.....More to say tomorrow. Meanwhile, go buy this weekend's Australian Financial Review, see the magazine inside, see "Rugby's Journey to Hell". .....
[* Sorry this is a long post, it sort of has to be. Short post adherents, please scroll down....now!]
Has anyone yet read this depressing - but almost all hard-facts-based - article? Even JO'N is downcast in it. Along with TOCC's figures it captures the essential economic, fan-base and revenue-trend truth of Australian rugby 2003-2010, namely:
- over recent years, the game is largely in decline in all of general income, fan attendance and State-based profitability. It's ability to pull blockbuster crowds for big games a la 1999-2001 is extinct (for now anyway). Test crowds have generally shrunk in the last 3 years. The bumper RWC 2003 cash receipt to the ARU has been heavily depleted, and there's little to show for that disbursement. By end 2009, the QRU (say, what, 35-40% of all Aus rugby) was essentially bankrupt and needed bailing out via a multi-million $ emergency loan from the ARU (something the ARU can scarcely afford). NSW RU's finances and net cash flow are under increasing strain, principally as gate receipts have kept on declining over the last 3 or so years (a kind of early stage version of the QRU problems that arose from the Reds' years of mediocrity). Rugby's sports market share has declined by an around 30%+ rate and 8% absolutely since 2003. The economic 'saviour' of late has been SANZAR TV rights where Australia's take-out share is in effect subsidised by rugby's high popularity in NZ and RSA.
If these trends continue in anything like this form, the code in Australia risks being in inexorably very serious financial and fan-base trouble within 3-5 years, in a manner that may not be able to be saved by anything but governmental subsidy or some form of total private equity take over, both of which are unlikely (how to save a death bed sporting code?), and/or could have awful consequences for the integrity of the game in this country. (NB: GG reports the Wallabies alone have an annual cost base of $30m pa, rugby in Australia now has a high cost base, and so requires high cash incomes to sustain it, it's no fish and chip shop.)
The principal reasons are largely no-brainers:
- JO's successors were complacent strategically and tactically from late 2003, The 2004-2007 period was, disastrously, an era where arrogance, intellectual laziness and competitive lethargy, all combined - the worst possible 'smugness' of old rugby embalmed in the new era. (As Lee G says so well: rugby in Australia has 'exclusivist' not 'inclusivist' roots.)
- no credible and effective grassroots/local code share growth and penetration strategy was developed post 2003, just when other codes were investing in their own growth strategies;
- the game itself as played at S14 and Test level become slower, more complex (from a fans' perspective) and more turgid, visually less exciting, free flowing, dynamic, etc. AFL, league came to look more engaging, exciting, comprehensible, fast and fun v rugby;
- generally charismatic 'star' rugby players seemed to get fewer and fewer, and the RWC 2007 was a huge disappointment, in terms of the Wallabies and the actual quality of the main games. 'If you live by the RWC sword, you will die by the RWC sword, unless you win.';
- only the Tahs really kept pride up in the S14 from c. 2003; the Brumbies, Reds, Force (from 06) all either declined or didn't get anywhere much. Why wouldn't fans become bored and disillusioned;
- the Wallabies fell into a bad spiral of worsening w-l ratios, the SH silverware accretion rate dropped off to a virtual zero, excuses became the new black of Wallaby rugby. And core problems in crucial player depth and skill - especially around forwards - were not properly and strategically addressed at a national level;
So, our code is unquestionably in a vulnerable and dangerous place in mid-2010. A bad period for the Wallabies and Aus S15 from now to end-2011 could commence a negative tipping point that may never be recovered from. Equally, on the upside, a golden period for these teams in this period may help, but will not be enough on its own.
So, what to do? Here are my 'top 6' outline recommendations (for very near term action), I'd love to hear others'. Mine don't pretend to have every issue and detail thrashed out. Let's be positive and pro-active! (My rough recommendations attempt to combine a mixture of deeper, broader code participation and player development, with key investments in improved code management, at executive and coaching levels.)
1. The new architecture of the S15 has terrific potential, and is a great step forward. But to realise it, almost all the S15 teams/institutions need major clean-outs a la QRU and Reds to bring fresh management, coaching and game development thinking to these teams. Key goal; build a management and player base that works for fan attractiveness and enjoyment via (most games) free flowing and dynamic playing style, not the preservation of the stodgy (and largely failed) status quo. If private equity, new ownership models, and proven sports execs from other codes are needed to clean out the introverted, blazer-wearing fat cats of old and who've taken the game nowhere, and bring in market-driven methods, then so be it. (In fact, new ownership models and more competent code management may be the key to almost all the essential changes needed to restore stability and growth to Aus rugby.)
2. Find some innovative, radical if need be, ways to get rugby into many more of the urban and suburban state schools of (for starters) Sydney and Brisbane and Perth (vs the complete retreat to a private school enclave, as is happening now, and is highly dangerous for the code) + give every registered club player under 18 free or super-cheap tickets to all S15 games bar finals. Get a full-time rugby lobbyist into Canberra and argue (on sports and kids fitness grounds) for support funding for 3 new local rugby clubs in each of Sydney and Brisbane, 2 in Melbourne, 2 in Perth, 1 in Adelaide, 1 in Cairns, 1 in Darwin, plus 2 new clubs in NSW and QLD country. Is this not way better than pink batts, you bloody bet it is!! (Btw, this local club supprt probably needs to be tied to the state school development program in some form.)
3. The never-been-as-low-as-now expectations for the Wallabies have to come up off the floor and w-l excellence must come back by 2011-12, however we have to do it. + bring some form of partial 'pay for performance' remuneration system into the Wallabies to ensure rugby's fat salaries are not becoming a cancer of quiet complacency and an end in themselves thus corroding genuine jersey pride;
4. Ensure the intended world-class National Centre of Rugby Excellence (as canned by Swan in early 08, and was to be at Ballymore) is reinstated as this is crucial to long term player feedstock excellence, and the attractiveness of rugby to elite players vs a choice of other codes. Import the best technical analysts and specialist coaches and support technologies into this Centre and get a part Fed Govt subsidy for its running;
5. Build (for profit) a better and GAGR-like high-tech rugby media communication and analysis system so that rugby commentary was more intelligent, amusing and pervasive, and 24/7, incorporating a large, moderated grass roots blog to attract and hold younger players. Plus aim to subsidise the cost of HD videoing every (or every second) junior game played (pay a Mum or Dad a small allowance!) and placed on YT within 4 hrs of the game so young players could ogle over themselves all day long, and draw their friends in to;
6. Work with SANZAR to ultimate to the IRB that if the playing laws are not made more fan-encouraging by 2012, the SH will break away! The SH MUST be tougher with the NH in this crucial aspect of code strategy.
Above all, we need a non-defeatist and gutsy approach to the obvious need to make radical, sustainable changes to the way the game is managed and developed in Australia over the next 3 years.