Why Rugby Australia is the missing link

An essential problem with rugby in Australia is the lack of publicity, fans and therefore money. This was the main problem with the ARC, on all accounts.

One can only bring fans in with publicity and money spent, and this can only occur with a series of demonstrations of the game. This is why I propose a number of publicity and money spending activities the ARU should create, with a focus on local and national development.

First of all, a direct public marketing arm of the ARU should be established under the “Rugby Australia” brand name.

This will have direct relationships with the public in terms of national and sub national events, outside of national and provincial selection and game organisation. Under this banner, a number of appealing games can take place, to lure in fans and the public.

There are a number of high profile celebrities with roots in rugby that could play within celebrity games, as well as all-star games with ex national players. Highly publicised events using these celebrities could attract people.

Furthermore, creating a high profile (broadcast) event out of the selection games could be a possibility. Opening the game up, seemingly to public opinion, and not ever having a losing team, would be a good option for defeating public opinion of an exclusive game.

As always, gaining network coverage of any game for any code assists in generating popularity, and with the new digital multicast channels, as well as new laws being pushed for, this could be accomplished for many of these publicity games.

The code also needs to start pushing for appeal for two segments: the mothers (as the AFL does) and the public and catholic school community, whilst retaining its current population base.

It’s a known fact, that in order to open up the national market for rugby, it needs the new tier of professional rugby.

This was what the ARC was trying to achieve.

I do not believe much thought was put into its establishment, though. The ARC was cancelled based on a financial loss in its first year. This is one thing I believe can be avoided, by example of the bids put forward for the Super 15 licence.

The reserve for a licence in the Super 15 is a substantial amount, equal, per club, to the loss the ARU achieved in the ARC experiment.

The ARU just needs to open up a regulated club bidding system for a new competition in order to allow third party bids (mostly corporate, presumably).

If a club was a corporate entity, rather than a non-primary affiliate of a larger organisation of rugby, then the clubs would have the greater ability to market and regulate their game. Within the area, of course, certain boundaries should be placed in this system to maintain some control and stability.

This system, coupled with a heavy “Rugby Australia” marketing campaign, could create a platform to base future rugby on.

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