At the sharp end of last week’s thrilling Bledisloe Cup match in Dunedin, Kurtley Beale was shown the door to the try-line by replacement All Black prop Ofa Tu’ungafasi, and duly sliced through between him and Sam Whitelock to score under the posts.
The try capped an outstanding match from Beale, where he not only built on the attacking threat shown in Sydney, but dominated the midfield battle with Sonny Bill Williams in what was the most assertive defensive performance in his career.
At 29-28 up with less than three minutes to play, Wallabies fans (and the Fox Sports rugby panel) dared to dream, even as the All Blacks re-gathered possession from the kick-off and mounted a last-gasp attack.
With the ball swung to the right it was Beale, in what was a solid and straight defensive line, who made a snap decision to turn in away from his man to make a spot tackle on Scott Barrett; one which might have killed the attack stone dead.
Barrett, however, has some of the softest and fastest hands in the business, and in the blink of an eye he shifted the ball on to Keiran Read, who strode through the space Beale had vacated. Two killer passes later and the Bledisloe Cup was once again lost for the Wallabies.
To pin the loss on this one poor read by Beale would be unfair and ignore other key moments that occurred during the game. But in turning in an instant, from hero to zero, there was no denying Beale’s influence on the Test match.
There is another reason why Beale is now the most important player in Australian – and New Zealand – rugby.
Entering its second generation since becoming professional, rugby is evolving in a way that concentrates elite-level activity in geographic areas where commercial opportunity and financial return is maximized. There is nothing surprising in this, the template has already been established by other professional sports, notably football, where global talent is mostly found in the richest leagues of England, Spain and Germany.
In recent years, rugby has experienced an increasing rate of ‘player drain’ from all of the southern hemisphere rugby nations to the leagues of the northern hemisphere; some to the Pro 12, but mostly to the English Premiership and French Top 14 and its lower divisions.
The 2016 New Zealand Rugby Almanac lists 354 players registered with overseas clubs. At the beginning of this year, the number of South Africans playing overseas also exceeded 350, including an astonishing 65 Springboks. For Australia, the number is said to be over 200.
Kurtley Beale was one of those players, having signed for Wasps and playing during the 2016-17 season after recovering from a knee injury sustained during 2016 Super Rugby.
(Photo by Mark Nolan/Getty Images)
But what makes Beale so important is what has happened since; the rare instance of a top-flight player swimming against the tide, returning to Australian rugby instead of deserting it.
Beale’s impact on the Wallabies in two matches has been immediate and obvious. He has his detractors, but the decline of the Wallabies since their second placing at the 2015 World Cup is testimony to a lack of elite player depth and the absence of experienced Test players like Beale.
With the NRC still at fledgeling status, the lack of an established domestic professional competition has led to an over-dependence on Super Rugby, and a situation where too many Australian players are exposed to top level rugby before they are truly ready – filling gaps in rosters opened up when more experienced and talented players moving overseas.
In a crude sense, Beale now playing in Australia means that an inferior player isn’t filling his slot for the Wallabies, and similarly, for the Waratahs in next season’s Super Rugby.
If that’s bad luck for Karmichael Hunt, Kyle Godwin, Billy Meakes, Irae Simone, David Horwitz, Bryce Hegarty or any youngster on the way up, that’s exactly the point – if Australian rugby wants to be winning Test and Super Rugby matches against New Zealand sides then it must have its best players on the park.
The appalling record of Australian Super Rugby sides over the past two seasons is cause for angst and anger in Australian rugby circles, with fans quick to single out player attitudes, coaching inadequacies and administrative incompetence as reasons.
But the real villain is the almighty dollar, with players lured away from Australia by the opportunity to earn substantial sums, and set themselves and their families up for a better future, post-retirement.
There are examples at every turn. When I visited the Clermont-Auvergne club earlier this year, John Ulugia and Sitaleki Timani were in the house, enjoying a weights session. They went on to play important roles in Clermont winning this year’s Top 14 and finishing runner-up in the European championship.
(Photo: Paul Barkley/LookPro)
How much stronger would the Waratahs have been this year with their presence – noting Timani’s 53 Super Rugby appearances and 18 caps for the Wallabies?
The Wallabies’ best forward last week was flanker Sean McMahon; the same McMahon who is now leaving Australian rugby to play in Japan. Fans might argue the toss about his lack of height or where he sits alongside Michael Hooper and David Pocock, but surely nobody is suggesting that the Rebels and the Wallabies aren’t significantly weakened by his departure?
With experienced Test player Scott Fardy signing with Leinster, new Wallabies blindside flanker Ned Hanigan has not only been exposed to Test rugby with too few miles under his belt, but who now is the experienced mentor in the squad to tutor him in the dark arts of Test rugby?
With the Australian Rugby Union’s balance sheet resembling that of the Greek government, dark clouds potentially looming in the form of a costly civil war with Western Australia, and uncertainty around the value of future broadcasting rights, there is no prospect of Australia stemming the flow of players north through financial means alone.
But what the return of Beale, and also that of halfback Will Genia, shows, is that in certain circumstances, it is possible to judiciously target key players and convince them to return to play in Australia. In Beale’s case, Wallabies coach Michael Cheika was an important influence; for Genia, club rugby in Paris being on the cusp of implosion was timely.
Note how Genia was another major contributor last week. What is critical is not just that these players return home, but that they deliver, and leverage their individual performance into improved outcomes for the Wallabies. This will help show other players overseas what they are missing out on.
While English and French clubs would have it otherwise, Test rugby retains primacy as the ultimate form of the game. If the financial disparity between offers from the northern hemisphere clubs and the ARU can be bridged via intangibles like playing Test rugby for a happy, successful Wallabies (with the prospect of a realistic tilt at the World Cup thrown in), and for Super Rugby franchises that actually win, then perhaps the player drain may be slowed.
In this respect, the ARU’s policy to select the Wallabies from domestic rugby only (‘Giteau’s Law’ exemptions excepted) is the correct one and must be retained for as long as possible.
The alternative is a continuation of the current situation where, even if the rate of players heading north slows, the quality of player targeted will increase. And without New Zealand’s conveyor belt of fresh talent to call upon, the only possible outcome will be more Wallabies and Super Rugby mediocrity.
Why then is Kurtley Beale important for New Zealand rugby? New Zealand has been considerably more successful than Australia in furnishing revenue streams through global sponsorship deals, but its main revenue source remains the value of SANZAAR’s broadcasting rights.
With South Africa now casting an eye northwards, an uncompetitive Australia serves to diminish the value of Super Rugby and the Rugby Championship to broadcasters. Without sufficient revenue accruing from these broadcast rights, New Zealand and Australian rugby, if they don’t go broke first, will eventually cede control of all of their best players to the richer clubs, who don’t have the responsibility and costs associated with administering all of rugby.
New Zealand rugby has recently entered into a new commercial arrangement with Amazon that, in the short term, will see production of an eight-part documentary to enhance the global presence and commercial value of the All Blacks’ brand.
(Photo by Matt King/Getty Images)
More crucially, it is Amazon’s entry into the broadcasting rights space that will provide competitive tension and underpin the next round of negotiations for SANZAAR’s rugby offerings, which are likely to begin next year. The permutations around a non-traditional, non-TV player obtaining rugby rights is a topic for another day; suffice to say that, whatever potential problems arise, these will be more than offset by the financial injection for both unions.
But even if New Zealand is able to engineer an outcome where they can pay more of their best players salaries to match the north, they still need to have someone competitive to play against.
Last week’s Bledisloe Cup match showed how the spark, tension and theatre that has been missing from trans-Tasman rugby can easily be regained when the skill level is high, the contest is willing and genuinely competitive, and the result is in doubt until the final minute.
It is now up to Beale and the rest of the Wallabies to ensure that this performance is not an outlier, but is the basis on which Australian rugby can begin to restore respect and pride.
If this triggers the return of other experienced players who want a piece of the action, Beale will have done a fine job for both Australian and New Zealand rugby.
D.Nutz
Guest
I don't know when or if ever, the All Blacks have lost a key player they wanted to NH big$. A lot of fringe players, that were 3+ strings in their positions, or older on the way out, go and get cashed up. But the lure of a Black jersey is priceless. I don't see them leaving unless they change the rules like SA and Aus
The Neutral View From Sweden
Roar Guru
So the Lions won the series in NZ?. You prove my point of you being a lazy reader right away. Where did I say BIL won the series in my reply to you?
Muzzo
Guest
Talk about the pot calling the kettle black, with your insults & assumptions!! So the Lions won the series in NZ?. FFS, they only drew the test series, and had an overall 50% success rate, including a 50% success rate over the franchises, who were all under strength, due to their top players being committed to AB duties. If you think that Lions tour was a success then you are badly mistaken as the best of the B&IL teams ever to visit Aotearoa was the 1971 team, but then I take it, you were only a twinkle in your old mans eyes!! In my opinion, the best team I've seen visit the Dominion, was without doubt the 1956 Springbok team who was managed by the great Danie Craven. As I suggested, you should visit Aotearoa, for a few weeks, during the the ITM, season, then you just might have a far better understanding of the way the game is run there. Like you saying that the NZ Herald is the rugby outlet of NZ, is completely wrong. We do have other well known news outlets, believe it or not!!
The Neutral View From Sweden
Roar Guru
I don't think too many travel home with an AB's jersey, but many probably know about the AB's after a visit to NZ. Enjoy your evening also.
stagman
Guest
Like Folau, Beale is another overrated fair weather player.
Bluesfan
Guest
Hi, You are correct - in that not many tourist come down to NZ because of the AB's - but how many travel back with the necessary black jumper with a silver fern? The amount of selling of AB's to foreigners whilst in NZ is amusing but it's also good because as you state NZ rugby has somehow melded Rugby/Maori culture into the NZ rugby identity. Let's just agree to disagree on all other points and have a good evening!
Jacko
Guest
Almost pregnant???? But definately been FFFFFd
cuw
Guest
on the subject of TV rights: news is in that Board of Control for Cricket India (BCCI) has awarded STAR INDIA the worldwide broadcasting rights for IPL cricket for 2018 - 2022. contract value is US$ 2.550 BILLION ( US$ 510 Million per year)
Geoff Parkes
Expert
@ waxhead. Has totally missed the point of the article... Sorry if I didn't make it clear enough... it's about reversing player drain to the NH.
The Neutral View From Sweden
Roar Guru
I am very well aware of the connection between Maori culture and the AB's. As a matter of fact, I think the AB's is a glorious example how it is possible to integrate two different cultures and heritages with each other. The AB's and rugby, in general, have built bridges to counter racism like nothing else in NZ. I have massive respect for this and applaud NZR for their work. Just brilliant, even from an international perspective. The rest of the world should take notice and learn from it, but sadly they don't, hence they don't even know about it. But the numbers are numbers, there are hardly any foreign tourists that travel to see the AB's in NZ. In so many words, the AB's brand brings no tourists to NZ. The only rugby brand that brings tourists to NZ is the B&I Lions every twelfth year. And about the AB's pulling power outside traditional rugby markets, those Bledisloe Test that was played in Tokyo and Hong Kong were far from sellouts. I am not questioning that the AB 's indeed has some pulling power on "neutral" markets, but it is not as big as some seem to believe. Air NZ want to profile themselves as NZ company as most of their customers are from NZ. That is why it is a smart move for them partner with NZR. But from an international perspective, it means very very little. I can speak from my own experience here, being in love with the game and have been following the AB's since the mid-90's. From the start, I was super-fascinated by the Haka and legacy of the AB's. It is a beautiful and special thing on so many levels. But the thing is, I am very alone in feeling this and knowing about this. Most people outside NZ does not have a clue. Among my Swedish friends, the ones who are really into sports knows - sort of - that rugby is popular in NZ and that they do this weird dance before the games. But that is it. And the only chance ever for them to watch a game with the AB's on TV would be if I convinced them to join me, otherwise, they thought would not even cross their minds. My friends who have a more normal relationship to sport, they simply don't know about rugby at all, except it is that sport you are not allowed to pass forward. And from experience living in SE Asia the last six years, the knowledge about the AB's is ever smaller. People in Singapore, Malaysia, and Thailand simply don't know about the AB's. They hardly know about rugby, so it is no surprise really. The brutal truth is that more people outside NZ have seen the All Whites in the Fifa World Cup, then the AB's (including Rugby World Cups).
cuw
Guest
" What we do know is that Kolpak agreements in the UK will end (to the life of me I don’t know SA are still included in that agreement). " this is becoz Kolpack case was about person from a country that has a trading agreement with EU. saffas are one of 70 odd countries that have signed a trading agreement with EU. Kolpack was actually a handball player in Germany as far as i recall. he was from Czechoslovakia , a country that had signed a trading agreement with Eu , which made him a "national" :) footy in EU region is basically depending on the Bosman rule. theoretically when UK goes out they will not be able to use this rule ( as it a EU court rule for the land within the union.). Bosman case is about movement within Eu as one place without borders.
Bluesfan
Guest
First of all let me reply to Fionn: In regards Rugby - All I can say is that when I visited Paris on a business trip - I was gobsmacked at the amount of advertising around Rugby and in particular NZ Rugby - it was surprising to find in the business class lounge at De Gaulle airport magazines with articles around NZ Rugby and then wandering the streets of Paris to find a shop front draped with AB Jersey display - don't know why, but the French love the AB and it's association with Maori/Warrior culture. To Neutral 1. Yes - you are right around the Irish fans - but the previous year, the AB's sold out the stadium playing the American team. 2. In regards the Tourism side - I think you are forgetting just how much the AB brand is tied to the Haka/Maori Culture - which is a major selling points - there's a reason that Air NZ is a major sponsor of the AB's. Let me give you an example of how tied into the culture Rugby/Maori is associated with each other. Whilst working in Sydney a number of years ago, I had an expat working from Germany working with us - now he was a rabid Football fan - but he visited NZ for a weekend, didn't go to a rugby game - but came back draped in an AB Jersey and attempting to show me how to do a Haka - he brought into so much he got a Maori Tattoo on his shoulder. So brand NZ & the AB's are tied in very closely together - as an example think about the AB Haka - and how that is associated not only with the AB's but with NZ.
cuw
Guest
@ Rugby Tragic said " It is reported that the 2 sponsorship’s of Adidas ($10 mill x 5) and AIG ($15 mill x 5) is worth $125 million over 5 years (in NZ Rugby World by memory). In addition, Tudor has come on board for an undisclosed sum. This is more than loose change. " tnkx for this one , coz i always wondered exactly how much does NZ get from the sponsors. when it comes to rugger , NZ peeps do not want to accept they are just a small fish in the big pond of games and sports. hence the chest beating and all that , but the fact is despite being the undisputed champ of rugby union, NZ team gets peanuts from sponsors. for eg. how many know that NEW BALANCE pay US$ 40 mio per year to LIVERPOOL as the main kit sponsor ?? also this season onwards WESTERN UNION will be their "sleeve sponsor" for USD 6.5mio per year. Liverpool's main sponsor is Standard |Chartered Bank for another US$ 40 mio per year. add to that their sponsorship deal for training kits with online betting company BET VICTOR , the figure that is undisclosed. basically Liverpool get around US$ 100 mio per year in sponsorship. and this is no where in the monies the bigger clubs in England like Manchester United , Manchester City , Chelsea , .... get :) it will be interesting to see how much other teams get as sponsorship money. for eg. Indian cricket team gets US$ 35 mio per year from phone maker OPPO. their kist was sponsored by NIKE for US$ 12.5 mio per year. i think for the abilities of NZ rugger team , and given their dominance in the game , they get a very bad sponsorship deal. i also think this amount reflects the game being a small fish in the big pond. irrespective of what peeps like to think All Blacks are known only by those who follow the game - which is a minority in the whole world. at the end of the day footy remains the world's game. cricket comes next becoz of the population in India .
The Neutral View From Sweden
Roar Guru
First of all, I like to thank you for actually discussing and present counter arguments. Unfournatly that is not always the case when someone is questioning something regarding NZ rugby. 1. AB’s unlike a lot of other rugby teams are able to obtain global Sponsorship (AIG, Adidas, Tudor) deals. Adidas is sponsoring teams in all sports, at all levels, all around the world. The money Adidas spends on sponsorship deals with various soccer clubs and national teams around the world is huge (hundreds of millions), They are also heavily involved in US pro sports which are not exactly cheap, so I hope you understand in what league the AB's are playing. Adidas has sponsored several other rugby teams also. I actually think the sponsoring the French national team right now. Who do you think Adidas are paying the most, NZR or FFR? The AIG deal is for ten million NZD per year. Great for a NZ team, but frankly nothing with a global perspective. And in the small rugby world, England rugby's deal with O2, is bigger. The deal with Tudor is impressive on paper, but money wise, it is not even close to AIG and Adidas. 2. Have the ability to sell out stadiums in counties generally not associated with Rugby – America e.g. Last years test with Ireland. Would note that both times in recent history that the AB’s have played in the US they have sold out the stadium – unlike the Wallaby games etc and that’s purely down to the AB reputation/brand. That game in Chicago was filled up by Irish fans, make no mistake about that. And you will see the power of the Irish next year in OZ when they come for a three match series, those games will most likely sell out even if the Wallabies continue to play poorly. England would most likely also sell out a three match series in OZ, something, not the AB's can these days despite 650 000 expats in country. 3. How brand AB is integrated into the greater Pure NZ Branding with Tourism NZ/Air NZ etc – Tourism is now the biggest income earner in NZ, over and above Dairy last year – all based on appealing to the Asian/European market with Pure NZ/Maori Elements. I think you are stretching it very much here. NZ as a tourist destination has very little to do with the All Blacks. Very little. The Lord of the Rings movies, spectacular nature, and down to earth people is game changers. Not the AB's. How many foreigners come to NZ to watch the AB's play? Almost none mate. Almost none... Teams like Barcelona and Man United have about 20 000 foreigners at every home game (minimum 25 games a year). And I keep on saying Amazon is making a documentary about them so they have some good content for the NZ market, and maybe as filler content for other countries with a "rugby market". And I hope you are aware of what kind of viewing numbers documentaries usually get, it is not exactly blockbusters...
Fionn
Guest
Let's be honest though, Rugby (while booming in the UK) is not a huge sport in the same way that soccer is a huge sport, and its appeal in France is basically limited to the geographical south of the country. People don't visit New Zealand because of the All Blacks. Most of my European mates didn't even know who they were, and this includes even many of my French mates. When most foreigners (especially Europeans) think of New Zealand they think of Lord of the Rings, not of the All Blacks. Large soccer teams + guys individuals like Federer, Nadal, and, I would posit, even Djokovic have a much stronger global appeal. At the end of the day rugby is still a fairly minor sport internationally, as much as it is booming in Britain, Ireland and the south of France.
Bluesfan
Guest
I get that most Kiwis are very proud of the All Blacks and a very successful and special rugby tradition. But the way some Kiwis is blowing up the importance, the value, and the global appeal for the All Blacks is just ridiculous. You are correct to a degree and I get that after living the last 20 something years out of NZ - but I would note the following around global appeal for the AB's: 1. AB's unlike a lot of other rugby teams are able to obtain global Sponsorship (AIG, Adidas, Tudor) deals. 2. Have the ability to sell out stadiums in counties generally not associated with Rugby - America e.g. Last years test with Ireland. Would note that both times in recent history that the AB's have played in the US they have sold out the stadium - unlike the Wallaby games etc and that's purely down to the AB reputation/brand. 2. AB's are a brand in both UK and France - that's two markets with a combined population of 100 Million, with Rugby appealing to the higher income brackets. I know in particular how big the AB brand is for the French after working at French Investment Banks and their interest into the culture of the AB's - Haka etc. 3. How brand AB is integrated into the greater Pure NZ Branding with Tourism NZ/Air NZ etc - Tourism is now the biggest income earner in NZ, over and above Dairy last year - all based around appealing to the Asian/European market with Pure NZ/Maori Elements. So whilst you are correct that the AB Brand is nowhere at the level of a Man U/Barcelona - they are getting more and more recognition e.g. Amazon are doing a documentary series on them. Personally I think the brand can only get bigger and bigger - not only because they are a extremely successful sports team but they then are able (to foreign eyes) align the All Blacks with the greater Maori Warrior Culture and that is a key point of difference to the likes of a Man U.
RobC
Roar Guru
Too true GP. I would suggest that grassroots were healthier before the 90s. When administrators had things like an up to date coaching manual and coaching panel etc
RobC
Roar Guru
Yep. It does seem like the Aussie Rugby fans are frisky. I suppose peep are accustomed to competitive matches from the golden era As opposed to loving the game no matter what
taylorman
Roar Guru
I ALMOST took the bait. Does that count?
The Neutral View From Sweden
Roar Guru
Unless it’s part of a global strategy about filling out a Global Sports offering, I don’t see the how/why NZ at the bottom of the world, would be able to attract a large investment from Amazon. We don't know how much money Amazon is thinking about spending here. We don't even know if they will spend any money at all, except on a documentary. And let us not forget, SKY NZ will not give up easily, they will not bend over just because Amazon start bidding. This "global" talk is 100 percent speculation, and I guess wishful thinking. And I repeat myself here, what does NZR have to sell to Amazon that they could use on the global market? If someone can answer that question, I might jump on the hype train, but even you admit that you can't really think of anything. Yet you insist there must the "something". All we know that is NZ Herald (the "official newspaper" of NZR) has said that Amazon is looking at bidding on NZ rugby. That could just as well be a planted "rumor" from NZR to scare SKY NZ, so they up their bid more. One of the oldest tactics in the book to use for someone selling something (ask any person working with real estate). I get that most Kiwis are very proud of the All Blacks and a very successful and special rugby tradition. But the way some Kiwis is blowing up the importance, the value, and the global appeal for the All Blacks is just ridiculous.