With professional rugby at a crossroads and innovative approaches needed to ensure the sport’s long-term viability, rugby needs to change from its traditional two halves per match to a four-quarter game. That is the view of Junaid Moerat, former Stormers and Western Province bigwig.
During his time with the Stormers, Moerat was mandated to revolutionise the brand and position it for future growth and success in the evolving sports landscape. He was a pioneering leader in the Stormers ranks during extremely turbulent times, often challenging the status quo and confronting rugby’s more conservative nature.
He has seen first-hand the challenges the sport faces to not only remain financially viable, but also to find new ways to adapt and evolve in an era where sport is as much a commodity in business and entertainment as it is a display of athleticism.
Growing the Game
In the build-up to the 2023 World Cup, World Rugby revealed that the sport had grown by 11 percent in 2023, with post-pandemic numbers showing that 57 percent of players are pre-teen, highlighting the sport’s growing popularity among younger groups since the COVID-19 outbreak.
The governing body’s report also showed a 30 percent increase in the number of clubs world-wide, with 8.46 million community players globally and a 38 and 26 percent spike in male and female registered adult participation, respectively.
And Moerat is confident that there is room for even more growth should the game switch to a four-quarter system.
By adopting a four-quarter system, rugby can enhance its appeal to a wider audience, particularly younger generations who are accustomed to shorter, more dynamic sporting formats. This change would not only revitalize the game but also provide numerous advantages for players, spectators, broadcasters, and sponsors.
Moerat went on to explain how the adaptation could prove beneficial to all areas of rugby, outside of growth.
Shorter, more intense periods of play could potentially reduce the overall physical strain on players, with regular breaks allowing more frequent hydration, which could aid quicker recovery.
Coaches will be provided with more opportunities to make tactical changes, which would lead to more dynamic, fast paced, and exciting matches. The match-day experience will be enhanced as it allows for more entertainment that could keep spectators engaged throughout the match.
In order to create a complete match-day experience, Moerat suggested that the time spectators spend at the stadium needs to be extended. This would not only lead to fans spending more on regular game-day activities, but also allow them more time to do so, as opposed to rushing the process in order to get back to their seats for the resumption of play.
It creates more benefits for broadcasters and sponsors. There are more commercial breaks allowing broadcasters to sell more advertising space at higher rates. Shorter, more intense quarters could attract a larger audience, leading to higher viewership figures and increased ad revenue.
A four-quarter format could provide more opportunities for sponsors to integrate their brands into broadcast, leading to increased brand visibility and awareness.
A Necessary Evolution
Over the years, there have been a number of changes brought about in an attempt to speed up the game and make it more entertaining and appealing to spectators.
From measures to improve match pace like time limits on conversions and set piece set-ups, to attacking-rugby aids like the 50-22, there sure have been many introductions. But perhaps a more compelling one is needed to set rugby apart from competitors.
In an era of fierce competition for eyeballs and advertising dollars, rugby must adapt to survive and thrive. The four-quarter format presents a compelling opportunity to elevate the sport’s profile, engage a new generation of fans, and secure its long-term financial sustainability. By embracing this change, rugby can position itself for a bright future.
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