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It may still be rather warm outside but you know when it’s autumn because Prem Rugby returns to the sporting calendar. And this year is an important one.
Because the cash has arrived from various new investors and the stability of the league will once more be under a microscope.
This season will be the first since vacuum cleaner magnate Sir James Dyson invested in Bath Rugby and the first since AFC Bournemouth owner Bill Foley’s Black Knight took control of Exeter Chiefs.
The south west duo are joined by Newcastle, who are a year on from their takeover by energy drinks giant Red Bull, and the likes of Northampton Saints in getting new investment.
Major Prem Rugby question
But the major question Prem Rugby must answer this season is a financial one: does it try to replicate the Premier League, where losses exist almost across the board but revenue surges offset the real terms deficit, or does it look for profitability and restraint?
Both are viable but the league must pick one and stick to it. The league’s stakeholders – team owners, Prem Rugby’s board, sponsors and all – must set a high bar for themselves because prospective investors are watching.
They’re looking at ongoing discussions between Silver Lake and the All Blacks, they’re keeping an eye on CVC Capital Partners and what its investment is returning, and they’re looking at the depth and quality of owners across the 10 clubs.
These potential investors will be making judgements on the economics of the league, whether it can realistically expand – having been 13 teams before Worcester Warriors, London Irish and Wasps went under – and how it can commercialise more globally.
Does that involve the United States, reform of the Investec Champions Cup or a merger with the Welsh? The answer could be all three.
One would question whether shareholders in the league – through what is called a P share – are satisfied with past financial and commercial performances given the public cash owed to the taxpayer following Covid-19 bailouts.
The future can be bright
The sport is undeniably in a good place on the pitch; last year’s competition was solid and both domestic and international players gave a good account of themselves. But now it is time for the business of the sport to be shored up.
Amid concerns about the future of the southern hemisphere’s Super Rugby competition, the viability of the multi-national United Rugby Championship and the sustainability of the budgets across the Channel in France, it could be time to shine for the game in England while it is in the investor spotlight.
This could be helped by Project Red Bull up in Newcastle, now fully up and running after the takeover in August last year. Sounds coming out of the camp are cheery, and it could be a year where the marketing geniuses get the publicity they need.
Christian Wade is closing in on the all-time Premiership try-scoring record, bouldering All Black Hoskins Sotutu has flown to Toon from New Zealand and ticket sales are flying in a way they haven’t for a long time. Red Bull has clearly given Newcastle wings.
It is a mega season for the future of Prem Rugby, with all sides desperate for it to be a success. But for that to happen difficult choices will need to be made. Whether everybody comes out unscathed remains to be seen.
Former England Sevens captain Ollie Phillips is the founder of Optimist Performance. Follow Ollie @OlliePhillips11
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