Time For A United Approach

In February 2013, less than a year after the London Olympic Games, hockey found its future as an Olympic Sport in grave danger. Suddenly the sport found itself placed on a shortlist of five sports under consideration to be voted off the Olympic programme. Even worse, it ended up in the final three facing elimination, with wrestling and modern pentathlon. That kick up the backside for the sport took place almost six years ago.

Now the sport is six years away from the Paris Olympics in 2024. Hockey has been guaranteed a place at the Olympics up until that date, so it is maybe worth looking at whether Hockey has strengthened its position as an Olympic sport in the past six years. The game is literally at a midpoint.

Traditionalist believe that Hockey has a place at the Olympic Games. After all, the men’s competition has been contested at 23 editions of the Olympic games since first appearing in 1908. It was not contested in Stockholm in 1912 nor Paris in 1924. The women’s tournament was introduced in 1980 and has been a part of every Olympic Games since.

In 110 years of competition 45 male teams have participated at the Olympic Games, and in 38 years 21 Women’s teams have contested the Olympic Hockey tournament.

The good news is that despite not holding the tournament in 1924, it is understood that Paris has made a commitment to have Hockey as one of the sports at the 33rd Olympiad. They have maybe realised the error of their ways?

Immediately following the announcement that its future was in jeopardy the International Hockey Federation (FIH) launched at its 2014 Congress, “the Hockey Revolution.” There were four clear goals laid out, which were, to “develop innovative and exciting entertainment events.” To “increase the degree of professionalism in the sport.” To also “build a recognised, powerful image for hockey,” and finally “generate millions more followers around the world.”

In order to achieve those goals it was agreed that there would be five initiatives put in place. These were as follows:

1. FAN-FOCUSED ENTERTAINMENT PORTFOLIO
We will develop a clear and coherent calendar of meaningful events spread through the year and distributed across the world. We will deliver a fantastic experience which will work perfectly on TV and online, attracting new fans and inspiring participation.

5. HIGH-PERFORMING SPORT
We will improve our organisational effectiveness and drive global participation rates up. We will provide frameworks, funding and facilitation to ensure our sport is future proofed to achieve our ambition.

In the main the reader can be the judge as to how these initiatives are tracking. However to most there may be some furrowed brows.

After coming up with the Hockey World League format, which left fans, players and coaches baffled as to how it worked in terms of qualification for major events, the FIH has now abandoned this event. The FIH Pro-League will now be the focal point for the game. Although there will also be the FIH Hockey Series Open. So two events rather than one. Just to add to the disruption, the FIH Pro-League will take place when traditionally the EHL and Hockey India League were played. Oh, and also the Sultan Azlan Shah Cup which has been going for 27 editions dating back to 1983. So in six years you would have to say that “a clear and coherent calendar” has not been achieved, however the FIH Pro-League and Hockey Series Open may well finally deliver this.

When it comes to television – and I may be biased – headway has definitely been made. Despite the much heralded deal with Star Sports being terminated before the eight year length of the contract, there is a far more uniform product being transmitted globally. Some of the television stations have really invested in the game and come up with some great innovations. Some innovations have worked, and some we have found in fact add little to the game for the viewer. One thing that is clear is the game is fast, it is exciting, and those who have bought into it can see the potential.

Has the marketing become seamless? There is no doubt that the social media presence has increased, but to maintain that presence is a massive task. It is a full time job 24 hours a day and requires several staff to be able to cover all of the tournaments and leagues taking place around the world. (Listen to our latest Podcast 58 to hear the views of a Brand expert) In truth there is plenty that could be done to help market the game. Some countries do it superbly, but others don’t. Should not the FIH be looking to guide all as to how to do this based on their annual spend? Should not there be a campaign promoting the game itself from the FIH, and then each nation be left to promote their own teams and leagues? Then, when that nation hosts a tournament a combined approach is taken with monies from the FIH and the host nation being pooled to benefit all?

One positive action since the appointment of current CEO Thierry Weil has been his insistence that all FIH run tournaments are promoted as such. For example the FIH World Cup, the FIH Pro-League. This is a move similar to FIFA, and makes perfect sense as it immediately lets the consumer know that this is a Global event; that is of course if they know who the FIH are. That will no doubt soon become clear.

The Live streaming of Games and Leagues is proving popular and making the game easily accessible to fans. Surely here is an opportunity for the FIH. They can tap into these followers at local level, they can also ask National Associations to insist on certain branding in terms of the typeface for any graphics used to create global uniformity and help push “the brand” that is the game. This platform has huge potential to grow the game, if heads were put together and a strategy formulated.

The Commercial partner situation is a very scary one for those who love the game. Where are those companies out there to support the game? Or is it simply that those employed to source Commercial partners have been the wrong people? According to the FIH website Hero remain the FIH’s Global partner, Star Sports even though the eight year partnership was torn up, remain their Media partner, while Polytan and Adidas are listed official suppliers. There are other partnerships in place that appear not to be revenue generating, such as with AltiusRT. New commercial deals have been negotiated with Television stations across the globe and also with YouTube, so there are some commercial wins. Yet with no naming rights sponsor as yet for the Pro League this is an area that needs urgent attention.

What is worrying is the believed prompt for Hockey’s Olympic future stemming from the 2008 Beijing Olympic Games. This was the first time that India had failed to qualify for an Olympic Games, and as a result no other television stations around the globe were prepared to pay for the Hockey coverage.

The FIH leadership at the time realised how important India was to its Olympic future and therefore worked with Hockey India to try and regenerate Hockey in India on and off the pitch. That has been achieved thanks to the Hockey India League along with India a medal hope at the upcoming World Cup which they will host.

Sadly, however it is clear that the FIH is still deeply reliant on India. As since India withdrew from the Pro-League, the FIH has failed to bring in a naming rights sponsor for their new global league. In fact one could go so far as to say that the Hockey world is going down a path of diversifying its product, when in truth it needs to diversify its audience. Build up more appeal and more followers for the sport globally.

Which leads us into some important questions, have Global participation rates increased? Have the National Associations had assistance in this area? Only they will be able to say, but it appears that most of the focus in the first six years has been restricted to the top level of the sport. The future is obviously at grassroots level

To be fair there have been other changes made which were aimed at enhancing the appeal of the sport post the Olympic bombshell. One was that the game would no longer be a game of two halves. The format of matches was changed to incorporate four 15-minute quarters in a bid to make the sport more aesthetically pleasing.

“This decision is linked with television and linked to making a better product – television is very important nowadays. If you don’t sell the product through the television you will struggle.” Then President of the FIH Leandro Negre told the media.

The ironic thing about this change is that very few television stations cross to a commercials in this two minute break between quarters. Since the change was introduced the trend today with many live sport broadcasts is in fact to show matches “commercial free.”

Also introduced was the rule that players could lift the ball directly from a free hit as long as it was not creating danger. Another change which came and went was an “own goal.”

We have seen in international matches the clock stop when a penalty corner is awarded and also after a goal is scored. This came about, again according to Negre “because as a sport we don’t have enough breaks – for commercials, for replays and even for players to celebrate scoring a goal! We used to start again straight away and people say that is crazy.” Yet again though few television stations go to an advertising break after a goal.

In addition, we have seen indoor hockey surge ahead in Europe and Hockey fives gain momentum thanks to its inclusion at the Youth Olympics. There are many who fear that this format could well usurp the eleven-a-side form of the game. Negre stated publicly that he had spoken to the International Olympic President Thomas Bach and insisted that there was room for both formats of the game at the Olympics, similar to Volleyball and Beach Volleyball.

The scuttlebutt is that Hockey Fives is the future. However hockey needs to be very careful and learn the hard lessons from cricket. In the 1960’s interest in the county game in England was on the wane and One Day cricket was born. This was a game where there would always be a result. Where one team must win. Yet rather than bowling to get teams out, teams bowled to stop runs being scored. Even fielding tactics were used to prevent runs being scored until new rules prevented that. In the 1990’s One day Cricket was losing its appeal, so T20 which initially was supposed to be a ‘bit of fun’ rose to prominence. Sure, television stations loved it because it was short and sweet and filled a time slot. That was a win for the game, because it brought with it much needed revenue from subscription television outlets.

Yet all that glitters is not Gold, as cricket has sadly discovered. In a buried report Cricket Australia’s Big Bash League has failed in all of its projected goals, one of which was to grow participation of the game. The league is now a financial burden, and television viewing is restricted. In England T20 has also brought in the money, but according to many has destroyed the soul of the game. It is no longer on free to air television and the participation numbers are dropping. Even the County Championship is in danger of being culled. Only historical battles between rival nations are assured to pull in the crowds. Self renewal is all very well, but one must be aware of the consequences unless that renewal is kept in check.

These shorter formats of the game have their place but must never be replacements for the original format. The historical format of the game where history has been made and on which the future foundations are built. It is hard to imagine the EHL or even HIL becoming five-a-side tournaments at the expense of the eleven-a-side game, but there is no doubt such a suggestion will be discussed at some time.

Also in the past six years we have witnessed various competitions adopt new rules to see if they impact the game. In the Hockey India League we had the ‘two goals for a field goal’ trialled, a rule that the EHL then also decided to run with. In Australia we have Hockey Australia charging down a whole new path towards nine-a-side hockey with “power” or “pump” plays where goals are worth double. Then after every field goal there is the chance to score a ‘bonus point goal’ from a one-on-one. The idea being that this will create more “celebratory moments.” Yet surely by going to a one-on-one straight after a goal has been scored you are actually diluting the “celebratory moment” created by the original goal?

There is no doubt that Hockey still has a tough road ahead, and the upcoming FIH Congress could prove to be the most pivotal yet in the game’s history.

What would be good for the game, if it could be achieved, is if all member nations at this Congress agreed to play only the three formats of the game. Coupled to that would be that no other format can be played unless authorised by the FIH. Then, like other sports, experimental rule changes are “trialled” in certain competitions prior to be implemented across the game globally. The FIH is the game’s governing body and it is vital they control the way the game is played, and its rules. The game needs solidarity and uniformity in order to create appeal and understanding amongst existing fans, and those new to the game.

In addition, moving forward the rules need to be studied hard. Some need to be simplified, to make it easier for fans to understand the umpire’s interpretations and some could be scrapped.

Moving forward it is crucial that the FIH employ the right people to do the jobs required.

In six years time there must be no doubt that all of the goals set in 2014 have been achieved, even if it means tweaking the original initiatives. Hockey in its original state of eleven-a-side must be included in the Los Angeles Games of 2028.

The game’s future, not just as an Olympic sport, rests with those on the Board and in senior Management positions within the FIH. This Congress has to map the road forward, and tough decisions need to be made. There needs to be a consistency of message, image and promotion of the game. The FIH Pro League and FIH Hockey Series Open, could be the first steps to such branding.

One thing is clear though, the next six years could prove the most important in the sport’s history.