Why Brisbane sellout won’t guarantee afternoon Tests for Wallabies in 2025

“Clearly the broadcaster is a very important stakeholder in those conversations.” Nine to have a major say over future Wallabies afternoon Tests, despite sellout at Suncorp Stadium.

Afternoon Tests may be a thing of the past for the Wallabies into the future. Picture: Jaimi Joy/Getty Images

IN a week that the home of rugby, Twickenham, sold its naming rights to an insurance company, it shouldn’t surprise that a sellout crowd in Brisbane for a Wallabies Test does not guarantee afternoon games next year.

Like all decisions made in these financially trying times, money will talk.

Young wallabies fans react to Australian success. Picture: Jaimi Joy/Getty Images

For years, rugby fans have been crying out for afternoon footy and this year they’ve had Australia take on Georgia in Sydney in the daytime, Saturday’s match against the Springboks in front of 50,000 kicking off at 2.30pm, the following week against the same opponent in Perth at 5.45pm, and September’s Bledisloe Cup showdown against the All Blacks in Sydney starting at 3.45pm (all times AEST).

The sellout at Suncorp Stadium this weekend is the first for a Wallabies match at the venue since the 2013 British & Irish Lions series.

A packed Suncorp Stadium for the first test between the Wallabies and British & Irish Lions in 2013. Picture: Chris Hyde/Getty Images

And the public’s overwhelmingly positive response to Joe Schmidt’s team should give officials enough reason to lobby for plenty more afternoon matches.

But Rugby Australia, like most of the game’s governing bodies, can’t afford to be too demanding to broadcasters who pay the vast majority of their earnings.

Broadcasters Nine and Stan Sport, who are also showing the Paris Olympics, realised that an evening Test this Saturday would clash with events including the men’s basketball bronze medal match, and agreed to the early start.

While the Lions 2025 tour games are all set for the evening, Nine’s willingness to accept more afternoon Rugby Championship games next year will depend on the viewership they get in coming weeks.

RA chief executive Phil Waugh, who is in negotiations with Nine to extend their broadcasting deal beyond 2025, is pragmatic about the demand from punters and television executives.

Afternoon Test matches are a fine balancing act for Rugby Australia chief executive Phil Waugh. Picture: Saeed Khan / AFP

“It’s a balance, it’s about making sure we’re working with our stakeholders and clearly the broadcaster is a very important stakeholder in those conversations,” Waugh told this masthead.

“Equally, we need to make sure we’re connecting with the community and getting the balance right of afternoon games so young kids and families can come, and also blockbuster games that we work well with the broadcaster on to ensure we’re supporting their needs as well.

“I can’t say right now we’re pivoting to afternoon games in rugby, but I think we’ve got really good relationships with the broadcasters and the broader stakeholders across the game.”

As for the chances of TRC games being held in the afternoon next year, Waugh said: “It’ will be looking at who the opponent is, what city we are playing in, and then making sure we get the balance right between the stadiums and maximising viewership on TV.

“I don’t have a firm commitment one way or another, other than to say we need to ensure we’re considering all stakeholders and getting the balance right to appease as many as possible.

“Given NEC (Nine Entertainment Co) is the home of the Olympics, there is certainly that overlay and wanting to get the balance right between the Olympic coverage from Paris.

“There’s broader considerations than just our event. There’s also then, ‘How do we ensure we’ve got clean air?’ and maximise viewership with our broadcast partner.”

Wallabies fans celebrate a rare win over New Zealand in 2020. Picture: Albert Perez/Getty Images

Still, it is quite the turnaround for the Wallabies to crash out in the pool stages of last year’s World Cup, to sell out their first game in Brisbane in more than a decade months later.

“One of my biggest focuses has been reconnecting with our rugby community,” Waugh said.

“So what we’ve seen through the July series, the afternoon Test against Georgia and to get 26,000 to that, and how we’re tracking for Brisbane and Perth, and then another afternoon game against the All Blacks in Homebush, it’s great to see we’ve got a lot of people that want to come out and support the team.

“We need to make sure we give them a reason to believe.”

Originally published as Why Brisbane sellout won’t guarantee afternoon Tests for Wallabies in 2025