Trying to put the Super back into Super Rugby
Continuing his series on Super Rugby, Richard Knowler asks chief executives how to revive the event and their thoughts on the Aupiki competition.
As the Crusaders stood in the middle of Páirc Uí Chaoimh in Cork in early February, and searched in vain for the sight of empty seats, they must have asked themselves: "Why the hell can't it be like this at home?''
Kiwi spectators at the venue, or parked in front of their TVs in New Zealand, would have also been impressed by the sight of more than 40,000 fans packing the ground to watch Munster – who won the United Rugby Championship last season – play the Super Rugby Pacific champions.
The cross-hemisphere match could have been difficult to promote; the Six Nations was on that weekend, and both teams were missing many of their internationals. Instead, the first 30,000 tickets were sold within 24 hours, the stadium was a sellout and, to cap off a memorable night for the locals, Munster won 21-19.
The following week the Crusaders beat Bristol 31-14 in front of 18,000 fans in Bristol. Not nearly as impressive as the big crowd in Cork, but pretty good all the same.
Back in New Zealand, crowds have been okay for the opening rounds of the Super Rugby Pacific, but no ground has been filled. The "Super Round'' in Melbourne last weekend drew modest numbers.
Not that anyone could complain about the quality of games at AAMI Stadium, of which several were memorable; the Waratahs produced a shock win over the Crusaders, and the Hurricanes beat the Reds in golden point.
The point is this: Super Rugby Pacific still produces entertaining, fast games which are great to watch. Can a new chief executive (yet to be appointed) of the competition super-charge the tournament?
And Super Rugby Aupiki, which was launched last weekend, attracts tiny crowds in comparison to the men's competition.
Can the mooted joint competition with the Aussies change things?
The new chief executive of an independent governing body to run Super Rugby Pacific has yet to be appointed. When the newcomer starts that role, what should be their major priority?
Blues CEO Andrew Hore: ‘‘Work on the plan and focus on being the best fan-centric rugby comp in the world.’’
Chiefs CEO Simon Graafhuis: ‘‘Making Super Rugby the best club competition in the world.’’
Hurricanes CEO Avan Lee: “Being focused 24/7 on the marketing and growth of Super Rugby. Alignment across clubs and national unions can always get better.’’
Crusaders CEO Colin Mansbridge: ‘‘To tell the Super Rugby Pacific story as best we can, in a similar way the United Rugby Championship tells a fantastic story in the North.’’
Highlanders CEO Roger Clark: ‘‘To focus on Super Rugby 24/7 and develop and deliver a plan to make it the best fan-centric rugby competition in the world.’’
The earliest the four Super Rugby Aupiki teams can expect to join their Australian counterparts in a competition is mooted to be 2026. Is that timeline too optimistic, given crowds have been modest in recent seasons, or is it a case of a build-it-and-they-will-come?
Hore: “We need to assess if Australian opposition is the next step for professional women’s rugby.
“We keep saying the women’s game does not have to be like the men’s competitions, and then go and copy the structure of the men’s game. America and Canada, for example, have traditionally been strong.
“Are they a better option? Would these countries bring bigger broadcast arrangements that the women’s game desperately need? Let’s not just do these things because we think they are necessarily the best thing to do – let’s investigate and be strategic.
“Also we need investment here at home first. For example, if the government and NZ Rugby want better national teams, we need investment in facilities and support for the athletes/coaches here on the ground first.
“Let’s make sure we make the right moves instead of just trying to be seen to be doing something that people think are the right moves. The government needs to come to the party if we are to truly show young women how to maximise their performance outcomes and leadership.’’
Graafhuis: ‘‘It was great to see the expansion of the Aupiki competition for 2024, and the intention is for us to keep growing as we can.’’
Lee: “That sounds about right. The Aupiki competition is still developing but the teams are all strong. Bringing Aussie teams in will be great.’’
Mansbridge: “We live in a vocal community when it comes to women’s rugby and the place it should hold. After speaking to experts and stakeholders in the northern hemisphere, it’s clear that growing the women’s game is important, and it’s not easy. In the end it’ll come down to the entire rugby community, from fans and clubs to broadcasters and sponsors, for the women’s game to grow into what we all know it can be.’’
Clark: “No comment.’’
Note: Moana Pasifika declined to participate in this survey.