Old game catching on

An article in the Ventura County Star discusses rugby and how the sport is attracting new players. This is a good read for anybody who is not familiar with the sport and how much rugby has grown in the past few years. A couple of key points from the article about rugby's growth:

• "According to USA Rugby, the sport has grown 15 percent annually the past four years, with the biggest and most rapid increase in the youth sector."
• "The number of high school teams registered with USA Rugby has increased from 150 to more than 500 in the last six years, and there were 679 men's and women's college teams registered last year. "

This means that if rugby continues to grow at its current rate, there will be approximately 1,500 high school teams within the next five years or so. This increase in high school activity will lead to a higher interest in collegiate rugby, and this cycle would hopefully lead to enough interest to eventually fund a professional rugby league. In my opinion, a professional rugby league could serve as another conduit to increase awareness and grow the sport at a youth level even more quickly.

Again, if you're not a rugby fan and are simply stumbling into this blog, I do recommend you read this article as it provides a decent background into why some people are motivated to play rugby.

Is Rugby Too Foreign for the American Consumer?

By Kirk LeCureux

Michael McCann, a Mississippi College School of Law Professor and contributing writer for the Sports Law Blog, has offered us an interesting question.

Will rugby be sufficiently "American" for the American consumer?

Mr. McCann’s question is certainly an intriguing one to consider. As USAR prepares its vision and strategic plan for rugby’s growth here in America, have they considered that rugby might be deemed too foreign for American consumers? Although the MLS has seen moderate success, it does not attract crowds or generate revenues that have even approached those of more popular American sports such as MLB, NFL, and NBA. Mr. McCann speculates that at least part of the reason for this disparity can be explained due to cultural differences. Could soccer, and subsequently rugby, just “seem” too foreign for the American consumer?

First, let’s take a quick look at some of the other professional team sports here in the United States that have achieved a fairly high level of success.

Baseball – Usually considered America’s past time, watching baseball gives me an overwhelming urge to eat apple pie and grill some hot dogs. This sport isn’t one of my personal favorites, but the interest level in baseball remains high through strikes and steroid scandal. Despite the fact that American consumers are demanding faster, more, and better, the leisurely pace of baseball seems to be carrying the sport along just fine. Moreover, baseball is still probably the sport most closely associated with Americanism despite the fact that its players are increasingly coming from other countries.

Basketball – another native sport of North America, basketball supposedly saw a decline in ratings after stars like Larry Bird, Magic Johnson, and Michael Jordan called it quits, but salaries are still rising and new stadiums are more expensive. I doubt every owner is taking a loss so the health of the NBA seems pretty good to me. Additionally, with the rising status of foreign born players like Yao Ming and Manu Ginobili, international interest has been growing faster than American suburbia’s urge to change the channel to something else (note: the league does seem to have rebounded a bit from the US television ratings slide that occurred during the post-Jordan and pre-Lebron years). The fast pace of basketball appeals to both kids and young adults, as well as the older generation who has been watching basketball since the days of Dr. J and the ABA. Basketball might not be the first thought that pops in your head when you think of American sports, but it has certainly become one of America’s leading athletic past-times.

Football – ah yes, the current king of American professional sports. No surprise that American Football was also invented here in the United States. It’s also no surprise that football features fast paced action, exciting collisions, and consistently amazing displays of athleticism. The Super Bowl is practically a national holiday! American Football was indeed originated here in the US, but was actually based off of Rugby Union’s sister sport, Rugby League. Football can attribute a lot of its success to the fact that it has been very well marketed over the years through primetime’s Monday Night Football, ESPN’s Sunday night games, and even the occasional Thursday night thriller.

NASCAR – what happens when you take a good ole boy, put him into a domestic sedan on steroids, and tell him to drive faster than everybody else on the track for a few hundred miles? You got NASCAR! Just thinking about NASCAR makes me want to make a trip to KFC and speed the entire way there. But NASCAR isn’t all about rednecks and race tracks, by restructuring its marketing and corporate sponsorship plans in the 1970’s, this spectacle has gone from being a regional attraction to becoming the second most watched sport in the US in the span of about thirty years. I hope you’ve been paying attention USA Rugby. And yes, NASCAR is a team sport. Ask any race fan how important the pit crew is to the success of a race team and he’ll agree with me.

Ice Hockey – hockey saw a considerable increase in popularity only to have its bubble burst leading to a lockout and lost season. The NHL has a very strong international presence with players from Canada, Russia, Sweden, Finland, Eastern Europe, and basically anywhere else where it’s cold. While guys like Peter Forsberg might not get the same kind of endorsements that American hockey stars like Keith Tkachuck or even Canadian stars like Wayne Gretzky have pulled in, the league as a whole has seen success despite the fact that its more of a Canadian (i.e. foreign) sport.

Soccer – clearly this is the most foreign of all the professional American sports. It is also the least popular. Don’t fret soccer fans, MLS is only a little more than a decade old and the sport as a whole is still maturing. As long as the entities behind US Soccer don’t feel like they’ve arrived, they can continue to grow the sport through youth development. Although professional soccer isn’t extremely popular now, you have to wonder how many fans it will attract as the children of today’s soccer moms grow up playing soccer. It will also be interesting to see how the increasing globalization of our world affects the interests of American sports fans. Don’t forget that soccer is by far the most popular sport in the world. On the other hand, it’s difficult to capture the action of a soccer match on television so someone will have to figure out the best way to reach the mass market.

Analysis

So how does rugby compare? Well obviously we don’t compare yet as a professional entity. At a minimum, we’re probably a few years away from even hoping to be close to what American Soccer has accomplished over the last few decades.

But how do we compare as a sport in general? Rugby is most similar to football. Like football, rugby features “did-you-see-that?!” collisions and athletic runs and ball-handling.

Should rugby attempt to compete with football? Absolutely not! That’s a suicide mission in today’s market for any professional sports league. Instead, rugby should focus on marketing 1) the similarities between football and rugby and 2) the inherent advantages that rugby has over football as a spectator sport.

Inherent advantages you ask? Over American Football?! Yes, that’s what I said. First, rugby shines where other sports fall short in terms of pace. Without consistent stoppages of play, rugby could have considerable appeal to what I call the never-stop-moving generation. For those of you that haven’t watched a rugby match, a tackle does not result in a stoppage of play, huddle, reformation, and snap. Instead, a ruck generally forms over the ball in which the players essentially “fight” for the next possession. Usually, the team with the player being tackled is at an advantage and maintains possession of the ball. Only hockey and soccer can compare to rugby’s fast pace.

Secondly, a rugby player in shorts and a jersey is much easier to humanize than a football player shrouded in plastic and spandex. This advantage would bring the potential for stronger player recognition than what football or even hockey could offer.

I don’t look at American Soccer’s case as a failure in professional sports. For the most part, MLS has been financially viable despite the fact that a large percentage of Americans aren’t all that familiar with it. The lack of immediate large-scale acceptance, in my opinion, is more due to the fact that non-soccer players haven’t grown up around soccer and just don’t really “get it.” Scores are low and most Americans don’t understand the action that is taking place in between the goals to set up a shot. I think adoption of MLS has been slow because soccer is different and unfamiliar to consumers, not because it’s culturally foreign.

In its adoption phase, rugby will have an advantage over soccer for a couple of reasons. First, matches are high scoring. Secondly, Americans have fallen in love with physical contact and big hits which rugby can deliver in droves. Third, even if the spectator doesn’t entirely understand the rules, rugby is still fairly easy to follow. Like football, the objective is simple; its good to advance the ball towards your goal, score points, possess the ball on offense, and hit the opposing players hard on defense. Because rugby is less different than soccer and very similar to our current king of professional sports-football-I believe fans will adopt rugby as a common spectator sport much more quickly than they’ve accepted soccer.

Even though adoption has been slow for professional soccer in the United States, the ultimate fate of the concept won’t be determined for another generation, which is when the youth players of the last decade or two will decide whether to follow soccer as a professional sport in adulthood or abandon it for another sport like American Football. Similarly, even if rugby can form a profitable professional league in the short-term, its long-term success can’t be predicted until we can gauge the impact of today’s youth rugby development.

USA Rugby's Vision Plan

A response by Kirk LeCureux

According to a recent press release, the USA Rugby Board of Directors is in the process of developing a new vision and strategic plan for rugby in the United States and has hired International consultants ASMT (Atlantic Sports Management & Training Ltd) to assist with development and implementation of the plan.

The release outlines an early draft for what rugby in the US could look like if the organization can properly structure and execute its mid and long-term strategic plans. After the long-term vision has been finalized, USA Rugby will establish clear and achievable steps in order to reach the new long-term vision. ASMT has asked a series of questions to members and contributors of the USA Rugby community including myself. I submitted the following response to ASMT's questions regarding its vision plan.

1.) Which aspects of the above vision statements do you support?

I support nearly all aspects of the new rugby vision statement. The union has set some ambitious yet achievable goals. I believe a number of the goals listed in the report will result as a combination of building the sport from the bottom up through youth development and from the top down through professional development.

2.) Have you any additional views and visions for the game in the U.S.?

The report from ASMT lists the following goal for USA Rugby, Rugby will be "regarded as one of the best run niche sporting organizations in the U.S. and leading the way internationally.”

In response to this statement, I don’t think we should strive to be a niche sporting organization, I think rugby should strive to be a mainstream sporting organization in the US. Case studies of soccer and NASCAR should be conducted to research how those leagues made their way from being irrelevant ventures in the minds of most American sports fans to becoming financially viable professional leagues.

If it doesn’t already, USA Rugby should have national and regional community development officers. These people would need to be comfortable working with elected government officials; community development officers would negotiate use of existing facilities for local clubs and ensure facilities in development and under construction will be suitable for rugby use. A national community development officer will work with larger venue stadium planners, particularly those of soccer stadiums to ensure that the stadium will work as a rugby stadium. The national community development officer may also partner with a peer in FIBA to work with football stadium planners to make sure those stadiums are suitable for both rugby and soccer. The national community development officer would be particularly important if the US wants the facilities necessary to host a successful Rugby World Cup.

3.) What are the short term priorities which USA Rugby should focus on (in the next four years)?

Assist Super League Clubs in transitioning from an amateur mindset to a more professional mindset. As smaller fields and clubhouses reach spectator capacity, clubs should seek larger facilities in order to continue to build their fan base. Radio or newspaper advertising campaigns should be considered if clubs rent a larger facility and sell tickets to cover the expense of that facility. Relationships should be cultivated with local sports writers and newspapers. Press releases should be written for all important club events and matches. Press releases from USA Rugby should be submitted by each club to its local newspaper contacts. All clubs, particularly Super League and Division I college clubs should be leveraging this type of media as much as possible as there is generally little to no monetary cost for this type of publicity! I feel that potential investors will be more inclined to spend money to create a professional rugby league if clubs are making an active effort to build their local fan base, particularly if many clubs have been able to raise funds for expenses through ticket sales and profitable matches/tournaments.

USA Rugby should attempt to negotiate television deals with cable and broadcast companies to televise American Rugby. These deals could include international tournaments in which the US participates and can make a respectable showing, collegiate championships, regional all-star tournaments and Super League play. If no national deal can be signed for Super League rugby, or if the deal is limited in scope (i.e. only championships, playoffs, or one game per week), clubs should be advised on the process of negotiating with local networks to pursue television deals. Television would provide an amazing media for educating potential new fans, as commentators could be used to explain the rules to viewers who are not familiar with rugby. Even if USA Rugby simply negotiated a deal with a network or cable company to air international competition between two foreign competitors, the exposure would serve to increase awareness of the sport in general. I think I speak for all rugby fans when I say that it is extremely frustrating to see a spelling bee or poker tournament on ESPN but no rugby!

Most importantly, continual development of youth rugby will be imperative to both the short and long-term health of the sport.

4.) What long-term priorities should USA Rugby focus on (next 10 years)?

Again, the continual development of youth rugby will be imperative to both the short and long-term health of the sport. Participants of youth rugby will understand the rules of the sport and will become the core of a strong spectator fan base in the future.

USA Rugby should attempt to make rugby a professional sport within the next five to ten years. When the league has been implemented, the season should always begin immediately after the Super Bowl. For the first few years of the league, rugby should not attempt to compete with American Football, but rather attempt to co-exist for the foreseeable future. A reasonably well-marketed professional league will do wonders for increasing awareness of the sport, even if profits are limited. If the pro league can break even, than it is still a success for the sport as a whole.

5.) What are the key factors which will assist USA Rugby to achieve its goals?

Men’s rugby, in addition to Women’s rugby, should strive to be recognized as an intercollegiate varsity sport supported by the NCAA and its member institutions. Youth development will be the primary key in the long term development of our sport, but NCAA programs in both men’s and women’s rugby will also have a key influence in creating awareness of the sport for potential players and spectators alike. Furthermore, the availability of collegiate scholarships for men’s and women’s rugby will encourage youths and parents, who may otherwise be on the fence with regards to their participation in the sport, to make the decision to participate.

6.) What are the key issues which USA Rugby needs to address if it is to be successful?

Encouraging participation in youth rugby will provide the greatest long-term growth of rugby

Educating all potential stakeholders will be important for youth rugby. For example, high school football coaches may initially discourage players from participating in a spring rugby season, however, if that coach were aware of the actual injury rate of rugby vs. the conditioning benefits, not to mention the mental and physical toughness gained through training for and playing rugby, he may be convinced to encourage his football players to play rugby in the off-season. In the near term, rugby cannot compete with American Football so a partnership or plan to co-exist with American Football should be implemented wherever possible in youth and high school sports.

Also, educating parents on rugby will play a key role in whether or not the parent will allow his/her children to play rugby. Education should focus on the true injury rate of rugby vs. other collision sports such as American Football or ice hockey.

We want to hear your view on rugby in your own area

1.) What is your vision for the game in your own area?

I envision a professional rugby team in the Charlotte area. Charlotte is one of the fastest growing cities in the United States and has a great environment for potential corporate sponsors. As the sport makes gains in popularity, we believe that Super League matches and international competitions will attract thousands of spectators. Bank of America Stadium, home of the NFL Carolina Panthers, has a suitable rugby playing field (the field surface from wall to wall is 121.5 meters by 85 meters) in addition to fantastic corporate and luxury amenities. The Charlotte Rugby Club is also currently researching smaller stadiums to see if any of them will be suitable for the clubs more immediate needs.

2.) What are the short term priorities for the game to develop in your area?

Our club is active in the development of youth rugby in the area. All players are encouraged to coach a youth or high school side himself, or to at least assist existing coaches with instruction a few times per year.

3.) What are the key factors which will assist the game to grow in your area?

Youth development will help the sport's long term growth more than any other factor. Our club is also brainstorming ways to increase its exposure and fan base in the area. We feel that increased exposure of the US Super League will encourage more youths to participate in rugby.

4.) What are the key issues which need to be addressed if the game is to be successful in your area?

Participation and organization of youth rugby; rugby does not get a lot of publicity in this area or almost anywhere on the east coast. We seem to be stuck in a place where we don’t have a professional league because the infrastructure for youth rugby hasn’t yet been developed enough to generate interest in a pro league, but we don’t have the interest for youth rugby because there is no professional league! It’s a vicious cycle.

I’d like to thank the USA Rugby Board of Directors and ASMT for giving us an opportunity to voice our concerns and suggestions regarding the development of our great sport. We feel that rugby, with its displays of crushing hits, athletic runs, and finely executed ball handling is quite simply too exciting and appealing for the American consumer to ignore forever. I look forward to working with the Union, Charlotte Rugby, and all other stakeholders to make rugby growth a gainful venture for everybody involved.