Recent developments here in the USA have created a unique and timely opportunity for rugby to really advance the game in America.
The American National Football League (NFL) has been unable to reach a new agreement between the teams’ private ownership and the player’s union representatives. The main cause of the breakdown is how to split the $9 billion dollars of annual revenue between player salaries and owners expenses beyond those salaries.
While to the average person millionaires arguing with billionaires seems childish and unnecessary, it has created a situation where the players union has decertified allowing individual players to sue the team owner for fulfillment of their contractual payments should the owners “lockout” the players. This will surely lead to a court room battle that will drag on for many months.
With this in mind it is highly likely there will be no NFL season this year, or it certainly will start late at best (opening weekend is usually the first weekend in September). With the rugby World Cup in September and October and the 24-hour sports networks such as ESPN and Fox Sports looking to fill air-time, rugby can put its best event on display in millions of American homes every weekend in prime-time viewing hours.
Americans don’t understand rugby, but they know of the game. I regularly meet people that comment on rugby and have profound respect for the commitment required to play.
Even the most diehard NFL fan respects rugby for the body contact aspect as well as the endurance fitness required to play the game. While the rugby scenes weren’t great in the movie Invictus, the movie did a great job promoting the game of rugby.
No matter how well the USA soccer team does in the World Cup it will never take a strong foothold in America because of the lack of body contact that Americans are used to seeing in the NFL each week. Without pads and helmets, rugby’s body contact and continuous nature will look like gladiators on a battlefield, or to use a modern analogy, a 15 on 15 UFC bout with a ball thrown in the middle.
The All Blacks are known worldwide, even in America, as a great rugby team and rugby nation. Most Americans associate the All Blacks as rugby. It’s like other teams don’t even exist as even in their mind they assume New Zealand is the best team in the world.
The fact the World cup is in New Zealand this year will only increase that association and allow other countries to cause a stir and, therefore, increased publicity by beating the All Blacks on home soil.
Most major American universities have a rugby team and even some high schools now have a team. The problem America has is these kids aren’t exposed to the game and therefore the fundamentals until their late teens, making learning the basic skills that much harder. However, they still enjoy the game immensely, which has led to local leagues being established so people can continue to play after leaving university.
Taking advantage of the timing this year of no NFL season to really show off rugby’s showcase event would expose the game to many younger people and create much interest. Both the NFL and the NBA (basketball) have played in season games in London in the last six months, so the IRB has seen firsthand that the US sports leagues will play and promote in other markets (and therefore take advertising dollars away from local traditional sports such as rugby). At the very least rugby should look to return the favour in the American market.
I am sure there are people within the IRB and various countries’ governing bodies that do not want to see America take a hold of rugby for fear of what American sponsors and promoters might want to change in order for the game to be successful in their market (such as timeouts to increase their advertising opportunities), however I think their fears can be overcome.
Advertising on jersey’s and on the field are places Americans don’t normally look at as advertising locations, because their sports teams are privately owned and do not allow promotional spots on a sleeve or across the chest. Perhaps they don’t want to see America dominate yet another sport, however I believe that day is a long way off, but for the good of the game it needs to be expanded into newer markets.
With consistent promotional games in the US such as a Bledisloe Cup match, as has been played in Hong Kong and Tokyo, or a Six Nations game on the US east-coast in the years following the World Cup, the game can continue to increase its exposure. Support for USA Rugby from the IRB and other governing bodies helping promote the game via coaching clinics, training camps etc would all increase the game’s profile in America.
Eventually the US might be able to even host a rugby World Cup as soccer did here back in 1994. That World Cup provided soccer a huge boost locally and led to the start of Major League Soccer, the US domestic professional league which still exists today and has David Beckham playing for the LA Galaxy.
There are almost 300 hundred division one colleges in America with an American football program each containing over 50 players. That’s 15,000 athletes, there are also many division two and three universities with football programs. Less than 250 of these athletes will be picked (drafted) to play and/or try out for an NFL team.
Add to this the many other college athletes that play basketball, track and field or the myriad of other sports each university offers and you have an unmatched talent pool of athletes 99 per cent of which have no professional sporting career option available to them. Other than the top swimmers or track and field athletes, the rest also have no chance to represent their country.
The 2011 rugby World Cup is going to be a great event. I hope the US team does well and I hope the IRB recognises the opportunity before them to expand the game in a new market.
Working Class Rugger
Guest
Lost Ausse You have to make things perfectly clear on here as many tend to get the knickers in a twist if you don't. I knew what you meant but as as above some do not.
LostAussie
Guest
Glad I could spark some interest and conversation. and yes World Class Rugger I was refering to Soccer as a commercial appeal not participation level. If soccer was going to take off it would have by now (in response to football united's comment). I didnt write this as an intention of Rugby to take over the NFL, it wont do that but if MLS can sustain itself as a professional competition in the US then certainly Rugby can. I also think Katipo makes a great point about USA Rugby focusing on a certain area like California with its large population.
GavinH
Guest
I'm not sure it has been entirely asleep since the 80s. If you look at the growth in player numbers they should hit 100,000 soon and that will rival some of the top countries like Italy. the introduction of kids rugby is also new since the 80s and the high school level is much expanded. the media coverage has also grown hugely from a tiny base. frankly you could take the view that usa rugby doesn't need a shot in the arm at all. in fact if it keeps growing at a steady 8% pace for the next 10-20 years it will organically be up there with some of the main rugby playing nations. personally if i was the irb development officer i would cut back funding to usa and focus on other countries because i think the usa is pretty sefl-sustaining now with nbc and espn coverage and a large and growing player dues base.
Katipo
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Gatesy, I hope US does become a competitor on the world rugby stage. The Eagles were first tagged rugby's sleeping giants in the 1980's. Thirty years later... still asleep. WAKE UP! This time though, it could be different. rugby doesn't need to become a main stream sport in US to be competitive on the world stage. That's the reality. the Olympic Sevens is the spark that wasn't there before. Sevens should be rugby's Twenty20. In fact I wouldn't be surprised if Sevens is bigger than XV's in thirty years. It's vastly easier to understand than XV's, the stoppages are less impactful and the scrums don't collapse. It televises better than XV's. the other thought I've had about US rugby over the years... is that they are biting off too much trying to be a national sport in USA. Just pick a state or two and get professional state club comps going (sevens and XV's). California alone has 60 million people. That's 3 X more than Australia and 12 X more than NZ - the one and two rugby countries in the world. So a strategic rethink of their approach to growing the game might be required... And what about Ngwenya? He is as good as any winger in the world - so the talents definitely there. Hey the rumour down under is that Putin or Medvedev will attend the Russia V USA pool match at 2011 RWC. Russian billionaires love a kiwi holiday by the way. How about Obama?
Gatesy
Guest
A great article. You touched on all of the right points. USA is the sleeping giant of world Rugby - make no mistake - it's presently a creaky little train leaving the station and finding its way over a rough track - but when that train becomes a juggernaut, which it will, it's the old story repeated - (1) stand in front of it at your peril, (2) get on board, or (3) watch it pass you by, but whichever choice you make, it will roll on. The world will have to get used to it - the suits and the padded jackets and the shooter hats and the berets and the old school, will just have to accept change. Rugby has been amateur for most of its history - it's now professional and once you let that beast out of its cage, you have to go wherever it wants to go. I, for one, watch what is happening in the US with great anticipation and I want them to become a world Rugby power, because when they do, they will drag a lot of others with them and we will have not 12 teams who are capable of playing a world cup (with only about 5 capable of winning it) - we will have lots of teams competing at the highest levels and the world of Rugby will become a more interesting place.
AC
Guest
They've gone back to the Western Province jersey.
Brett McKay
Guest
That's why I love the new Stormers strip...
katipo
Guest
Oh, I though tumour was part of the joke! Too clever.
katipo
Guest
Rule 4. Teams will all wear identical white away jerseys so it's difficult to tell at a glance who is playing who. Rule 5. Just to add to the confusion... if it isn't bad enough that no one knows where the teams come from.... The Blues will wear white jerseys when playing against teams wearing blue jerseys. The reds will also wear white against the crsuaders & Lions/Cats or (whatever they called this week), who wear red jerseys. Has anyone thought about traditional hooped jerseys? Just sayin'...
Brett McKay
Guest
"it's not a tumour" I, of course, meant 'rumour'. The Roar needs a spell-checker!!
Brett McKay
Guest
"3. All franchises will wear blue jerseys." :lol: ain't that the truth, Kat?!? Any truth in the tumour (that I just made up) that's why the Rebels were preferred over the Southern Kings?!?
NashRambler
Guest
I am an NFL fan but I am hoping the start of the season is delayed until mid to late October so that NBC will be forced to seriously consider airing RWC games on Sunday afternoons/evenings throughout the tournament.
GavinH
Guest
Many long time rugby fans realise that the beauty of the game is that it can achieve great highs but also low points on the entertainment scale. I agree this makes the US market tough. US sports have rules that aim to make the contest as even and as fair as possible eg drafts to even up squads, time outs to ensure a close finish, video challenges in nfl etc. That said, the more rugby you get on tv there the more likely a really great game will be seen by viewers and attract them to follow the sport.
simon
Guest
I agree that there needs to be a change of attitude among the players, but this idea that the Aussies want to change the rules because their teams are doing badly is a complete fallacy! Generally speaking, they simply want to make the game more attractive in their very crowded sporting market.
Working Class Rugger
Guest
Nash Yes, that is the current arrangement. The question is: If the NFL does not resolve its dispute before September and the League is either suspended or postponed for the season, could NBC use its acquistion of the RWC to fill the gap? In effect in lieu of the content and ratings the NFL offers could they use Rugby to fill the gap?
NashRambler
Guest
My interpretation of the wording of the NBC Rugby World Cup broadcast agreement is that the only game guaranteed to be broadcast on the NBC network is the Final: http://www.rugbyworldcup.com/mediazone/news/newsid=2039046.html#rugby+world+cup+make+us+network+tv+debut All of the other games will be relegated to the NBC owned Universal Sports Channel which is an obscure channel offered to NBC affiliates as a digital subchannel carried in a fraction of US cities. I had never heard of the channel until this deal was done and it is not broadcast in my city (Nashville, Tennessee, population 1.5 million) over-the-air or on our local cable system. The programming is all Olympic sports which Americans only pay attention to once every two years when a winter or summer Olympics is on. My hope is that either my local NBC affiliate will pick up Universal Sports by September or that NBC will get a clue and run RWC games on the NBC owned Versus Channel which is widely available on cable systems accross the country and which ran delayed broadcasts of RWC games from the last RWC in 2007 before NBC owned Versus. I strongly believe there is the potential to develop an audience for Rugby Union in America, the game just needs regular exposure on television on a channel widely available in the US. The status quo has rugby hidden away on the obscure Fox Soccer Plus channel (English Premiership, Magners League, Heineken Cup) and the even more obscure DirectTV channels 490 & 491(Super Rugby). Only existing fans are aware of where to find the games. A regular weekly broadcast on a mainstream cable channel, even if it is delayed and with ad-breaks edited in, is the only way the average American sports fan is going to have the opportunity to be flipping through the channels and come across a game and get interested in following Rugby Union. Super Rugby is best suited because the season runs during the American Football off-season when you can develop an audience of people who are hungry for tackle-football during our spring and summer months.
p.Tah
Guest
You've summarized the crux of all pro sport in the States... Perhaps SANZAR should work with them...
Working Class Rugger
Guest
While I'd like to see a North American conference enter Super Rugby, in the short to medium term they really need to look to sort out the Rugby Super League. They currently have 11 teams with the introduction of the Utah Warriors (who have started very strongly with two very solid, impressive wins) but have publicly stated their desire to see numbers once again rise to as many as 20 teams covering a 10 game regular season. It can be done. Off the top of my head I can name five strong and likely candidates. Glendale Raptors - Arguably the most professionally run Rugby Union club in the USA. They have their own world class facility complete with spectator friendly seating, jumbotron,gym , clubhouse and function centre. Kansa City Blues - Have recently aligned with Sporting Kansas City (MLS franchise). On the surface it has been muted as just a ground share agreement but from those in the know it potentially comes with financial backing that could see them easily compete in the Super League Atlanta Renegades - They are definitely aiming at the Super League. Recently signed a 10 year ground share arrangement with the local pro soccer team. Currently have access to a 5,000 seater stadium but will gain access to the main stadium as of next season. Adding to that alongside the new facility they are having two artificial turf Rugby pitches installed with work commencing just this weekend. Add to that the hard work and rewards be achieved in attracting sponsorship and its only a matter of time. This is directly from one of the major figures in the club. Santa Monica and Old Mission Beach Athletic Club - Old RSL stalwarts who left due to finance issues but are making noises of a swift return. That's 16 teams in the near future. Would be good to see the four Canadian CRC provinces enter creating a North American Rugby Championship that I'd like renamed to the Rugby Football League.
tc
Guest
Katipo I'm not disagreeing with you on some of your points ,but I still think Sanzar is the quickest way to bring the US/Canada into pro rugby because there's one thing for sure if you introduce pro rugby to the American public it had better be the best rugby available or don't bother.
Katipo
Guest
tc, if sanzar help out what will happen? They'll add their expertise right... 1. First rule of sanzar - ignore rugby's traditions Sanzar would suggest a US Conference where all traditional rugby brands are ignored alienating the grass roots supporter. This is especially useful for making sure no new supporters will know where the teams come from. Instead of LA, New York or Denver they'll be called the cats, bulls, sharks, blues and other generic names. By the way, teams will not be teams - they'll be business units or "franchises". 2. The tournament structure will be so confusing no one will understand the format. Some teams will play each other twice and play other teams exactly no times. 3. All franchises will wear blue jerseys. US rugby does have an opportunity to become a serious competitor on rugby's international stage. It can achieve this by becoming a minor established sport in USA - they are reasonable goals. But let's hope the American's stay away from the sanzar way and work out something for themselves.