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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.
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.