Brian O'Driscoll MarketingIt seems like the blink of an eye since Brian O’Driscoll hung up his boots as a player but this week he announced his second major media contract when adding BT Sport to his work at Newstalk as a rugby analyst.

We asked this week’s Friday Forum Panel of Bernard O’Byrne (BO’B) CEO of Basketball Ireland, Joe Mooney (JM) from Pembroke Communications, and Rob Hartnett of Sport for Business their views on what he will be like…

Do you think Brian O’Driscoll will be a success as an analyst on BT Sport’s Rugby Coverage?

JM: Having seen his brief cameos on Sky Sports recently I have no doubt that he will be a great success as part of BT Sport’s rugby coverage. Brian has seen everything & done (almost) everything the game has to offer so he can provide insights that only the likes of Martin Johnson, John Eales and that calibre could provide but with slightly more charm & charisma! He carries his status as a legend of the game in a very modest manner and has a great presence in front of the camera which always helps too.  I’m looking forward to tuning in!
BO’B:  Absolutely no doubt. He is intelligent, articulate and knowledgeable. The crucial thing for an analyst is to tell it like it is, no couching truths in diplomatic vagueness. The audience is informed and will spot when a person is holding back on his real opinion.
RH: He’s a great addition and will benefit in the first season by being used mainly on the Aviva Premiership and the Champions’ Cup matches that will mostly involve English teams.  That’s the way the split between BT Sport and Sky Sports is likely to play out once the TV fixtures are announced.  He needs to avoid the danger of being too ‘chummy’ around his former team mates, while bringing real insight into why and how a particular phase of play unfolded.  BT Sport will provide the technology and he will be key in translating the action for the audience.
Should he have learnt a bit more at Newstalk first or is he right to go for multiple outlets while he is such a ‘hot property’?
O'Driscoll NewstalkJM: While O’ Driscoll will always be a ‘hot property’ in rugby circles, I feel that this is the right time to jump into the media landscape as he is at his most relevant having just finished the game as a player. Due to the fast moving nature of professional sport, in a few years he could be in danger of being slightly out of touch (especially given the IRB’s propensity for rule changes!). You see it now with the likes of Paul Merson & other former soccer players being lambasted for their traditional views where as the likes of Gary Neville is lauded for his understanding & in depth knowledge of the game.
BO’B:  Right to go. I listen to Newstalk regularly but I actually thought that it was not a good fit for BO’D, a bit too laddish and lightweight from time to time.
RH:  The media and the audiences are very different and this is the equivalent to his having seen a small gap in a back line for Leinster and Ireland.  You have to take your opportunities and make the most of them.  Clare Balding has shown that combining different jobs can add rather than take away from your effectiveness and while Newstalk might have hoped for a little longer window as his sole outlet it’s a double job that he could not turn down.

Sport and Alcohol Round Table 2014Join us in person at one of our forthcoming Members’ Round Tables.  Click here to see the Autumn schedule covering Workplace Fitness, Sports Tourism and Alcohol and Sport.

Who are the three sports stars who you feel have made the most successful transition to the world of broadcasting?

JMRonan O’ Gara (needs to be on more though!) Senan Connell, Will Greenwood
BO’BGary Neville & Jamie Carragher – most unlikely duo but absolutely great and hugely enjoyable. Paul McGinley – a real breath of fresh air to golf commentary and analysis.
McEnroe WimbledonRH: Jamesie O’Connor on Sky’s Hurling has really shone this year.  Analysis and humour.  I think Richard Sadlier is a real find for RTE.  Puts most of the soccer analysts in the ha’penny place when it comes to thought, passion and presentation.  The best on an international level though has to be John McEnroe in tennis.  Lights up the screen.
All our participants in the Friday Forum are full members of the Sport for Business community. To learn more about membership click here.

Think you would be able to offer a fresh perspective? The Friday Forum will be a regular feature.  Contact us today if you would be interested in contributing your thoughts on the issues of the day between sport and business.