Marketing & Sales 101

When the ARU/RA shut down the Western Force, it cut off 15% to 20% of its existing Super Rugby customer base.

What I struggle to understand is why the ARU/RA, which (quite correctly) sees itself as primarily a marketing organisation, has made no attempt to retain even a fraction of that disenfranchised part of their 2017 customer base.

One of the basic rules of marketing and sales is that you retain as much of your existing customer base as you can.

(Loftus tonight, Blue Bulls vs Lions - the Highveld derby).