Ref!Link tunes into the heart of sport - May 2003  

Ref!Link is a service that allows supporters to hear the referee's decisions and comments in realtime at rugby matches in the UK via disposable radios. Ref!Link's managing director Peter Downey describes how the service is revolutionising the way fans interact with rugby and sport in general.

Ref!Link is the first of a number of products that enhances sport for the matchday spectator. Spectators at most Northern Hemisphere rugby union internationals can now hear the words of the referee as he runs, marshals and manages the game.
At one match, England captain Martin Johnson was heard to ask Steve Lander, one of the UK's leading referees: "Is that a new law ref?" after Lander had given a penalty against him. Lander turned to Johnson and replied: "Jono, if you'll give up trying to referee this match I will abandon my ambition to be a second row forward." (Steve Lander is about 5 feet 8 inches in height to Johnson's six feet, six inches).
In another match, Lawrence Dallaglio, the England and Wasps back row forward, tried to encourage referee Tony Spreadbury to issue some yellow cards to the opposing side. Spreadbury's response was: "Lawrence, if you want cards, WH Smith [a leading stationary store in the UK] is about one and a half miles down the road and I'm sure we won't miss you."
The objective of using radio in sport is to not only give to the spectator added value and greater understanding, but to also provide the spectator who has paid to attend the match the same level of service as the couch potato languishing in an armchair at home.

The Officia!Link umbrella

The Ref!Link brand falls under the umbrella of the Officia!Link range of services. The company markets in Dressage under the name Sports!Link. Meanwhile, Tennis!Link (currently available at the Eastbourne championships in the UK) and Race!Link (at the UK's Windsor racetrack) are intended to give spectators all the information that they would receive if they were watching from home from the television commentary.
The reason the name Officia!Link was chosen as the principle brand is that the company works with the official rights owners within sport such as the English Rugby Football Union, European Dressage and the Lawn Tennis Association.
Many other sports will, we believe, follow. It is important that the spectator who pays to attend an event should be given every enhancement to his or her experience that is possible. This not only makes financial sense for the venue, but also for the broadcaster because an empty stadium makes lousy television.
Officia!Link works with the governing body and very often with the broadcaster, taking feeds or giving feeds depending upon the circumstances. In rugby we provide the referee with microphones and within tennis we utilise commentary.

Bridging the language divide

Our ambition is not to have just one channel on offer but to provide the spectator with the opportunity of moving between the referee and to the critical analysis within commentaries. This is particularly important in international matches and events. In England international rugby matches for example, the referee seldom speaks in languages other than his own which is usually English. It is therefore important that we can provide overseas spectators at the venue with information in their own language and to do this we have developed the ability to offer a second channel.
We believe that the vast majority of sports can take advantage of our technology and our expertise. However, we did fail in one sport where silence is golden. In a trial of our service at a snooker match we transmitted the commentary and expert opinions of former players which was of a humorous nature and led to laughter in the crowd that interrupted the concentration of the players! Our relationship with that particular sport was therefore a short one.

Enhancing the game

Ref!Link evolved because rugby referees were often less than satisfied with the accuracy of the television commentary and the level of criticism sometimes aimed at them. Therefore, the referees decided they would mic themselves up and allow the commentators to hear what they were saying.
Good refereeing equals a good game and the referees are fundamental to a really great game from a spectators point of view. I therefore see a huge future for the Ref!Link product because it aims to provide spectators with more knowledge, more enjoyment and a great enhancement of the whole matchday experience. The addition of second channels that provide even more information will in turn provide stadia and rights owners with further revenue-making opportunities.

Sponsorship opportunities

Sponsorship has been a successful revenue stream for Officia!Link. We have had some extremely successful sponsorship deals to date including with UK cable company NTL, leading mobile telecos O2 and Orange and UK retail bank Lloyds TSB. The awareness, interactive and PR potential have been recognised for their strength in positioning these brands within their target ABC1 audiences.

This article was seen first by people who receive the monthly newsletter, join them.