Quade Cooper: why rugby is losing battle for hearts and minds to the NRL

If the Wallabies lose the series 3-0 to the British & Irish Lions, most people will shrug and say, “well, that was always going to happen”. And that’s exactly what’s holding rugby back.

If the Wallabies lose the series 3-0 to the British & Irish Lions, most people will shrug and say, “well, that was always going to happen.”

And that’s exactly the kind of mindset that’s holding Australian rugby back.

Everywhere I go, I’m approached by sports fans — not just rugby fans — and I often find myself having to defend the game I love.

People see blowout scorelines like 48-0 or 54-7 and assume we’re miles behind. That narrative builds, and it’s hard to undo.

But the truth is, we’re not as far off as people think.

We just keep missing the moments that matter.

Lions star Josh Van Der Flier breaks away from the Force defenders. Picture: Getty Images

The Lions sitting at 5-0 so far on this tour isn’t just a reflection of their quality — it’s also a result of the Wallabies choosing to rest so many of our top players from the Super Rugby teams that played the tourists.

That decision robbed us of the chance to shift perception. It sent a message that we weren’t serious about competing across the board — and when you’re fighting for attention in one of the most competitive sporting markets in the world, that’s a massive mistake.

This week I spent time with the Brisbane Broncos and spoke to their assistant coach Ben Te’o, who played for the Lions against the All Blacks in 2017. His words were a reminder of how big the gap has become in how different codes approach the fan experience.

Brisbane assistant Ben Te'o played for the Lions back in 2017. Picture: NRL Imagery

The NRL is obsessed with improvement. If a rule slows the game or affects the product, they’ll change it — sometimes overnight. Rugby, on the other hand, doesn’t like change. It’s not that the system is too slow — it’s that there’s a fear of evolving. But change is where growth happens. Without it, we’re stuck — and everyone else moves ahead.

In this environment, the Lions tour was a rare opportunity to light a fire under the sport. A once-every-12-years chance to not only win a series, but to build a wave of excitement that cuts through to the casual fan.

Instead, we saw teams lose by 40 or 50 points, with second-tier line-ups. When the public sees that, they don’t see potential — they switch off.

Imagine if the Reds or the Force had played their full-strength squads and pushed the Lions to the edge, or even knocked them off. Win or lose, you create belief. You create moments. And you shift the story from “we’re not good enough” to “we’re building something.”

When the Jillaroos outrate a Wallabies Test in prime time, it’s not because of one bad result — it’s because people don’t feel connected to the fight.

The NRL understands that fight.

Origin players back up the following week because they want to compete.

It’s not about putting on a show — it’s about showing up. It’s a badge of honour. It’s about pride in your team, respect for your teammates, and knowing that every minute on the field matters.

That kind of mentality builds loyalty — from fans and from within.

We had a chance to bring that same mindset to this Lions tour — to approach all 10 matches as must-win moments, and give our players a shot at history.

Winning three games to claim the series is a great achievement, but the tour could’ve been so much more than that.

It was an opportunity to create lasting memories not just for rugby fans, but for people who might’ve fallen in love with the game for the first time.

Instead, we left so much on the table.

Tom Lynagh should have already lined up against the Lions, rather than facing a potential debut six weeks after his last game. Picture: Getty Images

Players like Tom Lynagh should’ve been on the field against the Lions already — not going into a potential debut off six weeks without a game. That kind of match experience can’t be replicated. It builds confidence, understanding, and edge. If he or others struggle now, it’ll only fuel the same tired storyline that we’re not good enough. But it didn’t have to be that way.

We talk about growing the game, but actions speak louder. And for too long, our actions have told fans we’re okay with where we are.

Australian rugby has enough talent. We’ve got the athletes, the minds, and the potential. But potential means nothing if you’re not willing to throw punches. If you’re not willing to challenge the status quo. If you’re not willing to change.

This tour should’ve been a turning point. It still can be. But it starts with a mindset shift — from safe to competitive, from passive to proud.

No more excuses. It’s time to start swinging.

Originally published as Quade Cooper: why rugby is losing battle for hearts and minds to the NRL