Cowbell-Gate And Toxic Crusaders Push Super Rugby Pacific In The Right Direction

Scoop

20-06-2025

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 noisemaker - depending on where you're from - for Saturday night's Super Rugby Pacific 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 humble bragging 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 it doesn't matter if Mansbridge and Chiefs counterpart Simon Graafhuis cooked this all up over a beer, because it's this sort of outside-the-box thinking rugby needs.
The Blues have made a concerted effort 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 more than 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.
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 many 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.
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.
For far too long, rugby has used the British crutch of being a sport for the landed gentry to preclude itself from any forward-thinking marketing strategies.
The irony 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.
If the Chiefs can pull off 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.