I agree that clubs should put a very big focus on local support and realise that their community is very important to them, I've posted about that on here many times. But in addition to that clubs should also be marketing overseas like football does. It doesn't have to be an either or scenario.
Of course that would be ideal, but there is a difference; in Rugby Union the international tournaments are really what comes first, whereas in soccer it's very much club first, nation second. I realise the World Cup changes this, but outside of world cup games people tend to care a lot more about their clubs.
Super Rugby is not at that level yet - the tournament itself is always changing too much for there to be much sense of continuity, and the system itself has felt like a warm up for the TN and now RC pretty well since it started.
I'd love rugby to reach a stage where random locals in Europe, NA and Asia are wearing Reds, Tahs, Brumbies etc. jerseys because it would signal that RU was growing up a little and realising the potential of rugby being a world wide sport.
Hopefully in 10 years time we're in a position where rather than talking about 95k people going to see Liverpool play in Sydney we're talking about 60k in Dublin to see the Tahs play Leinster or 40-50k to see the Brumbies play in Tokyo.
Rugby is more than 10 years away from that for the most part. The exception being The All Blacks - I used to live in Japan as a student and I can remember guys on campus wearing All Blacks jerseys. Even people who didn't seem to know a thing about rugby or really even New Zealand seemed to have heard of them. It was pretty weird really...
People can be huge fans of their local team but at their heart they're a fan of the sport and they have a desire to see the best players play. That's why English NFL fans flock to Wembley and Aus football fans went to the MCG.
That's only true to a certain extent. I love rugby and love watching good rugby, so I get a lot of enjoyment out of seeing the All Blacks play most teams but the Wallabies. I particularly enjoy watching them beat England and cheer them on accordingly, but I'm not about to run out and buy an All Blacks jersey because I'm not a kiwi...
That's the difference between enjoying watching top class footy no matter who is playing, and being a superficial bangwagoner who just likes to follow a winner. Don't get me wrong, we could use fools like that to part with their cash for our teams' jerseys in Australian Rugby, but I've never had much respect for it.