Rugby should look towards the Asian riches
Roar Guru By Working Class Rugger, 9 Jul 2010 Working Class Rugger is a Roar Guru
What has Manchester United got to do with rugby? Well, nothing really. Except for the fact that they have millions of signed up Asian members.
Now this will likely be met with scepticism, but why can’t Rugby look to do the same thing, but on a smaller scale.
Why can’t an organisation like the Waratahs, who have just been separated from the NSWRU, look to develop any possible commercial opportunity that may exist in the games’ major growth region.
And why couldn’t they look to cultivate new markets while they’re at it?
Rugby is still very much a minority sport in Asia, but the fact is that there are small but rapidly growing rugby communities north of our borders: places like Hong Kong, Singapore, Malaysia and Thailand all possess playing populations in the double figures and could provide completely new revenue streams for an ambitious organisation to really bolster their bottom line.
Furthermore, a union of the likes of the Indian Rugby Football Union, who are experiencing growth at the rate of roughly a club a week, would be an ideal target.
Sounds very one way at the moment, but it really isn’t. Yes, the idea would be to sell both memberships and merchandising. However, for this to occur, the Asian Rugby communities have to see some benefit.
This will require a hands on approach.
Development officers, and more importantly, players will need to spend time building the necessary relationships. They may not know who they are, but their presence will breed familiarity, one that will need to be reinforced annually.
This would be best done via coaching clinics, initially, with the clubs and with the clubs assistance local schools. Driving a face to face program will hopefully encourage those targeted demographics to sign up as paid members.
Such a commitment will inevitably cost money.
That’s the inescapable fact.
But nothing worthwhile comes for free, and once committed, they have to at least stick it out for a few years. It may be difficult to see. However, the possibilities are huge.
The IRB are currently working with both the Chinese Rugby Union and Government to implement a nationwide development program. Imagine, as an organisation, being on the frontline tapping into the market.
The world’s largest population, fastest growing middle class, and its growth will be largely Government driven.
In my humble opinion its an irresistible proposition. One rugby should really look at seriously persuing.
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July 9th 2010 @ 7:54am
ptovey01 said | July 9th 2010 @ 7:54am | Report comment
Interesting. i did not know that India was picking up the game, but given it has been included in the Commonwealth and Olympic games it makes sense.
The population base both in China and India accounts for just under 30% of the world. Imagine the Waratahs following in 20 years should they be successful, is 1.25 Billion out of the question? We may have to move our games to ANZ.
We may need to send some Rugby Missionaries to spread the word of our lord and saviour William Webb-Ellis. I know he is pretty much a fictional story, but it hasn’t stopped the truth getting in the way of a good story for over 2000 odd years so lets keep the tradition going.
But on a serious note I do like the idea. If people are going to start picking up the game they need something to be inspired by and if it takes sending over some Waratahs we should be up for it. Maybe the TV rights would be a bit bigger for SANZAR should there be 2.5 Billion people watching it religiously.
July 9th 2010 @ 4:56pm
Jay said | July 9th 2010 @ 4:56pm | Report comment
I went to India in 2001 and at a local bazaar shop, the shop attendant was channel surfing and I caught a glimpse of rugby union on tv – I think it was an english club game. I asked the attendant to go back to that channel and he told me they get this game on tv, but not many people watch it,
I presume that is still the case re rugby on tv there. But just because its telecast there (i think they have 50+ channels) doesnt necessarily mean people will watch… look at how many rubbish sports one hd shows
July 9th 2010 @ 5:50pm
Alders said | July 9th 2010 @ 5:50pm | Report comment
Well these things take time to grow. I am sure it is the same with the HAL and AFL in Europe.
July 10th 2010 @ 12:01pm
jeznez said | July 10th 2010 @ 12:01pm | Report comment
Don’t know about India but in HK and Sing and across alot of SE Asia we have the Australia Network as free channel once you buy a pay TV subscription. Shows Super 14, Tri Nations, League and AFL. Pretty much only the ex-pats (like me) watch it. Completely ignored by the local populace. We had a few local guys in our club in HK and they would watch 6 Nations but had very little interest in Super 14 and Tri. HK maintains a massive connection to the UK so I think that explains it. Heading to a pub in Singapore to watch this arvo’s game and I know it will just be Aussies, Kiwis and Saffas in attendance. Big ask to grow an Aussie club presence in these markets.
July 9th 2010 @ 8:11am
Hombre said | July 9th 2010 @ 8:11am | Report comment
Does someone really need to point out the difference between Manchester United (18 league titles, 3 European Cups , 4 League Cups, 11 FA Cups etc) and the NSW Waratahs (…..) – the growth of an overseas fan base is all to do with exposure to the games and success on the field
July 9th 2010 @ 8:29am
Working Class Rugger said | July 9th 2010 @ 8:29am | Report comment
Hombre
My God. Read the opening line again. I used Manchester United as an example. At no time did I make a comparison between the two. I even made it quite clear that the game is still a minority sport. What the whole point of my argument was to query whether or not a Rugby organisation could potentially exploit the games growth by involving small but expanding pockets of Rugby playing Asian communities. Its a valid question. By the way I am aware of Manchester United history. I have been a fan since I was a child.
July 9th 2010 @ 8:49am
Hombre said | July 9th 2010 @ 8:49am | Report comment
I know you’re not making a comparison between MU and NSW as clubs – but it appears you’re saying that NSW can use the MU model to develop any possible commercial opportunities and cultivate new markets to bolster their bottom line … all I’m saying is that the reason MU have such a large new overseas fan base in asia is because of their success on the field something NSW doesn’t have
July 9th 2010 @ 9:01am
Working Class Rugger said | July 9th 2010 @ 9:01am | Report comment
Hombre
True. There id a difference. What I propose for the Waratahs is to do it on a community level. MU have the exposure and track record to draw in large numbers of member internationally. I don’t for a minute believe the Waratahs or any Rugby organisation has the same drawing, not even close. However, it is a growth region ( as I stated the games major) and a organisation that is brave enough could make real gains if they took the step. The major difference will be hands on. How many clinics do MU run when they visit Asia?
What should be done is ion the offseason the Waratahs or whoever takes splits its squad into say 3 then has them go to a country for 4-6 weeks and work on developing the game and any possible commercial opportunities.
July 9th 2010 @ 3:26pm
Junior said | July 9th 2010 @ 3:26pm | Report comment
a possible answer to your valid question would be “no chance. you’ve got too much time on your hands if this is what you spend your time thinking about.”
July 9th 2010 @ 3:48pm
Working Class Rugger said | July 9th 2010 @ 3:48pm | Report comment
Junior
Actually typed this up in about 15 minutes somewhere between 11 and 12 last night.
July 9th 2010 @ 8:19am
Working Class Rugger said | July 9th 2010 @ 8:19am | Report comment
ptovey1
There are currently a touch under 20,000 player’s in India. Its a significant growth Nation for the game. I can appreciate the sarcasm and I don’t expect there to ever be 2.5 billion people watching the game religiously. But the opportunity is certainly there and at the very least should be investigated. With playing population of around 11,000 for both Hong Kong and Singapore, around 20,000 in Thailand and the better part of 40,000 in Malaysia you cannot seriously say that there isn’t a slight a small opening to develop further commercial opportunities in thise communities.
Or a couple other Asian Nations experience strong if not rapid growth. Pakistan (spreading in the school system) and Iran (similar growth to that of India).
July 11th 2010 @ 1:57pm
Sharminator said | July 11th 2010 @ 1:57pm | Report comment
I think one limitation on the development of rugby in South East Asia is a physical one.
Generally Asian people are of a slighter build than Europeans and Pacific Islanders who dominate rugby.
And this is a limitation on its potential for development, and on the ability of Asians to become top international players.
Size is not everythig on rugby, but at the example of the tiny Pacific Islands shows, having a certain type of build does
help the popularity of the sport and the production of top rugby players.
The Japanese team is a good example of this. Japan has a professional Rugby competition, which attracts some of the top All Blacks, Wallabies and Saffers, after they quit domestic rugby, but the Japanese team, while improving, still struggles in international competition, and a primary reason for this is the lack of size of its players.
There are several Pacific Islanders and New Zealanders in their national team, adding bulk to and skills to the team. Second row, back row, and fly half are positions that have for several years been dominated by non-Japanese players who have obtained residency.
In terms of development … there have been the recent “extra” Bledisloe matches .. which help the coffers of the ARU and NZRU, and Japan is going to hold the 2019 world cup …. but there is really only the possability of doing this once a year.
But I dont really see what tangible benefits there are in Australia pro-activley going out to get involved in developing Asian rugby.
I dont see much point in holding Super 15 matches in Asian countries, as I doubt crowd figures would be any better that home matches.
Perhaps in a future Super 20 … there could be a Japanese and a Hong Kong team .. expanding viewing audiences.
But I see any other development as really the responsability of the IRB … not the ARU or NSWRU … the ARU needs to do all it can to keep rugby going in Australia …. not worry about other countries
July 9th 2010 @ 9:12am
Vinay Verma said | July 9th 2010 @ 9:12am | Report comment
WCR, Rugby is alive in India but not as flourishing as in the 60′s and 70′s. The strongholds are Calcutta( Kolkata) Mumbai and Lucknow. La Martinere, founded by a Frenchman had schools in Calcutta and Lucknow. Rugby ,Cricket and tennis along with Swimming were the main sports. There was also a club competition in Calcutta which had teams from the Police, Aremenian community and the La Martinere Old Boys. Not many “Indians” played it because it was a tough sport and it was mainly the Anglo Indians, Parsees and European ex-pats.
There is enough residual interest to get the fires raging again and there are enough strapping Sikhs,jats and North Indians to woo. The Gurkhas and Rajputs would also take to this game. Clinics in these areas would help. And it is not so outlandish as to envisage a Bledisloe match at Mumbai or Eden Gardens in Kolkata. Just needs administrators with vision.
July 9th 2010 @ 2:24pm
el gamba said | July 9th 2010 @ 2:24pm | Report comment
“Just needs administrators with vision.” It seems we have identified our problem.
July 9th 2010 @ 9:27am
Working Class Rugger said | July 9th 2010 @ 9:27am | Report comment
Vinay
The game has expanded significantly over the past 3-4 or years. Last year the National team even toured South Africa as part of their preparation for the Comm Games in Delhi. You may be pleased to know that all but one were ethnic Indians with the other being an Afghan immigrant. The only Europeans on tour were the Coaches. As I stated above the Indian Rugby Football Union is growing at the rate of roughly a new club a week. Kolkata, Mumbai and Lucknow still remain the games strongholds but efforts to expand the game into other cities are underway and the most encouraging sign of all is that they are targeting Indians (more specifically children) in these developments.
Its often thrown up that the Rugby playing populations in these countries are just expats. Not true. Much of the growth we have seen stems directly from the local populations which is exactly what the game needs.
July 9th 2010 @ 10:01am
Vinay Verma said | July 9th 2010 @ 10:01am | Report comment
WCR, that is pleasing indeed. My younger brother actually played for an All India XV in the seventies. I must try to kep up with Indian Rugby because India needs other sports to challenge cricket’s dominance.
July 9th 2010 @ 9:54am
Bay35Pablo said | July 9th 2010 @ 9:54am | Report comment
“Development officers, and more importantly, players will need to spend time building the necessary relationships. …
This would be best done via coaching clinics, initially, with the clubs and with the clubs assistance local schools. Driving a face to face program will hopefully encourage those targeted demographics to sign up as paid members.”
Um, WCR, we haven’t got enough of this going on in NSW, so how the hell are we going to do it in India?!?!?!
NSW would be better off with an off season development tour to Asia on a regular basis. Perhaps playing in Japan, Hong Kong, Singapore and India on a rotating basis against the national teams (as presumably most club sides would get smashed even by a 2nd string Tahs).
Sevens may be the best way to build rugby in India. Easier to get a team together, less of the physical grunt that Vinay says scares Indians from playing it, and the ability to be competitive quicker. Just look at Kenya!
Once you get rugby exposure from Sevens, then you can build to the XV man game.
July 10th 2010 @ 12:09pm
jeznez said | July 10th 2010 @ 12:09pm | Report comment
Spot on Pablo, plenty of work to be done at home before they start racking up the air miles. I presume Japan is stronger based on the ex-Super 14 players they attract but in HK the best club teams would struggle against the Sydney Premieship sides let alone the Tahs. Just playing the national sides would get a bit of the exposure that WCR is looking for and I think is a worthy idea. If the guys are going conduct coaching clinics there is a need for it in Western Sydney that should be explored before we consider Asia.
July 9th 2010 @ 10:25am
allblackfan said | July 9th 2010 @ 10:25am | Report comment
Interesting that you guys see Asia as a resource to be exploited!!:
Perhaps you may want to drop this business-oriented approach and adopt a more `love of the game’ one instead.
For example — The Indian Sevens team was recently in NZ playing a few games and receiving coaching from the likes of Christian Cullen (and Pat Lam?!?). NZ coaches have been helping out in outposts like Nepal and Hong Kong (anyone remember George Simpkin??). NZ also hosts the International Rugby Academy (I believe a couple of the current Boks attended it). And, of course, NZ has a strong national/international “brand” in the ABs (onfield succes).
The net result? The ABs can attract non-rugby fans to a stadium like Sans Sorino; the `home’ crowd in a neutral venue like Tokyo dress up in AB colours! A bloke named Lomu is called in to help the German soccer team prepare for the WC (although, ultimately, no match for the eight-limbed Paul!!)
And eventually you can attract big name sponsors like Iveco and Adidas.
The best way to do business with new markets is to give as much as you take!!:-)
July 9th 2010 @ 10:47am
Vinay Verma said | July 9th 2010 @ 10:47am | Report comment
allblackfan, absolutely agree…building relations is the key to business or sport,or anything else for that matter. If you adopt the approach “but whats in it for me” then there are only shortterm outcomes.
July 9th 2010 @ 10:38pm
Working Class Rugger said | July 9th 2010 @ 10:38pm | Report comment
Vinay/Allblacksfan
I may have not made it clear but both would benefit. As part of such a program the representatives from the organisation would work on improving the overall standard in both the playing and coaching ranks.
July 9th 2010 @ 5:52pm
Alders said | July 9th 2010 @ 5:52pm | Report comment
Couldn’t agree more. I can’t stand the business approach that exists in sport these days. One of the major factors that turns me away from watching the EPL.
July 11th 2010 @ 2:04pm
Sharminator said | July 11th 2010 @ 2:04pm | Report comment
The reality is, rugby today is a business, especially for the ARU in a market currently subject to a code war.
There a no tangible benefits from developing rugby in countries with barely visible rugby populations.
Development is the job of the IRB …. the ARU need to focus on their own backyard.
The All Blacks do have more worldwide visibility that the Wallabies …. but a lot of this comes from their history of success in Intl rugby (despite their lack or RWC´s) .. rather than from any worldwide development work the NZRU has ever done.
Btw – the International Rugby Academy is a private business and nothing to do with the NZRU developing rugby.
Development is the job of the IRB ….
July 9th 2010 @ 10:32am
sixo_clock said | July 9th 2010 @ 10:32am | Report comment
Heres a thought:
The ARU could expand the foreign player quota to include promising players from the Sub-Continent and China. I doubt if they would break the bank. They would be in the run-on squad for at least local derbies. A proactive media update to their home unions would be essential. Follow this up with visits by mid-week quality Wallabies OR Club Champions OR Prime-ministers/Presidents XV challenges for the Mountbatten Cup.
The aim is not to attract ManU type memberships but to expand our code. Australia is the one SH/Asian country which could pull this off because we are accepting and inclusive and more to the point we still treat Rugby as a game.
July 9th 2010 @ 11:16am
True Tah said | July 9th 2010 @ 11:16am | Report comment
the blokes from China and the subcontinent would not cut the grade at either super 14, sydney grade level, no one from any of these areas has played professionally.
would rather be targetting players from PNG, Zimbabwe, Namibia, Argentina, Uruguay.
July 9th 2010 @ 11:55am
sixo_clock said | July 9th 2010 @ 11:55am | Report comment
Having ready-made imports is not the gist of any initiative along these lines, it is more for the goodwill and expansion of the code. Small term pain for a longer term vision. Having JO and others like him behind such a scheme would see it developed properly. And Asia is on our doorstep/backyard so Africa/South America are other unions opportunities.
Also if Asia can produce 6′ plus basket ball players and athletes in so many other sports why shouldn’t there be 10 to 15 Rugby potentials, athletes can turn their hand to any sport they attempt.
The ‘Tahs may be too moribund to experiment but the BrumForRebs challenge would make it work to their advantage.
July 11th 2010 @ 2:12pm
Sharminator said | July 11th 2010 @ 2:12pm | Report comment
Completely unrealistic, not to mention, stupid.
Promising players from the sub continent and china?
No Asian I know of has ever made the top level of rugby … in Super rugby or European rugby, or for that matter, Sydney Club Rugby. There was a Japanese winger a few years back, but that is it.
Why waste a spot on a Super 14 team, for a player no one has ever heard of, with a low skill level, who will never play for Australia. It is simply a ridiculous proposal.
If there are promising Asian players, thay can come to Sydney, play club rugby, and show their potential.
July 9th 2010 @ 1:23pm
Wix said | July 9th 2010 @ 1:23pm | Report comment
I do not why so far noboby has mentioned Japan. According to Wikipeadia they have 3,631 rugby clubs, which equates to over 50,000 players. It is ranked 13th in the world. The mind boggles at the likely number of supporters. By comparison, England has only 1,900 clubs.
Japan surely must presently be the most fertile ground for rugby “commercialisation” anywhere in Asia and possibly the world.
And maybe they could pay us a visit and tell us where we are going wrong
July 9th 2010 @ 2:41pm
kovana said | July 9th 2010 @ 2:41pm | Report comment
Does anyone know when the ‘OLYMPIC FUNDS’ for rugby will start to be given?
Once those funds start pouring in… There will be huge growth in China, India, Russia and we already seeing the effects in Russia and USA already…
Heres to more rugby nations…
July 21st 2010 @ 7:48pm
Pete said | July 21st 2010 @ 7:48pm | Report comment
A good story about Rugby in Kansas. Still a long way to go, but they are taking to 7s
http://www.kansascity.com/2010/07/20/2095932/rugby-can-be-an-option-when-high.html