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According to Wikipedia, franchising is the practice of using another firm’s successful business model. The franchisor’s success is the success of the franchisees.
A franchise is merely a temporary business investment, involving renting or leasing an opportunity, not buying a business for the purpose of ownership. It is classified as a wasting asset due to the finite term of the license.
In Fearless Predictions prior to the Super Rugby competition, I thought the Brumbies would run last in the Australian conference. That was on the assumption that their famous five – Alexander, Moore, Elsom , Giteau and Ashley -Cooper – would be fit and able.
I had some reservations about Andy Friend’s coaching or more his ability to extract the best from his star players in particular, even though he is extremely knowledgeable and a gentlemen, but that does not always ensure success, particularly when operating in this egotistical environment.
So how did I come to this outrageous conclusion about the Brumbies? Simple. Gut feeling, instinct and sense of smell. The Brumbies have been on the nose for some years now, well before Friend was appointed coach. The franchise, but not their suffering loyal supporters, appear to be living in a time warp.
A successful model set up by Rod Macqueen is now obsolete. Macqueen has long gone, building a different model with new values, one to suit the Melbourne environment.
The Brumbies are still working on the insular, fortress mentality. This originates from the time when success came on the back of a few once in a generation (may be a life-time) brilliant local players, and the “John West rejects” from NSW, who were astutely picked up by Macqueen, and built upon by his protégé Eddie Jones. It was a time when Australia had only three teams and the tournament was a Super 12 format. The Brumbies seem to think that by continuing with this approach that success will automatically follow.
When questioned about the sacking of Andy Friend on Fox Sports ‘Rugby Club’ some weeks ago former Brumby playmaker, turned commentator, turned Player Association Guru, Rod Kafer justified the decision. He based this on the grounds that the players conducted a similar mutiny years ago when they ostrascized coach David Nucifora and won the Super Rugby competition without him.
He added that the players and ex-players are justified in assuming control of the place because the Brumbies are Australia’s most successful club. There was some tongue in cheek but the most concerning thing about all this, is that Kafe is probably the most astute commentator in the code and well across the situation in Brumby-land.
The crowds at Brumbies matches this year are at record lows, the fan base is diminishing and who could blame them, they are totally disillusioned. The club has more coaches than Wells Fargo, most of whom appear to be retired players who refuse to get a day job – even the Jake White assistants are the same.
On the paddock the players are all out of position, in the backline they have numerous positions, and poor old Matt Giteau runs around like a headless chook desperately trying to activate something positive from his team mates. The loss of Ashley-Cooper is probably the last straw. South African Jake White has been appointed coach for next season and the franchise will take at least his contracted four years to recover, if at all, and at what price to Australian rugby.
The country does not need another struggling franchise playing in empty stadiums, whilst trying to develop the Melbourne and the Perth teams. The situation at the Brumbies appears terminal.
The five teams in Australia rugby have to be commercially viable. Is the Canberra location still a viable proposition? The brand is tired. Has the product has gone beyond its use by date? Maybe it’s time to move the Brumbies from Canberra. Get rid of the baggage.
What did you say? Move them, I hear you ask.
Well, the Cheetahs are from where? And who cares? The Lions, the Hurricanes, the Force, most people have some idea of the country from where these teams originate, but that’s all. The only franchise that insists on location naming rights is the Melbourne Rebels, which came about as part of the deal for the partially privately owned franchise. The Rebels rugby would become the only Melbourne sporting team to carry the name of that city into the international arena.
So, where to for the Brumbies?
Into a ready made growth market. That way Brumbies can have the choice of playing in more stadiums than Bon Jovi until they settle for one or more home grounds. They can represent two to three million people; have the availability of good corporate support and some big sponsorship dollars.
They need ready made appreciative market, membership, and a fan base presently disengaged, begging for a winner. Oh yeah, and not be forgotten, hundreds and hundreds of schools, private and public and a whole bunch of kids looking to play rugby.
Welcome to the West Sydney Brumbies!
A survey conducted by the Waratahs some years ago resulted in the findings that a large percentage of fans were travelling in from Sydney’s west to attend Waratahs matches at the Sydney Football Stadium.
The AFL is spending $200 million on introducing a code of football to Sydney’s west that few people know or care about. Yet, they have employed rugby league star Israel Folau, because he is a high profile league player and because of his Pacific Island background.
The perception from the NRL propaganda machine is that this is rugby league heartland. In fact, crowd attendances for NRL games in Sydney’s west have not grown for years. The AFL does not seem intimidated.
Move the Brumbies franchise to Sydney’s west, achieve a better result than the AFL immediately, and it will not cost a bean. The US NFL move teams to bigger markets,and new locations quite often.
In the 58th minute of the previous match between Brumbies and the Force, the Brumbies third ranked hooker Hegahty was replaced by another rookie from the Brumbies Academy. He has a name which conjured up images of someone you thought should be draped in the Stars and Stripes of the American flag.
Fox Sports commentator Greg Clarke gave a brief dossier on the young player. He rightfully pointed out that it was a proud moment for him and also for his Sydney Premiership Club, Penrith, located in Sydney’s west. For the talented Elvis Levi, he became the first player from the struggling Penrith Emus to be capped in Super Rugby since Waratah second rower Peter Beseling back in 1999. Another Emu yet to be capped, but contracted to the Brumbies is flanker Liam Winton. There will be plenty more of these guys, and they could be playing for the Brumbies.
So, should the Brumbies be in Sydney or Canberra?
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.