Thank you is one of the simplest phrases in the English language but it can also be among the most powerful.
The English Rugby team came up short in this year’s RBS Six Nations Championship, travelling to Cardiff on the final day with a Grand Slam to play for but failing to take the final step as has been the case so often in the past.
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[ismember]International teams from the bigger nations are generally expected to deliver silverware and when they don’t the media can be vicious.  Reaction to the English defeat though was more muted than might have been expected and is in contrast to the criticism and demand for change that greeted Ireland’s disappointing finish after a good start.
In some small ways, sports marketeers and administrators can play a part in the context in which defeat is placed.
The English RFU produced a short video clip saying Than You to the fans that has generated much positive feedback, a sense of optimism about the young profile of the team and an overall better atmosphere around the team than might otherwise have been the case.
It also provides an additional outlet for rich content gleaned throughout the matches that can be used by sponsors and by the RFU for potential commercial partners as a calling card for what they might be able to enjoy themselves.
The GAA produced a strong video celebrating the Championship season last year, one which captured the best of the season and will have benefitted those who played a part in it through recognising what was great about it.
Producing such clips, with access to match footage and exclusive interviews with players and managers provides great value for a limited investment, perhaps more so when in defeat than in victory and should be a more regular occurrence in sport.

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