The death of legendary musician Tina Turner at 83 in Switzerland on Wednesday was a great loss to the music world. However, it was also an opportunity for Australians to recall her significant contribution to their beloved sport, rugby league. The National Rugby League’s CEO, Andrew Abdo, described Turner’s role in the sport as “unique” and “inspirational” and credited her with being responsible for the most iconic sports marketing campaign in Australian history.
In the late 1980s, rugby league was facing challenges with a reputation as a working-class and macho sport that was offputting to women and families. The sport’s top echelons knew they had to make changes and appeal to a new audience. Roger Davies, an Australian rugby league fan then living in America and Turner’s manager, connected the sport’s top brass to Turner’s assistant, leading to the hit “What You Get Is What You See” being featured in a risqué 1989 marketing campaign. In the campaign, shirtless players were featured on the beach and the pitch, while Tina Turner belted out the song.
The commercial’s use of “a black American grandmother” to promote rugby league initially attracted controversy. Nevertheless, once the commercial aired, it was hailed across the nation as one of the greatest sporting ads ever created. Shortly after, another Turner-powered commercial followed, this time featuring her power-ballad “Simply The Best,” which is acknowledged for sending rugby league to new heights of fame in Australia.
In a significant achievement for the sport, Turner was brought to Australia to perform “Simply The Best” live during the 1993 grand finale in Sydney. She then became a part of rugby history by joining the celebrations after full-time. Turner had claimed to know nothing about rugby before being introduced to the sport, but over time she warmed to it and loved the players. “Simply The Best” was reused ahead of the 2020 season, and Turner expressed her appreciation for it, saying she was “thrilled.”
In conclusion, the unique partnership between Turner and Australian rugby league led to one of Australia’s most celebrated sports marketing campaigns. It would help steer the game out of its working-class roots and start a path to unprecedented heights of success, popularity, and mass appeal. Turner’s impact on the sport will always be remembered, and her contributions will forever be appreciated.
