Rugby's road to nowhere? Why 2010 is a pivotal year
If the International Board fails to acknowledge it has a major problem, it will stand accused of wasting the biggest opportunity the sport has ever had
THE FUTURE OF RUGBY
A burning question for a new decade: what sort of sport does rugby union want to become? Is it simply content to remain football's imperfect cousin? Or is there a genuine will, by the time 2020 ticks around, to shed the ugly duckling feathers which still cling so stubbornly to the professional ideal? Assuming people crave the latter option, several things are going to have to change.
First and foremost, the global rugby family needs to set aside petty differences and take a broader perspective. In truth, the problem has never really been geographical. Rugby's tribe, for the most part, divides on sub-Darwinian lines: are you a forward or a back? One loves the biff, the other the open spaces. Both camps, however, share a relish for the camaraderie, the humour, the on-field edge and the mutual respect between opponents and, on a good day, officials. If any of those essential components disappear completely, the sport is on the road to nowhere in particular.
Which is why the first few months of 2010 are so vital. What sort of rational professional sport can expect to attract a new raft of followers with the following smorgasbord of delights: vicious rows about incomprehensible law interpretations, pompous statements from the Rugby Football Union castigating coaches for stating the obvious, ongoing eye-gouging cases, endless dreary kicking, umpteen injury bulletins, sub-standard stadium facilities and serious financial problems in both hemispheres. If I had a pound for everyone who has told me they're thinking of giving England games a miss this year because of the steep cost of the tickets in relation to the entertainment on offer, I'd be living in Monte Carlo. Regardless of the impressive club attendance figures over the festive season – 221,000 fans stepped through the turnstiles to watch Premiership rugby over Christmas and the New Year – that has to be a concern.
As with any growing business, too, rugby cannot maintain its old "make it up as we go along" approach indefinitely. So what next? At least in theory this could be the decade which sees the game – particularly at club level but further afield, too – reach a whole new level. Was it purely coincidence that English football's FA Cup third-round crowds were down at the weekend while rugby's went up? Or was it a tantalising glimpse of an era when people finally object to being herded around like segregated cattle and opt not to subsidise a grossly overblown sport which sold its soul long ago? Either way, if modern rugby union can rid itself of its own current surly, hair-shirted, masochistic image, the possibilities are extraordinary.
We have already written here about the significance of rugby union's re-admittance to the Olympic Games. Sevens can be the engine which revolutionises the finances of the sport, particularly in countries like Russia, China and the United States which can now claim a slice of the Olympic funding pie hitherto denied them. Has anyone seen Kenya playing sevens recently? Or Samoa? Or the seriously-quick Clinton Sills on the wing for Australia? Just take a look. There can be no question that, soon enough, the next generation of athletes will watch sevens and think: "I could win an Olympic medal at this." Once they get a taste for it – and with standards in the abbreviated game improving steadily – the jump to 15-a-side rugby will be more manageable than the traditionalists might think.
And here's another thing. Rugby will shortly have to confront the obvious. The increasing number of people sitting in the draughty stands of northern Europe are not there by accident: they want to enjoy a family day out in convivial company watching a good game where the result matters. If any part of that equation ceases to be consistently true, they will find alternative entertainment.
Admittedly, the European winter is already the coldest for 25 years and more snow is forecast but it is not bad weather which disillusions people so much as a lack of ambition. If the International Board fails to acknowledge it has a major problem in terms of the existing directives at the breakdown and does not do something about it pronto, it will stand accused of wasting the biggest opportunity the sport has ever had.
Sections of the broadcast media also need to take a fresh guard. In the car on Saturday night, listening to Sports Report, it was necessary to sit through acres of shock-free FA Cup reports before the day's rugby results were matter-of-factly broadcast, without any reference to individuals who might have played well or what the table looked like. Apart from occasional updates from the excellent Alastair Eykyn at Saracens, it was virtually an oval-ball-free zone. Even the Premiership's own official website had still failed to update its league table deep into Saturday evening. Does rugby union aspire to be a grown-up professional sport or not?
We will know the answer soon enough. If rugby, with its new Olympic go-faster stripes, cannot prosper in a decade of three World Cups hosted by New Zealand, England and Japan it does not deserve sympathy. If those in high office do not look at what Stade Français and Harlequins have been doing marketing-wise and fail to ensure the game on the field keeps pace with its changing backdrop, they should be forced to resign and watch the X-Factor on an endless loop. The 15-man game does not need Simon Cowell but it does need a subtle makeover. The future is bright if rugby is bright enough to grasp it.
COLD COMFORT
Good to see common sense intervening this week, with evening kick-offs at Sale and Leicester switched to the afternoon in an attempt to beat the prolonged wintry chill. The other night at Wasps we all sat around in the freezing cold awaiting some action, only to be told the kick-off had been delayed for five minutes because "the cricket has overrun". The terse response is that if rugby wants full stadiums, as well as armchair viewers, it should think very carefully about early evening kick-offs in December and January. It might just be another reason why so many televised English Premiership games this season have failed to set the world alight.
SNOW JOKE
And finally, it's nice to hear overseas professionals broadening their minds in the UK. "I'd seen snow from long distance on the top of a mountain in New Zealand, but I'd never seen it close up or falling from the sky," gasped Newcastle's Tane Tu'ipulotu this week. "When I opened my front door on the first snowy morning the other week I was a bit like a big kid. It seemed like a cartoon or something. I can remember being really nervous when I first put my foot in it, because I thought I was just going to sink through to the floor." Next he'll be asking when summer starts on Tyneside...