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The old guard will forever defend rugby's sacred traditions, but the administrators running the game must recognise that the top tier of the sport is no longer just a sports business; it is an entertainment business. Nothing puts that reality into sharper focus than taking the supposed pinnacle of the sport, the highly anticipated contest between the All Blacks and Ireland in Chicago, and watching it fail to live up to the hype in front of a non-rugby crowd.
The decision to host the showcase test in a massive market like the U.S. again was another chance for rugby to sell itself outside its core audience. Yet when you place rugby's premium product side-by-side with the behemoths of the NFL, NBA, or even the NHL, it is evident that there is still a vast amount of work needed on the sport’s entertainment value. Die-hard rugby fans are willing to overlook the stop-start flow, the confusing referee interpretations and the often-prehistoric game-day production, but the modern consumer, who has a plethora of superior sports content available every night, is far less forgiving.
The deficiencies were palpable at Soldier Field. Spectators reported awful stadium sound and a feild still scarred by NFL markings. More critically, they were left waiting for what felt like an eternity while match officials fumbled through a TMO review due to the video system not functioning, with no explanation offered to the spectators. The delay left the stadium twiddling their thumbs. For a spectacle intended to represent the best of rugby union, this experience was unforgivable.
American sports provide the blueprint. Their games are built for continuous action, backed by a spectacle that is almost as engaging as the game itself. They craft compelling narratives throughout the week, offer unrivalled access to star players, and reach worldwide audiences. To suggest that rugby union should not be reaching for this level of spectacle because “it’s not in the spirit of the game” is a ridiculous defence. The sport has been losing relevance with the new generation of fans who consume media online, all in favour of catering to an older demographic who can the afford expensive tickets.
A global calendar still hasn’t been decided, opportunities for so called “developing nations” have not materialised and new markets like the U.S. have not grown, in fact they are going backwards. Rugby must embrace new, innovative, and disruptive thinking from outside the rugby bubble and bring in world-class entertainment and marketing strategists. Otherwise, it will remain a niche in the sporting landscape.