Rugby Australia CEO calls for more commercial approach to rugby development and scheduling

New Zealand Rugby is on the brink of a major shift in mindset, with CEO Andy Herbert advocating for a more commercially driven approach to the sport. In a recent interview, Herbert highlighted the need for rugby to embrace innovation and build mass-entertainment products to attract a wider audience.

“We are still holding on to a lot of amateur baggage in rugby,” Herbert said. “We need to break free of that and start thinking like commercially driven US sporting bodies. The professional game is reliant on those that fund it, so we need to focus on building the most commercial, entertaining products possible.”

Herbert pointed to the success of the NRL, which has adopted a more American-style approach to its operations, as a model for rugby to follow. He emphasized the importance of balancing tradition with commercial appeal to ensure the sport’s growth and sustainability.

Meanwhile, the future of the Melbourne Rebels hangs in the balance as the administrator’s report on the club is set to be released on Friday. The report is expected to contain a recommendation on whether the Rebels should be liquidated or if a new consortium could fund the club’s continuation.

Herbert expressed concerns about the financial viability of the Rebels and hinted that the club may not continue if it continues to operate at a loss. He emphasized the need to prioritize the game’s financial health and sustainability over individual club performance.

Additionally, Herbert addressed reports of the Jaguares potentially rejoining Super Rugby in 2026, stating that it was premature to consider such a move at this time.

Overall, Herbert’s comments signal a potential shift in the way rugby is managed and marketed in New Zealand, with a greater emphasis on commercial success and innovation. It remains to be seen how these changes will impact the sport in the coming years.