Australia
Honey Badger building global brand
Sam Bruce
November 3, 2014
Nick Cummins bagged some "meat" in the second half against Australia © Getty Images
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He may not boast the skill-set of some of world rugby's biggest names but there can be no doubting Nick Cummins' growing international profile with his 'Honey Badger' brand building a following across the globe.

It was certainly on show in London last week as Cummins became the face of the Barbarians, in what was a wonderful boost for the history-rich invitational side.

Cummins, who took time out from his Japanese club commitments to face the Wallabies at Twickenham, was front and centre for the Barbarians all week with the local media clearly relishing his uncouth sense of humour.

But there is more to Cummins than just dry one-liners, and he showed that in an impressive 80-minute effort that included a try and a number of damaging runs. Barbarians coach John Kirwan paid tribute to Cummins following the 40-36 loss to the Wallabies, saying the former Western Force winger had helped make the week extremely enjoyable.

"When you have an in-house comedian it really adds to the week and what you see on TV is what you get among the team," Kirwan said of Cummins. "He says the right things at the right time. When we had our first meeting to set the tone for the week he told a story and he just nailed it. I didn't have to say anything. He is a very special character in our game."

Cummins has long been a fan favourite in Australia, his classic post-game interviews even drawing the attention of non-rugby folk. His decision to leave for Japan was initially met with an outpouring of anger - mainly towards the Australian Rugby Union - but that was quickly forgotten when Cummins revealed his reasons - the long-term support of his family - for doing so.

Nick Cummins busts a move with the Barbarians cheerleaders at a training session, Latymer playing fields, London, October 29, 2014
Nick Cummins was very much the face of the Barbarians last week © Getty Images
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Having taken Super Rugby by storm and then inflicting his unique sense of humour on what must be some very confused Coca Cola West Red Sparks fans, Cummins' final rugby frontier would appear to be Europe. But after his efforts across London last week and the sight of some Honey Badger lookalikes at Twickenham on Saturday, Cummins appears to be well on the way towards celebrity status in the UK.

A place at next year's World Cup would certainly boost his northern profile and although Japanese commitments will at this stage restrict him from representing the Wallabies in 2015, Cummins hasn't yet given up hope of wearing the green and gold at England 2015.

"I would love to be back in the mix there, but I've signed for two years in Japan and I'm a man of my word so I'll go through with that," Cummins said. "If there's a chance we can work things out, I'd be stoked. We're being creative already, trying to get it through. Sometimes it's not so straightforward with the language barrier."

Cummins must play Super Rugby next year to be eligible for World Cup selection with a return to the Force the most likely outcome. However James O'Connor's impending return and the recent eligibility of Henry Speight have only added to a girth of Australian wing talent that also features Adam Ashley-Cooper, Joe Tomane and Rob Horne as well as the injured Chris Feauai-Sautia and Peter Betham.

But Cummins' inclusion in a Wallabies squad that has struggled for team harmony in recent months could be invaluable at the World Cup, particularly in a tough Pool A. The build-up to games against England and Wales is sure to be immense and having someone there to lighten the mood, at the appropriate time, may help relieve some of the pressure.

Cummins looks to be the man for the job, just ask John Kirwan.

© ESPN Sports Media Ltd

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