Greg Growden
Super Rugby should run through June Tests - RUPA
ESPN Staff
November 21, 2014
Super Rugby risks losing fans if SANZAR perisists with the June Test window, RUPA says © Getty Images
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Super Rugby should run through the June Test window, to retain the "integrity of the competition" and improve "the continuity of fan-engagement", Australia's Rugby Union Players Association (RUPA) says.

A strategic report conducted by consultancy firm Global Media and Sports, commissioned by RUPA, delivers a strong message that Super Rugby must do whatever it can to embrace the fan for the competition to be successful; and that includes "a simpler game with more action and less stoppages", and the simplification of franchise names for the public to understand the team names.

The RUPA-commissioned report argues there must be "geographical links within team names and branding", as a high percentage of the general public has no idea about the identity of the franchises. Names such as Blues, Hurricanes, Stormers, Rebels confuse the public.

"Whilst rugby cannot control its product as dynamically as AFL and NRL, it can invite a global audience and leverage its international brands,' the review says.

"The AFL is limited to 22 million people or so, and unashamedly follows the NFL as a domestically focused model. Rugby league has slightly more reach than AFL; interestingly in every market [in] which the codes competes, with the exception of Australia, rugby dominates league.

"However, for reasons dictated by our SANZAR partners, the promotion and marketing of Super Rugby within Australia is unable to capitalise on one of our game's key differentiators. Without them being the Auckland Blues or the Cape Town Stormers, rugby's internationalism is unable to be packaged and sold to fans.

"Without these identities including their geographical heritage within their brands, this opportunity is lost and rugby fixtures merely add to the cluttered mire of professional franchises in Australian sport."

 
RUPA has material concerns that the SANZAR Super Rugby competition model has not been comprehensively analysed either as a business case or with respect to fan engagement Strategic Review of Super Rugby Competition Models, commissioned by RUPA from consultancy firm Global Media and Sports
 

RUPA, meanwhile, said the inbound Test June window, during which Super Rugby is put on an extended pause "gravely distorts the integrity of the competition" and reduces "the continuity of fan-engagement". And this limits the "capacity for teams to maximise their pre-Test momentum in match-day and TV audiences, and impedes in allowing the competition to culminate to a meaningful finals series crescendo".

"On the contrary, those teams who have struggled prior to the break - and then disappear from the fan radar for almost a month - only to return for two further Super Rugby matches have the impossible challenge of attempting to re-engage their supporter bases for two futile rounds. The disappointing performances - on and off the field - of the Force and Rebels in recent seasons illustrates this concept."

The review said the NRL was able to handle this issue effectively during State of Origin series each season, as the premiership continues throughout that period with State of Origin player exempt from competition rounds. (Interestingly, NRL clubs often push for an Origin window in which the premiership pauses.)

"The NRL experiences have shown that, whilst there may be some change in the competitive balance of the teams, the State of Origin period is highly beneficial in exposing developing players to the top-level of competition. From a 'whole-of-game' perspective, the capacity for more emerging players to be exposed to Super Rugby could be a major strategic improvement in growing the mass of developing players."

It is also imperative that Super Rugby improves the live "in venue" match experience, the report suggests.

'Rugby has the challenge of having to differentiate its live 'in-venue' match experience from the live broadcast in order to drive and maximise match-day revenues. In order to do so, the rugby product needs to be adapted - preferably as a simpler game with more action and less stoppages - in order to compete within the entertainment marketplace.

"Developing match-day innovations and improving the ability of the general public to understand and appreciate the complexities of the game is required. These complexities lend themselves better to reliance upon a commentator's explanation."

Six-team finals format "competitively and commercially flawed for Australian Rugby" © Getty Images
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The report added that the six-team finals format was "competitively and commercially flawed for Australian Rugby".

 
In order for all of the Super Rugby clubs to be competitive and commercially viable, there needs to be a competition structure which provides all teams with an equal chance of making the finals. Currently the game in Australia cannot afford for this to occur. Strategic Review of Super Rugby Competition Models, commissioned by RUPA from consultancy firm Global Media and Sports
 

"In the best interests of the Australian rugby economy, it is essential that the Reds and Waratahs consistently make the finals. The size of their markets and the financial spin-off to those Super Rugby clubs and the Wallabies through increases in media ratings, ticket and licensed product sales attests to this. There is a significant difference to the finances of Australian rugby between the Brumbies hosting a Super Rugby final, or the Reds and the Waratahs. The differential is in the order of millions of dollars.

"An example of this was the Brumbies in 2013. Their on-field successes did not translate into any significant revenue growth. Compare this with the Reds in 2011.

"The majority of professional players also originate from Sydney and Brisbane. This provides the Waratahs and the Reds with a significant recruitment advantage, which is reinforced through the fact that in excess of 70% of the ARU's current national contract is currently paid to players in those two teams. There is no level playing field within Australian Super Rugby or across the entire Super Rugby competition.

"In order for all of the Super Rugby clubs to be competitive and commercially viable, there needs to be a competition structure which provides all teams with an equal chance of making the finals. Currently the game in Australia cannot afford for this to occur. As it currently exists, the Waratahs and the Reds are handicapping certainties while the racing careers of the other three contenders appears to be very limited.

"Towards the end of the competition, the lowly positioned teams play too many dead rubbers which have a significant negative impact on interest in the competition. A 10-team Australian/New Zealand competition, with a final six would have integrity and would provide some corrections to these imbalances."

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