It's going to be very difficult, isn't it? The commercial side of rugby is increasingly complex because of the type of investments that are going on there. As we know, CVC have invested in a whole range of different levels of rugby, internationally and locally, in the six nations. So, you've got private investment wanting to get a return on that investment. So, that's one immediate commercial challenge, which maybe is behind some of the conversations or pronouncements that the WRU make. But their principal job, really, though, is, as you say, growing the grass roots of the sport, because if you haven't got that pipeline of talent, the national team will flounder at some point because there aren't enough people playing.
So, I think, in terms of the challenge, other nations probably would support, in terms of politicians anyway—there seemed to be quite a lot of cross-party support in the house the other day regarding this, in terms of listed events. But the Government's view seems to be, 'Well, governing bodies know best. It's their commercial priorities that come first', so they won't touch it. That's the sticking point, isn't it?
One of the equations in all this is that I would argue that if more eyeballs are watching the content, on whatever platform it's on—whether it's on traditional television, streaming services, social media, you name it, wherever that is—if there's more content available to view, that is more opportunity for sponsorship, advertising and other forms of commercial revenue.
One of the biggest forms of commercial revenue for streaming services in particular is data—data about who's watching what, when, and where. A lot of that isn't shared publicly, but for the likes of Netflix, Amazon, Apple and so on, part of their business model really is about the data behind who's watching what. And so, sport needs to wise up to that, that they have a stake in that game about how that data is used for commercial purposes. So, arguably, the more people watch content, the bigger the value of that data, for them, and the market is around sport. Sports marketing is a huge multibillion-dollar industry; it's huge and global. So, I think that's all in the mix. It's very, very complex, of course. But I think that is part of an argument that could be made to the rugby unions, to say, 'Well, look, can we help you in thinking through broader commercial opportunities by keeping the game free-to-air, as many people watching it as possible, supporting the grass roots, through that visibility, at the same time, enable you to grow the commercial opportunities in different ways?' Because visibility can be across different platforms, different kinds of narratives and storytelling to different generations of people—that, for me, is a win-win. But at the minute, I don't think that's the way in which the current Westminster Government is viewing this at all.