General De La Rey and the Blue Bulls Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Blue Bulls rugby team enjoyed a fanatical fans, and was well in local and international competitions in recent years. As a leading South African rugby franchise, the Blue Bulls faced the social and political environment that emphasized racial transformation. Up-and-coming Afrikaans musician became a best seller with its De La Rey song, which was about Boer soldier who encourages the De La Rey lead the Afrikaner people to victory in the second war between the South African Boer Republic and colonial Britain. Given the emotional reaction of the theme song and some see it as a revival of nationalism Afrikaner songs attracted wide coverage in the media and debates. As part of entertainment in Vodacom Super 14 rugby between Western forces and the Vodacom Blue Bulls, De La Rey played on the stadium speakers. This pleased the majority mostly white Afrikaans audience. As the evening progressed, the acting head of the Blue Bulls Company, an organization that is controlled by Blue Bulls rugby team and Loftus Versveld stadium has received a number of complaints from supporters about playing the song De La Rey, and thus decided to remove the song from the official stadium playlist. By Monday morning, media frenzy erupted on the decision and acting head collided with a number of options for how to respond. The case was written for first-year MBA module and is designed to study the following topics: 1) race, identity and language as consumer behavior variables 2) viewer, the consumer advocate and processes within the sports marketing 3) the development of sports sponsorship and brand relationships. "Hide
by Michael Goldman Source: Richard Ivey School of Business Foundation 10 pages. Publication Date: July 9, 2008. Prod. # 908A10-PDF-ENG