Sydney Rugby Union has plans to strengthen and expand Shute Shield with TV rights windfall
The Sydney Rugby Union has big ideas for its Shute Shield competition after agreeing to a “wonderful” deal with Rugby Australia before the sport’s broadcast rights go to public tender.
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The Sydney Rugby Union’s $1.45 million windfall from Rugby Australia as part of the TV rights negotiations is set to lead to an expansion of clubs in the Shute Shield and a strengthening of the game in Sydney’s west.
The cash component of the deal with the game’s governing body over the next five years will be used by the Sydney Rugby to propagate the game and won’t just be handed out to the clubs.
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The competition, which received virtually no support from the previous Rugby Australia administration, is now part of the rugby’s “whole of game “package which will be part of the broadcast tender process.
As part of that the SRU will receive $450,000 this year and $250,000 for the following next four years.
“It’s a wonderful deal for premier club rugby and sets us up to grow the game,” Sydney Rugby Union president Phil Parsons said.
“And all the advertising and sponsorship revenue will remain with the Sydney Rugby Union and that is a huge financial opportunity.”
While Parsons would not put a figure on how much that would be worth, The Daily Telegraph understands it is millions of dollars.
“One of the things we can do now is work on strengthening rugby in the west and part of our objectives this year were to get Penrith back playing rugby and they are,” Parsons said.
This season they are playing in third grade colts, the women’s and subbies competitions.
Parsons also revealed there has been expressions of interest from four parties outside of the traditional Sydney rugby heartland, including Penrith, about joining the Shute Shield, possibly in 2021.
‘‘We have a great platform and we now need to use this opportunity responsibly to grow the participation numbers and invest in our players so rugby again become dominant in our region,” he said.
“Because every game will be broadcast there is a great opportunity to add value to the fantastic club sponsors who have been supporting premier rugby for a very long time.”
He said the objective was to get one Shute Shield game a week on free-to-air and four on a subscription platform but that is still subject to the tendering process.
As for the prospect of a national club competition Parsons said: “We will be working with Rugby Australia to understand how we can replace the NRC in 2021.”
Significantly, whatever happens in the upcoming broadcast wheeling and dealing, the Sydney Rugby Union’s deal with Rugby Australia is already locked away.
“Our cash is not subject to how much cash they get,” Parsons said.
Parsons, who was one of Kerry Packer’s lieutenants at Australian Consolidated Press, said securing the deal for the Sydney Rugby Union has been hard work.
“It was one of the most difficult negotiations I have been part of,” said Parsons, who has a background in media and logistics.
“The rough and tumble of the negotiations did surprise me but through that rough and tumble (Rugby Australia CEO) Raelene Castle was completely co-operative and understanding of our needs to commit to this long-term relationship.”
Originally published as Sydney Rugby Union has plans to strengthen and expand Shute Shield with TV rights windfall
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