but to excel, and that combination, when mixing in the growth of rugby in the States, the increasing cross-pollination of sport between Australia and North America and the Rugby World Cup starting in the UK, a place where American football is trying to build its brand, creates a pretty interesting mix for this fall.
Now Hayne is not the first Aussie to try American football. There are others. However he is the first talented mega-star to try at a skill position…running back…and really succeed. He also brings forth a marketing potential that if he does well can have global opportunities for both the United States with the NFL and for the NFL and football in general outside of the States. Combine him with other elite Australian athletes now excelling in the U.S…NBA, some MLB…and a brand that gets in early could catch lighting in a bottle not just in North America but around the world. The first brand to join in with Jarryd Hayne? Under Armour this week. UA has growing global aspirations, has played the toughness game before, took their time to see if his play on the field can match his marketing potential off the field, and now made a small investment to see where it goes. If it takes off, the opportunities are large, if not, it was a gamble that didn’t waste a lot of time and effort at the start.
While there have been scores of these type of stories with players from around the world coming to the NFL from time to time…Germany, the UK, etc…what is more interesting here is the way that American sport and American brands have worked together to see Australia as a growing and vibrant marketplace. It is a marketplace that is active, understands branding and most importantly has a culture that can both understand and engage in the passion of sport that Americans share. MLB is doing better there, hockey has started well, there is a bit of commonality between Aussie Rules football and American football (and Aussie Rules has started to recruit athletes in the US as well), rugby does well, tennis is strong, and soccer thrives. There are no massive stretches to change a culture, it already exists. Conversely, Aussie sports and brands are looking to grow in the States, so latching on to American sport to grow their brand here makes great sense, and Hayne could be a great lynchpin for both sides.
Now there are still many roadblocks to overcome. Injury, timing, desire, the fickleness and randomness of individual success in a team sport like football, all have to come together. The 49ers are also on the downside right now, so the national spotlight may not shine bright enough for the short term for Hayne right now. However good stories on bad teams do tend to rise, and because he plays special teams as well, his hots, and his potential fantasy statistics, can make him more of a shining individual for the casual fan watching for quick highlights or numbers. The success of Rugby World Cup the next few weeks also can’t hurt the exposure, combined with the NFL’s upcoming annual trek across the pond in October. There is also the fact that Super Bowl 50 will be played in the Bay Area, and while the 49ers probably won’t be playing, Hayne’s presence, both as a local player and an international talent in multiple sports could make him a very nice draw for brands and media companies looking to entertain or engage.
Will it all work? Tough to say. But the market, and the marketing, combined with growing play and interest may make an established Aussie name a household one on another continent soon, and that potential sure bears watching in multiple places as the fall approaches.
