Superstar Israel Folau has delivered a multi-million dollar windfall for rugby union

ISRAEL Folau has delivered a multi-million dollar publicity windfall for the ARU, the Waratahs and their sponsors since joining rugby.

Waratahs superstar Israel Folau has been a huge boost to rugby union on and off the field. Picture: Mark Evans

ISRAEL Folau has delivered a multi-million dollar publicity windfall for the Australian Rugby Union, the Waratahs and their sponsors since joining the 15-man game in 2013.

Industry experts and data have calculated Folau’s profile and star power helped boost media exposure for team sponsors by up to $4 million in 2013 alone, detailing for the first time the immense value of the dual international to Australian Rugby.

The figure, though approximate, is a clear indication to the ARU they would be economically justified in fending off NRL boss Dave Smith by making Folau a $1 million-plus player when he comes off contract next year.

Folau has been a highly visible face of rugby since his first days in the code in late 2012 but firm evidence of his value as a “lightning rod” for publicity — and hence value for team sponsors — was revealed in the Waratahs annual report for 2013.

The Waratahs boasted an increase of 45% in total media exposure year-on-year from 2012 to 2013, based on the analysis of global sports marketing research company Repucom.

The Repucom study, seen by the Daily Telegraph, points to Folau’s direct impact in a drastic 46% spike in the “QI media value” for the Tahs’ then-major sponsor HSBC, up to $4.7 million.

“The signing of Israel Folau in 2013 helped drive an increase in HSBC’s year-on-year media value. The value derived from print media (+685k) and internet coverage (+608k) was up significantly due to an increased number of pictorial appearances featuring HSBC branding, with many of these images featuring Folau,” the report stated.

Repucom’s respected QI value puts a valuation on brand exposure, factoring in elements such as advertising rates and the size and prominence of images in varying media.

With moderate bumps for other Waratah sponsors, Folau’s arrival — allied with Michael Cheika’s appointment and more wins — saw NSW’s sponsor value increase by approximately $1.5 million in 2013.

News_Rich_Media: Waratahs fullback Israel Folau says his side will head into their next match brimming with confidence and targetting consistency after a stirring come-from-behind win over the Hurricanes on Saturday.

That doesn’t take into account the second half of Folau’s year, which began with a dramatic Wallaby debut against the Lions and front page appearances in Sydney, Brisbane and Melbourne within June alone.

One industry source said the media value increases for HSBC could be “just about doubled” when applied to Israel Folau’s impact on the Wallabies and major sponsor Qantas, steering the gain to an estimate of $4 million.

The ARU, Qantas and Repucom said they had not compiled similar data on last year’s Wallabies season.

Repucom managing director Lynne Anderson said the 40%-plus increases in brand exposure for HSBC, tied to Folau, showed the same impact as Tiger Woods when he played in Australia.

“When you get someone like that who is a lightning rod for publicity, there are absolutely incremental jumps (in value),” Anderson said.

“When you think about it, what a football team is providing partners with a platform to be seen.

“By having someone like Israel, it just gets them coverage, whether it be on TV, in papers, on the net, on talkback radio, and what we call the peripheral, such as rugby shows. He is just such a positive and powerful impact, and he’s a good guy. It opens up new opportunities for them to spread their own brand, as well as a partner’s.”

Speaking at the Wallabies jersey launch this week, Folau admitted he’d felt uncomfortable with being given a big media profile so soon after joining the code.

“At times you think about it and there are times when a lot of people are telling you are the face of Australian rugby, and it sometimes puts a bit of pressure on you,” Folau said.

“But you just have to get that out of your head and focus on what you can control and what’s important to you.

Last year when I played my first few games for the Wallabies, I was a bit conservative you know. A little bit nervous, until I felt really comfortable with my place in the team.

“As the year went on, I felt really comfortable so I just went out there and played the game, and it felt really natural to me. That’s one big thing I can take out of last year.”