A radical merger for Super Rugby to revive itself
The revamped Super Rugby Pacific competition, now in its third year, is still trying to capture imagination and relevance post-South Africa split.
Round six of Super Rugby Pacific featured just four games as many teams hit their routinely scheduled bye weeks.
Of the four scheduled clashes, none were marketable as blockbusters. Two ended up as lopsided thrashings, which aren’t always a bad thing, but crowds weren’t out in force to see them happen.
With player resting protocols, rotation policies and extended squad sizes, the need for bye weeks is questionable in itself. Particularly when the competition can’t afford to concede air time to the NRL.
Sundays are now exclusively owned by rugby league in Australasia. There aren’t enough fixtures without the bye weeks let alone with them to compete. So the NRL has unbridled territory on a key broadcast day every weekend.
Without change, Super Rugby Pacific is unlikely to recapture the standing it used to have or challenge this new status quo.
The issue is not the talent. There are so many young, dynamic players that should be building hype and excitement for Super Rugby Pacific. There are many of the world’s best players in this competition.
The sad reality is the stage is too small for them, the marketing and media presence is not big enough. Players are undersold and wrapped up in obscurity. They play in half-empty stadiums without any atmosphere.
Super Rugby as a competition has not figured it out. There is no media hype cycle for it. The overall extent of coverage is magnitudes smaller than it needs to be.
It’s a hard egg to crack now because of the catch-22 between the two. Independent media won’t cover it deeply if it has no public interest, yet it can’t build more interest without more media.
So what is the answer? What strategic move can be made to save the competition from malaise, boost its commercial viability, and start to grow?
One answer, while acknowledging that it may not be feasible and is completely radical, is a total merger with Japan Rugby League One to create a Super League in the Pacific region.
The 12 Super Rugby Pacific teams combined with 12 League One teams in a 24-team league is a titanic amalgamation that would lean on the strength of the Japanese market.
The Japan Rugby League One made USD$21.7m in revenues in its first season and broke a profit.
It’s unknown what the teams backed by industry titans spent and whether they even cared to be in black with their rugby operation. It’s probably great for rugby that they don’t care.
Could TV rights from a newly formed Super League from the combined home markets of Japan, Australia, New Zealand and the Pacific be worth in excess of what the two competitions make separately? Arguably yes. And if that is the case, then a merger could be explored.
The true value of Super Rugby Pacific rights is unknown due to the bundled nature of the current deals. If they were sold as a standalone product outside of the Rugby Championship and international tests it wouldn’t be a surprise to see far less than expected brought in.
The way the broadcast rights deals are currently done, packaged up by SANZAAR partners as a bundled offering of domestic and international competitions all-in-one and sold into their home markets, would have to change.
If it was worth it to unbundle, they would.
This type of competition merger would completely break the current model in order to try and create a much stronger product, which is ultimately what should be desired.
A club competition worth more or near the international game creates power and strength for the owners and more prosperity for players.
Japan as the focal point with half of the teams in the competition would be a shock. But this move would stop fighting the tide and instead go with it.
The player drain from Australasia to Japan is well known. From legendary veterans, to mid-tier players, to young guns that haven’t even debuted, Japan is the destination.
Consider this list of internationals who currently play in Japan; Ardie Savea, Jesse Kriel, Ngani Laumape, Cheslin Kolbe, Beauden Barrett, Aaron Smith, Brodie Retallick, Richie Mo’unga, Charles Piutau, Israel Folau, Seta Tamanivalu, Quade Cooper, Pablo Matera, Damian de Allende, Marika Koroibete, Malcolm Marx, Liam Williams, Sam Cane, Pieter-Steph du Toit, Faf de Klerk.
When any competition loses these players, not only do the teams suffer, but the competition suffers from the loss of recognisable stars. Keeping stars and well-known names within the competition is integral.
The Japanese teams should be encouraged to sign as many young and old New Zealand and Australian players as possible in a new Super League, while at the same time, the Australasian teams would have more opportunities to tap into the Japanese commercial market for deals.
With frequent broadcast exposure on Japanese television weekly, there is direct incentive for sponsorship investment into Australasian and Pacific teams by Japanese companies.
When national World Cup hero Ayumu Goromaru signed with the Queensland Reds, there were full-time reporters posted in Brisbane to cover his movements all season. The Reds also landed a jersey sponsor deal with a Japanese company. He barely got on the field but the media interest was large.
This opportunity for players and teams alike to swim in a larger pool will make them more recognisable, more marketable and bring in more commercial dollars, or yen in this case.
International eligibility selection laws in Australia and New Zealand would have to expand as a result, All Blacks and Wallabies would have to be selected from anywhere within the Super League.
NZR have been fighting this battle for a decade with work-around rules and sabbaticals. Beauden Barrett will likely play for the All Blacks this year after a full season in Japan, like many others recently. The Wallabies have already tinkered and expanded their rules multiple times. It’s the next step.
An expanded playing field for New Zealand and Australian players only strengthens the base of potential All Blacks and Wallabies. As stars and experienced names head to Japan, more development players come through the home system.
Secondly, how the departed players fare against the new players can be determined directly through competition whereas currently there is no benchmark.
Former New Zealand Super Rugby players like Otere Black, Mitch Hunt, Malo Tuitama, Josh Goodhue, Rob Thompson, and Vince Aso all play in League One. If they were able to reach another level of play, there could be grounds for selection. There are many more Australians.
Within five years a viable free agency could emerge with frequent player movement across the competition driving interest and excitement.
We saw with the Sunwolves that crowds are regular and loyal and despite the lack of wins anytime they played in Tokyo they had sizeable turnouts. League One crowds are company-driven, but still larger than Super Rugby attendances.
Maybe all the division one Japanese clubs wouldn’t make it into a merged league, and the same applies for all of the Australian teams.
But the opportunity exists to keep divisions two and three of the Japanese leagues and allow the Super Rugby development teams and discards to join.
The Highlanders have the Bravehearts, the Hurricanes have the Hunters as development teams. There could be regular games for the rest of the extended New Zealand squads.
The current schedules overlap but don’t fully align with differences in seasons. But there are potential workarounds with early season games scheduled in Japan through January and February. Japanese teams could travel abroad later in the season from March onwards.
But the timezones align to pack each weekend full of fixtures and create a competition big enough to go head-to-head with the NRL.
An eight-team finals series makes sense in a 24-team league. It would make the regular season race meaningful, something missing in Super Rugby Pacific. Promotion and regulation is an option and adds intrigue at the other end.
This mega-merger would not be easy to get through, but the rewards on the other side could be worth it for a fledging Super Rugby competition.
Nothing stays still. If it’s not growing, it’s shrinking. It’s hard to argue Super Rugby hasn’t shrunk in relevance. It’s conceivable that Super Rugby ends up like the NPC over the next decade.
That is a place that no professional sport wants to be.
Comments on RugbyPass
Great role model.
2 Go to commentsOne significant tell, not a single Waratahs player stopped to whinge to the ref about Finau’s tackle. They got on with playing the game. Great tackle.
8 Go to commentsWouldn’t be a bad move if Ireland pulled into SA with a young side. Particularly in Pretoria. Invaluable experience getting thumped in the bosveld.
54 Go to commentsIreland. The Princess Diana of Rugby. I never cheered so much for a team as i did for the All Blacks in that QF.
54 Go to commentsWill be great to see the Leinster first XV back in action again after their cotton wool time…
1 Go to commentsLooked up Grant Constable on google and reply was doppelgänger for Ben Smith
54 Go to commentsIt is so good that we now all get excited and debate who is best and emotionally get involved. We all back our teams which is great. Up until about 15-20 years ago, NZ was basically on its own, and then Saffa, Aussie and sometimes French and English were there. We now have at least 5-6 really top sides and another 4 who keep improving. This is so healthy. So we should not resort to rubbish comments and unhealthy debate, but rather all be chuffed that the product we watch is not competitive, exciting and often uncertain. It would be so good if World Rugger could find a way to align the rules to professional players as well as spectators. Live rugby games are SO boring as there is SO much down time as we wait for refs and TMOs and whoever else to look at every small event going back endless phases with the hope of eventually find a minute infringement to then decide cancel what was a wonderful try. This is the ultimate cork back in the bottle moment and feels like every balloon is always being popped. Come on- we must be better with the rules.
54 Go to comments“upon leaving said establishment I tripped over a stool knocking some bottles into the air and as I fell I accidently dislodged a police officer’s teaser who was passing by on an unrelated matter there by landing on said taser which caused it to discharge 50,000 watts into me. Out of shock I shouted Ireland are going to win the world cup. Upon waking up I apologised for the distress caused by my Ireland comment. The matter is closed. If you wish to pursue this matter may I remind you what I told Wayne Barnes when he sent me off. I AM A BIG ASS MAN”. Or was it “I AM A BIG ASS, MAN” or was it “I AM A BIG ASSMAN”?
2 Go to commentsThe only championship the Boks hold are: Great value for the incompetence of referees during the RWC Moaning endlessly and champions of spewing utterly ignorant 💩 at all times. Displaying the dangers of a third world education End of.
54 Go to commentsSouth Africa and Rassie do a phenomenal job of treating the 4 years in between World Cups as nothing more than a training exercise to build squad depth. The Six Nations money that keeps Irish rugby afloat is unfortunately too important to allow the same approach, and basic population size means we'll never get close to matching the depth of South Africa, England and France. That being said, Irish rugby is in a relatively good place and slowly improving inch by inch. If the other three provinces can pull the finger out and actually develop some players it'd be even better.
54 Go to commentsGood on Clarke for taking on the criticism and addressing his deficiencies, principally his laziness.
2 Go to comments“It is the people’s favourite against the actual favourite. It is the people’s champions against the actual champions. I’m joking, but it’s going to be a fantastic series.” Why did Darcy make that joke knowing it would be used as click bait? Why did RP headline it as a serious comment? Anyway, the tired comment isn’t very astute. SA players may have played more games etc. Darcy over estimated as a pundit.
54 Go to commentsNot sure Frisch will ever make the French team with Depoortère and Costes waiting in the wings to take over from Danty and Fickou.
1 Go to commentsThe Irish are tired and the Boks are old. The test series won't confirm who is best in the world, it will confirm which team needs to pursue the task of rebuilding with the most urgency.
54 Go to commentsGrant, the first time I have seen an article written by you. Maybe I have missed your previous stuff. These days all professional players effectively play a common season so all top players are equally tired, or rested. That is the job of the coaching ticket to build squad depth and juggle resources so players are ‘ fresh’ when the big games come. Possibly Ireland are less inclined to juggle squad compared to Rassie, who is prepared to take the risk to rest players as well as build depth throughout the year so come WC he has a full squad, experienced and rested enough to win 7 games. After all, to win WC you need to get through the tournament and then win the final big 3 games. Ireland should try and build a bit so come final 3 they are ready. So far only played final 1(QF). I am so looking forward to the Irish tour. Hopefully Rassie has enough time to align his guys, as he draws them from across the globe, and not from 2 sides locally( eg Leinster, Munster). No excuses, going to be exciting.
54 Go to commentsIn football, teams get fined and sometimes docked points for deliberately fielding weakened teams yet Leinster can pretty much do as they please with no comebacks. Could it be because Ireland run the URC? Could it be that Ireland run the ERC? Whichever it is, it stinks!!
6 Go to commentsIreland are only the People’s Champions in Irish eyes. The rest of the world do not care for them very much because of attitudes of people like Gordon, Ferris, Best, Jackman…I could go on!!
54 Go to commentsNot sure how Karl Dickson can ever ref a Quins game, he played for the club for 8 years as understudy to Care and is still close friends with half the team
3 Go to commentsAre bookies taking bets on how many times Vunipola's eventual statement will use the term “elders"? My money is on at least 4 times.
4 Go to commentsSo Ireland will be tired, despite having the most rested test squad in the world. They only play tests, champions cup and urc play off games ffs! Case in point; Leinster sent a B squad to SA for their last two games while their first xv rested up and trained at their leisure for the sf vs Saints at the so called ‘neutral venue’ of Croke Park. So tired? Do me a favour… And as for “people’s champions”? Seriously??? Outside of Ireland they are respected for their ability to win 6N. And of course plenty of inconsequential test friendlies without any real pressure. WC ko games when the pressure is white hot? Not so much…
54 Go to comments