This last week has seen the starkest possible contrast in fortunes for two of Australia's sports teams.

The cricketers were thrashed by the English. Australia ‘lost’ the Ashes – although technically it never really had them, since the actual urn, for reasons of colonial oppression, remain on permanent display at Lord’s – leading to the retirement of Michael Clarke, the captain. Yes, the ‘Pup’ has been put down.

Meanwhile, the Wallabies ended a four-year drought with a sparkling 27-19 win over the All Blacks, and are being tipped as World Cup winners.

So, enough of their performances on the field, how are the two sports faring in the digital arena?

It turns out that the Australian Rugby Union has a far higher percentage of their audience engaged at 44.0%, compared to Cricket Australia which has 2.8% engaged.

The most effective medium for Cricket Australia – by far – is Twitter. In fact it has the leading Twitter engagement rate of any of the 44 Australian sporting bodies tracked by BrandData. (In addition to having the most successful website). Yet curiously, it is the second LEAST effective of all 44 bodies on Facebook.

The Australian Rugby Union, by contrast, is the MOST effective on Facebook. (And also first on YouTube). But is nowhere on Twitter.

Since one is weak exactly where the other is strong, and vice versa, the obvious conclusion is they could create a real social media powerhouse by simply combining the two sports.

For sure, the merger would throw up some challenges. Like… which ball to use? It certainly wouldn’t be easy to hit a rugby ball very far with a cricket bat. Nor would it be a cinch to locate a cricket ball in the ruck. As far as personnel, there are some easier calls. Steve Smith surely has the physique to be a scrum half. Mitchell Johnson could power down the wing, no problem. And if Matt Giteau can bowl as well as he kicks, that would really help this ‘Crugby’ team succeed.

But other than a merger, the Brand Data conclusion for what each body needs to do to enhance their online presence is clear:

Lose.

For despite its on-field success, the ARU has dropped three places in the last week, in terms of the digital league table of sporting bodies. While Cricket Australia, despite its defeat – or let’s face it, probably because of the excitement that the team’s crisis has created – increased seven places (to 12th).

 

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