Head of Team Communications for England Cricket team veers out of his lane

Wayne Bennett Loving Super League

Current “Head of Team Communications for the England Cricket Team” – a title with 4-6 too many syllables – veered dramatically out of his lane tonight, criticising exhausted Brisbane Broncos and England Coach Wayne Bennett for making the 16,471 kilometre trip on his weekend off to watch the worst game in rugby league history, and not speaking to the England rugby league media.

What upset Danny this evening was the RFL not forcing the guy to promote a 4-team tournament involving Scotland in 4 months time at a time when no-one cares, and instead spending his time evaluating players.

What a tremendous opportunity to promote the tournament: a Thursday night in Widnes in June.

Here’s a thought. Maybe because anyone who buys tickets for games in Hull, Huddersfield, Workington, Cardiff, Coventry and Stratford either has one already because they’re a rugby league tragic, or will be buying one in October when the teams are here and the promotions are actually useful.  There’s no story, and nothing to talk about.  Except “Jesus, that game was shit”.

The fact the game is not growing new audiences has roughly zero to do with getting Wayne Bennett to speak to four guys who have just enjoyed the sausage roll buffett and plastic chairs in the media room at Select Security Stadium.  It has quite a bit to do with the fact that even the international head coach struggles to stay awake during yet another awful game typical of the 2016 season.

Wait, we remember those awful sanitised videos uploaded to the RFL site – from the Rugby League World Cup in 2013, Four Nations in 2011 & 2014 and the European Championships in 2012. Who was the media manager then? You guessed it – Danny Reuben!  We weren’t exactly opening up to 8 page spreads in The Times back in those days.

We did, however, get this type of quality output:

We put a call into Wayne to get his thoughts on Reuben’s comments:

“Son, we live in a world that has games, and those games have to be won by a select group of men. Who’s gonna do it? You? You, Danny Reuben? I have a greater responsibility than you could possibly fathom. You weep for the media, and you curse the RFL. You have that luxury. You have the luxury of not knowing what I know. That ignoring the media, while tragic, probably wins games. And my existence, while grotesque and incomprehensible to you, wins games. You don’t want the truth because deep down in places you don’t talk about at parties, you want me on that wall, you need me on that wall.  We use words like honor, code, loyalty. We use these words as the backbone of a life spent defending something. You use them as a punchline. I have neither the time nor the inclination to explain myself to a man who rises and sleeps under the blanket of the very entertainment that my teams provide, and then questions the manner in which I provide it. I would rather you just said thank you, and went on your way. Otherwise, I suggest you pick up a ball, and take a ruck. Either way, I don’t give a damn what you think you are entitled to.”

Strong stuff.


Author: Max Smith

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