Steve Barker wrote:

If the line's been off or otherwise has air in it, it can take a long
long time to bleed by holding that pilot button. But yes, you should be
able to see the spark, and yes, you can use a match, straw broom straw,
rolled up news paper, candle lighter, propane torch, etc.

The reason modern water heaters have a spark ignitor is that the burner
is inside a sealed chamber to prevent an explosion if you place
flammable liquids next to the heater. in order to actually reach the
pilot burner with a match you must remove an access panel. According to
at least one manufacturer (Rheem), if that panel is removed, the gasket
must be replaced for continued anti-explosion safety.