Why Australian rugby’s issues went global … and how an Aussie plans to fix it

Australia is a “canary in the coalmine” when it comes to global rugby’s fight to stay financially sustainable and relevant to younger generations, according to the former Wallaby running for the most powerful job at World Rugby.

Brett Robinson, the former Wallabies flanker and Brumbies captain, delivered a health check for the 15-a-side game, at home and abroad, after confirming on Tuesday he will be one of three candidates in the running to take over from Bill Beaumont as chair of World Rugby.

If successful in the World Rugby council elections in November, Robinson will be the first person from the Southern Hemisphere to hold the role of chair.

Robinson entered rugby administration as a Rugby Australia director, and has stayed on as RA’s representative at World Rugby after his time on the RA board expired in 2019.

The 54-year-old is not only pitching himself as a “contemporary” candidate against 66-year-old Scot John Jeffrey, but after years as a respected figure in the halls of World Rugby power, also as a potential bridge between the historically opposed power blocs of the Northern and Southern Hemispheres.

Robinson reportedly has support of not only of SANZAAR countries, but some influential Six Nations powers, too.

Former Wallaby and World Rugby Chair candidate Brett Robinson at home in Brisbane.Credit: RetireAustralia

In Robinson’s favour on that front is an emerging clarity the problems of world rugby are now increasingly shared.

Such are the financial pressures being felt in multiple countries on both sides of the equator – including clubs folding – World Rugby will hold convene “crisis” meetings of major unions next month to discuss solutions.

Wallaby in the coalmine

Brett Robinson in his playing days in 1997 - he captained the inaugural Brumbies team.Credit: Andrew Meares

When Robinson played his rugby in the 1990s, Australia were early adopters of professionalism before others caught up. The past decade of decline here has seen the game struggling financially, however, and to maintain relevance in a crowded market. Oddly enough, other nations are now catching up there, too.

“Australia is a bit like the canary in the coal mine for the game ... and many of the challenges we’re facing are now right are also in front of many of the member unions, having spoken to them over recent months,” Robinson told this masthead.

The good news, according to Robinson, is World Rugby is beginning to understand the need for change, and meetings of the game’s key stakeholders held in March to address the health of the game were productive.

“What was really clear is that we all collectively needed to listen to the voice of our fans more deeply, and assess what (RFU chief executive) Bill Sweeney described the existential threat of not being relevant to the next generation,” Robinson said.

“Which are my kids, you know? I’ve got four kids, 18 to 23, and been on that journey. What was great is that we acknowledged that our fans were telling us they’re tired of senseless kicking, they’re tired of not promoting attacking teams to maintain possession and also tired of just the dead time in our game.

“As a game they were not issues that were just Australia’s - they were everyone’s. So what was really healthy was that led to some really good conversations about change.”

Modern approach

A suite of law changes, law trials and working groups to explore innovations - all designed to improve the speed and spectacle of the game - were rolled out; including more trials at Test level of the 20-minute red card.

Robinson’s campaign to become Chair is centred on being the “contemporary” nominee, and driving change with agile leadership.

Wallabies fullback Tom Wright in action against the Springboks.Credit: Getty Images

He has been a firm advocate for the 20-minute red card at World Rugby meetings, for example, and is sticking to his stance despite it being strongly opposed by several Northern Hemisphere unions.

“I’m very confident that we can get a collective sense this is the right thing to do by the end of this year which will be great,” Robinson said.

Financial fight

Robinson, who is a qualified medical doctor but is currently CEO of RetireAustralia, believes his business experience has him well positioned to steer World Rugby through a developing financial crisis. Many major unions are recording annual losses, and clubs like the Melbourne Rebels and Wasps, London Irish and Worcester in England, have gone bust.

London Irish collapsed in 2023.Credit: Getty

“The issues that we’re facing are consistent issues across the game, to the point where the macroeconomic challenges of the game are at such a crisis point that we (World Rugby board) are holding a meeting at this September, inviting the Tier One CEOs and Chairs to discuss not only the revenue challenges we face, but also the pressure we’ve created around our cost base.

“Clearly revenue growth is important but the heart of it is managing cost base and player salary caps and wages, that’s at the heart of the tension.

“The economics aren’t sustainable and that’s the pressure point for everybody. We just have to come together and agree on what are some of the mechanisms [to address it]?

“Football have been doing this for a long time as well and have arrangements, where there’s financial compensation or [financial] fair play arrangements at UEFA. Or is it about agreeing on salary caps? How do we manage that together?

“Club owners and club competitions that need to be a part of that conversation as well. It’s in everyone’s best interest, because it’s not good when you know you have to shut down teams, and that’s happened everywhere in the world in the last couple of years because you just can’t fund them.”

Countering the problem areas, Robinson said he was proud to see rugby sevens draw a total crowd of 550,000 in six days at the Paris Olympics, and that a quarter of the world’s eight million rugby players are female (and growing).

Successful investment by World Rugby in strengthening the competitiveness of developing nations, and increasing to 24 teams at the 2027 World Cup in Australia, will only further enhance the game’s global growth, he said.

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