OPINIONThe question, even just eight years ago, that everybody had about Ireland was ‘would they ever beat the All Blacks?’. Now, they have done it five times, and the question is how long before they become the biggest brand in world rugby – bigger, more commercially powerful and successful than the All Blacks? My answer is probably 10 years, certainly within 20 for the simple reason that Ireland aren’t selling a rugby team to the world, they are selling themselves. And here lies the problem for New Zealand Rugby – it’s selling a rugby team to the world, one that comes with its own highly-defined values, but its identity is distinct and different to that of New Zealand. How are Kiwis presenting themselves to the world via rugby and the All Blacks?

Source: The Herald November 07, 2024 19:21 UTC