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?
jamesb
Guest
Why is it that whenever a team struggles of any code, its time for relocation? I'm sure the brumbies will come good. To say they have underachieved is an understatement. I hope Jake white restores some discipline and creditibilty to the brumbies. It would be nice to see the brumbies return to the glory days when they won 2 super rugby titles. "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" well the other week the dragons played the bulldogs at ANZ stadium where 34000 people turned up. I remember 10 years ago, same venue those 2 teams would had attracted 10 or 15000 fans. Actually the last couple of years there have been regular crowds of 30000 plus at homebush when teams like Bulldogs, dragons, parra, tigers and souths are involved. But what the author forgets to mention also is most grounds in sydney hold capacity of just 20,000. The postive for the nrl is memberships have grown in the last 2 or 3 years to around 170,000 ( last checked a month ago). Sure its not as high as the AFLs, but theres a good chance it would reach 200, 000 next year. Nothing to be sneezed at. Of course people interstate, to be alerted that showgrounds, which will be GWS home ground is next door to ANZ. I wouldn't say Homebush is exactly sydneys west.
Bakkies
Guest
The NSWRU were on the right path when they accepted Canberra, Newcastle and Penrith in to the competition which would gave it a more broader appeal and a Wollongong club could have joined in the future but they took several steps backwards by axing Canberra and Newcastle. Canberra were too good for the Brisbane comp and they got axed too. The Vikings had the personnel to win the ARC but something wasn't right there and they didn't perform.
Ray
Guest
To suggest the Brumbies relocate to Western Sydney is absurd. Canberra has a strong rugby culture and despite the fact that they are going through a lean period, it is not any justification for relocation. As a Waratah's supporter, I can't see an acceptance from Western Sydney of a transplanted team from Canberra representing their region. The Sydney Rugby Union Shute Shield competition already has an uphill battle in making it's mark in Western Sydney with the Parramatta and Penrith clubs, and it is unlikely that an outside influence from Canberra would make any difference. Whilst the Australian Conference of the Super Rugby Competition is currently based on a State and Territory Provincial competition, the NSW Rugby Union must make a genuine attempt to shed it's Eastern Sydney and North Shore roots and encompass a Greater Sydney and Regional NSW representation. The alternative is to split the NSW representation between Sydney City (Eastern), Western Sydney (Rams) and NSW Country (Cockatoos).
Bakkies
Guest
Concord is more west than Moore Park and West Harbour play there.
jeremy
Guest
Excellent idea Damo, In Canberra the Raiders and the Brumbies could share facilities, sponsors, administration, and play double headers on Sunday afternoons.
Damo
Guest
Concord is not west Penrith is west.
Damo
Guest
Wits, your agreement re parra and panthers stadiums opens up another piece of the puzzle. News reports yesterday have it that Sonny Bill may stay in NZ. Possible conditions to such a contract are - freedom to box AND play some LEAGUE! This is an interesting development. If the two codes can share stadiums and players then a whole new marketing and recruitment opportunity opens up in Australia. We could end up watching current league players in the 15 man code. In France league is called rugby 13. there could even come a time when a day at the footy in the eastern states includes a game of rugby 7's, 13's and 15's. I have thought for a while that rather than attempt the futile and unjust dominance of league the ARU should be in dialogue with league to form a market trading block against the likes of afl and soccer. Sharing of facilities, stadiums, marketing and players would bring the codes and people together in this country AND save money!! We may even end up with many a rugby tragic's dream - a Wallaby team with the best talent from both codes to choose from.
Bakkies
Guest
Daft idea. I suppose after the years of putting up with suggestions and rumours of us moving to Melbourne it wouldn't take long for this to be suggested. The problem with the Tahs is that they are expected to sign long term arrangements with ANZ Stadium and the SFS. The only real alternative is to turn Concord Oval in to a modern rugby stadium the problem would be space, residents and local councils. Money also. What are the ticket prices for the Tahs matches at ANZ? really they should be selling the cheap ones at $5, let rugby community kids in free. Stade Francais coined the brilliant idea for their matches at Stade de France and other clubs are following by selling their cheapest tickets at 5 euro. The Tahs really should be getting 50,000 to those games not 30,000
Elisha Pearce
Expert
In all honesty a few mates of mine have considered driving to watch the brumbies. It seems the consensus is that we need to wait for the West Sydney Rams then? I think we should get red bull on board. They'd set us up well!
Elisha Pearce
Expert
Thank you for considering the wider implications of the article. We at rugbywits are obviously not in a position to make this decision. But we do believe things need to change. 1 game at parra park and 1 game at penrith stadium would be well attended if advertised well and priced reasonably. I don't think they have to move their reds or brumbies games there. However a blues, force, stormers type game could go close to selling out those venues. And, who knows? The players may actually enjoy playing in a passionate full suburban ground!
Dan
Guest
The Tahs really do need to start advertising themselves as being more representative of NSW and Sydney than just the East. I live in the East, but it's true that the SFS is just too far away and hard to get to for most people... this is in part a problem with Sydney in general. Unlike Melbourne, which has two class stadiums right next to the CBD and within walking distance of major public transport, Sydney has a good stadium that's only accessible to a few, and a poor - but large - stadium further out. I personally would love to see them build a 60k seater rectangle stadium right behind Central where all that park space is.
Fatty
Guest
Interesting discussion. As a long term Brumbies fan, who can't see himself doing the 5 hour return trip to Canberra again this year, moving the Brumbies to western Sydney would be a disaster at the local level for most of southern NSW for grass roots rugby, as the Brumbies run us. To be honest, they do a good job locally - local comp pretty strong, junior numbers increasing. I understand they are well accepted on the south coast region too. Current management problem is at Board/CEO level and needs to be addressed there...as strongly suggested by Rea last week. That spray was not simply aimed at players. Having said that, have to disagree with Kafe, whom I saw make his comments...I don't think player power has worked. He can argue it worked in 2004...problem is, it was the precipitant for a slow decline. 2011 was just the final drop to the rocks at the bottom - unfortunately, fairly dramatically and painfully for some. If there is an issue in attracting the people from western Sydney, surely that is a Tah's/NSWRU issue, not a reason to move the Brumbies. If Tah's don't want that fan base...it's now only 2 and bit hours from western Sydney to Canberra stadium...about what I drive when I go....and if you want tribal, of all the Aussie sides, Brumbies fans do tribal the best!
Damo
Guest
ANZ stadium is irrelevant to the discussion. A rugby team based in western Sydney does not need anz. Whoever said it did?
Damo
Guest
By the way mr wits - this is a very interesting and thought provoking article that I hope gets a wider readership. I don't agree with the suggestion to take the Brumbies to Sydney because I believe the losses would cancel the gains but your case is well argued. I am also grateful for your attention to the massive player and fan catchment that awaits a team in Sydney. At the moment the team from NSW are just holed up in a bunker on the eastern edge of it. The rest of the city and the state is open pickings for any team- be it rugby, afl, nrl ,soccer or tiddlywinks.
Damo
Guest
Dan ,great idea re spreading of games around Sydney. But I believe that Tahs need to break with the old clubs close to East Sydney. At the moment Moore Park is the perfect location for polite, well behaved rugger types who don't yell at a game. A Rugby team needs a vocal tribe. Or tribes. Brumbies have that already. There is already a history of bloody victory in Canberra. The fans will return to the hallowed ground. The Tahs have a stadium with a quality rugby product (and horrible beer). They need to connect a vocal fan base with a passionate player culture. These two combine to make a team culture. Unlike the Brumbies the Tahs have never had a victorious team culture in the Super era. So the SFS ground away from most of the city's and state's population is a super quest graveyard to this point. Tahs need their stockade, their Beersheba - not another Gallipolli. And SFS looks like a lost battleground to me.
Damo
Guest
Spook you are getting close to the truth my friend
Damo
Guest
Yes King, there is a team, currently holed up in Moore Park, that is in need of a fan and player catchment simiar to the one beautifully described in the article. But for some unwise contracts and cultural allegiances the Tahs could go west to Parra, lidcombe or Penrith tomorrow and start rebuilding.
The Cattery
Roar Guru
I'm not sure if anyone has picked this up yet, but when the author writes: "... the players conducted a similar mutiny years ago when they ostrascized coach David Nucifora and won the Super Rugby competition without him. " that doesn't accord with my memory. Nucifora coached from 2002 to 2004. He was told his contract would not be renewed at the end of the season early in 2004, but he stayed on as coach for the remainder of 2004, and the Brumbies finished first and won the final. I guess we can debate what influence Nucifora had on the playing group for the remainder of the season, but Nucifora was officially the coach when the Brumbies won the comp (Nucifora was sacked after 3 seasons with one championship win, one runner-up and a win-loss record of 24-14). The Brumbies have never recovered and I think they have not made the finals again since Nucifora's sacking. While not exactly the same scenario, if Mick Malthouse takes the pies to a consecutive premiership, and then hands the reins over to Buckley, Malthouse will join Nucifora in very elite company of losing their job as reigning top coach.
Sherrin-Burley-Faulkner
Guest
I dont think Canberra is a rugby town at all, the private Catholic boys schools are quite strong, but it falls completely away after that. Canberra is split between RL and RU, with Australian football 3rd, it also has the highest % rate of kids playing soccer in the country.
Bale3
Guest
Agree, Canberra is a rugby town and if ANZ stad cant get decent crowds for their NSW side why would they get more for a former 'enemy' side like the Brumbies. This article is ridiculous and Rebels should be moving before anyone...