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Following the Rugby World Cup Semi Finals results a headline in the New Zealand Herald declared that the tournament was to have the Dream Final, that being New Zealand vs Australia. Putting ability aside I found myself taken by just how little of a dream it is to have two previous champions in a final, that it is to be played so far away from both, and that neither are large in population terms.
Argentina’s 43 million population is virtually double that of Australia’s 22 million and South Africa’s 53 million is roughly 13 times that of New Zealand’s 4 million. The losing Semi Finalists have a combined population of 96 million, far more than that of the finalists. Japan’s 127 million, is bigger still and with there having been 25 million Japanese watching Japan vs Samoa more would likely have tuned in for play-offs matches.
The Traditional Market
Is New Zealand vs Australia really a dream final and, if so, for who? It certainly is not for England, the host nation. Nor is it for the nearby markets of France, Ireland, Scotland or Wales whose players are all back with their teams in the Aviva Premiership, Top 14 and Guinness Pro 12.
The headline, in actuality, was a dream final for a specific market but one whose size cannot expand much more in domestic terms. Bledisloe Cup tests have been played in Hong Kong and Tokyo while both Australia and New Zealand have also played money-making matches in Chicago. Such destinations offer noteworthy market value and are increasingly lower-risk than previously.
In recent years both unions went on record to post sizable annual losses with Australia having been in dire trouble in the year 2014. It is here in which the headline ultimately makes sense – an Australia vs New Zealand final is a dream for the marketability of rugby in both countries and their regular Bledisloe Cup matches can, logically, be used to generate greater even revenue for this reason.
Changing and Emerging Markets
South Africa vs Argentina would ultimately not have meant a smaller attendance at London’s Twickenham Stadium nor would it likely have meant a smaller audience watching on television. The same neutral fans from eliminated countries would be tuning in for the final regardless of who was playing.
There is, however, increasing justification to suggest that Argentina making the final could have opened the sport up to an emerging market. I do not say this based on speculation but, rather, on witnessing change, talking to people involved in rugby from throughout the area I refer to and directly observing comments.
It has been very interesting to observe the amount of support Argentina has continued to receive from the throughout Latin America, the region in question. For the rugby communities throughout the region encompassing over 20 countries Los Pumas are, overwhelmingly, the team of choice.
Growing the Game
The reason for this is essentially a combination of three factors (a) common culture, (b) the example of Los Pumas and (c) and strong ties in the rugby community throughout the area which falls under the identification of Sudamérica Rugby.
Argentina has a strong relationship with all Sudamérica Rugby member unions for the efforts made to spread the gospel of rugby in the region. This is true in terms of established rugby nations such as Chile and Uruguay just as much as emerging nations like Brazil and Colombia and those very much still in their infancy such as Guatemala and Bolivia.
A year ago Uruguayan back-rower Diego Magno told me how important Los Pumas are to him and his colleagues in Los Teros. The respect is based on a history of collaboration which, for instance, has seen Argentina playing over 30 test matches in Uruguay. A large number considering South Africa has never played a test in Namibia, Australia has never played in Samoa and New Zealand never in Fiji.
Uruguay’s future development will continue to be linked to their neighbors across the Rio de la Plata and the Uruguay XV set to play in Argentina’s Provincial Championship is only going to further the bonds.
Considerably further to the north Argentina is also looked up to. 12,000 Colombian rugby players watched Argentina’s Quarter Final against Ireland and cheered on Los Pumas. Sudamérica Rugby wrote that today Colombia strongly supports Argentina in the World Cup and that the triumphs of the gauchos, by proximity and sympathy, continues to spread the mark of the country as a power.
Located some 6400Km away from Buenos Aires is Guatemala another whose rugby community is firmly behind Los Pumas. So much so that the Asociacion Guatemalteca de Rugby celebrated by posting on facebook that we ”woke up to the great news of Argentina’s 43-20 triumph over Ireland. From Guatemala we celebrate Argentina qualifying for the Semi Finals of the World Cup”.
Closer to home, Brazil is a country with as strong of a soccer rivalry with Argentina as anybody. In rugby, though, they share a close bond. Several years ago former Italian based professional player and Sevens captain Fernando Portugal told me that Argentina has done so much for the game in Brazil and elsewhere and that they have nothing but admiration for their hermanos (brothers) Los Pumas.
Indeed the traveling Brazilian fans at the World Cup overwhelmingly back Argentina. Watching a World Cup game in Brazil is explanatory as the ESPN commentary team of Antonio Martoni and Ari Aguiar praise Argentina as a team of gentlemen, quality and tradition. Also being noted is the role of Agustín Pichot in establishing the Americas Rugby Cup.
It is this Latin Love which sees Argentina enjoy widespread support from non-traditional rugby countries and such a status is only going to grow with time. It is, indeed, fair to speculate that a World Cup final featuring Argentina would massively expand what is already a fast-growing rugby market.
