English clubs can't continue to pretend the basics of running a business don't apply to rugby
Before becoming a rugby journalist Paul Smith spent over 20 years in the logistics industry where he created and ran two successful businesses. Using this experience, he asks where now for professional rugby in England?
Will Carling was a pioneer, Sir Clive moved it on a level and with the encouragement of the RPA a steady trickle of ex or soon-to-be ex-players are now forging second careers which take rugby’s traditional values – teamwork, resilience, leadership and the like – and apply them in a business context.
Leicester back-rower Guy Thompson – an intelligent and engaging man with the most inspiring of back-stories – has recently stepped into the corporate world with just such a venture, which doubtless will be a huge success.
But while business is receptive to learning from sport, professional rugby desperately needs to heed a few of the basic lessons which the commercial world long since took as gospel.
It is now 25 years since rugby union reluctantly replaced the blazer brigade with what was supposedly a cloak of professionalism, but in truth a cohesive, profitable industry with a sustainable future remains a distant dream.
The English Premiership’s 12 clubs lost a combined £50 million in their most recent trading year. The Championship is so commercially fragile that the majority of clubs are in panic mode following the withdrawal of half of their RFU funding – a sum which, incidentally, does not cover the national team’s match fees for a single international. Meanwhile National League clubs, who receive no financial support, are required to negotiate a 30-match season spanning Tynedale to Redruth while simultaneously providing the proving ground for future stars.
Even the top flight’s current precarious commercial position is far from secure. BT Sport have declined to renew their multi-million pound deal without it first going to market – on which basis the TV rights are clearly falling in value – while few signs yet suggest that Premiership Rugby’s sale of a chunk of equity to CVC has done anything other than prop up its clubs’ short-term liquidity.
Meanwhile, matchday revenues are not growing at a pace which enables clubs to keep pace with wage demands from the sport’s top performers. For context, an entire six-match Championship weekend programme draws fewer people than Leicester v Northampton, while the rugby-loving public has shown little interest in new products such as the Premiership Rugby Cup or Shield.
Should anyone doubt the extent of the financial mire in which the Premiership finds itself, look no further than its response to the coronavirus crisis. Such is the financial instability faced by the clubs, each week seems to bring a new (and more desperate) plan to finish the current season and in the process cling on to TV and matchday revenues. Considerations of employee welfare, what customers actually want and simple common sense seem to have gone out of the window.
The development of most businesses happens in manageable steps, built bottom-up with costs and revenues broadly keeping pace. For example, in my former industry a haulier would only buy vehicles and trailers and employ drivers when he had work for them. This simple logic appears not to apply to our fully professional clubs, who instead establish a cost base then try – not that successfully – to find the revenues to cover it.
One of the biggest factors in this commercial disaster area has been the Premiership’s inability to find a sustainable response to foreign competition – namely the French Top 14.
While English clubs rely largely on the deep pockets of their sugar Daddy owners, their rivals across the channel have a business model underpinned by a combination of huge global corporations and local councils. This means big wages exist not just in the Top 14, but also Pro D1 and Federale 1.
Fearing a player exodus to France and resulting reduction in domestic playing standards, the RFU excluded overseas-based players from the England team. Clearly international caps do not buy many Range Rovers however, which is why an England appearance now earns our top stars close to £25,000 per test match.
Putting the RFU’s other significant financial liabilities to one side, the huge revenues generated by international rugby go at least some way to balancing these costs. However, the annual salary bill of around £9 million confronting most Premiership clubs is a different story. With just under two million fans watching a Premiership match last season, an estimated average ticket price of £25 grossed £50 million – or around £4 million per club – which clearly leaves a huge shortfall to be filled by TV revenues and commercial activity.
Control of non-direct costs is another key area in building a successful business, and recent unrest around the scale and costs of Premiership Rugby’s ‘head office’ reflects this. Functional activities like finance, marketing and communications are essential to the growth of any enterprise, but in the eyes of those at the coal face only the creation of tangible value justifies the overhead levels involved.
At the centre of all this is a real paradox, since the Premiership clubs’ owners owe their wealth to their previous successful business careers. This reminds us just how difficult it is to transition between industry sectors, and that lessons learned in property development, insurance, telecoms or retail do not necessarily provide a precise overlay with professional sport.
In addition, when a hands-off senior executive takes charge he is mostly a figurehead, reliant on his loyal foot soldiers. If these troops also have no industry experience, they face a learning curve during which middle management inherited from the previous owners shape the vital ‘first hundred days’ during which the pace of change should be at its quickest.
History also tells us that many more attempts to turn round a failing enterprise fail than succeed. Professional rugby, to date, is no different. When the owner is also a fan decision-making can be coloured by emotional attachment rather than cold logic – this situation is typical of the dynamic in many family-owned firms, and is rarely helpful.
Above all, at a strategic level it is time for professional rugby to admit it is not, and never will be, football. The difference between being an international sport and a global sport is marked – and for rugby union to become commercially viable it needs to acknowledge its position in the market and seek to build a business model which reflects this. Maybe look at cricket for a few clues?
Comments on RugbyPass
Wasnt late. Ref 2 assistants andTMO all saw it so who are you to say it was?
3 Go to commentsAre the Brumbies playing the Blues twice in a row?
3 Go to commentsBig difference from the Saders. Forwards really muscled up and laid a solid platform. Scooter brought some steel and I liked the loosie combination. Newell has been rather disappointing this season but stepped up big time - happy also to see Franks dot down. He should do that more often! Reihana had a good game and there seems to be more flair and invention with him in the saddle. McNicoll plays well from the back and is reliable plus inventive when he joins the line. Keep it up chaps!
3 Go to comments🤦♂️🤣 who cares who’s the best . All I know is the All Blacks have the star coach but have few star players now …
30 Go to commentsJe suis sûr que Farrell est impatient de jouer avec Lopez et Machenaud et d’être entraîné par Collazo… 🤭
1 Go to commentsAn on field red (aka a full red) in SRP must surely carry a bigger suspension than a red card given by the bunker as that carries a 20 minute team punishment. Had Damon Murphy abdicated his responsibility as a ref and issued both Drua players a yellow, which would have been upgraded to a 20 minute red by the bunker, that would have killed Australia and New Zealand’s push for the 20 minute red to be trialled globally from July this year.
11 Go to commentsEver so often you all post a Danny Care story that isn’t the announcement that he has finally re-signed for one more, victory tour season at Quins and I’m just like, “well you fooled me again!” My absolute favorite player ever, we need to make his final year at the Stoop (and Twickers) official already. I know he supposedly snubbed France but I won’t feel better until he signs.
1 Go to commentslate hit what late hit it wasn’t at all late and can clearly see he was committed before the tackle
3 Go to commentsChristian Lio -Willies 2 try perfomance was a standout. As was captain Scott Barrett. Up front was where the boys won it.They are a great team and players. Fantastic Crusaders , you can keep going.
3 Go to commentsI don't know how the locals feel about that? I guess if you call yourselves the Worcester Wasps that might be appease. But really we need more teams in the Premiership in my view so they are not padding it out as they are at the moment. It might curtail so many players going abroad as well
5 Go to commentsNZ 😭😭😭is certainly rivaling England for best whingers cup!😭😭😭 !!!
30 Go to commentsYup. New Zealand won 3 out of 10 world cups played. SA 4 out of 8 attempts 30 Vs 50 per cent.🤔🤔
30 Go to commentsShould've done this years ago. Change Saturday kick off times to around 11am. Up and off and back home before 3pm, limit travel time too. Allows players to actually do something else with their Saturday that's family oriented or being rugby fans they could ‘watch’ pro rugby. Increases crowds etc. How can anyone that enjoys grassroots and pro rugby have to choose between the two on Saturdays?
9 Go to commentsI bet he inspired those supporters just as much.
1 Go to commentsBen Smith Springboks living rent free in his head 😊😂
67 Go to commentsGood to hear he would like to play the game at the highest level, I hadn’t been to sure how much of a motivator that was before now. Sadly he’s probably chosen the rugby club to go to. Try not to worry about all the input about how you should play rugby Joey and just try to emulate what you do on the league field and have fun. You’ll limit your game too much (well not really because he’s a standard athlete like SBW and he’ll still have enough) if you’re trying to make sure you can recycle the ball back etc. On the other hard, you can totally just try and recycle by looking to offload any and everywhere if you’re going to ground 😋
1 Go to commentsThis just proves that theres always a stat and a metric to use to justify your abilities and your success. Ben did it last week by creating an imaginary competition and now you did the same to counter his argument and espouse a new yardstick for success. Why not just use the current one and lets say the Boks have won 4 world cups making them the most successful world cup team. Outside of the world cup the All Blacks are the most successful team winning countless rugby championships and dominating the rankings with high win percentages. Over the last 4 years statistically the Irish are the best having the highest win rate and also having positive records against every tier 1 side. The most successful Northern team in the game has been England with a world cup title and the most six nations titles in history. The AB’s are the most dominant team in history with the highest win rate and 3 world cups. Lets not try to reinvent the wheel. Just be honest about the actual stats and what each team has been good at doing and that will be enough to define their level of success.
30 Go to commentsHow is 7’s played there? I’m surprised 10 or 11 man rugby hasn’t taken off. 7 just doesn’t fit the 15s dynamics (rules n field etc) but these other versions do.
9 Go to commentsPick Swinton at your peril A liability just like JWH from the Roosters Skelton ??? went missing at RWC
14 Go to commentsLike tennis, who have a ranking system, and I believe rugby too, just measure over each period preceding a world cup event who was the longest number one and that would be it. In tennis the number one player frequently is not the grand slam winner. I love and adore the All Blacks since the days of Ian Kirkpatrick when I was a kid in SA. And still do because they are the masters of running rugby and are gentleman on and off the field - in general. And in my opinion they have been the majority of the time the best rugby team in the world.
30 Go to comments