Ruby Tui’s rise to fame in New Zealand and the rugby world has been extraordinary. The question that Claire Beard, NZR’s head of women’s rugby, kept asking was how to capitalize on this opportunity and build a solid foundation. Tournaments alone cannot produce new participants or retain fans in the long term. A strategic vision, supported by financial means, is needed to convert interest into tangible results.
In March of this year, NZR introduced a 10-year plan for women’s rugby, with an investment of nearly $22 million. The plan aims to revolutionize grassroots rugby by ensuring equal access to facilities for girls and women, providing sufficient resources at school and club levels, and creating better and coordinated pathways from school to club to Super Rugby. Additionally, there is a desire to increase gender diversity in decision-making positions within the national game.
More domestic Tests are also desired, and NZR and provincial partners must work together to build a healthy rugby system. The plan is ambitious, and Beard acknowledges that it will take a decade to fully implement due to the complexity and interdependency of various aspects of the game.
The key to sustainability lies in laying strong foundations and steadily growing the playing base at a sustainable rate. NZR predicts that around 35,000 girls and women will play rugby this year, which requires a sufficient number of coaches, administrators, referees, and volunteers.
While the growth of professional rugby in New Zealand has been slower compared to other countries, there are now four full-time professional Super Rugby Aupiki teams, as well as an expanded Black Ferns program. However, there is pressure to fast-track the growth of professional rugby. The current Super Rugby Aupiki structure has faced criticism for being too short, restrictive, and lacking cross-border competition. Alternative options, such as the women’s NRL in Australia, have attracted New Zealand’s top players.
To address these challenges, NZR aims to build a product that is right in terms of quality and timing. The focus is on developing a wider and better-prepared player base before expanding Super Rugby Aupiki. The goal is to capture current interest while ensuring players are ready to compete at that level.
The commercial landscape for women’s rugby in New Zealand is expected to change dramatically with the increased audience and marketability of players. NZR is connecting with fans, understanding their needs, and exploring ways for commercial partners to engage with fans and the Black Ferns. The improvement in consistency and visibility of the women’s game has attracted commercial interest, and there are upcoming announcements about commercial partnerships.
Ultimately, the vision is to have as many female players as male players and a 12-team Super Rugby Aupiki in 10 years. Winning the World Cup was a significant moment, but the true milestone will be the long-term growth and success of women’s rugby in New Zealand.
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