Rugby World Cup 2023: Rugby’s identity crisis in Australia is aiding Nine’s profit free fall

An underperforming team at the World Cup is just the tip of the iceberg of Australian rugby’s problems, and it’s now affecting their broadcaster, writes BUZZ ROTHFIELD.

SAINT-ETIENNE, FRANCE - SEPTEMBER 16: David Porecki and the Wallabies ahead of their Rugby World Cup France 2023 match against Fiji at Stade Geoffroy-Guichard on September 16, 2023 in Saint-Etienne, France. (Photo by Chris Hyde/Getty Images)

Australian rugby union has a massive identity crisis, not just an underperforming team at the World Cup.

The entire Wallabies side could walk down George Street in civilian clothes any day of the week and not be recognised.

Rugby union has fallen off a cliff at all levels from grassroots to Super Rugby and the Wallabies.

The Ella brothers, David Campese, Simon Poidevin, George Gregan, Tim Horan and John Eales were once household names.

Bledisloe Cup matches were the hottest tickets in town.

Television ratings were like State of Origin games and NRL and AFL grand finals.

Now, barely anyone cares.

Interest in rugby union has plummeted. Picture: Chris Hyde/Getty Images

This sport has been poorly managed at all levels for too long.

GPS schools were once an exclusive breeding ground for the next generation of Waratahs and Wallabies.

They are now a nursery for cashed up NRL clubs.

Earlier this year Rugby Australia paid $5 million to sign Joseph-Aukuso Suaalii from the Sydney Roosters.

That’s $5 million that could have been used for a much-needed investment in pathways rugby union.

Channel 9 recently extended its rugby union deal for another three years at $30 million a season.

Meanwhile, Channel 7 paid just $4 million for the Matildas and the record TV ratings they delivered for the recent World Cup.

Nine’s ratings, especially at Super Rugby level on their Stan platform, cannot justify that sort of outlay.

Not when the network’s profits fell 39 per cent in the last financial year due to a soft advertising market.

Players like Mark Nawaqanitawase have yet to become household names. Picture: Chris Hyde/Getty Images

Not when the network has already paid $350 million for the rights to the Olympics.

And not when they are facing stiff opposition from Channel 7 for rugby league when the new TV rights negotiations begin in two years.

This Wallabies match against Wales this weekend in France is so important to Nine’s commercial position with the sport.

If Australia fails to make the World Cup quarter-finals, it will be an absolute disaster for both Rugby Australia and the television network.

The sport has slipped way behind NRL, AFL, Australian cricket, the Matildas and the car racing for crowds and television ratings.

It is now barely relevant – even at the big end of town, let alone with the average Aussie sporting fan who once loved watching the Wallabies.

Originally published as Rugby World Cup 2023: Rugby’s identity crisis in Australia is aiding Nine’s profit free fall