Bristol Bears CEO accused of ‘forgetting his roots’ after ‘car-crash’ interview calling club a ‘marketing agency’, but was he right?
Bristol Bears CEO faces backlash following 'marketing agency' claim but maybe it's not all bad news
Bristol Bears CEO Tom Tainton has received backlash from fans over comments he made at SportPro London earlier this week.
The 37-year-old was only installed as chief executive in July last year, but has since been accused of “forgetting his roots” after a “car-crash” interview in which he referred to Bristol Bears as a “marketing agency”, not a rugby club.
Others have argued that the points made were reflective of the modern-day game and that those running the show need to think that way. In fact, much of what he said is indicative of the way in which rugby is now pushing its players to become more than just athletes, but cultural icons off the field, also.
“We are a marketing agency that plays rugby”
“There is no point going to market and spending marquee money on a player and just expect them to do something between the white lines on a Saturday,” he explained on a panel alongside Prem Rugby CEO, Simon Massie-Taylor and SportPro editor, Steve McCaskill.
“In the grand scheme of things, nobody remembers how Bristol got on against Harlequins two years ago. They will remember how a player made them feel.
“At Bristol Bears, we don’t call ourselves a rugby club. We are a marketing agency that plays rugby. Yes, our players have to be competent and able to deliver on the field, but if they are not bringing any value off the field, that genuinely factors into our recruitment conversations.”
This raises some very interesting points, not least as to which factors take priority in the recruitment process.
Will a 9/10 quality player be overlooked for a contract because he doesn’t have a huge marketability factor? Will a 5/10 quality player retain a contract because he’s good in front of the camera? Or is there a balance that will be struck to ensure that the marketing benefits the on-field performance – and not just the other way around?
“It is very easy for us to sit here and use a lot of corporate buzzwords that don’t really mean anything,” he continued. “You want someone to see a sport that is cool, inclusive, engaging, and high-octane.
“I’d argue we have done the hard bit – the product is superb. There are young, articulate men and women playing the game. We’ve got a great base to grow from. We now have to take some bold risks to get out of our comfort zone and do things that the sport hasn’t previously done.”
“My toes won’t uncurl”
Fans’ initial reactions were very much of the ‘knee-jerk’ variety. Cringe, frustration, and even anger appeared across social media.
Author James Stafford said: “It’s been 24 hours and I still can’t get over how awful this statement is from both a marketing and a rugby point of view. My toes won’t uncurl. Bristol were the club I had a soft spot for in England and when watching the Prem. But I can’t be emotional towards a marketing agency. I’ve worked in both rugby clubs and marketing. Rugby clubs need good and modern marketing, but should never consider themselves an agency.”
Another fan added: “He has sold his soul, forgotten his roots and will lose a huge amount of support – crass at best.”
While one commenter, with less of an emotional attachment to the subject matter, added: “Car crash of an interview that should go down in history with the likes of Gerald Ratner. If I was a Bris fan I’d definitely be writing to him / the owner. Sport is primarily about sport and he shouldn’t be in position if he doesn’t know that.”
Did he have a point?
The comments were made public midway through the week, and since then, people have had time to remove emotion from their response and assess the meaning behind the words.
While the overwhelming opinion still appears to be that the comments don’t fit with the nature of the sport, some did emphasise with Tainton’s vision.
“It’s true,” one fan conceded. “Professional team sport is just a branding exercise. Buy in players with no affinity to the place the team claims to represent. What exactly are supporters supporting?”
Top rugby journalist Jon Newcombe added credibility to his words, noting: “It’s also worth noting that Tom has serious rugby pedigree. Those that don’t know him might not be aware of that.”
The Bears CEO has been involved in the game for many years, spending almost five years with the club in its media division until 2015, then moving on to various sports-related ventures before returning as the head of operations in 2021.
Although the comments come as somewhat of a kick in the teeth for many die-hard Bristol supporters, there’s no doubting that during his tenure, the Bears’ social presence has greatly improved alongside their success on the field.
It’s easy to forget that Bristol only returned to the Prem in 2018 after years of limited success. Since their rebrand, they’ve proved themselves to be serious Prem contenders and have achieved European success in the Challenge Cup.
So, while a marketing agency certainly isn’t what fans wish to see their club reduced to, some clever exposure can make a real difference on the field.
The greater the marketing, the greater the income. The more enticing an environment, the better the likelihood of attracting big players. Whether traditionalists like it or not, this is the way that rugby CEO’s will continue to view the game.