Reds revival has shown the way forward, says O'Neill Greg Growden
February 7, 2012
JOHN O'NEILL, the Australian Rugby Union chief, has called on the four other Australian Super provinces to follow the example of the Queensland Reds and dramatically boost crowds to improve the code's precarious financial state.
The Reds, who were in a financial mess several years ago, have succeeded in turning it around, becoming Australia's most buoyant province, culminating in winning the Super Rugby title last season.
O'Neill said yesterday it would be wise for the Waratahs, Brumbies, Force and Rebels to emulate the Reds by playing entertaining, winning rugby in this year's tournament, which begins on February 24.
''We know it annoys some people that we reflect on the Reds as an example … but you do like to reflect on success,'' O'Neill said.
''The Reds have turned it around by playing entertaining, winning rugby, and their home crowds over a two-year period have gone from an average of 13,000 to 35,000. That was obviously helped by a home semi-final and final, but their TV ratings also went off the radar.
''We'd love to see that replicated throughout all of the franchises and the five Australian cities. It is critical for all of them - some more than others - that they shoot the lights out this year, have extremely successful performances on the park and drive crowds.
''All bar the Reds can do better on their crowd figures. It's not a criticism, it's a statement of fact. Besides the Super Rugby distribution we give them, the provinces' sources of revenue involves corporate sponsorship. But their principal source is match-day revenue - ticket sales, memberships, corporate hospitality.''
O'Neill said the Reds stemmed their declining home crowds by becoming the team to watch.
''Their membership sales for this season is about 18,000 - unheard of for any franchise, but even more extraordinary considering where they were a few years ago,'' O'Neill said.
''Success is infectious, and if the Waratahs, Brumbies, Rebels and Force can emulate some of that, their boards and their management will be dancing in the streets, because it takes some of the financial pressure off. And it is entirely under their control. You have got to get people to feel absolutely in love with their team.''
A winning franchise is also a lure for private investors.
''People are soon banging on your door to become members, and that helps make the province a financial success. Enticing private investors is also a lot easier if the vehicle is successful,'' O'Neill said.
It also improves the health of the code at grassroots level.
''The ARU gets blamed for not enough money being spent on the community game. But the reality is that if the five provinces are profitable, they would be investing their money into the community game.''
Meanwhile, South Africa's bid to add another team to the Super Rugby competition next year is expected to fail. South Africa want the Southern Kings to be the tournament's 16th team, but are unlikely to get any support from Australia or New Zealand.
O'Neill, a SANZAR board member, said: ''We're in the second year of a five-year deal where we sold to the broadcasters a 15-team competition … Changing that mid-stream is not really on.''
The ARU is also calling on the International Rugby Board to ensure the next World Cup starts three weeks later in September 2015, to avoid conflict with the southern hemisphere contest.
Read more: http://www.watoday.com.au/rugby-unio...#ixzz1lf7PAhQ8
