As the summer draws to a close, there is a growing sense of excitement for the upcoming sports season. This includes a double-header in Las Vegas for the NRL, an endorsement from Taylor Swift for the AFL’s main arena, and the Matildas’ sold-out home game. However, amidst all this, the question arises – where does rugby union stand? Quietly launching a new Super Rugby Pacific season in New Zealand, contending with reminders of the 2023 World Cup disaster, and struggling to sell tickets for the Melbourne Rebels v ACT Brumbies round one game, it is evident that Australian rugby faces significant challenges.
The sport of rugby in Australia has been experiencing a downward trend for the past two decades. From financial difficulties and declining participation rates to poor broadcast and crowd figures, the challenges were apparent even before the 2023 World Cup disaster. Despite these struggles, there is still hope for the future. Opportunities such as the upcoming British & Irish Lions tour and the men’s and women’s World Cup in Australia in 2027 and 2029 present a chance for Australian rugby to turn the tide.
In 2024, Rugby Australia has laid out a clear game plan for revitalization. A new CEO, chairman, Wallabies coach, and high-performance director have been brought in to lead the charge for change. The goal is to unite the factions within the sport and set Australian rugby on a path to recovery. However, there are doubts about the way forward, with many believing that Australian rugby is currently in a state of dysfunction that will require nothing short of a miracle to address.
The state of Australian rugby is evident in the Super Rugby Pacific season, where no Australian side has won a title since 2014 and all struggle to attract crowds and viewers. The decision to introduce new teams and a national footprint back in 2003 has not yielded the intended benefits. There are calls to reconsider the introduction of Western Force and Melbourne Rebels, introduced in 2006 and 2011 respectively, in an effort to focus on consolidating player stocks.
Rugby Australia faces a crucial decision on whether to expand by introducing Super US and Japan teams or to withdraw and focus on strengthening the local competition to rival the AFL and NRL. This approach will heavily rely on revenue and TV ratings, which currently lag behind the likes of the AFL with a $650 million rights deal for 2025.
The challenges in Australian rugby extend to the grassroots level, where participation rates are not keeping pace with other sports. The decline in popularity can be attributed to various factors, including changes in parental perceptions after data on injuries and CTEs from contact sports became public. Additionally, Australian rugby has not been able to produce the same level of heroes for kids as the NRL and AFL, impacting the sport’s appeal to younger athletes.
Women’s rugby has shown promise, with the women’s sevens side achieving significant success and the Wallaroos gaining traction. However, there are still gaps in support for women’s rugby compared to men’s rugby, with the Wallabies holding the top spot in public attention.
The challenges also extend to the performance of the Wallabies, who have struggled to secure significant victories and maintain their status as the top team in Australian rugby. The need for a new approach and a shift in the team’s playing style has become crucial to regain support and secure wins.
Despite the challenges, there is optimism for the future of Australian rugby. With upcoming events and opportunities, including the 2027 World Cup, there is potential for a resurgence. However, the road ahead will require a combination of strategic decision-making, investment in grassroots development, and a renewed focus on performance to bring Australian rugby back to its former glory.
In conclusion, the future of Australian rugby rests on decisive action, strategic planning, and a renewed focus on performance across all levels. The challenges are significant, but with the right approach, there is hope for a resurgence in the sport.