Rugby Australia chair Hamish McLennan celebrated the recent awarding of both the future men’s and women’s World Cups by firing a precise and targeted warning shot at the other rugby code.
If you were to take McLennan’s words at face value, it seemed almost inevitable that some high-profile NRL players who ‘grew up with rugby’ would be wearing Wallabies and Wallaroos gold long before the 2027 and 2029 World Cups kicked off.
While names like Cameron Murray, Angus Chrichton and Joseph Suaalii were heavily speculated on to make the switch, when pressed McLennan refused to expand because he had already started the conversation, and the headline-hungry media lapped it up.
RA expertly changed the conversation from ‘in five years’ time there will be a massive event in this country’, to ‘RA are hosting such a massive event that the rival code’s players want to be a part of it’.
It was a public relations masterclass that made such noise it drew out Andrew Abdo for comment, declaring that the NRL players in question were – at least for the moment – going nowhere.
McLennan knows that RA needs to get as much mileage as they can from big events like the World Cup and upcoming Lions tour. Rugby in Australia will always have trouble growing when two minutes up the road exists the world’s most-watched club rugby competition.
When two codes play a similar game in the same stadiums and both their domestic seasons and major events happen at almost identical times, comparisons are going to be made. The impressive thing RA have done is ensure that the comparisons are framed on their terms.
Take this month, where both codes are having their flagship events: league’s annual State of Origin and rugby’s three-game series with England.
Both events have had games contested at Optus Stadium in Perth played mere days apart. If you look at both games by the traditional metrics, Origin comes out the clear winner with crowds of 59,538 compared to Rugby’s 47,668 and viewing figures of over 3.5 million compared to rugby’s 450k.
Jordan Petaia of the Wallabies (Photo by James Worsfold/Getty Images)
Yet it isn’t these figures that people are talking about. Through their PR masterclass, rugby are ensuring that metrics are not a front that this inevitable code war will be fought on.
The awarding of the two World Cups to Australia is a big deal, and some bold predictions have stated that the country hosting the world’s third-largest sporting event will secure a $100 million future fund for rugby in Australia, which could go a long way to arresting some of the sport’s immediate problems.
Implementing a plan to secure better for payment female players, arresting the sport’s decline in the key markets of western Sydney and Brisbane’s northwest growth corridor, as well as increasing Indigenous representation all require attention and money, but they do not generate headlines. So the first order of business after the announcement involved sabre rattling at the NRL.
And with the skill that McLennan is navigating the sports media cycles, the NRL could be drawn into a code war that they possibly cannot win. He has proven that at public relations, he is a master tactician.
Take Indigenous participation, for example. Even though no current Wallabies identify as Indigenous, compared to 24 per cent of the last Kangaroos squad (2019) and 12 per cent of the whole NRL, RA proudly announced their wonderfully designed Indigenous national team shirt and trumpeted their’s being the first code to sing the national anthem in a First Nations language.
Meanwhile there was all but silence from the NRL during NAIDOC Week, even though they have more players impacting more communities. Once again the PR points go to RA.
Rugby union is desperate to re-emerge as Australia’s premier rugby code and is only too aware that there is a finite number of resources and fans in the already-crowded marketplace.
So it seems that no matter how much it will cost, the code is determined to skirmish with the NRL and with a crafty PR strategy and World Rugby’s influence and resources behind them, there could be troubling times ahead for rugby league.
gatesy
Roar Guru
I'll take those odds. I watched a great club game in Canberra last Saturday. Royals v Wests - actually turned down a Raiders ticket in favour of it. Several Brumbies on show, great refereeing, minimal penalties, no AR's or TMO. The game was fast and furious and very entertaining. I think that all too often we criticise the game because of the rigmarole that goes on in Tests, but let's not forget the heartland.
jeznez
Roar Guru
It’s not my cup of tea. I watch union every time. Can still appreciate the quality of a game of league with a high set completion rate and low missed tackles.
Phantom
Roar Rookie
Lots of running and tackling but not much else in league.
Phantom
Roar Rookie
IMO league is a much simpler game to understand and therefore to play. Therefore much easier to adjudicate. A lot of positions are interchangeable even between forward and backs. I like rugby because of its complexity. League is ok but somewhat repetitive.
Al
Guest
I'm not sure if this article is serious or satire? The RWC is probably struggling to be in the top 10 global sporting events. Is it really bigger than Winter Olympics, Tour de France, tennis grand slams, football Euros. I think even the commonwealth games wouldnt be too far behind. I actually think McLennan has struggled to get any traction with his NRL comments. No bites at all. Vlandys can more than hold his own and the NRL are (for once) quietly building the profile, in the ear of powerful figures and safeguarding their future with good tv deal and hotel investments. The NRL are probably the best run they have been in a very long time. Also the NSW independent schools league side recently won the under 15 Australian Schoolboys title and the 18s made the semi final. In the past they wouldn't have come close, but it's a sign of the times and should be the biggest concern for rugby. Schools like Newington, Scots, Kings, Waverley, Oakhill and Barker seem to have as many "league players" as players likely to end up in professional rugby. As for the indigenous paragraph I think you are pulling everyone's leg. It's just PR what the wallabies are doing and more likely to have an impact on Peter Fitzsimons than inspire indigenous Australians. There's enough indigenous heroes playing in both AFL and NRL, which is more likely to inspire. There is still alot of hope for rugby in Australia. But it's going to take alot of time, patience and long term effective admin to get back on the path. The PR won't be enough
Geoff Parkes
Expert
You're talking nonsense, Jane. Own what? I'm not responsible for what anyone else thinks or writes, just as nobody else is responsible for what I write. If you think other rugby writers talk league down, address them specifically. I played league and I've always enjoyed and followed league. You don't get to tell me what sports I like and don't like, sorry, just as I wouldn't presume to know you.
Salty Tears
Guest
Just yo let you know, In brief once said he drives through Brisbane regulaly and has never saw a RL club..... As always with in brief, full of BS which you can smell a mile away. He really stop his hatered overriding reality.
Terry Polious
Roar Rookie
Something tells me he's never been. To Western Sydney Jake . Haha
Jake Tafau
Roar Rookie
You obviously don't live in Western Sydney, I must have seen 100 Origin jerseys and beanies on Wednesday in Blacktown, my wife said Penrith was the same.
MickDonovan
Roar Rookie
You didn't watch it, but 3 Million other people did. The club out here at Bathurst was full, I mean you couldn't move. Just because it isn't big in the wealthy parts of Sydney and Brisbane doesn't mean it isn't a big deal.
Double Agent
Guest
" All I know is that the SOO concept was a cheap marketing trick from the 80s." Well that's just not true.
In brief
Guest
I must live in a parallel universe - while I agree the weekend internationals were terrible (I have my own views on why which I can’t be bothered gong into), I literally didn’t know SOO was on. Didn’t watch any of the games. Didn’t see any publicity for them and didn’t read any print media about them. Then again I don’t watch commercial television. All I know is that the SOO concept was a cheap marketing trick from the 80s.
Reframe
Roar Rookie
Jack Yep ... nothing more exciting to the media juggernaut than PR. Dare I say it actions speak louder than words.
Hugh_96
Roar Pro
Don’t disagree with you, we ae losing a lot of youngsters to League. Rugby AU should be doing more in a lot of areas, I just think they haven't got the $$ or resources to do much at all. Whilst arguably superficial I’m just keen for rugby to get some form of coverage. And don’t get me started on Rugby AU & what they are not doing for women’s rugby full stop.
Hugh_96
Roar Pro
Whilst disappointing for rugby the NRLW is a great opportunity for the women to play and get paid. You would be mad not to give it a go.
Jane
Roar Rookie
I thiink you will find a few of those girls will sign over to the NRLW soon Hugh, the new Nth QLD side up here is going hard for the Indigenous girls. Even here in Rocky they are coming down and signinig them up.
MickDonovan
Roar Rookie
Unique as it is it is doing nothing to inspire the next generation of Aboriginal kids, well ayt least here in Bathurst it isn't. Which is what it is, some of these kids have serious talent and thewy are all going to League and its Rugby's loss. My issue is all the praise that is heaped on RA for doing little more than window dressing. That's genuinely great news about teh Wallaroos but the same thing is happeninng in Women's rugby, three Indigenous Union players have just been signed to the Knights NRLW team because Rugby refuses to pay them. They are getting all this applause in the media for doing nothing?
Craigo
Guest
@ William Vic, SA & WA is not Australia. Thats all AFL really has! To add to that Vic, SA & WA combined has a small population the NSW,ACT & QLD. Just remember, Rugby didn't go professionally back in the day. That why RU is a 4th rate sport in Australia and going backwards faster than GWS is in Sydney.
Hugh_96
Roar Pro
Club rugby doesn't get any real coverage in the media, nor does women's rugby or rugby 7s. Am assuming those sort of articles don't get the clicks ie not enough interest.
Hugh_96
Roar Pro
Agree Rugby AU needs to do a lot more to get Indigenous engagement & League/ AFL are way ahead. They did start a Dream Big Time program for rugby 7s in 2019 but think Covid put a stop to that. As for the jersey/ anthem it is unique for an Australian sports team on the international stage. It has to assist in terms of recognition & education for the players and broader community. It is also a key ingredient in Dave Rennie's ethos of understanding culture/ heritage, not just for First Nations but also the Pacific Islands. Interestingly I think there are 3-4 players with an Indigenous background in the Wallaroos but the media don’t cover women’s rugby in Australia.