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A hard-hitting report prepared by two firms of English consultants has challenged the basic remit of the IRB and the lack of real goals to achieve growth of the game worldwide.
In their report, Putting Rugby First, they have not only considered the present structure of the IRB, but have analysed the worldwide control of other sports and what lessons can be learned for their structures and experiences.
The report is far reaching and raises a number of interesting points, in particular the present structure of the IRB which they consider to be outdated and undemocratic, as the vested interests of the existing foundation countries hinder the growth of the game to new areas of development.
There is poor leadership from the IRB, with a lack of clear objectives and a time frame for achieving those goals.
In particular, it highlights that the existing major rugby playing nations comprise only 250 million in population: less than 5 percent of the world’s population.
The new markets of China, India, Russia, and Brazil are examples, and of course, the USA, where more emphasis should be given to grow the game if rugby is to be taken seriously as a worldwide entity.
Other sports have made major inroads in some of these markets and they believe the ethos of rugby would appeal to increasing numbers in these countries if properly marketed.
One of the main objectives is to achieve inclusion of rugby 7s in the Olympics 2016.
It appears that rugby got fewer votes than roller skating at the last round of voting for a new Olympic sport, primarily because it was not seen as being a worldwide sport.
They would like to see more rugby on FTA TV, particularly in the development countries.
It appears that German TV showed a number of RWC 2007 matches on FTA and was very pleased with the audiences it attracted. Whereas in the United States, it only shown on Setanta which immediately restricts TV coverage.
Interestingly, both the ITF for the Davis Cup and Formula One insist upon FTA worldwide coverage as they realise the sport is available to a wider audience. Their revenues come from worldwide sponsorship, so they are not reliant on TV revenues.
It wants to see an increasing emphasis on grassroots rugby as not only a means to encourage more people to participate, but also to understand the rules and nuances of the game.
In their view, an overemphasis on elite rugby by the IRB in many ways perpetuates the status quo.
In developing countries, the IRB and major rugby nations should spend more time, capital and effort in mentoring smaller rugby nations. The New Zealand-USA relationship is cited as being a good example.
The awarding of the RWC 2011 to New Zealand was an opportunity missed and is typical of the existing unrepresentative nature of the IRB.
Awarding RWC 2011 to Japan, in their opinion, could have been a springboard to the Asian markets.
The next Rugby World Cuo should not be awarded to a foundation country but to a country which makes a statement that rugby is now a worldwide game.
This report challenges the existing structures of the game and the need for major reform of the IRB to meet the challenges of the future, but also to make it more democratic and transparent in its dealings.
It is an interesting debating document and I would urge others to download the report.
I am sure it does not have all the answers, but it highlights shortcomings and perhaps complacency or delusion of where rugby is in the worldwide sports picture.
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Join The Roar rugby editor Christy Doran, former Wallaby Matt Toomua and a cast of regular and special guests as they look at the biggest issues in the game on The Roar Rugby Podcast. If you’re looking for great odds on the next game check out Aussie bookmaker PlayUp. Chances are you’re about to lose. Set a deposit limit.