Italy Rugby Fights for Media Attention, Opens World Cup Campaign with Victory over Namibia
Italy’s rugby team took to the field on Saturday to begin their Rugby World Cup campaign with a hard-fought win against Namibia. However, despite their victory, the lack of media attention surrounding the event is a concern for the Italian Rugby Federation (FIR).
In a country renowned for its passion for football, rugby has always remained in the shadows. While Italy has enjoyed success in various sports, rugby has struggled to gain traction. The FIR has made significant efforts to promote the sport, with the number of registered players quadrupling from 25,000 in 2000 to 100,000 today. However, unless these numbers are accompanied by victories, the battle for media attention will persist.
A prime example of this struggle was seen when Italy’s win over Namibia failed to make headlines in the country’s most popular sports newspaper, La Gazzetta dello Sport. Despite being tucked away at the end of the paper, it is still considered progress that coverage of Italy’s World Cup performance made it into the newspaper. On the other hand, Corriere dello Sport did feature the victory on their front page, albeit in a small corner.
Andrea Buongiovanni, La Gazzetta dello Sport’s lead rugby journalist, acknowledged rugby as a niche sport in Italy. He emphasized the sport’s struggle to compete with the firmly entrenched tradition of football and other successful disciplines. Despite this, he believes the Rugby World Cup receives ample coverage compared to the small following rugby has in the country.
The challenge for Italy’s rugby team is evident in the TV ratings. While more than six million Italians tuned in to watch the national football team’s Euro 2024 qualifier against North Macedonia, only just over 700,000 viewers watched Italy’s game against Namibia. The gap in popularity remains significant, but the increase in viewers since the last World Cup suggests a promising trend.
To bolster media attention, the FIR has employed a PR agency to convey its projects and share captivating stories about the sport. The federation recognizes that the media’s response is heavily influenced by the performance of national teams, which serve as a crucial promotional tool for rugby in the country.
Italy’s next game against Uruguay will not be enough to thrust the Rugby World Cup onto the front pages. However, when Italy faces New Zealand or France, the outcome could change the narrative. A victory over the prestigious All Blacks, or even qualification for the knockout stages, would undoubtedly capture attention and elevate Italian rugby to the headlines, not just at home but globally.
As rugby fights for media attention in Italy, the sport’s growing popularity and the achievements of the national team are signs of hope. While it may always remain in the shadow of football, rugby’s potential cannot be overlooked. The ongoing World Cup campaign presents an opportunity for Italy to showcase its talent and pave the way for a brighter future in the world of rugby.
