Are Australian rugby's administrators courageous enough?

By Midfielder / Roar Guru

I’m a football fan with a soft spot for rugby via the Woodies, as I used to live near TG Millner Field.

Geoff Parkes’ recent article about what’s wrong with rugby got me thinking about rugby’s systems and structures.

Rugby is a game that takes an enormous amount of courage to play, especially in the forwards and the front row, folk have a special kind of courage, and hooker – wow, what can you say?

Rugby is also a very tactical game with many different plays, and even within a game, the pattern of play can vary depending on if you are winning or losing and the margin involved.

The courage to take the ball into a ruck and know you are at the bottom with the ruck above you – with feet, shoulders, legs and arms all around you is not for most.

Rugby administrators and writers laud the courage of players, teams, the spirit within the team etc.

But do those who run rugby, even former players, have similar courage to the players and the game they have stewardship over? Specifically, Australian administrators.

Part of the answer pertaining to RA admins, is who they try to please, who they dip their cap to.

RA’s focus of reporting is to their various stakeholders and related groups.

What’s interesting to me is many of the stakeholders RA need to bend the knee to have different desired outcomes. Further, the fan, the pleb, who goes to matches and watches on screens is not a stakeholder. The fan is more often an afterthought.

(Photo by Kelly Defina/Getty Images)

The structure RA have means decision-making is meant to please other stakeholders’ groups.

It’s difficult to think of any successful sport or code that does not put the fan of the code as its primary focus.

The accepted way the world does put the fan first is via domestic competitions. Followed by, if the code is big enough, Champions League-type international tournaments after the conclusion of the domestic season.

It’s the obvious way for rugby to move forward and expand in Australia.

Yet in Australia, RA kicked out the Western Force, then had to let them back in recently. Recently, I believe Penrith has been kicked out. Inspired by a callous rugby fan post, I read How to Shrink to Greatness.

The pressure on RA from its various stakeholders is, I assume, intense.

But for rugby to survive in Australia it needs to become fan-focused, or in business terms, client/customer-focused.

To make the break and take on the stakeholders will require courage and tactical awareness.

The question is: does the RA board have the courage of its players to take the challenge on?

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The jump from what exists now and having a fully-functioning domestic competition – even if it all runs smoothly – will take at least three years.

I read somewhere that Japanese and US teams look like being invited. If true, I am gobsmacked.

I will keep an eye on rugby and hope it gets its act together, but unless structural change is made to operating systems, I fear over the next ten years rugby will experience decline, not growth.

In closing, does the RA board have the courage to challenge its stakeholders?

Time will tell.

The Crowd Says:

AUTHOR

2021-08-22T23:26:06+00:00

Midfielder

Roar Guru


Thanks.... Even more reason to be in charge of your own future

2021-08-22T21:52:08+00:00

Muglair

Roar Rookie


The real reason Bledisloe 3 was canned. Pretty big claims that the Kiwis have torpedoed the Perth game where proceeds belong to RA, so that they can negotiate more lucrative income from the game being played in Europe. Murky undertones that this is part of the ongoing PE negotiations with Silver Lake too. I started off saying I would not believe a word out of Marinos' mouth but what we are seeing today is outstanding with different stories in The Australian and the SMH both painting RA as the innocent victim. I have seen tips of icebergs before, but never one made totally of smoke. You can get away with it if you have enough mirrors.

AUTHOR

2021-08-22T21:15:32+00:00

Midfielder

Roar Guru


I can but what story

2021-08-22T13:31:12+00:00

Muglair

Roar Rookie


No, you should see the story in the Australian, can you get access?

AUTHOR

2021-08-22T13:26:26+00:00

Midfielder

Roar Guru


You got a date for the beers hopefully before 2024....

2021-08-22T06:20:36+00:00

Muglair

Roar Rookie


I was pitching for a project once and the diminutive Welshman was describing my role as being like a forward at a lineout protecting my half back (him). I landed the job anyway, even after thoughtlessly responding that some half backs are not worth protecting. Down the track I decided I had been quite insightful.

2021-08-22T06:16:06+00:00

Muglair

Roar Rookie


Sorry, I will ignore it, time I don't have. Just like these posts :laughing: What football are doing is very exciting. The reason is both sides are investing in each others' success. I can't remember the details but the structure of the deal is designed to increase the financial success of both sides. RA is so appallingly unsophisticated in its dealing with the broadcasters. They could not even come up with a tender package; 'here is some stuff we could do if you want, let us know which parts you like and how much you will pay'. That was even after paying hundreds of thousands to experts!! 'By the way we didn't include a NRC which is fundamental to future success because it is such a dud, nobody will ever watch it'. Some self serving individuals perpetuate the idea that rugby is a 'business' not a 'sport' so that we can pay millions to 3rd rate business people who can't get a job elsewhere. None of them have the requisite skills to run a coffee shop, let alone a complex beast like rugby union. I am really not in a good mood today :silly: . COVID is getting me down and I think they draw government officials from the same talent pool as sports administrators. :laughing: Lets catch up for those beers in 2024, we should be allowed out by then

2021-08-22T05:06:39+00:00

devilliers

Guest


You guys talk about rugby and courage, given what’s happening in both Aus and NZ, which could now be considered provinces of China, you have far more to be concerned about. Rugby doesn’t really matter when you live in a totalitarian dictatorship where your liberties are traded for your apparent ‘safety’

AUTHOR

2021-08-22T04:23:11+00:00

Midfielder

Roar Guru


Mug Would love to have a couple of beers, we seem to have similar through processes …. I have been very critical of RA Admins since the late 90’s in so far as they IMO totally miss-read the Australian sporting environment. Beyond this have almost totally ignored the rise in Netball, Basketball, Cricket 20 / 20, A-League,. Just to answer a couple of your questions, the A-League pre the club take over was costing between 6 to 10 to 11 million per side. Revenue from FFA was about 3.5 million per team, most teams with sponsors, FA’s 3.5 million, crowds, Merch Sales… brought in 7 to 10 million… Losses varied between 1 & 3 million per club per year. The salary cap at this point was set at just over 3.5 million with allowances for marquees to be paid outside the salary cap. Mug, you seem to be a tad like me and look across the codes to see whats working where….. We also totally agree on structure and without proper structure other changes are way less effective… and IMO without putting in place structures for todays circumstances developed for growth rugby will struggle.. You may find the following informative …. its a very very very very very long interview [46 minutes] by a UK sports media firm of Danny Townsend the MD of the new body [i.e. the clubs] who know own and run the professional Football in Australia. The first say 16 minutes is about structure and the Paramount deal… but from the 16 minute point he starts talking about the future…. Watch and enjoy if interested in such things otherwise ignore https://vimeo.com/570363834/0bc2d868b9 Regardless totally agree on the need to change structure… will be interesting to see within the rugby family in Australia the drive will be there to force change. Cheers mate

2021-08-22T02:24:31+00:00

Muglair

Roar Rookie


Back at you Midfielder, wait till you see this. Hang in there ... Understand that Midfielder, I have been saying the same thing for a long time. The similarity with soccer stops at the last chapter. The A League is now predominantly (totally?) controlled by private club owners. What are the costs of owning a football club in the A-League? If you take out some of the cross subsidisation of RA you are probably looking at $20-25m per annum for a SR club. There is a lot of upside in actually running the commercial side of a club really well, but I also do not see the depth of commercial expertise in managing sports. There is just not enough to go around. Here in Sydney alone, there are not enough quality operators at CEO level in the NRL. The amount of capital required to acquire, stabilise and grow these clubs and the relative chances of success make it unrealistic. You are talking about five Nathan Tinklers who have a passion for rugby in that region, and think they have a pot of gold. The key is in structure. We pretty much have a 19th century structure, tweaked by JON ten years ago to eliminate the influence of NSW and Qld, now leaving the RA board as a self-administering and unaccountable board with total control of the game's assets. The one smart thing Castle did, and there was only one, was insisting that she did a game wide review, visiting rugby at all levels across the country when she started. She was well received and widely praised, but neither she nor the board ever said anything about it again, let alone do anything based on what she discovered. If you need to turn any organisation around the first thing you must do is accept that you are failing, then honestly establish just what shape you are in, where you need to be, stabilise your organisation while developing a plan to grow into the organisation you want to be, implement, monitor progress, adapt etc. It will need a significant amount of capital and require new and better management. While McLennan/Clarke/Marinos have been vocal about how hopeless the previous administration was, there has been no hint of catastrophic failure, let alone any need to have a good long hard look at ourselves. A quick constitutional tinker to further reduce any accountability for the Board and management, and some PE money on any terms, are easily executed actions to restore us to glory. Wiggs certainly disagreed, he thought the place was absolutely cooked and insisted on immediate action if he was to accept the Chairman’s role. No surprise the board were unhappy, collective responsibility for an insolvent company is hardly something anyone needed to see out in the light of day. The ten captains disagreed too and offered the relatively more palatable solution of skirting an open admission of failure but implementing, and offering to assist in, a massive review of the game. These guys also ended up under a bus with the new Chairman suggesting that the Board were conducting their own review and that RA was not insolvent and able to operate in a safe harbour. As in all prior reviews the rugby public is not entitled to know if a review was carried out, or a report completed, and certainly not the contents of any report. While perfectly acceptable to operate under a safe harbour, given the impact of COVID, it is hard to believe that RA would be solvent, but for the belief that it is plausible that private equity investment is possible. I have no problem with that, but solving today’s solvency problem by selling a share of future revenues only kick passes the can down the road to future administrations. Yes, there is the Lions and RWC coming up, but they are essentially unknowns. Not doing anything today based on future ‘what ifs’ is fine for ‘fly by nights’ who move on to their next gig or disappear without explanation if the going gets tough. It is not a solution for bolted on rugby fans whose only interest is the long term health of the game. Hope you read this far, but the main point is that structure is absolutely key. The structure cannot change until you decide that the current structure is not, and never will be, working. Changing the constitution is a ‘must’, but only after you decide how rugby is to be structured and operated for success in the future. JON only tinkered while the ARU is burning, I don't think McLennan has the same latitude for inaction.

2021-08-21T03:09:36+00:00

Cheika_Mate

Roar Rookie


Yep it starts from the head.

AUTHOR

2021-08-21T01:59:19+00:00

Midfielder

Roar Guru


Muglair Stay with me on this, as the answer or main point comes towards the end, but it does need background context. Football & rugby share a lot in common in Australia, both major international sports but struggle against local Australian domestic sports. Both had similar structures, i.e in Football we have State Federations, Rugby has State Unions, both have governing bodies that ran all aspects of the game.... however implementation of governing body policy was in the hands of the states. Football when for the local domestic competition but run and controlled by first the governing body and then the state federations. The clubs had little to no say. Resulting in major decision were made to please the various stakeholders at both national and state level. Adding to this was the need within the governing body for Socceroo success... This is almost identical to Rugby. The clubs were told they were important but with little voting power came in second best. Finally enough was enough and the clubs rebelled... and a four year civil war where Football torn itself apart.... Today there is a separation of powers the clubs today have control of the professional competition they play in. THIS IS THE IMPORTANT BIT... having gained controlled, against rating being in free fall, as were the crowds.... the combined media deal was bigger than the revised Fox... and capital is pouring into the game... What is so different...the clubs can now focus on the fans and not the endless factions /stakeholder groups, at both state and national level. However to become fan and not stakeholder focused rugby needs a new structure.

2021-08-21T01:13:56+00:00

Muglair

Roar Rookie


Nice identification of problems Cheik but don't think your solution amounts to much. RA Board has absolute control of the game. They are also unaccountable for failures. There has never been a better example of a fish rotting from the head.

2021-08-21T01:11:53+00:00

Muglair

Roar Rookie


:shocked: :shocked: :shocked: :laughing: :laughing: :laughing: By any other standard, reckless and negligent. Almost forgot, incompetent.

2021-08-21T01:10:48+00:00

Muglair

Roar Rookie


That is where the money and status is. People who care about rugby volunteer and do it for the love of the game and its future.

2021-08-21T01:10:00+00:00

Muglair

Roar Rookie


The RA board is unaccountable. The high performance review is being conducted by the CEO and two directors who were Wallabies a decade and more ago, and have spent their post rugby time in business and administration. Anyone think the outcomes will be published in full? They are fixated on absolute control over strategy and message, there is no transparency, and no way to hold them to account.

2021-08-21T01:07:12+00:00

Muglair

Roar Rookie


Private ownership of super rugby clubs is too unrealistic. The game needs to turn itself around, figure how it is best structured and perhaps have an eye to how private ownership can be brought into that structure. The best form of private ownership is by having a spread of members and running a club successfully. Again we are a long way from that. Private ownership is not similar at all to the private equity structures being promoted. In those the PE is buying the rights to Wallabies and SR and whatever else is tipped in. That is a permanent percentage of revenues leaking to the PE investor. They play no part in operations or bearing the costs of the game.

2021-08-21T01:02:13+00:00

Muglair

Roar Rookie


Players should come first, at every level. Players with certain qualities aspire to playing with and against better players to get better themselves. The Wallabies are critical to the game. The problem is that is where the money is and the game is now full of professional sports administrators whose interest is pay, status and their next gig.

2021-08-21T01:00:09+00:00

Muglair

Roar Rookie


Not enough quality people and spread across six organisations.

2021-08-21T00:58:29+00:00

Muglair

Roar Rookie


You really nail the issue of stakeholders. Players and paying supporters built the value of the game for over 100 years. Now it is owned by a "private company" with a closed and unaccountable board. The value built has been largely transferred to players and administrators in the last 25 years. We are all now just potential customers, and since 2003 ARU/RA has largely been chasing the much larger group of potential customers, people who are not rugby fans. Sadly they are not seeing the light and neglected rugby supporters are losing interest in being second class citizens. RA Board is only interested in being seen in the right places and staying solvent. Administrators are only interested in their status and remuneration. TV broadcasters and sponsors are the only people who count.

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