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Experienced sports administrator having worked across the 3 major winter codes, motorsport, golf and tennis. Full of great ideas, just ask me !!! (Please!)
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I tend to agree with your article and I am the same where I love League and Union in equal parts for different reasons. I have worked professionally in Union, League and the AFL plus have been involved in grassroots at both League and Rugby and currently involved in Rugby in Brisbane at a grass roots level. There are so many variables to the problems it is hard to define as each issue feeds each other like a snowball but equally so, the solutions are there and each solution will underpin the next.
The first key is to stop making comparisons to League and AFL, they are completely different in culture, offering and future. They do not have the global appeal to equal their domestic strength. Take select pieces from their operations but don’t make comparisons – Rugby needs to work through it’s own identity which is it’s strength. To me it is best to focus on the bottom and how that can drive the top (the underpinning snowball!).
The basics are that if you invest in the grassroots, you will grow the elite.
The ARU have gone on record in saying that the strength of the Wallabies and the investment in them will underpin the entire game. Can’t really argue with that, it is a reasonable strategy and certainly has rationale. The problem is that the results are not forthcoming, hence the model is broken. The Wallabies made the RWC final and in my opinion, without two key injuries early would have gone close to winning. Problem is, this desired result on the field, did not translate off the field. The success of this campaign did not attract new record sponsorship, public interest and engagement and was seemingly a passing interest in a National team we all feel differing levels of fondness for. A result like this should have resulted in rabid passion which attracts fans which in turns attracts corporate interest – fans equal sponsors, not the other way around – note the order.
So, it is reasonable to say that there is a disconnect with attracting new, casual and promiscuous fans and that the rusted on die hard’s are not engaged as deeply as they should (note crowd figures & TV ratings).
Club Rugby in the metro’s is strong. The decline in participation is driven by declining numbers in the regions. My club and the competition we are in, despite a dilution of available talent due to “Academy” programs has never been stronger – revenue, support, goodwill has not been better in decades. However, like many have already stated, hardly anyone would buy a ticket to a Wallaby game, definitely not a Reds game and the TV interest is flighty. So the disconnect to the very core of the support base is undeniable. No money is directly distributed to grassroots – and be clear, Pulver was correct in saying that it would be pissed up against the wall, he is correct. His option to that is where it was poor, he could have easily said we will offer you grants based on a strict criteria (capital works, employ a qualified & ratified coach, GM, Partnership manager etc etc) but instead he gauged the very heart of the hand that feeds his elite program – additional fee’s from Grassroots rego to invest at the top end. That is as bad as it gets. So we ask you to pay more to play, we are not offering you more and then we are going to ask you to buy memberships, merchandise and tickets to continue to invest at the top end. I know there is grass roots investment but it is through programs, not direct.
The money is then spent on the Under 20’s state comp! What is the cost versus return? Clearly not equitable – our Super results dictate that. Surely a kid who is 20 or under and talented would learn an equal amount about playing if he was in the Premier Club system. I’m sure he would learn more about life and himself by being exposed to playing the tough edge rugby that is grade football. He would be exposed as a fraud earlier in the Grade system and would have a better chance of being turned around by playing among men, not peers. In turn, the standard of the competition would be elevated, crowds would enjoy the product more and it would find it’s way to free to air TV. Check the stats, the Shute Shield coverage out rates the Super Rugby most weeks. More talent more often would raise the standards again. This in turn would raise goodwill towards the ARU support and when the over dramatic marketing campaigns come out asking us to buy tickets and memberships, we would start to feel a slightly increased (and patiently optimistic) obligation to support.
Scrap the U 20 state comp, scrap the NRC, scrap the most costly team (The Brumbie’s unfortunately) invest in Premier Clubs direct, regional engagement programs, the Aus U20’s, the womens comps and the Wallabies’and do it now!!!!!
Time to pull heads out of the sand and admit Australian rugby is dying
What a great article! Measured, accurate figures to support the passion and view. Well done. I agree that the current format should be taken apart although I do support a “3rd tier” comp. The current format confuses me; if it is to develop future Wallabies then the emphasis should be on international playing standards which leans towards heavy ruck and maul contact and set pieces along with set strategy and game plans which is where we as a nation fall down. Why then have our own set of rules encouraging tries and running the ball where we excel?? I understand this is for entertainment and attract viewers thus a commercial asset, so just say that, it’s to raise money to help fund and then develop Wallabies. Either way it is failing.
The major costs come from Stadium hire, travel & accom plus player wages and expenses. This is the second reincarnation that has not engaged the public who drive the revenue through, ticketing, membership, merchandise and TV viewing( The Stadium picks up the majority of the food & bev). This then attracts sponsors to support. The key is engagement here – I for one do not want to pay to sit in a vacuous stadium to watch 3rd rate players (that is how it is promoted by calling it 3rd tier). I would how ever go to a suburban ground; I would even pay to watch the best grassroots players getting an elevated chance.
The ARU needs to make a tough call or a rebel comp needs to be established where tough calls can just be made with no political reprise. I would love to see the most tribal Sydney teams (Balmain, Easts, Randwick, Gordon, Eastwood, Manly, Warringah, Uni, North’s, South, and West Harbour with the Western Rams (Penrith & Parra to merge sorry) then grant a licence to the strongest commercial entities to run teams from ACT, Brisbane, Melb, Perth. Let them retain identities and as such attract local, lifetime support, play at suburban grounds (therefore the clubs pick up the food & bev revenue). Allow a grant and player cap so the clubs can decide who plays for what costs. This would expose local players to a more elevated level of training and keep the elite playing against the best in the country. Expense would be greatly reduced and the opportunity for the clubs to generate better income becomes obvious. The ARU or governing body fund through contra sponsorship flights and accom and retail all revenue around the presenting and sponsorship rights of the comp. Play in traditional periods (March through to September) and have players flow in and out as required therefore giving opportunity for academy, S15 and test players to come in and out of the comp organically.
Maybe set a criteria and allow the likes of NSW & Qld Country, the Gold Coast & Adelaide to bid for set licenses if Sydney based clubs cannot step up commercially. As long as there is some strong, historical, tribal links and a firm player/salary cap/ equalisation policy (Syd Uni, I am referring to you here!).
Plenty to pick apart and critique but I think a plausible start to work on??
Dump the NRC and build player base to fix Australian rugby
It’s absolutely not represented that way. The revenue is decided by which markets contribute to the viewing figures, therefore Sydney and Qld would make up the vast majority of that. I would suggest that Perth and Melbourne make up somewhere around 20% of viewership at best and that measured against the additional cost to run these teams evens it all out I think.
Dump the NRC and build player base to fix Australian rugby
We are in this position because of the ARU’s decision to commit to the rubbish format rather than forge their own path. People will lose jobs, potentially careers and livelihoods for no other reason than bad choices by the ARU and yet they will remain with their jobs and settled down homes etc. Clyne and Pulver must go after this, an absolute tragedy for the game.
The rhetoric is deplorable “declining viewers, crowds and revenue forces us into this position” this is not becuase of 5 teams it is because of the current format. Absolute disgrace.
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