Cowbell-Gate and Toxic Crusaders push Super Rugby Pacific in the right direction

RNZ News

19-06-2025

Super Rugby Pacific Grand Final
Crusaders v Chiefs
Kick-off: 7:05pm Saturday 21 June
Apollo Projects Stadium, Christchurch
Live blog updates on RNZ
Analysis:
Are we finally getting there as a rugby fanbase? This week's big rugby story wasn't about injuries, selections or even the impending All Black squad announcement. No, it was about
the banning
of an either beloved or despised noise maker (depending on where you're from) for
Saturday night's grand final
.
The news that the Crusaders have forbidden cowbells for the game came out of nowhere on Wednesday. Well, almost nowhere as that's the best way to describe LinkedIn.
The last time the headquarters of humblebragging made rugby news was
during the fallout
of Ian Foster infamously ducking a press conference, but this time it was the platform Crusaders chief executive Colin Mansbridge used to pass his heavy-handed edict on the use of cowbells at Apollo Projects Stadium.
Was it a total work from the start? Given the Chiefs' response was to encourage travelling fans to use a recently launched cowbell app, it certainly seems so. But if Mansbridge and his Chiefs counterpart Simon Graafhuis cooked this all up over a beer then it doesn't really matter, because it's this sort of outside the box thinking that rugby needs.
Rugby writer Jamie Wall with Crusaders chief executive Colin Mansbridge
Photo:
Supplied
It's all on the back of a concerted effort by the Blues to use their social media platforms to show a bit of attitude, while Rieko Ioane is happy enough to simply do it himself. The current environment is one that's catching up with the way things are done overseas but also shows that things can head into that sweet spot of suspended disbelief and still generate legitimate interest.
To put things in perspective: an RNZ Facebook post about the cowbell ban on Wednesday pulled in over 10 times the number of comments than any other story that day. Why? Because it was an easy outlet to vent frustration. You didn't need to know anything about the Crusaders and Chiefs final, or even rugby, but the door was opened to have a view on a much more black and white issue.
Scott Barrett scores a try during the Crusaders v Chiefs, Super Rugby Pacific match, Apollo Projects Stadium, Christchurch.
Photo:
Martin Hunter/ActionPress
Because really, this was the Crusaders finally embracing the very powerful 'you might hate us, but we hate you even more' attitude, one they've unfortunately earned full right to make use of thanks to their now extensive trophy collection. Teams don't owe each other anything on the field, so why would they off it?
Admittedly, due to the wider issue of hooliganism, football's restriction makes away trips all the more intimidating nonetheless. In a lot of countries you have to sit in one specific part of the stadium, alcohol is prohibited, and fans aren't even allowed in certain parts of the city before and after the match.
English football fans jump the fence to get away from the violence.
Photo:
AFP
There's nothing wrong with making another team's fans feel uncomfortable. If anything, it'll force them to adapt and support their team even louder, which is what happens when you pen everyone in an away section. Rugby has, for far too long, used the British crutch of it being a sport for the landed gentry to preclude itself from any forward-thinking marketing strategies.
The irony in that is the cloyingly class-based restrictions being presented with a straight face, like the laughable 'respect the kicker' tradition in UK stadiums.
The best part of Cowbell-Gate is how it should hopefully start some serious feudalism going forward. Win or lose, the Chiefs now have the entire off season to think of a way of getting back at the Crusaders and their fans, perhaps making each one entering FMG Stadium Waikato pass an eye test or proving their family's genealogy doesn't overlap too much.
But if the Chiefs can pull of a win, there will be absolutely no surprises at all if the first thing they do is pull a cowbell out and give the home fans something to listen to when they're trudging home.