NEW ZEALAND RUGBY - A BRIGHT FUTURE FOR RUGBY - Otago Rugby Union
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NEW ZEALAND RUGBY A BRIGHT FUTURE FOR RUGBY
WELCOME
We are delighted to present New Zealand Rugby’s strategic plan to 2020, which features:
OUR VISION: Our ambition and purpose
THE RUGBY WAY – TE ARA RANGA TIRA: Our charter
GUIDING PRINCIPLES: How we do things
STRATEGIC FOCUS AREAS: There are six of them, and for each we have:
• The goal – what we want to achieve.
• How we’ll achieve it.
• How we’ll measure it.
OUR STORY: Who we are and what we do.
CONTENTS
A vision for rugby 1
New Zealand Rugby 2020 2
Guiding principles 5
Focus areas 9
Our story 22
NEW ZEALAND RUGBY HAS A VISION TO
Whāia te iti ahurangi ki te tūohu koe me he maunga teitei
Seek the treasure you value most dearly: if you bow your head, let it be to a lofty mountain
OUR AMBITION OUR PURPOSE
is to be a world-leading sports organisation is to lead, grow, support and
and enable all of rugby to promote our game
be the best it can be
INTRODUCING
NEW ZEALAND
RUGBY 2020
NZR created and implemented the first iteration of their 2020 Strategy in 2015. This was a
five year plan which had a mid term review scheduled. This was duly completed in 2017
and updates were made.
Amendments were formulated with present-day knowledge and to realign the organsation
to the ever changing landscape. In particular, the DHL New Zealand Lions Series
was removed as the series was run in 2017 and provided strong success financially,
operationally and a great experience for fans. The organisation is placing more emphasis
on respect and inclusion, which is reflected here also.
The measures for each focus area were also reviewed and amended where warranted.
A notable change was made in terms of female player numbers, as the original target was
reached three years earlier than planned.
This updated strategy remains in place for the organisation through to 2020.
2 NEW ZEALAND RUGBY 2020 STRATEGY
THE RUGBY WAY – TE ARA RANGA TIRA
BY BEING A PART OF THE RUGBY COMMUNITY, WE ASPIRE TO:
BE WELCOMING BE PASSIONATE
TE POU MAIOHA TE POU IHIIHI
Rugby is a game for all, regardless Rugby is more than just a game, it builds communities
of our backgrounds, beliefs, or identity and fosters a lifelong love of the sport
BE OUR BEST PLAY FAIR
TE POU HIRANGA TE POU TIKA
We strive for excellence on and off the field, driven by We do what we say we’ll do acting with honesty
a belief rugby can improve lives and integrity at all times
OUR GUIDING PRINCIPLES
To keep all parts of the rugby To be agile and challenge To align our daily operations so
system in New Zealand ourselves to be modern and that we deliver on our strategic
working well and led by the future ready through innovation plan with financial prudence
right people and research
Te amorangi ki mua, te
Naku te rourou nau te Ka pū te ruha, ka hao te hapai o ki muri
rourou ka ora ai te iwi. rangatahi For things to operate properly,
With your basket and my basket As an old net withers another is we all need to work together
the people will live remade
OUR STRATEGIC FOCUS AREAS TO 2020
1.
All Blacks and other 2. Creating a more 3.
More players and
national teams winning respectful and more communities
pinnacle events inclusive culture participating
6.
Develop, diversify and
4.
Fans are engaged and 5. Positive global presence
maximise commercial
numbers growing
opportunities
NEW ZEALAND RUGBY 2020 STRATEGY 3
4 NEW ZEALAND RUGBY 2020 STRATEGY
OUR GUIDING
PRINCIPLES
This strategy is supported by our commitment and
regular, honest review of our performance in these
three Guiding Principles, which are:
To keep all parts of the rugby system in New Zealand
working well and led by the right people
Naku te rourou nau te rourou ka ora ai te iwi
With your basket and my basket the people will live
To be agile and challenge ourselves to be modern and
future ready through innovation and research
Ka pū te ruha, ka hao te rangatahi
As an old net withers another is remade
T o align our daily operations so that we deliver on our
strategic plan with financial prudence
Te amorangi ki mua, te hapai o ki muri
For things to operate properly, we all need to work together
NEW ZEALAND RUGBY 2020 STRATEGY 5
GUIDING PRINCIPLE 1
1 The need to keep all parts of the rugby system in New Zealand working well
and led by the right people.
We will continue to achieve this with Provincial Unions and Super Rugby clubs, by:
• Ensuring the governance structures within Rugby operate well and in the best interests of the game
• Furthering development and succession planning for Boards and Management within rugby organisations
• Ensuring people in and around rugby are treated with respect and provide an environment that fosters this
• Uniting with organisations to address potential elements that may threaten the integrity of the game
• Including WADA, NZDFS, betting agencies, World Rugby, provincial unions, Super Rugby entities,
global and national sporting organisations
• Attracting and retaining people with the right skills, experience and attitude, and influencing this at all levels
of the game
• Furthering efforts to make the game safe for all participants through research and education
Naku te rourou nau te rourou ka ora ai te iwi
With your basket and my basket the people will live
6 NEW ZEALAND RUGBY 2020 STRATEGY
GUIDING PRINCIPLE 2 2 The need to be agile and challenge ourselves to be modern and future ready through innovation and research We will achieve this by: • Being innovative in how we think, collaborate and learn leading to new ideas and improved methods • Leading digital development across all facets of rugby • Incorporating future thinking in all areas of our operation • Using research and analytics to support the development and delivery of our strategic goals Ka pū te ruha, ka hao te rangatahi As an old net withers another is remade NEW ZEALAND RUGBY 2020 STRATEGY 7
GUIDING PRINCIPLE 3 3 The need to align our daily operations so that we deliver on our strategic plan with financial prudence. We will achieve this by: • Aligning annual scoreboards and budgets to strategic goals, and reflecting those in the KPIs of our people • Undertaking a detailed review of NZ Rugby’s expenditure to achieve expenditure savings and income growth consistent with the goals of the “Closing the Gap” project • Maintaining robust business and budget planning systems and controls • Evolving and ensuring sustainable business models for all levels of the game • Developing integrated and shared service models for rugby Te amorangi ki mua, te hapai o ki muri For things to operate properly, we all need to work together 8 NEW ZEALAND RUGBY 2020 STRATEGY
THE FOLLOWING SIX FOCUS AREAS
HAVE BEEN IDENTIFIED TO DRIVE
RUGBY FORWARD TO 2020.
Teams in Black winning Creating a more More players and
pinnacle events respectful and inclusive more communities
culture participating
Develop, diversify and
Fans are engaged and
Positive global presence maximise commercial
numbers growing
opportunities
NEW ZEALAND RUGBY 2020 STRATEGY 9STRATEGIC FOCUS 1 1 Teams in Black winning pinnacle events. Our goals are: • All Blacks win the 2019 Rugby World Cup in Japan • Black Ferns remain a winning team • All Blacks Sevens and Black Ferns Sevens win 2018 Sevens World Cup and gold at Gold Coast Commonwealth Games 2018 and Tokyo Olympics 2020 • Pathway Alignment through all domestic competitions We will achieve this by: Developing the All Blacks 2019 RWC campaign plan in the first half of 2018 that position the team to win by ensuring: • We understand the uniqueness of the RWCs and prepare for it accordingly • Recruitment, development, retention and player development plans are in place • Plans for player availability and performance readiness are agreed to with the relevant rugby entities • The players will be supported by the best people • We have clear player, coach and referee development pathways in place • Review of all domestic competitions to ensure that their role in contributing to the purpose and objectives of New Zealand Rugby is understood • Clear understanding of women’s rugby landscape and NZR pathways Implementation of the Men’s and Women’s Sevens Olympic Campaign plan 2016–2020 including a focus on: • A suitable set of talented athletes being available and ready and plans for player availability agreed • Super Rugby Clubs and M10 Cup Provincial Unions understand the importance of Sevens to NZR and commit to supporting its success • Having clear player, coach and referee development pathways in place • Recruitment, development, retention and player development plans being well managed 10 NEW ZEALAND RUGBY 2020 STRATEGY
STRATEGIC FOCUS 1
MEASURES KPI
Win 2019 Rugby World Cup 1st
All Blacks maintain number 1 world ranking 1st
Black Ferns maintain number 1 world ranking 1st
Win Men’s 7s World Cup 2018 1st
Win Women’s 7s World Cup 2018 1st
Win Men’s Sevens 2020 Olympics Gold medal
Win Women’s Sevens 2020 Olympics Gold medal
Win Men’s Sevens 2018 Commonwealth Games Gold medal
Win Women’s Sevens 2018 Commonwealth Games Gold medal
Percentage of players transitioning from U20s squad to Super Rugby 50%
Number of NZ referees at RWC 2019 At least 3
Number of NZ referees at Olympics At least 2
Competition pathway review Review completed
and recommendations
implemented
NEW ZEALAND RUGBY 2020 STRATEGY 11STRATEGIC FOCUS 2 2 Creating a More Respectful and Inclusive Culture Our goals are to lead by example and provide support for wider rugby community in becoming more respectful, progressive and inclusive. We will achieve this by : •Having a committed and progressive Board and Māori Rugby Board willing to challenge the status quo •Creating a set of values and behaviours that are widely embraced by all of rugby (The Rugby Way) •Acting with integrity to develop and support the well-being of people within rugby and expecting its community to do the same •Committing to gender equity and proactively working to empower girls and women to be engaged at all levels in rugby •Playing a leadership role within rugby proactively engaging with stakeholders and communicating respectfully •Committing to being a world leader, setting ambitious targets and utilising independent processes to preserve our integrity 12 NEW ZEALAND RUGBY 2020 STRATEGY
STRATEGIC FOCUS 2
MEASURES KPI
Inclusive leadership: Diversity at Governance level for NZR, 30% of positions held by
Provincial Unions and Super Rugby Clubs gender or ethnically diverse
Active leadership program for diverse candidates persons
Nurturing wellbeing: Enhance alcohol and drug wellbeing Enhanced programme rolled
programme out
Establish parameters for a culture barometer and track progress Benchmark in 2018 and
set improvement targets
thereafter
Cohesive and comprehensive coach and team manager Programmes rolled out
development programmes in the professional environment.
NEW ZEALAND RUGBY 2020 STRATEGY 13STRATEGIC FOCUS 3
3 More Players and More Communities Participating
Our goal is to increase participation, appeal and relevancy of all forms of rugby for all New Zealanders
and offer different forms of rugby to new and returning participants.
We will achieve this by:
Working in partnership with the Provincial Unions we will:
• Review and execute recommendations on key aspects of secondary schools rugby
• Embrace and champion rugby for women and girls
• Adapting to reflect the changing societal context through alternate playing and delivery formats
• Recognising that the Auckland Region is pivotal to the success of the game
>> Influence the development and delivery of valued rugby offerings to emerging communities
>> Maintain focused engagement with Auckland Council’s Long Term Development Planning for Sport
and Recreation Spaces
• Develop programmes to help sustain, develop and grow club capability
14 NEW ZEALAND RUGBY 2020 STRATEGYSTRATEGIC FOCUS 3
MEASURES KPI
Ensure the following ratios
Coach and Referee Retention Coach to player ratio 1:12
Referee to player ratio 1:37
YOY 10% increase (2018,
Female Player Growth
2019, 2020)
YOY increase (2018, 2019,
Teenage Male Player
2020)
Nominated WA Rugby
Facilities Plan Short Term
Projects initiated and
Wider Auckland completed
Chinese Engagement
Programme
Next page: New Zealand Women’s Sevens and young fans enjoy beach rugby in Brazil.
NEW ZEALAND RUGBY 2020 STRATEGY 15STRATEGIC FOCUS 4 4 Fans are Engaged and Numbers Growing Our goal is to ensure that rugby is entertaining and appealing to a broad range of markets and develop programmes that grow fan bases We will achieve this by: • Executing the Technology Strategy through building optimal content, analytics and marketing automation tools and platforms • Strategically use data and insights to drive a greater engagement with fans across our domestic competitions • Delivering aspirational Competition brands and promotions that drive attendance and viewership • Ensuring rugby remains relevant to New Zealanders and reflects our diverse culture and values • Ensuring our best players are playing in New Zealand, and our competition structures are appealing to our fans 16 NEW ZEALAND RUGBY 2020 STRATEGY
STRATEGIC FOCUS 4
MEASURES KPI
Average NZ viewers for All Blacks home matches across Pay and Free
Forecasted annually
to Air Channels
All Blacks home Test match attendance Achieve budget sales per match
Engagement NZR’s 6 National Teams Digital and Social Media
Engagement / Reach > 7.5%
accounts.
Interest in All Blacks 81%
Average live viewers for domestic Super Rugby regular season
Forecasted annually
matches.
Average Crowd attendance at Super Rugby regular season matches Forecasted annually
Engagement rate across NZ’s Super Rugby and Mitre 10 Cup Digital
To be benchmarked
and Social Media accounts.
NEW ZEALAND RUGBY 2020 STRATEGY 17STRATEGIC FOCUS 5
5 Positive Global Presence
New Zealand rugby builds its value by contributing to the leadership of rugby worldwide and growing our
brands in global markets.
We will achieve this by:
• Continuing to enhance traditional international relationships with key priority entities including:
>> World Rugby (ensuring we have people in leadership positions)
>> SANZAAR and Japan
>> USA / Canada
>> Pacific nations
• Working to initiate partnerships in key markets including:
>> China
>> The UK, France and Ireland through partnerships with clubs and Unions
• Developing and investing in global brand development plans to strengthen the impact and commercial
potential of our brands in priority markets
• Leverage the match programme for All Blacks, Black Ferns, Māori All Blacks and Super Rugby to support
commercial relationships and global networks that grow all our brands
• Continuing relationships with NZ Inc, particularly government
• Evaluating the benefits of establishing an additional New Zealand Rugby brand in global markets
18 NEW ZEALAND RUGBY 2020 STRATEGYSTRATEGIC FOCUS 5
MEASURES KPI
All Blacks in the top 50 global
All Blacks Brand Development
sports brands on core measures
20m plus fans on NZR social
and digital channels.
Fans outside of New Zealand on our platforms
50m avid fans across Japan,
UK and US.
Rugby Committee
Maintaining seats at various WR committees
Executive Committee
National Team matches played in our targeted countries 8 matches in 5 years
NEW ZEALAND RUGBY 2020 STRATEGY 19STRATEGIC FOCUS 6 6 Develop, Diversify and Maximise Commercial Opportunities Our goal is to develop, diversify and maximise the commercial value of NZR Brands and products We will achieve this by: • Implementing world class broadcasting and content programmes -including being match fit for 2021 rights sales • Building and monetising the global Team All Blacks community (converting fans into customers) • New sponsorships in global and priority markets – built around new and innovative assets. • Evolve or streamline licensing, ticketing, retail and signage business models • Diversifying commercial revenues through new IP, corporate, tourism and investment opportunities – including leveraging Māori Rugby, Community Rugby and Black Ferns brands. 20 NEW ZEALAND RUGBY 2020 STRATEGY
STRATEGIC FOCUS 6
MEASURES KPI
Additional revenue above 2016
BHAG stretch revenue
LTFP.
Engagement of fans 1m Team All Blacks members
Fully defined structure and all
Media Rights
elements sold
NEW ZEALAND RUGBY 2020 STRATEGY 21OUR STORY
Rugby in New Zealand Our organisation
Rugby has been part of New Zealand Rugby is one of
New Zealand since its introduction New Zealand’s largest sports
in 1870. In 1879, the first organisations, with a team of
Provincial Unions were formed employees committed to ensuring
in Canterbury and Wellington, that our national game is run
a national side representing smoothly and effectively at all
New Zealand first took to the levels, all over New Zealand.
field in 1884 and in May 1892, Our people manage our national
at a meeting held in Wellington, teams, administration of our
the New Zealand Rugby Football national competitions, and
Union (as it was then known) was participation in international
formed to administer the game in competitions including Test
New Zealand. matches; as well as assisting
In 2015, over 600 clubs – as well community rugby throughout the
as many more schools – provided country. The organisation has a lot
rugby resources and training of fantastic partnerships including
in their local communities and connections with the 26 Provincial
over 150,000 New Zealanders Unions, Super Rugby clubs,
enjoyed playing rugby each week. sponsors, and stakeholders such as
Many more people enjoyed the New Zealand Government
rugby as coaches, administrators, and a variety of other
referees and spectators and organisations in New Zealand
rugby is regularly talked about as and overseas.
New Zealand’s national game.
As well as a strong and vibrant
domestic game, New Zealand
teams excel on the world stage,
dominating competitions wherever
they play.
New Zealand’s rugby history features many great moments, teams and characters.
NEW ZEALAND RUGBY 2020 STRATEGYWHAT WE DO
New Zealand Rugby is a team of people who lead,
grow, support and promote our game. So what does
that actually involve?
Connecting to the Schools, which is the first rung on
community the high performance ladder of
New Zealand rugby.
Hundreds of thousands of
New Zealanders experience Growing pride in the
rugby through their clubs and the provinces
community game. NZR is proud to
New Zealand has 26 Provincial
be part of New Zealand’s biggest
Unions that lead, grow, support
team, supporting the game at the
and promote the game in their
grass roots through the Community
region. We support these Unions,
Rugby Strategy and delivering
who support us in turn and teams
programmes like Small Blacks,
from these Unions participate in
which introduces kids and young
the inter-provincial competitions
people to the game as well as
for which NZR people are
RugbySmart, which keeps all our
responsible.
players safe on and off the field.
Delivering the professional
Supporting New Zealand’s
game
schools and teenagers
We support the coaches,
In New Zealand, young people
referees and players that deliver
love to get out and play with their
our professional game and
mates and school pride is often
the competitions in which they
shown on the rugby field. NZR
perform, including international
supports rugby administrators in
tournaments and Super Rugby.
schools, has conversations with
From ensuring the integrity of the
teenagers through initiatives like
game, to world-leading match
Random Rugby and the best
operations and communications,
players at Secondary School level
high performance for us means
are selected for the New Zealand
more than just on-field results.
A Counties Manukau player runs with the ball
during the Rippa Rugby Championship.
NEW ZEALAND RUGBY 2020 STRATEGYWHAT WE DO
Standing alongside rugby’s and Schools teams all dominate
biggest fans the traditional fifteen-a-side game,
Our teams and competitions while the All Blacks Sevens and
inspire fans in New Zealand and Women’s Sevens teams lead the
around the world and we don’t world in the shorter form.
take that support for granted. We also represent New Zealand
We connect with rugby fans in organisations like World
through smart online channels Rugby, SANZAAR and Oceania
and exciting, meaningful content Rugby and take rugby around the
as well as ensuring great game- world, helping to grow the game
day experiences for people in the wherever we go.
stands and on the sidelines. We Part of a tight-knit team
let them know when the rugby’s
on, celebrate successes and share All across New Zealand and
with them the stories from right around the world there’s a network
across the game. of organisations and people that
are passionate about rugby. From
On the international stage connecting with Government,
We support the teams in black through to partnerships with
jerseys with silver ferns on their sponsors and charities as well
chest that are respected all around as working with our Associate
the world. Taking pride in their Members, Referees Associations,
legacy, these teams play with Māori Rugby Boards, media
honour, humility and courage and other community groups and
and have achieved incredible sporting organisations, we’re a
successes. The All Blacks, Black group of people who understand
Ferns, New Zealand Under 20, the importance of being part of a
Māori All Blacks, Heartland XV team.
A Mid Canterbury player encounters some tough Manawatu
defence at the National Sevens in Rotorua.
NEW ZEALAND RUGBY 2020 STRATEGYNEW ZEALAND PROVINCIAL UNIONS
WAIKATO RU COUNTIES MANUKAU RFU NORTH HARBOUR RU NORTHLAND RU AUCKLAND RU THAMES VALLEY RFU
UNION
UNION
TARANAKI RFU KING COUNTRY RFU BAY OF PLENTY RU EAST COAST RFU POVERTY BAY RFU HAWKE’S BAY RFU
HOROWHENUA KAPITI RFU
TASMAN RU WANGANUI RFU MANAWATU RU WAIRARAPA BUSH RFU WELLINGTON RFU
CA MID
NTERBURY
RU
ON
GB
Y
NI
U
CANTERBURY RFU MID CANTERBURY RU SOUTH CANTERBURY RFU
WEST COAST RFU BULLER RU
NORTH OTAGO RFU OTAGO RFU
RUGBY SOUTHLAND
SUPER RUGBY ENTITIESPublished by New Zealand Rugby Union Inc. © 2018 Wellington Ph: +64 4 499 4995, PO Box 2172, Wellington 6140 | Auckland Ph: +64 9 300 4995, PO Box 2453, Shortland Street, Auckland 1140
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