The full house that turned up at Cape Town Stadium eight days ago for Super Hero Sunday sent a clear message to rugby administrators — a large, captive audience is ready to get the turnstiles clicking again if the sport is properly managed and marketed. As someone who likes to go to big events rather than just watch them on television, it was a wonderful feeling to be at a rugby event that was not a Sevens tournament or a Test match featuring the Springboks against the All Blacks and feel the vibe and atmosphere that permeated the stadium. Tickets for the Super Hero day went for bargain prices, so that is one message to the administrators: make the pricing reasonable and the people will come. And don’t just look at big crowds as a means to fill the coffers; big crowds also create the atmosphere that makes for compelling viewing not just at the stadium but on television too. It’s good for all stakeholders and surely sponsors too. But pricing is far from the only thing that should be ...

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