Plight of Munster proves Pro 12 must change and fast
Irish rugby is in a mess. Ever since the playing field was levelled on qualification for the European Champions Cup, it has been teetering towards a crisis, and last week the IRFU went public on just how difficult things are.
In a nutshell the issue is a simple one: whereas at one time the economics of European rugby meant that the IRFU could bankroll their four provinces, now they can’t afford to do so. As the IRFU chief executive, Philip Browne, puts it, they no longer can be ‘the lender of last resort’, and the picture he paints is a gloomy one.
The English and French clubs are spending ever more, but the scope for the Irish Union and the provinces to grow their revenues seems to be very limited.
Munster’s case perfectly illustrates the scale of the problem. Their Heineken Cup record was a marvellous one, but since the qualification rules for the Champions Cup came in, they’ve floundered. Attendances are down, and at their AGM they showed a cash shortfall of €2M, despite additional help from the IRFU.
It’s a vicious circle: they need to recruit well to get things back on track, but they can’t afford to do it – and further failure will lead to an even bigger financial problem. The situation could be managed when they only had to fight on one front, Europe, but now they actually need to qualify for their place, and that means taking the Pro12 seriously.
At the heart of the matter is the Pro12, which has always seemed a league that is terminally flawed. The four countries involved are dwarfed by the English and French, and the provinces, regions, Italian clubs, and the two Sottish professional sides, don’t attract enough interest from the public and sponsors to generate the cash they need.
The Irish provinces have traditionally been all about European success, the Welsh seem to love fighting among themselves and with their Union, Italy was shoehorned into the competition in a moment of madness, and Scottish rugby is a bit of a basket case! You can see why sponsors aren’t starting a bidding war for the Pro12.
Browne reckons sponsorship revenues need to double or treble to be able to compete with the French and English, and for that to be achievable, radical change is needed, with ‘expansion into new territories’.
He hinted that means a move into the US, presumably to target the Irish diaspora on the East Coast. It’s easy to see why the US market looks attractive, but as well as being huge, it’s also hugely competitive.
Interestingly, Browne described the relationship between the four Unions and their Pro12 ‘clubs’ as being franchises, and says that would allow them to move quickly to set up an operation on the East Coast. They could parachute in some coaches, allocate some players, and Bob’s your uncle. The hope would be that the broadcasting rights for the Pro12 would rise accordingly as the lucrative US market comes on board.
Why stop at the Irish? There are enough second and third generation Scots out there too, there is no shortage of Italian connections in New York, and I’m sure that the Welsh can drum up a link as well – apparently Barack Obama’s great-great-great-grandparents came from Anglesey!
However, I reckon his plan is fatally flawed, and the answer could lie closer to home. It’s less than a year since the Pro12 appointed a managing director with the brief to grow the brand, and these US initiatives are presumably his handiwork.
Martin Anayi has a strong sports management background, but he was surely over-egging the pudding when he said that ‘the PRO12 has the potential to be the most compelling, innovative and competitive club competition in world rugby’. If he’s to come anywhere close to achieving that goal he has a lengthy list of issues to sort out, such as low attendances outside of a few derbies, the Italian problem and poor refereeing.
Here are two things that the Pro12 should do to become better. Forget trying to build a franchise eight hours flying time away, and start a concerted campaign to bring in the Celtic exiles from the English Championship, London Irish, Scottish and Welsh, dumping the Italians at the same time. Pro12 home games in London would, in time, attract proper crowds.
Next, loosen the ties to the Unions as they’re too focused on their international sides, and haven’t a clue about what makes a good league. Only by breaking their death grip, and learning to stand on their own feet will the Pro12 teams prosper.