RUGBY- MAKING AN IMPACT MORI RESEARCH REPORT FOREWORD CONTENTS

We chatted at length with Terry Burwell the RFU’s Director of Community Rugby, and INTRODUCTION ...... 3 RUGBY IN SCHOOLS ...... 31 other friends at the RFU keen to drive the development of the game - ‘what can Background ...... 3 Education: PE & Sport in Schools ...... 31 Zurich do that will start to make a real difference?’ is the question we needed to Participation in Rugby by Schoolchildren ...... 32 find the answer to. Key Aim ...... 3 Methodology ...... 3 Barriers to Participation in Schools ...... 34 Could Zurich provide tangible support to the RFU and Premier Rugby by investing The Participants ...... 4 Breaking Down Barriers to Participation ...... 36 in research looking at participation and attitudes towards the game across different levels? EXECUTIVE SUMMARY ...... 6 UNIVERSITY RUGBY ...... 38

What if this research is the biggest and most extensive of its kind ever undertaken? CLUB RUGBY ...... 41 INTEREST & Decline in the Number of Clubs & Teams ...... 41 It would have to be comprehensive - including everyone within the game at a PARTICIPATION IN RUGBY ...... 13 professional and amateur level, players and supporters, old and young, male and Volunteers ...... 41 Interest in Rugby ...... 13 female. Those with a life long interest in rugby through to those with little interest in Links with the RFU ...... 43 Involvement in Rugby ...... 14 the sport. The Impact of Professionalism ...... 44 Rugby’s Core Values ...... 15 Refereeing & Coaching ...... 44 The research would provide foundations for future planning of the game and help the sport understand what is needed to Rugby Union vs Rugby League ...... 16 make an impact and a difference - particularly at the community level. WOMEN’S RUGBY ...... 47 SOCIAL CONTEXT ...... 17 To conduct such a piece of research Zurich commissioned MORI - the world renowned marketing and social research experts. ETHNIC MINORITIES & RUGBY 49 Introduction - Rugby Union in Context ...... 18 Their findings are detailed in this report and I hope you agree they make interesting reading. Working Patterns ...... 18 DISABILITY & RUGBY ...... 53 Increasing Disposable Income ...... 18 Thank you to everyone that took part in the research. Increasing Consumer Products & Services ...... 19 NEW FORMS OF RUGBY ...... 57 Best wishes Individualism ...... 19 The Case For New Forms of Rugby ...... 57 The Case Against New Forms of Rugby ...... 58 James Hill, Corporate Marketing Director, Zurich INTRODUCTION TO THE Promoting New Forms of Rugby ...... 58 RUGBY JOURNEY ...... 21 THE RUGBY JOURNEY THE PROFESSIONAL GAME ...... 23 REVISITED ...... 60 Linking Sections of the Game ...... 60 Introduction ...... 23 Linking Schools & Clubs ...... 61 Rugby in the Media ...... 23 The Live Game ...... 27 RUGBY - MAKING AN IMPACT: Relations between the Professional & Amateur Game 28 THE PARTICIPANTS ...... 64

1 INTRODUCTION

BACKGROUND

This document reports the findings from Zurich and the Rugby Football Union (RFU)/Premier Rugby’s ‘Rugby Futures’ survey conducted by MORI between January and April 2003. The survey consisted of interviews with people involved at all levels of rugby union, with the primary objective of exploring ways in which the game can be developed in the future.

This is the most comprehensive survey ever undertaken into the state of rugby union in England, with the overall objective of producing results that can help inform future changes in the sport.

KEY AIM

To establish current participation trends in rugby union and the factors affecting them, with a view to informing the debate about how to raise the profile of community rugby and increase participation levels.

METHODOLOGY

The survey was split into three core stages:

• Stage 1 - Trend and Context Analysis • Stage 2 - Qualitative Research • Stage 3 - Quantitative Research

Stage 1 - Trend & Context Analysis This element of the study involved desk research to explore the current information relevant to rugby union and the future development of the sport in England. The desk research was split into two parts - general social trends and rugby specific issues.

Where applicable, the findings from this section of the study have been referred to in the relevant chapters of this report.

Stage Two - Qualitative Research A survey that aims to identify the way in which rugby (or any other sport or business) should develop, has to involve in- depth research among members of the key interest groups. Only by exploring the opinions of those with heavy involvement and interest in the game can you obtain a true picture of the state of the sport and what changes might be necessary.

MORI interviewed people at all levels of rugby - from teenage players to referees, and spectators to senior sports officials. Aside from covering national issues, the research was undertaken in five specific areas of England, specifically selected to achieve a good geographical spread around the country, and cover areas with different structures and strength of rugby clubs. The areas were:

• Exeter • Leicester • Norwich • South East London • Newcastle

Face-to-face and telephone depth interviews were conducted with a range of stakeholders (listed in the participants section) across all five case study areas. In addition, focus groups were carried out among amateur players and match spectators in three of these areas (Newcastle, Leicester and Exeter).

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Junior Triangular Festival at Ampthill & District RUFC Stage Three - Quantitative Research Notes for the Reader This final element of the research was included to provide robust samples of specific stakeholder groups, these being: • Ex-amateur players A Definition of ‘Community Rugby’ • The general public Throughout this report, repeated references are made to the ‘community’ game. For the purposes of this study this applies to any leagues below the Zurich Premiership and Division One in England. The definition ties in with that of the RFU, and Ex-Amateur Players the ‘Community Rugby’ initiative. The core aim of this research study was to explore ways of increasing participation in rugby - potentially one of the best ways of achieving this is by lengthening the amount of time that rugby players are involved in the game. British Data Ex-players were recruited outside grounds prior to six Zurich Premiership matches on the weekend of the 8 - 9 February The majority of data contained in this report refer to English results. However, references are also occasionally made to 2003. Follow-up telephone interviews were then conducted by MTS (MORI Telephone Surveys) with 254 of these ex-players. results for Britain as a whole, normally because the results are only available for the UK or Britain. In this respect, it should be noted that any British results can be taken as a relatively accurate picture of opinion in England. (The English public The General Public represents 86% of the total population of Britain.) In order to obtain an accurate national picture for the national state of rugby, it was important to survey a representative sample of the population. In order to achieve this, questions were included on the MORI Omnibus - a regular national survey of the British population. The interviews were conducted face-to-face in respondents’ homes between 6 - 12 March 2003. In total, 1,708 interviews were completed.

MORI Omnibus - Technical Details

Sample design is a quota sample based on conducting 10 interviews with people aged 15 and over, in up to 210 (of the 641) parliamentary constituencies covering Great Britain. Sample points selected are representative of the whole country by region, social grade, working status, MOSAIC rurality, tenure, ethnicity and car ownership. Quotas represent the socio- demographic make up of that area and are devised from an analysis of the 1991 Census combined with more recent ONS (Office of National Statistics) data.

Interviews are conducted face to face, in home using CAPI (Computer Assisted Personal Interviewing). Data is weighted to allow for any variance in quotas of coverage of individual sampling points.

THE PARTICIPANTS Participants were drawn from the following areas:

Administrators Amateur Players 7 senior sports/government officials 106 amateur players 11 senior rugby officials

Ex-Amateur Players Referees 254 ex-players 5 referees

Rugby Development Officers Schools 5 RFU Rugby Development Officers 10 teachers (heads of PE and PE teachers)

Club Officials Match Spectators 25 chairmen, chief executives, managers and coaches 230 spectators from rugby clubs

Journalists TV Viewers 10 national and regional sports journalists and 795 ‘armchair fans’ who do not play or watch live games broadcasters regularly

Local Authority Sports Practitioners RFU Rugby Student Liaison Officers 8 LA sports practitioners 6 Rugby Student Liaison Officers

4 5 EXECUTIVE SUMMARY Rugby’s Core Values Negative Images Exciting vs Boring BACKGROUND Social/camaraderie vs Freemason/clique

Between January and April 2003 MORI conducted a major study of community rugby in England on behalf of Zurich, the Interesting rules vs Complicated rules Rugby Football Union (RFU) and Premier Rugby. The ‘Rugby Futures’ survey consisted of interviews with people involved at Physical vs Violent all levels of rugby union, with the primary objective of establishing the current position of the sport and exploring ways in which it can be developed in the future. Teamwork Cold & wet Discipline/respect Middle class PROJECT AIM For all shapes and sizes Family atmosphere To establish current participation trends in rugby union and the factors affecting them, with a view to informing the debate about how to raise the profile of community rugby and increase participation levels. Rugby must be marketed effectively to create interest among new segments of the population – the success of the England team helps, but negative images of the sport must be overcome or people will not be enthused about participating in rugby. RUGBY UNION - THE CURRENT POSITION SOCIAL CONTEXT To the casual observer, English rugby appears to be in a healthy state: Changes in society and the way people live has had a major impact on people’s involvement in sport. The British work • The national side is as successful as it has ever been, with Twickenham stadium at capacity for every international match. longer hours than ever before, and, on average, more hours than people in all other European countries. While this has • Changes in the rules and the introduction of the professional game have helped make it a more exciting spectacle. provided the British population with more disposable income than ever before, of which leisure is taking a growing share, a • There is widespread coverage of major domestic and international competitions on television. Press coverage is lack of available leisure time has impacted upon team sports sharply. overwhelmingly positive. • The Zurich Premiership is attracting larger crowds year on year, with teams recruiting players from all over the world. The boom in the health and fitness sector goes some way to illustrating the occurrence of individualism that now affects leisure participation. Without a commitment to a team, people have far more flexibility about when and how However, as this research study highlights, if you scratch beneath the surface and examine the game from top to bottom, a often they exercise. different picture emerges:

• The sport is operating in an increasingly competitive market for leisure time and spend and partly as a consequence, THE RUGBY JOURNEY interest in rugby union among adults has declined since the mid-1990s. To those not involved in rugby, the game has a number of negative images. However, to those who have been brought up • Rugby union continues to suffer from the perception that it is a white middle class sport, with little appeal to broad to enjoy the game and have continued with it into adulthood, these images are often seen to make up the very essence of sections of the population. the game. Key to increasing participation in rugby is ensuring that efforts are made to start people on the ‘Rugby Journey’ • Rugby is not as popular in schools as it was in the mid-1990s, with a sharp decline in participation among secondary and to ensure that it is as easy as possible for them to continue on it throughout their life. It is also important to make it as schoolchildren. easy as possible to join the ‘journey’ at any stage, for example, by providing opportunities for spectators at Premiership • Amateur club rugby is not in a healthy state. The number of active clubs and teams is declining, while many of the games to become involved at the community level, either by playing or volunteering. volunteers are disillusioned about their involvement in the game.

Strong links are required throughout the journey, to make it as easy as possible to move INTEREST & PARTICIPATION IN RUGBY between the different stages. Arguably, the most crucial stage is the rugby club. While people can be introduced to the sport at various stages, it is through clubs that the Less than a fifth of the population in Britain are now interested in rugby union, down from a quarter as recently as 1996. large part of the journey will be made, whether playing, coaching, refereeing or Only rugby league, boxing and snooker have suffered a greater decline in interest over this period. While fewer than one in volunteering. five has a specific interest in rugby union, half of the population has been exposed to the sport in the past twelve months, primarily through watching it on television. Just 4% of the British population have played rugby, either the full 15-a-side, or While the ideal rugby journey may look easy on paper, the current situation, modified versions of the sport. highlighted in the diagram overleaf, is far from this ideal.

While rugby union has a range of core values on which to build, one of the biggest problems faced in increasing the popularity of the sport is that several of these actually help to distance the game from segments of the population.

6 7 The Breakdown of the Rugby Journey in 1994. This overall decline hides one important trend. Since 1994, participation in rugby among primary schoolchildren has increased by 3 percentage points to 18%. However, among secondary schoolchildren, participation has fallen by eleven Poor coaching. No rugby Poor coaching. percentage points to 28%. Out of school lessons, 15% of children participated in rugby at least once in 2002, down by offered by secondary school No links to local clubs four percentage points since 1999.

Primary Secondary No links to local clubs. The decline, particularly at secondary school, is attributable to a number of causes. Teachers and children must be enthused University school school Poorly organised by the sport; children must want to play and teachers must both want to and have the ability to teach the sport. Concerns Poor marketing about the safety of the sport among parents and some teachers prevent schools from offering the contact version with some and promotion schools fearing that offering rugby could pave the way to litigation in the event of a serious injury to a pupil. Together, these have led some schools to refuse to allow the contact game to be played at all. Teachers also recognise the need for formal Lack of Adult fans/ Playing at rugby coaching qualifications, both to lessen the dangers, and to protect from litigation. However, the costs of courses and Coaching enthusiasm. spectators local rugby club Poor training the cost to cover staff attending them are obstacles to increasing the number of qualified coaches among teachers.

Many involved in the sport regard the modified versions of the game, successfully introduced into primary schools, as a key Not asked element in introducing young people to the rugby journey. Creating heroes and increasing the number of children to help. Volunteer Increasing attending live, professional games are also regarded as enablers to increasing participation among children. Lack of time Refereeing admin abuse UNIVERSITY RUGBY Administrative burden

University rugby has traditionally been one of the key elements of the rugby journey, providing those leaving secondary THE PROFESSIONAL GAME school with the opportunity to continue to play the sport. Rugby remains very popular within universities, both among men and, increasingly, women. However, there is now a very wide range in the standard offered within academic institutions, Professionalism has had a significant impact on the community game. As we have already identified, for many people, their from ‘well organised’ through to ‘chaotic’. The game within universities relies upon student volunteers, not regarded as only interaction with the sport is at the professional level, by watching matches on television. being the most reliable and dependable group.

The decision to show both the 2003 Six Nations Championship and the 2003 Rugby World Cup on terrestrial television has It is vital that links are in place to divert student players into the club structure on leaving the university game. been welcomed, as it exposes a wider audience to televised rugby. There is considerable concern that restricting most live rugby to subscription based television channels makes it difficult to widen interest in the sport. CLUB RUGBY

Coverage in the press is also felt to have improved since professionalism, with greater space devoted to the sport now than Club rugby in England is not in a healthy state. Data collected by the RFU’s Rugby Development Officers indicates that both ever before. While coverage is generally felt to be very positive, there is some concern about the growing sensationalism in the number of active clubs, and the number of sides each is putting out continues to fall. A number of factors has reporting of incidents. contributed to this.

Those attending live professional rugby are extremely impressed with the ‘product’ offered. Spectators believe the game has There is an increased burden on rugby club become more exciting, with the game now played at greater speed. The family-friendly atmosphere and non-segregated volunteers. Indeed two in five state that crowds are also popular, and are thought to help distinguish rugby matches from football matches. their workload has increased over the past twelve months. While this workload is Clearly, some problems exist with professional rugby. Spectators criticise the play-offs for being an artificial competition partly explained by a reduction in designed to increase revenues. The structure of the season, in particular the break in the Zurich Premiership season for the volunteers, many are disheartened by what Six Nations Championship and cup competitions is felt to be disruptive. is viewed as an increasingly bureaucratic system imposed on clubs by the RFU. Much Professionalism has brought unprecedented money into the sport and, at the top of the game, direct improvements are of this is blamed upon the rules and attributable to this. However, at the community level, clubs are being forced to spend money paying players, as regulations surrounding the league professionalism at the top level leads to semi-professionalism further down the league structure. This leaves little money for structures, recently introduced at lower investment in facilities and pitches, which are deteriorating as a result. levels of the game.

RUGBY IN SCHOOLS Widening the network of volunteers should be a key objective of all those involved in MORI’s research into Young People and Sport for Sport England has highlighted an in-school decline in rugby participation the sport as the community game will since the mid-1990s. Among Years 2 - 11, just one in five play rugby at least once a year in-school, declining from a quarter always rely upon them. Among ex-amateur

8 9 players, half said that they would have been encouraged to volunteer for their club if they had been asked to do so. barrier to developing the game for disabled people and, as with the women’s game, club officials believe that money may Providing volunteers with appropriate and rewarding opportunities can help to motivate and sustain their involvement and be better spent elsewhere. There is, however, a growing recognition that funding might be available to help with the the RFU‘s ’Valuing the Volunteer’ is an important step in making sure this happens. establishment of such schemes. In addition, several clubs have begun to develop facilities to make it easier for disabled people to watch at their clubs, which is an important step to involving them in the sport more. Furthermore, there is a strong perception among community level club officials that the RFU is a remote organisation that is happy as long as Twickenham is sold out for international matches, but not truly concerned with the game at the lower levels. NEW FORMS OF RUGBY

Funding remains the key issue for club officials and players at the community level. Player payments have diverted money Modified versions of rugby union have already been successfully introduced into primary schools, providing a way of away from investment in facilities and have led to reduced player loyalty, which itself has had a knock-on effect on the learning the basic skills of the game in a non-contact environment. These games have proven to be very popular, both ability to keep teams running. among young people and those teaching rugby.

After funding and poor facilities, the quality of refereeing and coaching was criticised. Many unqualified coaches are Most involved in the sport welcome the wider introduction of modified versions of the game, marketing rugby to those working throughout the sport, at both a senior and junior level. While many unqualified coaches would like to undertake who have given up the sport, or to provide a form that can appeal to new participants. While only a small proportion (3%) formal qualifications, the cost of courses is identified as a barrier to future uptake. of the population is interested in playing a modified version of the game, this compares favourably with the proportion of the population who currently plays rugby union (1% - MORI Sports Tracker: 2003). Among ex-amateur players, almost WOMEN’S RUGBY three in ten say that they might be interested in taking up a modified version to prolong their playing careers.

Although now well established within universities, the women’s game remains very much a minority sport. There are few Some opportunities clearly exist to extend participation in the sport among ex-players, but also to introduce the game to women’s clubs, which limits opportunities to play matches and, because of the limited interest, many club officials feel that those who have never played before, or, at least, not during adulthood. they would gain more benefit from investing resources in other ways rather than in establishing a women’s set-up within their club. THE RUGBY JOURNEY REVISITED - LINKING SECTIONS OF THE GAME

The women’s game, where it exists, appears to mirror the men’s game of a decade or so ago, with the social aspect of the Strong links across the various parts of the game are crucial to its future success. One of the most critical links that must be sport at the fore. Increasing the numbers of women playing the full contact version of the game will not be easy. Half of all developed is that between secondary schools and local clubs. Currently, neither schools nor clubs feel that they have the women are simply not interested in doing so. However, few spontaneously mention the physicality of the sport as a barrier time, experience or human resources to develop these links widely. to their participation. Teachers believe that the responsibility to drive these links should come from the rugby clubs, as they are the ones with the Watching the professional game live is a family-friendly pastime with a large proportion of fans at these events being long-term benefit. However, few overburdened club volunteers have the time or requisite skills to devote to setting these women. Targeting this group to get further involved in the sport might provide the greatest results in the short-term. links in place. Clubs would welcome support and advice here, enabling them to learn from best practice, rather than repeating common mistakes. Rugby Development Officers have a crucial role to play in establishing links between schools ETHNIC MINORITIES & RUGBY and local clubs. However, to be truly successful, this work must be sustained over time. There is a strong feeling that there are too few Rugby Development Officers for them to be as effective as they might be. While they are able to establish links, The barriers that prevent many white people from having an interest in rugby are made worse for members of ethnic they have little time to ensure that these links are progressed and sustained. minority groups. While barriers include the complicated rules, perceived violence and cliques already identified, furthermore ©MORI/18888 a strong perception exists that the sport is played only by the white middle class.

Those involved in the game tend to believe this is not as true as it once was, but still many acknowledge that the perception remains. In order to appeal more to ethnic minorities, rugby has to reach out to these groups, rather than passively expect them to come to the game. Currently, too many club officials expect the latter, rather than seek to undertake the former.

Some involved in the game believe that rugby cannot appeal on cultural grounds. A lack of rugby tradition, opposition to the contact element, a lack of desire to integrate and the lack of any role models are cited as causes. The concentration of ethnic minority groups within the inner cities, areas often lacking in rugby facilities, is also regarded as a problem that needs to be addressed if rugby is effectively to target these groups.

DISABILITY & RUGBY

While some comment that other sports might be more easily adapted for play by disabled people, several mention that innovation in its delivery can lead to wider participation among this group. A lack of funding is regarded as the greatest

10 11 INTEREST & PARTICIPATION IN RUGBY

Adult interest in rugby union has declined since the mid-1990s, with levels of participation at best stagnating. The decline in interest corresponds with a period of reduced coverage on terrestrial television, and a time when the sport, like many others, suffers from the increasing media dominance of football. Rugby union also continues to suffer from the perception of it being a white middle class sport, with little appeal to broad sections of the population.

I think rugby is less appealing than it was at the senior level. We seem to lose people once boys either go to university or they move, or they get girlfriends or other things to do. Round about the eighteen years mark we find it very difficult to link them into the senior teams. Club Official

• Despite England matches attracting capacity crowds, and attendance at Premiership matches increasing, overall interest in “rugby has fallen among the general public since 1996. • Half the population is involved with rugby at some point during the year, but most only remotely, by watching matches on television or reading about the sport in newspapers. Far fewer have more direct involvement, and a primary goal” must be to convert these remote fans towards a more active involvement. • Half of the population has no involvement in the sport and comprise a mixture of those who will never be interested in the game but also some who possibly could be converted if effectively targeted, including some who are interested in other sports, but not rugby. • While rugby has some core values on which to build - those not involved with the game often hold completely contrasting views on the same issue. Their negative opinions about the sport must be overcome without devaluing the existing core values or alienating the traditional rugby fans.

INTEREST IN RUGBY

Interest in sport in Britain is generally on the decline, with only swimming showing a significant rise in public interest since 1996. Rugby union has suffered along with most sports with less than a fifth of the British population now interested in the sport, down from a quarter in 1996. Only rugby league, boxing and snooker have suffered greater decline in interest over this period. (However, it should be borne in mind that ‘interest’ in this context could relate to various aspects of the sports concerned - from participation to watching the game live or on television.)

Interest in Sport Source: MORI Sports Tracker (GB data); 2003 January 1996 & 2003 1996 42 41

30 29 29 28 24 23 23 24 22 22 21 21 20 20 19 18 17 16 14 14 12 10 Tennis Boxing Swimming Rugby League Football Snooker Cricket RUGBY UNION Golf Darts Athletics Motor Racing Interest (%) Interest

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Gloucester fans soak up the unique match day atmosphere at Twickenham INVOLVEMENT IN RUGBY Among those with no exposure to the sport in the past twelve months, a third state that they have no interest in sport, while a quarter prefer other sports. One in ten feel that rugby is boring/not exciting, but just one in twenty are not Although fewer than one in five have a specific interest in rugby union, half of the population has been exposed to the interested in it because it is too dangerous/violent or too complicated to understand. sport over the past twelve months. Almost half have watched matches on television, while a fifth have read reports in the media. More than one in ten of the British adult population have watched professional or amateur rugby live and 4% of I sat down with them (schoolchildren) and we watched a rugby game and they were like ‘are they having a fight?’…‘No the population have played, either the full 15-a-side, or modified forms of the sport. they’re allowed to do that - that’s called rucking that’s part of the game’ and then there was a fight and I was like ‘that’s a fight’ and they were like ‘can’t see the difference’…it is not as simple as football, you’re not trying to score a goal Involvement in rugby in Great Britain during the past 12 months there’s lots of technical bits. Local Authority Sports Practitioner No involvement 50% 23.2 million “ Watched on TV 46% 21.3 million RUGBY’S CORE VALUES

One of the crucial problems which rugby union has to overcome if it is to broaden its appeal is its image. Rugby has some Read reports in newspaper 20% 9.3 million ” powerful core values which, while strengthening its appeal to fans, helps distance it from those outside the game. Watched game live 12% 5.6 million Conflicting Views on the Game Played rugby 4% 1.9 million Rugby's core values s Opposing views Refereed / coached / volunteered 3% 1.4 million

Base: All GB adults aged 15+ (1,708). Fieldwork: 6 - 12 March 2003 • Exciting vs • Boring

Playing, Those exposed to the game are more likely to be men, from the higher social classes and be educated to A-Level or have a • Social / Camaraderie vs • Freemason / Clique watching University/Polytechnic Degree. live / on TV • Interesting rules vs • Complicated rules

Table 1: Exposure to rugby in the past 12 months • Physical vs • Violent Exposed to rugby GB population in the past 12 months profile (aged 15+) • Teamwork • Cold / Wet

Base: All respondents % % Playing • Discipline / Respect • White middle class TOTAL 50 • For all shapes and sizes Men 64 49

Women 37 51 Watching live • Family atmosphere

Social Class ABC1 54 51 Lack of interest is the most commonly cited reason for non-participation in the sport. Overcoming this is clearly an Social Class C2DE 45 49 important first step in increasing participation and involvement at the community level of the game. The main way in which this has to be achieved is through effective marketing of rugby, non-supporters have to become more excited by the sport. In this respect, the excellent performances of the England team over the past few years help, but they are only one part of GCSE/O-Level/CSE/NVQ or 42 51 the process. The other side is the way in which the public relates to rugby - unless they are persuaded that their perceptions no formal qualifications of the game are false (e.g. white middle class, ‘freemason’) then they will never be enthused about participating - A-Level or Degree qualifications 58 30 regardless of how well England performs.

Source: MORI Other barriers include old age, an actual or perceived lack of fitness, and an injury/illness. However, it is worth noting that a large minority of reasons for non-participation are not unique to rugby, but are broader excuses - such as a lack of time, being too busy, and playing other sports.

14 15 Table 2: Barriers to participation in rugby SOCIAL CONTEXT Top Mentions Total Men Women Levels of participation in rugby are not helped by significant changes in society over the past decade or so, Base: Those who do not currently play rugby union (1,646) (733) (913) which have meant that the population as a whole generally has more choice of things to do in their leisure %%% time and fewer motivating forces to play rugby. No interest in playing 46 37 55

Too old to play 29 34 25 • Britains work longer hours than people in any other European country, resulting in less time to participate in leisure activities. Too unfit 9 11 7 • An increasing range of leisure pursuits has created greater competition for people’s leisure time and expenditure (e.g. the Play other sports already 7 13 1 internet, late night/Sunday shopping, home entertainment and health and fitness clubs etc). • Leisure time is increasingly individualistic as these activities provide greater flexibility than team and group based activities. Sport not for women 6 0 10 • The role that sport can play in helping reduce social exclusion has been increasingly recognised by the Government in Injury/illness 5 6 4 recent years. Lack of time 5 7 3

Aggressive / violent sport 5 4 5 Table 3: Average hours worked per week by full-time employees, by gender across the EU in 1999 Source: MORI Hours worked by country, top averages Males Females

Base: All respondents Hours worked Hours worked Linked very closely to the overall levels of interest in rugby union are the significant changes that have occurred in the sport per week per week over the past decade - not least the introduction of the professional game. UK 45.2 40.7

Greece (data for 1998) 41.7 39.3 RUGBY UNION VS RUGBY LEAGUE Portugal 41.5 39.4

A final factor worth considering in this section is the impact that the two codes of rugby have on levels of interest in each Irish Republic 41.3 38.0 sport - are people fans of both types of the game? Spain 41.1 39.6

One of the most important considerations is the coaching of games in schools - if a school does coach rugby it is highly Germany 40.5 39.4 unlikely to coach both codes, which immediately limits the extent to which rugby union can be coached in schools. Luxembourg 40.5 38.0 (However, at an early age this is less of an issue, as the non-contact versions of the game share many similarities.) Austria 40.3 39.9 Both codes have made recent attempts to broaden the geographic coverage of their respective sport, with the northern Sweden 40.2 39.9 rugby union Premiership clubs seen as vital to ensure the popularity of the sport in the north of England. France 40.2 38.6

Analysis of the MORI Sports Tracker data from 2003 suggests that rugby union fans are less likely to be fans of rugby Finland 40.1 38.3 league, than visa versa. Overall, around two-thirds (65%) of fans of rugby league also claim to have an interest in rugby Italy 39.7 36.3 union, compared with slightly more than one-third of rugby union fans (37%) who claim to follow the alternative version of the game. Denmark 39.6 37.9

Netherlands 39.2 38.3 The increased funds that have come into rugby union since the start of the professional era have helped strengthen the position of the sport, especially in the transfer market. However, although rugby union appears to be in a relatively healthy Belgium 39.1 36.9 position as regards the two versions, there is no doubt that each sport is impacted by the fact they are effectively competing for the same audience/participants. Apart from the unlikely union of the two codes, there is little that can be done to change this position. EU average 41.2 39.0

Source: Labour Force Survey, taken from Social Trends 2001; ONS

16 17 INTRODUCTION - RUGBY UNION IN CONTEXT Real household disposable income per head (UK) per week

Changes in society and the way people live, has had a major impact on people's involvement in sport, across all aspects, £250 including watching, participating, volunteering, coaching and general attitudes and motivations towards sport as a whole. It £200 is impossible to make important decisions about the future of rugby union without first putting the sport into context. This chapter looks at several of the key aspects of 21st Century society in England/Britain and outlines their impact on £150 rugby union. £100 WORKING PATTERNS £50 Source: Social Trends The British work longer hours than ever before, and on average, more hours than people living in any other European 0 2002, ONS country. 1971 1976 1981 1986 1991 1996 2000

Coupled with the growth of global corporations and an increasingly competitive working environment, people’s priorities for time use have changed. Those working full-time can be described as ‘money-rich and time-poor’ and those who are INCREASING CONSUMER PRODUCTS & SERVICES unemployed or casually working are ‘time-rich and money poor’ (Morgan, M; 1998). Time and money therefore go hand in hand in enabling or dis-enabling the pursuit of leisure. Longer and fragmented working hours, (as part of this research, The rise in disposable income has been coupled with rapidly evolving consumer products and services, such as the internet, one-third of English adults said that they at least occasionally work at weekends) coupled with the growing proportion of computer games and other forms of home entertainment. The dual impact on rugby union and other competing activities women at work, equates to shorter holidays and constricted leisure time. are thus both financial and time related.

These facts coupled with the increasing range of leisure pursuits means that the amount of time available for playing sports Families currently spend around £4.20 per week on sports admissions, subscriptions and equipment. Although not a small like rugby is being squeezed. The final problem which rugby faces is that the traditional form of the game is more time amount, and one which compares favourably with, for example, cinema and theatre admissions (an average of £1.20 per consuming compared with many other physical activities/sports - with fewer leisure hours available it is likely that many week) it should also be noted that the boom in the health and fitness market means that expenditure on sports is spread people may look towards less time consuming activities. more widely than ever before.

There is a huge amount of pressure on people with professional jobs...it is far more attractive to play a game of squash or INDIVIDUALISM tennis rather than the disciplines of a weekend sport. RFU Council Member Aside from the financial issue, there is the added problem of competing for people’s time. As has already been highlighted, the British work longer hours than other Europeans, and can participate in an increasing range of leisure activities. The financial cost of these activities will obviously be an important factor in deciding with which to become involved, but the In terms of adult participation in sport and physical activity, the UK is ranked in the middle, compared with other European costs as a whole are not only financial. countries. Participation is higher than in countries such as Ireland, Spain and Italy (the Italians rank bottom in the EU), but lower than many others, including those in Scandinavia. For example, only 32% of adults in England take 30 minutes of “ The short periods of time set aside as leisure time have to compete with an increasing number of ‘time choices’. The expansion exercise five times a week, compared with 70% of Finns (Finland has the highest rates of participation in sport and” physical in the home entertainment and health and fitness markets are good examples of competing claims on leisure time. activity in Europe). 90%

INCREASING DISPOSABLE INCOME 80% Use a mobile phone 76% Household disposable income per head of population, and household expenditure is reported to have doubled between 70% 1971 and 2000. Use internet anywhere 60% Use digital TV 51% Alongside this growth in disposable income has been growth in leisure spend, as a proportion of total 50% expenditure. Spend on leisure in 2000/2001 accounted for 18% of total expenditure, up from 40% 42% 11% in 1974 (source: Family Expenditure Survey, 2001). 30%

20% MORI Technology Tracker January 1997 - April 2003 10% Base: circa 4,000 interviews per month * Jan 2001 question wording changes 0 Jan 97 Jul 97 Jan 98 Jul 98 Jan 99 Jul 99 Jan 00 Jul 00 Jan 01 Jul 01 Jan 02 Jul 02 Jan 03 Apr 03

18 19 A boom in the health and fitness sector goes some way to illustrate the occurrence of individualism. Without a INTRODUCTION TO THE RUGBY JOURNEY commitment to a team, people have more control over when and how often they exercise, with home based health and fitness equipment and teach yourself fitness videos further enabling people to pursue this type of sport/leisure activity. Moreover, health and fitness clubs offer a wide choice of services not available at traditional sports clubs (e.g. saunas, Those on the outside looking in often perceive rugby union as a violent, complicated, white middle class sport. massages, and beauty treatments), thereby broadening their appeal. However, the image is very different among those who have been brought up to love the game from a young age, and have remained in the sport throughout their adult life - first playing for, then coaching and Q. Which of the following best describes volunteering for a club. This is the ‘rugby journey’. Increasing participation in rugby requires efforts to ensure your attitude towards health and fitness clubs? that more people both start and continue on this journey.

I have never been to a gym or health club, 33% and do not intend to go in the future • There are several stages to the rugby journey, but the most important factor throughout is the need for strong linkages. There are numerous routes people can take through the journey, but progression is helped considerably by strong links I used to go to a gym or health club, between the different elements (e.g. schools and clubs, universities and clubs etc.). 26% but do not go anymore • Arguably, the most crucial part of the journey is the role of the rugby club. Young people can be introduced to rugby union at a variety of ages from primary school up to university (common among women), but it is through the clubs I am currently a member of a gym or health club 14% that the large part of the journey takes place - whether, playing, coaching refereeing or volunteering in an administrative capacity. I have never been to a gym or health club, but may consider going in the future 12% The Rugby Journey I currently go to a gym or health club, but am not a member 4% Primary Secondary University I currently go to a gym or health club, school school and am thinking about becoming a member 2%

Base: All respondents (1,982) MORI GB Omnibus, 20 - 24 June 2002

By way of a summary, finally in this chapter are the findings relating to people’s leisure habits that were investigated as part Adult fans/ Playing at of this research. As illustrated in the following graph, television plays a huge part in our lives, with three-quarters of the Coaching population saying that they watch it almost every night. Around half of the public go weekend shopping and one in five spectators local rugby club use the internet most nights at home. Only a small minority claim to play a team sport at least once a month.

Q. Which of the following applies to you?

I watch television almost every night 74% Volunteer admin Refereeing

I go shopping most weekends 47% • As is discussed later in the chapter ‘Return to the Rugby Journey’, the current situation is far from the ideal illustrated in the above diagram. I use the internet most nights at home 20%

I participate in a sport you play as an individual / pair at least once a month 20%

I play computer games at least once 16% or twice a week

I play a team sport at least once a month 7%

Base: All respondents (1,708) MORI GB Omnibus, 6 - 12 March 2003

20 21 THE PROFESSIONAL GAME

The professional era has brought an unprecedented amount of money into rugby, which has helped England become the top ranked team in the world, and the creation of more exciting and increasingly well attended domestic competitions. This success at the top of the game has a significant impact on community rugby - both positive and negative.

There is a lot of resentment at the local level of the apparent degree of affluence and professionalism that goes into the top levels of the game. From my perception, the grassroots feel the game is divided into the haves and have-nots.

Senior Sports Official

“• Although there is some concern over the long-term sustainability of the funding for the professional club game, there is no doubt that professionalism has brought unprecedented money into the top of the sport. This has played no small part in generating: - a highly successful England team ” - an established Premiership set-up - with more enjoyable matches than ever. • The game is well covered in the media relative to many other sports, but like most sports suffers from the blanket coverage of football. • The return of live games to terrestrial TV is welcomed, although the quality of coverage provided by BSkyB is regarded as very high. • But professionalism has brought problems too: - payment of players in the amateur game has diverted club funds from improving facilities - at a time when the community game is struggling, there is some resentment of the wealth of the RFU and the England set-up.

INTRODUCTION

The introduction of professionalism into rugby union has had a significant impact on the community game. Although there may be a huge gulf between the money and quality of rugby at the top level, compared with the game in schools and local clubs, the two are in some ways very strongly linked. Indeed, many have their only current involvement with the sport at the professional level - hence it is vital that the top-level game is covered in some depth.

RUGBY IN THE MEDIA Television Coverage

TV coverage is particularly important as a penetrative platform for promoting all types of sport. The table overleaf highlights the dominance of football in holding the majority of TV sports coverage.

23

Alex Sanderson of Sharks shadows Harlequins’ Ace Tiatia during last season’s Zurich Premiership match at The Stoop Table 4: Television coverage of sport, 2002 (top 20 sports, in minutes) Table 5: Sports regularly watched on TV Sport BBC 1 BBC 2 CH 3 (ITV) CH 4 CH 5 Eurosport BSkyB Total % 1996 2001 2003

Football 14,265 1,685 35,668 9,615 22,995 73,077 261,255 418,560 22.22 Base: All respondents % % %

Golf 1,610 6,800 25 4,520 5,430 195,810 214,195 11.37 Football 38 43 42

Motor sports 250 9,598 5,990 8,834 28,140 75,600 128,412 6.82 Tennis 20 18 19

General sports 210 180 2,425 6,835 2,620 18,700 86,415 117,385 6.23 Snooker 22 20 17

Cricket 5 20,195 90,504 110,704 5.88 Athletics 19 17 17

Tennis 4,570 8,781 51,136 25,005 89,492 4.75 Motor racing 17 17 17

Wrestling 55 3,465 60,282 63,802 3.39 Rugby union 19 15 16

Boxing 1,045 1,056 155 1,110 12,255 46,420 62,041 3.29 Cricket 16 13 15

Motor cycling 355 1,615 1,115 3,980 27,624 25,575 60,264 3.20 Boxing 17 9 10

Rugby league 790 575 54,325 55,690 2.96 Golf 12 12 10

Rugby union 3,075 1,816 350 2,340 44,600 52,181 2.77 Darts 11 11 10

Horse racing 2,774 4,530 185 15,870 120 25,169 48,648 2.58 Rugby League 15 10 9

Snooker 535 11,865 2,970 17,085 32,455 1.72 Swimming 6 6 6

Olympic games 2,185 3,520 23,490 29,195 1.55 Source: MORI Sports Tracker, 1996-2001

Athletics 2,725 4,014 585 14,520 4,500 26,344 1.40

Cycling 115 150 220 80 23,655 2,040 26,260 1.39 I would like to see it [televised rugby] made more accessible. American football 10,010 15,810 25,820 1.37 Club Official

Skiing 325 1,290 21,585 2,580 25,780 1.37

Aerobics 765 21,900 22,665 1.20 I think it is a good thing that games are now on terrestrial television, so it gets it out to more people. I understand the implications of finances as well though because if Sky were to come in and offer more money then that money could be Pool / Billiards 140 975 20,765 21,880 1.16 “put back into the game, but it is difficult because now you have a situation where more people are able to see it.” Source: Sports Marketing Surveys Senior RFU Representative

MORI Sports Tracker (January 2003) indicates that the proportion of people who claim to watch rugby union on television is “I’d want it back on BBC just so it’s more accessible. You know because you know what it is like on a Saturday if you’re perhaps lower than might be expected, and has decreased since the mid-1990s. just flicking through you’ll just settle and say ‘oh there’s a match on, we’ll watch that’. Maybe they should try and get more club games. In 2003, both the Six Nations Championship and the Rugby World Cup will be televised live on terrestrial television, ” Rugby Player following the signing of television deals with BBC and ITV respectively. This move is welcomed by many in the game, as it exposes a wider audience to televised rugby. Indeed, between 1996 and 2003, one of the few sub-groups in society which did not show a significant decrease in their level of interest in rugby union were digital/satellite viewers (22% were However, it is not just a case of showing the game on terrestrial television. Aside from the quality of coverage, another “important factor which has an impact on the popularity of the sport is consistent scheduling. ‘interested’ in 1996, compared with 21% in 2003).

There is a great deal of concern that when most live rugby is only being regularly shown on subscription-based television At the moment it is difficult to ascertain whether there is a game on TV or not. BBC have Rugby Special that restarted” on channels it is difficult to encourage wider interest in the sport. Indeed, although live F.A. Premier League football is also on Sunday afternoons, but delivery needs to be consistent or otherwise you won’t watch it regularly. subscription-based television, several commentated that at various times of the season there was frequently live football on Rugby Development Officer terrestrial television, not simply every week, but almost every day. BSkyB is praised for its range of coverage, broadcasting professionalism and for the detailed analysis and explanations the live matches receive on the dedicated Sky Sports channels. It is widely accepted that this has helped raise the standard, “having a positive impact on BBC coverage. ”

24 25 In many ways, a move towards sensationalism in the press has a positive side, as it thrusts the game into the public eye. Sky has done a fantastic job for rugby. It has put more money into the game and given it a higher profile. This in turn has Despite this, there is the strong danger that rugby gets dragged down the same path as football - where off the field made the BBC take notice. However, Sky has a restricted audience and they have done as much as can be expected for activities are often bigger news than the sport itself. As discussed elsewhere in this report, it is vital that this does not rugby. happen as it would undermine several of rugby’s core values which in many ways set it apart from football (e.g. family Journalist friendly, sportsmanship, discipline etc).

“Sky has set new standards and show the game ‘warts and all’. In the old amateur days of the BBC they would sweep THE LIVE GAME anything like that [violent conduct] under the carpet and you wouldn’t get action replays of it. Journalist Those attending live, professional matches are extremely impressed with the ‘product’. Since professionalism, spectators ” believe the game has become more exciting, primarily due to the increased fitness of the players and the speed at which A number of club officials at community clubs commented positively on the timing of recent internationals as it provides the game is now played. clubs with additional revenue streams as players and their families stay on to watch the televised match, spending money at “the bar. Further scheduling of matches at around 5.30pm on Saturday afternoons would be welcomed. Q. In your experience, has ” watching professional/top About the same Kick-off times at either 4pm or 5.30pm are ideal because clubs will benefit as people will come down and watch a game rugby live become more 15% here and then come and stay in the bar and watch the international on TV and that will help us financially, the bar will be enjoyable, less enjoyable Less enjoyable busy and we will take more money and make more profit. I suppose if the Premiership maybe played at 5pm - 5.30 pm or remained the same? 6% that would be ideal because I can see the same effect for clubs like us. If Leicester versus Newcastle was on live at 5.30pm we can all stay in the bar and watch the game. “ Club Official More enjoyable 79% Base: All ex-amateur players (254) Press Coverage Fieldwork 28 February - 6 March 2003

Coverage in the press is largely felt to have improved since the launch of the professional era - with greater space devoted” A family-friendly atmosphere and non-segregated crowds are also regarded as typical of watching rugby live. This above to the sport than ever before. However, among some print journalists, there is a perception that rugby union receives more almost everything else is where rugby compares very favourably against football. Watching rugby is sociable, exciting and coverage than it merits, largely because those who work in the newspaper industry are from the ‘traditional’ rugby safe - the marketing of the live game has to make the most of these positive attributes. background.

Research conducted among attendees at Zurich Premiership matches, undertaken towards the end of 2002 by the Sir There is a lot of coverage in ‘The Times’ and the broadsheets in particular cover a lot more rugby than the tabloids. Norman Chester Centre at the University of Leicester has identified that around one in five attendees at top level rugby Rugby Player games are women (compared with 15% of spectators at FA Premier League matches.) Indeed, half of female spectators are either attending for their first season or describe themselves as new fans, indicating that promotion of a sociable, exciting and safe sport is starting to be effective. It gets hugely more than it deserves. The tabloids are even getting interested. This is largely because the Sports Editors and Suits who run newspapers are from that background. Furthermore, the research found very little evidence of bad behaviour, either from players or fans. Offensive language is the Journalist “ ” area of greatest concern, but even this is at a low level of incidence compared to football. Just 14% of attendees at Zurich Premiership matches report hearing offensive language, while 36% of spectators at FA Premier League matches do so. While the portrayal is generally regarded to be positive, concerns were raised. Some comment on a growing sensationalism Overall, 85% of Premiership rugby fans report witnessing no bad behaviour amongst fans at all. Similarly, four in five fans in reporting of matches and others that, since the advent of professionalism, the community game has been largely ignored believe players are good role models. “in the press. ” Rugby spectators themselves are felt to be very knowledgeable about their sport. Indeed comparisons were made with Back in the old days, rugby was extremely cosy. It was particularly cosy in the press box. When I started going to games cricket spectators who were felt to differ from the confrontational, and often aggressive, football spectator. there was always something that begged a question. So as a journalist our job is to try and find something new and different for readers on a Monday morning. So we try and chase stories to find out what really happened. So from that Spectators at Zurich Premiership matches did raise some concerns. In particular, the play-offs are regarded as an artificial point of view, it has changed hugely. competition, designed to increase revenues and several frequent attendees stated that they would not attend these end-of- Journalist season games, on principle. The play-offs were further criticised because players had to endure additional matches at the season’s end. The structure of the rugby union season was also criticised. In particular, the break in the Zurich Premiership “ season for the Six Nations Championship and cup competitions was thought disruptive. Coverage now is a lot more quote based. Tabloids are more involved so you get journalists seeking angles all the time. Journalist” “ ”26 27 Among those spectators interviewed during the Sir Norman Chester Centre research, 57% raised the structure of the season as a concern.

The issue of promotion to, and relegation from the Zurich Premiership was also an issue - several commented that in no other professional sport would as fundamental an issue as this still remain unresolved with much of the season having already been completed.

Of course, the financial security of a number of Zurich Premiership rugby clubs remains of grave concern. For a number of clubs, the cost of player salaries is unsustainable, without the financial support of a wealthy backer.

RELATIONS BETWEEN THE PROFESSIONAL & AMATEUR GAME

The introduction of professionalism was incredibly badly handled, it wasn’t thought through and the implications were not understood. It caused problems because we have developed a new kind of player… who will move from club to club in search of pound notes with no real club loyalty. All these issues affect the game at a community level. Student Liaison Officer

Professionalism of rugby union has introduced large amounts of money into the game, through television deals, increased “sponsorship, and the general increasing commercialisation of the sport. Certainly, at the top of the game, direct benefits can be attributed to this - in particular a well-funded national set-up, supporting a very successful England team and the Premiership, with better-attended and more enjoyable matches than ever. ” However, at the community game level (i.e. almost anywhere below the top division), there is some degree of resentment of this wealth, particularly among amateur club officials and players. Many involved in the amateur game face increasingly tough circumstances, with poor quality facilities and pitches, and declining numbers of players and volunteers. While many recognise that the RFU and Premiership clubs are doing more than ever to help the game develop at the local level, overall it is felt that much more should be done.

There is a dividing line between professional clubs and what is happening below the top two or three divisions. People are beginning to be paid at whatever levels and that is wrong. Club Official

It is far too top heavy. As long as they get 75,000 into Twickenham they are quite happy. They think the game is rosy. But “trying to get a side out, 2nd or 3rd team level on a Saturday, I don’t think they care about that. I know they are starting to redress the balance, but it has gone a bit far at the moment. ” Club Official

“No club is a wealthy club unless you have a huge benefactor somewhere that is prepared to throw money around which at our level is not going to happen and I think if there is any criticism at all it is the fact that the Premiership clubs get £1.1 million a year for their payroll from the RFU, we possibly get £2,000 if we are lucky. ” Club Official

It is crucial that future success of the England team, at the 2003 Rugby World Cup and beyond, can be harnessed positively “to increase those interested in, participating in and offering support to the community game. ”

28

England colleagues Steve Thompson (Northampton Saints) and Josh Lewsey (London Wasps) clash during a Zurich Premiership encounter at Franklin’s Gardens RUGBY IN SCHOOLS

Rugby is not as popular in schools as it was in the mid-1990s, with a sharp decline in participation among secondary schoolchildren. This trend will not be easy to reverse, with a range of factors contributing to the decline. The situation is of less concern in primary schools due to significant efforts by the RFU to develop non- contact forms of the game.

The possibility of being hit, kicked or falling over, are among the aspects most likely to put young people off sport. Taking part in sport outside during bad weather, followed by getting cold and wet, or hot sweaty or dirty are also likely to put young people off sport. Tolerance of all of these factors is appreciably lower amongst girls. Young People & Sport, Sport England 2002

• Engaging children in the sport while young is regarded as crucial, although a minority question whether children can be “introduced to the game at too early an age. • Participation among primary school children is rising, but falling among secondary school children. • Several barriers exist to increasing participation. The enthusiasm of both teachers and children must be captured,” overcoming parental and teacher concern about the safety of the game. Good quality coaching must be provided. • Development of the game in schools depends largely on the enthusiasm and ability of teachers to coach rugby. Currently, many involved in teaching children have no formal rugby qualifications which may increasingly cause problems in today’s litigious age. • Non-contact forms of the game are popular among both pupils and teachers and it is these new forms of the game that are driving participation rises among primary school aged children. Further emphasis of these games, as well as the creation of rugby ‘heroes’ to stand against their footballing equivalents are regarded as crucially important going forward.

I feel strongly - working in X [school] - that there is enormous potential. The RFU have to get rid of their blinkers, get away from total public school involvement. There is a lot of bias towards public school boys. Rugby Development Officer “EDUCATION: PE & SPORT IN SCHOOLS The education system in this country has a significant role and impact on people’s attitudes, motivations and values” associated with sports and leisure. School sport is typically the first occasion when many young people have the opportunity to learn new skills and games. However, many PE teachers believe that their responsibility is to communicate the right messages about health, fitness and to instil in young people the habit to participate in regular sport and exercise, rather than to develop skills in one particular sport.

A PE teacher’s job is to promote sport. I am happy for my kids to do any sport they want to. The PE teacher is essentially responsible for this. Teacher

Despite a long tradition of participation in sport within schools, over the past two decades there has been a decline in the standard and provision of sporting opportunities. In particular, there has been a loss of playing fields and after school “sporting opportunities. For rugby, the provision of playing fields is clearly an essential. ” The Government’s Strategy for Sport, ‘A Sporting Future For All’ (DCMS, 2001), does however set out a five part plan that is currently being implemented across the country. Whilst there is not yet the evidence to indicate the effect that these

31

Reading Blue Coat School in action during the Daily Mail’s Schools competition schemes have had on participation either in sport in general or for specific sports, they are worthy of mention, as they are Top 20 sports participated in at least once in school lessons - 2002 part of the context in which the RFU wishes to increase participation. 76% 71% Base: All young people (3,028) At a snapshot, the Government’s plan includes: Source: MORI / Sport England 63% 1. To redevelop school facilities, in particular those of primary schools, where £150m is pledged to raise the standards of sports and arts infrastructure (£75m from the Exchequer and £75m from the Lottery). National Governing Bodies are also 55% 52% being encouraged to invest some of the monies raised from the sale of broadcasting rights into youth development of 48% their sport. 43% 43% 42% 42% 2. To develop 400 specialist sports colleges by 2006. These secondary schools with emphasis on PE and sport will act as 39% best practice models and develop partnerships with neighbouring schools to share their experience, expertise and 37% facilities. In schools in general, the revised PE curriculum means that children should have at least 2 hours a week on physical activity. 28% 24% 3. Increase extra-curricular opportunities, or out of school opportunities. £240m is being provided to encourage schools to 21% 20% provide extra curricular time and coaching of sports. National Governing Bodies are encouraged to support School Sport 17% 16% 15% Associations, which organise school sports competitions, partnerships that will develop clear paths for competitions and 11% help in identifying youth talent. 4. All secondary schools, not part of the sports college network will be able to have a School Sport Co-ordinator who will Cross Country Cross Volleyball Aerobics Gymnastics Hockey Walking Football Dance Classes Badminton Rugby Union Athletics Netball Cricket Baseball Swimming Tennis Rounders Orienteering Cycling be employed to develop ‘families’ of schools and co-ordinate activities between these schools, specialist colleges and Basketball other partnership agents. This will mean a total of 3,200 School Sport Co-ordinators. As Table 6 indicates on the following page, this decline is in the context of an increase in participation across many other 5. To enhance the opportunities for the most talented 14-18 year olds to compete at the level of excellence, provision and team sports, most notably rounders (participation up 12 percentage points between 1994 and 2002) and football access to specialist coaches, particularly through the specialist colleges, will be made. (participation up by 5 percentage points between 1994 and 2002). Only volleyball has seen a greater decline in participation since 1994. Decreased opportunity to play rugby within the school environment is likely to result in fewer (DCMS, 2001 and PESSCL Board, 2002) participants in the sport as adults. Given the current state of the community game at club level, declining participation in school should be of serious concern. If successful, these schemes should be of wide-ranging benefit to rugby union, both in terms of providing local partnership initiatives which will assist the community game, and developing talented individuals for the elite sport. Table 6: In-school participation at least once in team sports 1994 - 2002

There is currently little measurement of these outcomes of these schemes. So far, research has focused on obtaining data Years 2-11 Years 2-11 Years 2-11 Change in relating to the levels of participation in the schemes, rather than their longer term and wider impacts, such as the number participation of people who go on to join sports clubs, to qualify as coaches or who volunteer to help a local club or sport as a result of 1994 1999 2002 1994 - 2002 the initiative. Base: All young people (4,437) (3,319) (3,028) ± % PARTICIPATION IN %%% RUGBY BY Football (inc. 5-a-side) 47 52 52 +5 SCHOOLCHILDREN Netball 33 36 37 +4 Hockey 46 41 43 -3 MORI’s research into Young People and Sport for Sport England has Rugby union n.a. n.a. 21 n.a. highlighted a decline in in-school Rugby league n.a. n.a. 14 n.a. participation in rugby since the mid- Rugby 26 26 22 -4 1990s. As is illustrated in the following chart, in terms of participation in Basketball 36 34 39 +3 schools, rugby ranks 15th among Cricket 39 42 42 +3 school sports and physical activities. Rounders 59 67 71 +12

Baseball / softball 19 15 17 -2

Volleyball 22 16 16 -6

Source: MORI / Sport England

32 33 This overall decline hides one important trend. Since 1994, participation in rugby among primary school children has rewards. Since many PE teachers do not have any formal rugby coaching qualifications, increased opportunities to develop increased by 3 percentage points, to 18%. However, among secondary school children, participation in rugby has sharply rugby coaching skills whilst at Teacher Training Colleges may also result in a higher standard of rugby coaching within declined, down by 11 percentage points to 28%. By way of contrast, participation in football has increased at both primary schools. and secondary ages, by 7 and 1 percentage point respectively. Negative Images of the Sport While most welcomed the growth in participation among primary school aged children, a small minority felt that there is a danger in targeting children too young as they may grow out of the game before they have reached the stage where they Negative perceptions among those who do not know the sport contribute to the problems of lack of interest. In particular, are integrated with an adult team. concerns over injury among some teachers and parents currently prevents all schools from offering the contact version of the game, either in or out of school lessons. Furthermore, media sensationalism of individual incidents leads to the very rare cases of serious rugby injury being widely reported. Playing aged seven is too young. At the age of sixteen they might want something else. Catching them young might be losing more than it is keeping. Senior RFU Official Rugby is regarded as a dangerous game. We have to teach parents and teachers that it is not. We promote the tag game to introduce the game in a safe environment. Local Authority Sports Practitioner You can start playing too young. Then you give up younger because you are bored of the sport. Thirteen or fourteen “is ideal. Related to concerns over injuries, within some schools there is very real concern that offering rugby will open the school up Club” Official “to a lawsuit in the event of a serious injury. This has led some to refuse to allow the contact game to be played. Nine per cent of children participated in rugby at least ten times in school lessons in 2002, down from 12% in 1999. We live in a litigatious age when teachers are terrified. I mean you are not allowed to play cricket with children unless” Secondary school children are more likely to participate in rugby union frequently in school lessons, as younger children are they’ve got a helmet on. The thing about rugby is once you get on to scrummaging that’s where technique comes in and “exposed to a greater range of sports. In contrast, over a quarter of all schoolchildren play football more than ten times a where children could get seriously hurt. year during school lessons. ” Teacher

Out of school lessons, 15% of children participated in rugby at least once, down by four percentage points from 1999. Boys are much more likely than girls to participate in rugby out of school lessons, almost a quarter do so, compared to just “I had to ask permission from the Headteacher to do touch rugby. He was adamant that if it was contact he wouldn’t one in twenty girls. allow it to happen. Our hands are tied and we can’t promote it that much as he won’t allow us to do it. The argument against full rugby that I have been given is ‘insurance’. ” BARRIERS TO PARTICIPATION IN SCHOOLS Teacher

The decline in participation within secondary schools has a range of causes. While some causes are almost outside of the direct control of the RFU and its partners, including the sale of playing fields, others can be addressed more directly. “Poor Quality Coaching Lack of Interest Among Teachers & Children As a result, many teachers believe it is important that they hold coaching qualifications - without holding them some” will not offer the contact version of the game. Many teachers involved in the sport are currently unqualified and the cost of Teachers and children must be enthused by the game - children must want to play the game, and teachers must want to courses plus the cost in covering a staff member’s absence are significant barriers to uptake. Overcoming these obstacles to teach the sport over alternatives. increase the numbers of qualified teachers may become increasingly important.

The school will be dominant at whatever the PE teacher likes. I have replaced a football coach for example and now rugby You need the input of interested staff and qualified staff to be able to operate the sport. If you want to organise after- is the dominant sport and there is a team for every age group. There will still be football here, but my emphasis will be school sessions it is the teachers who are actually doing it, so they have to come on board. more on rugby now. That will obviously dictate what children do. Teacher Teacher, Secondary School

Some teachers argue that to truly ensure this interest, teachers must be offered payment to coach sports. The benefits will be more committed and highly skilled coaching within the school system. “It very much depends on the PE co-ordinator and how keen the PE co-ordinator is to actually influence whether the school “ takes on rugby. As soon as one person leaves you suddenly notice a change. Money should go to inspiring teachers. It is about time that they paid teachers as coaches. You would get a fantastic” Local Authority Sports Practitioner ” response and get it well organised. Teacher A key to the success of the sport is to enthuse teachers - to make it easy for them to teach the sport well. Taking “opportunities to work with Teacher Training Colleges to ‘teach the teachers’ at this early stage in their career should” reap “ 34 35 ” BREAKING DOWN BARRIERS TO PARTICIPATION Creating Heroes

A lack of profile, in comparison to football, makes the sport less appealing. Few ‘heroes’ exist in the same way that football You can sell anything to children, just through their own interest. But there aren’t enough teachers around who are players are idolised by children. interested in doing it. Teacher If you had Muzzy Izzet who is a Leicester City footballer walk into our school it would be like a demi-God being here. The children would kiss his feet, they would worship him. We have Leicester Tigers players coming in who are probably far Non-Contact Forms of the Game better rugby players than he is a footballer and the kids have never heard of them. “ Teacher The huge majority of ex-amateur players began playing the game at school and almost all recognise the importance of this environment in developing a life-long interest in the sport. ” Although there have clearly been moves to promote Jonny Wilkinson as a ‘hero’ in this way over the past year or so, it is “clear that it will be some time before rugby players become role models for a large proportion of children. The 2003 Rugby Where ex-players played rugby World Cup provides an opportunity, particularly if England progress to the latter stages, to begin to develop this further, Q. Please could you tell me at which of these you have previously played rugby? particularly given terrestrial television coverage. Some encouraging signs are already being identified. ”

At school 86% Rugby is much more appealing to children in recent years because of the way the game has gone. The TV coverage is much better, as an entertainment industry it is better, the success of the England team is much greater and when people At a senior rugby club 47% go to a game they get a far better experience, far greater than two to five years ago. Teacher At a junior / colts rugby club between the 30% ages of sixteen and eighteen They’ve got role models that are more accessible on TV. Ask a lot of kids who are involved in rugby clubs ‘who is your At a junior / colts rugby club while under “ the age of sixteen 27% hero?’ and they will say ‘Jonny Wilkinson’. Woman Rugby” Player At university 21%

Increasing the Number of Spectators at Live Matches With friends, not for a club or team 21% “ Raising the profile of the sport is regarded as critical to its long-term success. Rugby must be an attractive option in” In the army 2% comparison to other sports. One solution often suggested in the course of this study was to offer free tickets to local schoolchildren within the catchment area of Premiership rugby grounds, particularly those where the stadiums are not at Base: All ex-amateur players (254) Fieldwork 28 February - 6 March 2003 capacity.

The recent rises in participation in rugby at primary school level reflects the efforts put in to developing tag rugby and other non-contact versions of the sport. These have been regarded as a success, with many commenting on how popular the You should get more tickets into schools and even offer to fund the trips with free buses and things just to get the kids to new forms of the game are among children and how they are working to expose more people, of all ability levels, to an see what rugby is about and how good it can be. enjoyable sport. Teacher

I promote tag to primary school. I have also done tag in secondary schools. I do very little contact rugby because I am Parents too would welcome the offer of free tickets for children if accompanied by a paying adult. 14% of parents who trying to get the kids used to the sport. I think it is a good introduction. watch rugby on television or read about rugby could be encouraged to attend a live game with their children if this was to Local Authority Sports Practitioner “be offered. ”

Tag rugby is something that will definitely kick-off. The junior school children loved it and the teachers loved it. I don’t “think it is exploited enough. ”Teacher

The impact of non-contact forms of the game at school and beyond are discussed further within a separate chapter, ‘New “Forms of Rugby’. ”

36 37 UNIVERSITY RUGBY As with other sports, it is no surprise that the quality varies considerably between universities. Rugby is a very popular social sport in universities, both among men and women, and it is important that this remains the case. However, there is potential for more structure and assistance to help generate greater competition between universities. The standard of playing, coaching and facilities varies considerably between universities, but it remains a vital part of the rugby journey. This is especially the case for women, many of whom have their first experience Where does University Rugby Fit in the Rugby Journey? playing the game at university. Tied in with the rugby journey is the confusion that exists at various levels of the sport over the role which the universities have in linking with local clubs and schools, and who should be facilitating these links. XX University has got good facilities and administration and they play well. At the other end you have shambolic organisation of teams, with poor facilities, poor administration and poor rugby. A lot of kids play a lot of rugby before One of the big concerns of student liaison officers was over where the universities fitted into the structure of the game as a they reach university. If they arrive at university and they see a shambolic team with no coaching, poor equipment, poor whole. The professional rugby clubs have been increasingly good at working with universities by, for example, providing kit, then that could put them off. There needs to be more investment in terms of money and people (coaches). coaches. In return the universities often support the local clubs by supplying players. While there is a fair amount of success Student Rugby Liaison Officer with these relationships, some would like it to be more formalised.

“ I would tidy up the links between the professional and the amateur. Look at some way of introducing a draft system (e.g. • Organisation of teams varies considerably - from high quality like in the US) between the university game and the senior game, making the university game more relevant to the coaching, facilities and organisation to the opposite end of the development structure of the game. Strengthen links between schools, clubs and universities. scale. ” Rugby Student Liaison Officer • Many identify the problem that the game is run by students who are not always very organised or proactive. If the game is to thrive, Another point which links to this is that students are a naturally transient population - while playing rugby at university is must it be more professionally run? “very important, the students have to leave at some point. Like the links with schools, it is vital that clubs are in a good • The links between the university game and clubs are poor. position to take these players on once they have finished their university lives. Although some efforts are being made to improve the situation, ” there must be greater clarity provided on where the two levels of As with other issues, some student liaison officers suggested that the game suffered from a lack of agreement at the top of the game sit within the national structure of rugby union. the sport, with the RFU and the British Universities Sports Association (BUSA) not always agreeing on the best way forward. • In relation to the above point, not enough is currently done to connect graduating university players with local clubs, making it too easy for them to drop out of the rugby journey. I detect a friction between BUSA and the Rugby Football Union. BUSA is there to run student sport full-stop. The RFU runs • University is a pivotal part of the women’s game, as it is often rugby. I don’t think that 100% of the time they are singing from the same hymn sheet. I also think that those who have where many are introduced to the game. been involved in student rugby, some of them have been there too long. They are self-perpetuating. Rugby Student Liaison Officer Standards in University Rugby The difference in the standard of rugby between universities is large, “ with the descriptions given by rugby student liaison officers ranging from the ‘well organised’ to the ‘chaotic’. These descriptions referred ” to all aspects of the sport at university level, including the administration, coaching and facilities. One of the key problems is that the sport at the community level relies on the good will of volunteers, unfortunately, students do not always make the best volunteers.

It is a nightmare. They are a self-funding unit of players who get funding from the student union at the university. The committee is elected annually by the rugby club internally… Unfortunately this year the Committee started with good intentions but they have lost interest and the focus and have been relegated, they have dropped out of one of the local leagues, they struggle to get a team out on a Saturday. They haven’t got a driving force there. Nowadays there are far more distractions around, they are not keen to play. They have become a social club that occasionally plays rugby rather than a rugby club that has a social club. “ Rugby Student Liaison Officer ”38 39 CLUB RUGBY

Amateur club rugby is not in a healthy state. The number of active clubs and teams are declining, while many of the volunteers appear disheartened over the levels of bureaucracy in the community game, lack of support from the top and the increasingly challenging task of fielding teams.

Professional administrators are making it difficult for volunteers through so many regulations and penalising harshly if you break one of them. People at our level are thinking of pulling out of leagues, playing social rugby and even not being affiliated to the RFU in future. They have no concept of how the game at our level is run. The relationship with the RFU is distant to say the least. Club Official

“• Club membership is declining both in terms of the number of active clubs and fewer teams fielded by clubs. • Funding, poor facilities and poor quality coaching & refereeing are the wide-ranging problems identified by current players. • In many cases the traditional social rugby club atmosphere has faded as increasing demands on leisure time mean” players have less to commit to their club. • Despite being recognised as crucial to the success of the sport, volunteers are becoming disheartened - many feel overworked and overburdened with regulations and undervalued both by players and the top of the game. • The link between schools, universities and clubs tends to be under-developed, with most clubs lacking the tools to develop these links further - either through a lack of time, knowledge or skills. • Overall, there appears to be a poor channel of communication between the top and bottom of the game. Improving this link is essential to any strategic development plan.

DECLINE IN THE NUMBER OF CLUBS & TEAMS

Data collected by the RFU’s Rugby Development Officers indicates that both the number of active clubs and number of playing teams, continue to fall. The number of active clubs in England has fallen over the past two seasons from 1,537 to 1,480 clubs. In only four counties, has the number of active clubs increased over this period.

In addition to the decline in clubs, over the past five seasons, the average number of sides fielded by each active club has also fallen, to an average of 2.7 sides per club, from 2.9 in the 1997 - 1998 season.

Clearly there are a number of factors that have contributed to this decline in the community game.

VOLUNTEERS

The RFU have identified volunteering as the most critical aspect - the survival of the game depends on the number of volunteers at each club. I go along with that. The impact of professionalism is that people are less willing to give up their time and services (which does threaten the game). The single biggest issue is to get more volunteers. Senior Sports Official

“The Role of the Volunteer The majority of clubs, especially at a local level are dependent upon the support of volunteers. The 1997 National Survey” of Volunteers demonstrates the huge contribution that volunteers make and how they are often the lifeblood of sports clubs.

41

English club rugby - Hoylake vs Malton Some key findings from the research identified that there are now fewer adult volunteers than in 1991 and those who are At the grassroots, rugby relies upon volunteers. In clubs like mine, there are only a couple of volunteers. We need help volunteering are now doing so for longer (an average of 4 hours a week, compared to less than 3 hours in 1991). from other club members but also by reducing, not increasing, the administrative burden which will put people off continuing. The amount of paperwork is immense. Some clubs are shrinking because of this. This research has identified that around 2% of the population have been involved in rugby union on a voluntary basis for a Club Official club or league within the past twelve months. Among ex-amateur players who are currently involved in volunteering, the parental influence, interest in remaining involved with their club or league and enjoyment are the key motivators. “If you are struggling for a player you might think about getting someone from the third team to play. But it costs you £35 Motivating rugby volunteers to register the player. Q. Why did you decide to volunteer to help a rugby club or league? Club” Official A child or children of mine 39% are also involved The RFU structure is fairly bureaucratic. Any organisation run by committee is doomed to failure. It takes so long to get Still interested in being involved 37% “things done. They should try to streamline everything. It is better to have a couple of people making quick decisions, rather than the CB bodies run by committee. ” To continue to be involved with my club 33% Club Official

I enjoy it 29% I feel I should do to allow others to “There is too much emphasis on spreadsheets. I like to talk to people. Regional RDOs are so busy they can’t respond to 29% enjoy the sport individual issues much. Club Official 20% ” To pass on my experience

Friends of mine are also involved 16% LINKS WITH THE RFU Base: All who volunteer for rugby club or league (49) “ There was no one else prepared to do so 4% Fieldwork: 28 February - 6 March 2003 There is a strong perception among club officials that the RFU is increasingly remote, and is happy as long as Twickenham” continues to be filled for England games, but not concerned enough about the game below the elite level. Among these volunteers, in terms of weekly commitment, 20% spend five or fewer hours volunteering, 39% between six and fifteen hours, and 40% sixteen or more hours. Indeed, some of these volunteers identify that the commitment required from them has increased over the past twelve months, with almost two in five stating this. An increasing time commitment We have no links with the rugby authorities. The only time we talk to them is trying to get tickets for internationals. It is a is partly responsible for a growing disillusionment among many volunteers. remote relationship. I would like to see more involvement from the RFU level. The Premiership, the National One and National Two North and South are in close contact with the RFU and funded accordingly. It would be nice if someone took an interest in the grassroots level of the game. It takes so much time to organise community rugby. A lot of players don’t realise the amount of time that goes in. Club Official Club Official “ There is recognition that the social context does make it difficult for some players to offer the necessary time to volunteer. Advice & Support However, increasing the numbers involved in running clubs should reduce demands on individuals. Increased, targeted and useful help from the top would be welcomed. Advice, either in the form of support packs ”or “ hands-on help, on a range of topics is the contact club officials would most like to have with the RFU. Commonly cited Players don’t really stay involved in the club after they have stopped playing. Not as much as we would like anyway.” We need more help on the administrative side. I am 55 now, we need younger people too and there are only a few coming areas for guidance include how to market their club in the local community, especially on how to better develop links with through. People have young families and don’t want the commitment and they have tough jobs too. local schools and how to develop their club facilities (either making them more available to the local community or how to Club Official secure funding for improvements).

We want more contact, someone to advise, tell us where we can do things better. Everything is currently done in isolation. Increased Bureaucracy? “ Club Official At the same time as feeling undervalued by their playing members, club volunteers are also becoming disheartened at their increasing workload. This is brought about as a result of both fewer volunteers and what they view as an increasingly” Despite this disillusionment, there may be some simple steps that clubs can take to increase the number of volunteers. bureaucratic system imposed by the RFU. Much of this is blamed upon the league structures, recently introduced at lower Among ex-amateur players who are not volunteering, half say they might have been encouraged to do so, if only they had levels of the sport. Player registrations, the necessity to fulfil fixtures, fines and administrative costs are cited as reasons why “been asked to do so. the role of a club volunteer is becoming more time-consuming. ”

42 43 Encouraging more volunteers REFEREEING & COACHING Q. Which of the following might have encouraged you to volunteer for a club once you had stopped playing? If... Among amateur players, alongside lack of funding issues and the poor facilities that lack of funding results in, the quality of refereeing and coaching are the issues that dominate their thoughts. Many referees are criticised for being of a poor I had been asked to do so by someone standard, with inconsistency regarded as the key problem. Referees themselves, comment that the many law changes have 50% within my local club created problems. The law changes themselves have also quickened the pace of the game, making it harder to referee. The legal implications of recent court cases are also regarded to be off-putting to those thinking about embarking upon I had more time 11% rugby refereeing.

My expenses were paid 4% They changed six or seven laws in one go which is difficult for someone starting in refereeing. Referee I received payment for doing so 3%

My children / child played 2% It is harder to start refereeing now because you have to go through a training programme because of the legal implications. “ ”Referee Not interested 20% Current referees believe that the most effective ways of increasing the numbers of players officiating is to introduce None - I'm too old 5% “payment and to provide more information, support and coaching to referees and prospective referees. ” None - Poor health / injuries 2% Paying referees, even a small amount like £20 for a county game, would make it more appealing. More people would become interested. Base: All who do not currently volunteer for a rugby club or league (205) Referee Fieldwork: 28 February - 6 March 2003

The RFU must understand the factors that are important in motivating people to volunteer. Recognising what role people expect and would like to play and what they would like to get out of the experience is significant. Providing volunteers with It needs payment to encourage referees. Recruitment of referees could also be made easier by having more information available on the internet and if courses were held on a one to one basis. Normally, they only run courses if there is a appropriate and rewarding opportunities can help to sustain their involvement as well as reap significant benefits for clubs “ minimum number of interested people. and participants. The ‘Valuing the Volunteer’ scheme, within the RFU’s Community Rugby Programme is clearly an ” Referee important step in ensuring that this happens.

However, among ex-amateur players not currently refereeing, payment was not a key motivator to begin doing so. A third THE IMPACT OF PROFESSIONALISM “mentioned that they might have been encouraged to start refereeing had courses and qualifications been more easily available, while a fifth might have done so, had they been asked by someone within their club. Funding remains a major cause for concern among both club officials and players within the community game. ” Professionalism has led to players, even at the lower levels, being paid to play. This has a number of consequences: player The importance of good quality coaching is universally recognised, particularly the coaching of children. The introduction of loyalty is reduced as players move clubs to secure the highest payment and money that would otherwise be spent on contact is particularly important among children, if it is poorly handled then a child can be put off the sport for life. facilities and other club developments is used to make player payments.

I was put off by my teacher. He was a capped scrum half for Wales, but couldn’t handle it that I wasn’t any good at rugby. There isn’t the money at the lower levels to finance clubs paying players. What is happening is that players are being paid Interested in Sports, but not in Rugby Union by clubs instead of the clubs ploughing the money back into improving facilities and the surroundings and I think it is causing huge problems. You are now finding that some junior clubs where players are being paid have facilities that are becoming run down. However, many involved in the coaching of rugby do not hold formal coaching qualifications and many of these unqualified Club Official coaches are working with children, either within schools, or within junior sections of local rugby clubs. Among ex-amateur players involved in coaching, more than two in five are doing so without qualifications. There is interest among these “ “coaches for undertaking formal qualifications - but the cost of these courses remains an issue. ” At the lower levels you have to bring the game back to being an amateur one. If we are not careful, players will move for £5 or £10 more to play and that is wrong. It is destroying clubs that used to run lots of teams. I think the cost of these courses is far too high. This is where the Rugby Football Union should be spending their money. If Club” Official they want good coaches, they should be prepared to back it and that will pay off in the long-term. “ Club Official ”44 “45 ” WOMEN’S RUGBY

Women’s rugby is clearly still a minority sport, but the enthusiasm of those who do play is as strong as it is in the men’s game. Indeed, the core values of rugby remain the same for women as they are for men. Unfortunately, the barriers facing those developing the women’s game are as significant, if not more so, than those in the men’s game. Despite this, the women’s game is now as strong as it has ever been, particularly in universities where many women are introduced to the game for the first time.

We are beginning to achieve something. We have a couple of women’s teams in the area progressing really well. Local Authority Sports Practitioner

• Among adult players, the universities have a crucial role to play in providing opportunities for women players. At primary school age, girls find the non-contact game fun, although have fewer opportunities to play than boys • Watching rugby is a very family friendly pastime, with a large proportion of fans at matches comprising women. Ideally, “this interest among women should be tapped into further, whether it is volunteering to help at clubs or participating” in non-contact forms of the game. • There are relatively few local women’s clubs which has an impact on the number of matches that can be played, but also helps the clubs ‘pull together’ more, creating the genuine amateur atmosphere which has been lost from the men’s game. • Some clubs feel that the financial investment in facilities required to establish a women’s team is better spent elsewhere, with a greater impact on the number participating in the sport.

Women’s Involvement in Rugby

Just over one-third of women have had some involvement in rugby over the past 12 months. One-third have watched at least one game on television, and around one in eight have read about rugby in the newspapers.

So what might encourage more women to become interested in the sport? Those with no interest in the sport are clearly going to be very difficult to convert. Of the two-thirds who have had no contact with the game over the past 12 months, only a small minority think something would make them more interested in rugby. The most common incentive - among only one in twenty people from this group - would be if their friends were interested.

I have got loads of friends who go to the gym or yoga and they just don’t like getting hot and sweaty, but if you are sports minded I think it is such an attractive sport to play, you can get so much out of it. Female Rugby Player

Barriers to participation are strong but perhaps less related to the physical side than might be expected. Half of women are simply not interested in playing rugby, while a further one in five think themselves too old - only four per cent “spontaneously mention the aggressive nature of the game. ” Given the difficulties in expecting large numbers of women to play the game, few community clubs are prepared to invest heavily in developing facilities (particularly separate changing facilities) for women’s teams.

We have to work jolly hard to keep all our facilities going and if we create something that only gets used by twelve girls on a Sunday morning and is dead the rest of the time, then we have wasted money that we could have used elsewhere. Club Official

There are relatively few women players associated with each club - which limits the opportunity for local matches. Many “women’s teams have to travel extensively to fulfil fixtures, particularly the full 15-a-side version of the game. ” 47

Training from the Performance Development Academy at Loughborough University ETHNIC MINORITIES & RUGBY

People from ethnic minority backgrounds are under-represented throughout rugby union. The game continues to possess a white upper/middle-class image that acts as a barrier to those from other backgrounds.

It doesn’t appeal generally. They have a low pain threshold and so aren’t interested. You don’t see many black and ethnic minorities playing contact sport. As long as they see it as inclusive and not exclusive, I don’t see a problem. If they don’t want to, that’s up to them. Local Authority Sports Practitioner

• The barriers that prevent many white people from becoming interested in rugby are made worse for members of ethnic “minority groups. Not only do the traditional barriers of complicated rules, violence and a game for cliques remain, but there is also a strong impression that the sport is played only by white middle class people. • The rugby authorities are trying various initiatives to encourage greater involvement among ethnic minorities, but” the success of these has been limited, and is not helped by a lack of recognition of the issue among many local clubs. • Few children from ethnic minority backgrounds have the opportunity to become involved in rugby at a young age, due in part to the fact that areas with many of the highest concentrations of ethnic minorities are those also poorly served by rugby facilities (e.g. inner cities). However, exposure to the game at school is regarded as crucial for the future development of rugby among the next generation of ethnic minority.

Recent Sport England research highlights that participation in sport by ethnic minorities is lower than the national average (40% of ethnic minorities participate in sport compared with 46% of whites).

Table 7: Sport England 1999/2000: Participation in sport by ethnic groups % Participation

Black Caribbean 39

Indian 39

Pakistani 31

Bangladeshi 30

Black Other 60

All ethnic minority groups 40

Source: Adapted from Sports Participation and Ethnicity in England; Sport England, 1999/2000

When compared to previous research into sport and leisure participation, the data from the Sport England survey suggests that there has been a negative trend in participation levels. Data from the General Household Survey (GHS) 1996 implies that participation amongst different ethnic minority groups was higher than recorded in 1999/2000 (see tables 7 & 8).

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Bedford Minis on the counter against Ampthill Table 8: GHS 1996: Participation in sport by ethnic group; % participating in the I don’t think the Asian community is very well represented within rugby, probably because of the contact element. four weeks prior to the interview Club Official Excluding Including walking walking I certainly don’t get the impression that it is a sport that is particularly popular with black and other ethnic groups in this Bases % % country. Cricket is very popular among ethnic people. While the sport hasn’t integrated the Asians who play cricket that White (14,972) 45.8 64.0 “well, the potential is there. Lots of Asians play the sport and we have a captain called Nasser Hussain which is important” when trying to engage people. We don’t have that in rugby. Any ethnic minority group (721) 40.9 55.3 Senior Sports Official Indian (192) 37.0 51.6 Pakistani/Bangladeshi (124) 25.0 37.9 “Rugby as a sport must take the game out to reach ethnic minority groups, rather than expect them to come to the game. Without an active role taken by the sport, the game is extremely unlikely to ever be anything more than an extremely Black (Caribbean, African, other) (213) 41.3 55.9 minority pastime among these diverse groups. There is some indication that those involved in the game recognise this. Other (Chinese, none of above) (192) 54.7 69.8 ” Total (15,693) 45.6 63.6 They won’t come to a local club on a Sunday, as they see a lot of people who do not have the same values and cultures as them. If you go out and say this is what rugby is all about you are providing them the opportunity to get involved. Source: GHS, 1996 Senior RFU Official

Walking based activities are the most popular activities amongst ethnic minorities. Keep fit and other related health and fitness activities follow behind, with aerobics and yoga being particularly popular amongst women from ethnic minorities. Clubs needs to make sure they are welcoming and attractive and appealing to everyone. “ Club Official Large proportions of ethnic minorities say that they would like to participate in sports that they currently do not play. ” Swimming, cricket and football were frequently mentioned as sports that people would like to participate in (Sport England, 1999/2000). Whilst rugby was not mentioned amongst the top five sports people from ethnic minority groups would like to We have a fair number of ethnic minority lads playing for us. It is needing to feel comfortable with the particular club take up, there still exists a window of opportunity for the RFU in terms of targeting and engaging a new audience. The that they go to. I have been at games where guys have been given stick from the touchline, but that is a dying part of Sport England survey also identified some further inhibitors to participation in sport by ethnic minorities which included, “the game. ” ‘home and family responsibilities’, ‘work/study demands’, ‘lack of money’ and ‘I’m too lazy/I am too embarrassed’. Club Official

As well as overcoming these general barriers to ethnic minority participation in rugby union and those barriers also faced in Some also raise concerns that ethnic minorities are often concentrated in inner-city areas, which are those most likely to be making the game more appealing generally, there remains a strong perception that rugby union is a white, middle-class “deprived of rugby facilities, making it harder to encourage their participation. sport. While those in the game strongly believe this is not as true as once it was, many still acknowledge that the perception exists. Overcoming this will be crucial to making the game more attractive to ethnic minorities. There is no doubt that more needs to be done in the inner cities, but in the inner cities there are not normally a lot” of rugby clubs. Club Official There are perceptions that it is an elite, middle class sport. Senior Sports Official The role of schools in encouraging interest in rugby among ethnic minority children is also cited as an important way of breaking down the cultural barriers that are felt to exist and integrating the sport into the next generation of ethnic It is still perceived as elitist, public school and middle class. “minority groups. The new forms of the game are regarded as a crucial step in introducing the game to the ethnic “ Journalist” minorities. ” If you are not recruiting extensively through state schools, you are doing so predominantly through private schools and There is a perception among some within the game that rugby can not appeal to many ethnic minority groups for cultural then through club contacts so you are unlikely to have a significant representation of black and other ethnic minorities in reasons. A lack of rugby tradition among the Asian population, opposition to the contact element, a lack of desire to those particular pools. integrate and the lack of role models are all cited. “ ” Senior Sports Official You don’t see many Asians playing rugby. I think their only sports are ones they bring over like hockey. You need to target the schools. You have a captive audience there. Then if they like what they’ve done they know that Club Official “clubs are around and will tell their parents that they are interested. I think they need to push the non-contact form of the game. “ ” Local Authority Sports Practitioner” 50 “51 ” DISABILITY & RUGBY

While rugby union is not an obvious sport for those with disabilities to play, modified versions of the game are popular. Many clubs are welcoming to those who wish either to play, or to spectate and are doing all they can to make access to their facilities as easy as possible.

We have taken the modified game into specialist schools and people with physical and mental disabilities. It has been successful, but we are talking very small numbers of people but it has been rewarding to the people involved in the coaching too. Club Official

“• Clubs identify a lack of funding as the greatest barrier to development of facilities for disabled people. Significant financial resource is necessary to develop (all-weather) pitches of a sufficient quality to allow wheelchair access, or to make access easy. ” • Generally, however, rugby clubs appear to welcome disabled spectators and will make a considerable effort to make access as easy as possible.

There are several barriers preventing disabled people from participating in sports and leisure. Research in 2001 for Sport England identified four key issues that prevent young disabled people from participating in sport: a lack of money and problems with transport; dependency on other people; lack of qualified staff and discrimination towards those with a disability. Understanding the needs and barriers of disabled people is crucial to understanding how best to raise the profile of rugby union among this audience.

These barriers have a major impact upon participation levels among disabled people. In some cases, disabled young people’s participation is half that among participation levels for all children. Swimming, football, cycling and walking are the most popular sports undertaken by young disabled people outside school lessons (Sport England, 2001), although participation levels for all of these are considerably lower than among all young people.

When people with disabilities play sport we know they get a lot out of it and a great sense of achievement and competence and team-building and bonding so it should be applauded if participation is widened in that way. Senior Sports Official

Clearly, those responsible for raising the profile of the game and raising participation in rugby union, will need to “implement within their strategy, sufficient means of overcoming the above issues. Whilst rugby involves considerable physical contact and may seem inappropriate to those with physical disabilities, innovation in the delivery of the sport” may be an effective means of widening participation among physically disabled people.

53

ImprovedImproved facilitiesfacilities andand aa greatergreater numbernumber ofof competitionscompetitions have helped to raise the profile of disability rugby Work is being done by the RFU around disabled children in terms of developing the game so they can participate. There is We need to be prepared to welcome and cater for anyone who wants to come along. also some work on inclusion and diversity providing curriculum tools so that no-one need sit the game out during lessons. Club Official Senior Sports Official

We have a fair scattering of wheelchair supporters. If they have an interest in the game you can build the facilities they need: toilets; door entry; access and make it easier for parking. We have deaf guys who play rugby here, in the past we It would need to be an adapted version of the game, but it could be done. have had people with one arm play. ” “ Local Authority Sports Practitioner “ ” Club Official

Some concerns are raised about widening participation to The Government’s sports strategy emphasises the necessity of promoting inclusive sports. The strategy “expects all sports involve disabled people, primarily related to funding issues. “bodies to make a concerted effort to recruit, train and support more people with disabilities as coaches, officials and sports “ Prime concerns are that investment in facilities is required” administrators” (DCMS, 2001). within the community game for a modified version of the ” sport to succeed for disabled players and that money The biggest opportunity for people with long-term disabilities to get involved with the sport is through administration. invested in developing disabled facilities will impact very few Rugby is not the easiest sport to modify for disabled people. - money might be better invested elsewhere. There is, Senior Sports Official however, recognition among some club officials that funding might be available to help in the development of Enabling the participation of excluded groups, such as disabled people is a great way of increasing the visibility of the sport, such schemes. through competitions such as the Paralympics, which in turn can attract media attention and promotion of the game, as “well as the potential for lottery investment and business sponsorship. ” There is a wheelchair rugby club that we are writing about soon. If it encourages people to get involved then why not? Journalist The game would have to be modified and that would mean a cost factor. If you are playing in a wheelchair you would need a proper surface. The average club could not afford that investment, we can hardly afford to keep the standards of normal playing pitches. You would probably need an all-weather surface. Club Official “ ” “It is very difficult. You need to make the stadia and the facilities as appealing, welcoming and accessible as possible. Money is the issue though. Journalist”

Making those people with disabilities welcome is also an important way to involve them in the sport. Several clubs have “taken the initiative in this area. One guy here broke his neck and is in a wheelchair. He has kept in with the club and we make him welcome. He ”comes to watch and is heavily involved with his friends. I altered all the fencing around the pitch and put in a patio on the front of the club to make it more welcoming. Club Official

“We have a couple of guys with learning difficulties who come along. They enjoy the people as well as the rugby. They are made to feel welcome. Club” Official “ ” 54 55 NEW FORMS OF RUGBY

The intrinsic nature of rugby makes it unappealing to many sections of the population, while others who are at the start or end of their rugby playing careers are also not always suited to playing the full contact version of the game. But can the alternative forms of rugby truly help broaden and lengthen participation in the game?

• Most in the game welcome the introduction of new forms of the sport and will support attempts to market these to allow players to extend their playing days or to provide a rugby game that will attract new participants to the sport . • A minority oppose these developments for removing contact from the game and increasing the burden on club volunteers. • Marketing these new forms of the game is crucial. Summer leagues, marketed to those already interested in keep-fit are thought to be the most likely formula for success.

Only a small minority of the public say that they would be interested in playing a non-contact version of rugby (3%) - however, if this is compared with the proportion of adults who regularly play the 15-a-side game (around 1 - 2 %) it is more significant. However, when promoted, three in ten ex-amateur players (29%) say that they would be interested in going to a club to participate in non-contact forms of the game, or fitness classes.

Interest in the non-contact game Already do so 14%

Very Very 11% interested Around half aged 15-34 uninterested 39% Those who stopped aged 19-25

Those who play 19% Fairly other team sports interested 16% Neither interested Fairly uninterested 2% nor uninterested Base: All respondents

Clearly there are opportunities to extend participation in the sport among some ex-players, but new codes also provide a chance to introduce the game to those who have never played, or some who have never played beyond school.

THE CASE FOR NEW FORMS OF RUGBY

The majority of those involved in rugby, support efforts to develop new forms of the game in an effort to broaden its appeal, and provide the opportunity for young children to get started in the game and adults to continue playing when they may have considered giving up the sport. The main benefits of non-contact forms of the game include:

• they can be played from a very young age without the normal safety concerns held by some parents and teachers; • they require fewer people, fewer facilities, less space, and less organisation than the full 15-a-side game; • they are potentially good summer sports, providing a link with the full contact game in the winter and providing revenues for rugby clubs throughout the year; • new converts to touch rugby game might be encouraged to begin to participate or watch the full contact version of the game, or to return to it after a break of several years;

57

Touch rugby is a modified form of the game which encourages mixed participation • they can tap into the health and fitness market which expanded rapidly in recent years, by offering a fun and less Aside from the physical aspect of the game, the barriers to increasing the participation of the non-contact forms of rugby intimidating form of aerobic exercise than the traditional game. are very similar to those hindering the development of the traditional game, including image and access. If these barriers are not broken down then the new forms of the game are unlikely to take-off. THE CASE AGAINST NEW FORMS OF RUGBY Image There is generally not a great deal of resistance among those involved in the game towards the development and wider promotion of new forms of rugby. There is some opposition raised concerning: Some of the negative impressions which many people have of the 15-a-side game will also be associated with new forms of the game as they are still part of the rugby ‘brand’. However, the fact is that the games are very different, and as such • removing contact out of the sport. For some contact remains the integral part of rugby; there is an excellent opportunity to create a unique image for these other versions of the game which is distinct, yet • increased burden on club volunteers. Some club officials are concerned that their workload will further increase, should complimentary to the full contact sport. they be responsible for establishing, promoting and running sessions;

While there is a danger in alienating some from these new forms, most involved believe that doing so will be to the long- term benefit of the game.

PROMOTING NEW FORMS OF RUGBY Marketing

It is not part of the culture. I was away in New Zealand this summer with my club, when you are driving through places and where kids would be playing football here, in New Zealand they are playing touch rugby, it is just part of the culture whereas it is not here…I don’t know how you change that. Rugby Player

A key advantage of modified forms of rugby is that “ they can be played in a far wider range of locations than a game on a full size pitch. However, in order to get people to want to play any type of rugby,” they have to be exposed to the game. One way of doing this is obviously through television coverage, but this still emphasises the traditional game, with all the evidence suggesting it is having little impact in encouraging more people to get involved in rugby. People have to be able to access the game more easily.

Instead, a more local level campaign is likely to bring most success. A number of methods of promoting these new forms of the game were identified. As ex- amateur players will be one of the key targets as new forms of the game are introduced, publicising sessions at club matches, highlighting when sessions are planned, directions to clubs holding sessions may prove productive. Others suggested advertising in local health and fitness clubs, targeting those already interested in keep-fit as well as within the local press and leaflet drops in the locality of the rugby club. Marketing the new game to tap into the requirements of the target group is, of course, going to be crucial to the success of these campaigns.

58 59 THE RUGBY JOURNEY REVISITED Key to maintaining participation in rugby post-school is that the child has had experience of playing the sport outside of the school environment, particularly if the ‘traditional’ path of continuing to play at university is not followed. Without this, it is all too easy for children to find alternative ways to spend their leisure time, particularly when they are at an age when many LINKING SECTIONS OF THE GAME feel self-conscious about joining an ‘adult’ club on their own.

Although many involved in rugby recognise the need for strong links between the different levels of the game, As far as I know, none of my children play for local rugby clubs. I would encourage it though. the reality is far from this ideal. The rugby journey is a difficult one and this will continue to be the case until Teacher these links are strengthened and the structure of the community game is clarified.

LINKING SCHOOLS & CLUBS We have to have the attitude to move the sport forward. Whether being an under 12 coach at a particular rugby club, or a Premiership player who is playing for England, everybody needs to have a clear understanding about where they fit in to “While many recognise the importance of developing strong links between clubs and the schools in their catchment areas, the game and how important they are to it and I don’t think at the moment that is clear. If everybody understood how ” positive examples where this has been successfully introduced are rare. The key obstacle is lack of time, both on the parts important they were and how important everyone else is then we could move the game forward. of the rugby club volunteers and of teachers. Rugby Development Officer Teachers believe that the responsibility to forge links lies with the clubs themselves, as they will be the ones to benefit, “• Strong links throughout the game are regarded as crucial to its development. Many realise that the reality is far from long-term, from integrating new players into their clubs. ideal. • Linking schools and clubs is seen as the greatest priority in order to provide an outlet for children on leaving school, If I got information saying these are the local clubs then I would put something up on the board and say if you are particularly those who do not attend university. ” interested these are the numbers, clubs and addresses. So clubs need to be a bit more proactive and contact me. • However, neither schools nor clubs feel they have the time, experience or human resources to develop these links widely. Teacher Rugby Development Officers are regarded as critical to the success of these partnerships and are widely praised for their work in setting up partnerships. • However, it is a widely held belief that there are too few Rugby Development Officers to really have the impact that is They [local clubs] do very little really. They don’t come to us to do anything. We have to approach them. They don’t push required - while they can set-up links, they are less able to ensure these are sustained and developed over time. “themselves. They need to be going into schools and putting themselves out if they want kids from schools to come and play for their club. Not just do one event and wait. ” Following the introduction to the rugby journey outlined earlier in this report, provided below is a summary of the many Teacher ways in which a participant travelling along the journey can fall off the path. Even among those children who do get to experience the game, it is all too easy for them to give up the game at a relatively young age. “There needs to be a gelling between schools and clubs more. Schools tend to feel they own the players when they have got The Breakdown of the Rugby Journey them, clubs seem to feel they own the players when they have got them. Rugby Development Officer Poor coaching. No rugby Poor coaching. ” offered by secondary school No links to local clubs However, club volunteers, facing increased bureaucracy and a pool of fewer volunteers on whom they can call, do not feel Primary Secondary No links to local clubs. University that they have the time to devote to this either. Clubs also feel that they do not have the experience to effectively build Poorly organised school school “these relationships and some would clearly welcome any support and advice were it to be offered. Rather than repeating Poor marketing other’s mistakes, this ‘best-practice’ advice could provide some simple steps as to how clubs should best work with” schools and promotion to encourage children to join their club and thereby extend participation beyond the school age.

Adult fans/ Playing at Lack of Coaching enthusiasm. spectators local rugby club I would love to be able to go into local schools and teach the kids. It would be a good excuse to play rugby. But I can’t Poor training get the time off work and teachers don’t want to organise things on Saturdays. Rugby Player

Not asked to help. Volunteer Increasing Lack of time Refereeing admin abuse They need to send someone with experience to help us set this up. I am looking for guidance, like consultancy, where “someone spends a day a week for a couple of months who has been involved in youth rugby and a club and understands the dynamics. Administrative burden ” “ Club Official 60 61 ” Of course, there are examples that links are working successfully, for the benefit of school, club and, of course, pupil that We are acting as an intermediary between schools and the clubs. We work with local clubs to enhance their junior could be showcased as best-practice examples. programmes by setting up some sort of programme with the local schools and I also employ individuals to go in and coach on behalf of the club. We have links with the local club. All the local schools are involved, and it culminates in a touch rugby tournament. We Rugby Development Officer have also linked it into the school curriculum so they are doing maths related to rugby. This is working well and we got a grant from Sport England for that. Teacher “In schools we introduce tag rugby. We positively promote rugby through the local clubs by getting them to go into the schools. Rugby Development Officers have a crucial role to play in helping to establish links between schools and the local clubs. Rugby Development” Officer “Teachers certainly appreciate the opportunities provided when RDOs can offer coaching to their pupils within school lessons. An important element is that the RDOs work is sustained, rather than done on a one-off basis. There is a very strong belief that there are too few Rugby Development Officers to be as effective as they could be. ” Currently they are spread too thinly to really have an impact, particularly ensuring that partnerships are sustained and I would like to have more development officers coming into the school and having practical sessions. “further developed. Several comment that further resources should be diverted to build a larger network of Rugby Teacher Development Officers. ”

If I had unlimited budget, I would have Rugby Development Officers attached to every school to offer opportunities for I have a team of eight part-time deliverers who are working in the schools and working with teachers on a regular basis to coaching sessions and teach the teacher the basic skills of the game and basic coaching techniques. extend the sport. We need to offer more sessions to more people. Teacher “ Rugby Development” Officer

There should be more RDOs because a lot of them have a very busy time. Maybe there ought to be a school’s RDO and a Every county has a rugby development officer and I honestly think they need to be in touch with every school at some “club’s RDO supplying a different audience. “stage during the year. The PE teacher should liaise with the rugby development officer to provide opportunities. There Club” Official should never be a kid who wants to do something and can’t for one reason or another. ” Teacher However, there is recognition too that successful delivery of these partnerships does, certainly for the short-term, rely upon “volunteers at clubs and teachers working both in and after-school lessons. “What I think we need are more people on the ground spreading the message. Young, enthusiastic people both male and ” female who are interested in the sport, enthused by the sport and can take the sport into schools. Volunteers are a huge The sport needs to make sure it has strong clubs that are well-run, friendly, quality assured clubs. Needs to have a good resource and they need more training, resources and encouragement. ” volunteer programme to get people involved in all aspects of rugby like coaching, refereeing and administration. Rugby Development Officer Senior Sports Official

Setting of effective targets for Rugby Development Officers and others involved in schemes to extend participation in the “sport should help to ensure that efforts are sustained in areas with the greatest impact. However, it will be important to ensure that these targets are measurable, not only in the short-term but over a longer term perspective too. ” “ ” I have a three-year development plan. We focus on ‘foundation on participation’, then ‘performance and excellence’, ‘women and girls’, ‘disabled provision’, ‘coach education’ and some others. We have objectives for the year which we report on quarterly and we compare with previous years. Local Authority Sports Development Officer

The role of Rugby Development Officers is regarded as a crucial one among many, particularly their work in building “partnerships between the different groups involved in the sport. Rugby Development Officers are important at initiating contact between clubs, schools and the local authorities, helping to strengthen these and to ensure that efforts are sustained. In essence, the Rugby Development Officer is a facilitator - linking different routes upon the rugby journey” together. However, RDO’s themselves believe that the role is currently too burdened with administration to allow them to devote the time they would like to building partnerships and delivering opportunities for participation in rugby.

62 63 RUGBY - MAKING AN IMPACT: THE PARTICIPANTS

The research included surveying those from all levels of rugby, with those interviewed including:

RFU Title Nick Beasant Exeter University Terry Burwell Community Rugby & Operations Director Nigel Harris Exmouth RFC Nick Bunting Head of Game Investment Malcolm Stokoe Gosforth RFC Andrew Scoular Head of Rugby Development Andy Pullinger Lakenham-Hewett RFC Steve Farr Ethics & Equity Manager Scott Clark Leicester Forest RFC Ron Tennick Rugby Development Manager (Education) Dean Richards Leicester Tigers Mick Hogan Commercial Manager, Premier Rugby Jim Overend Leicester Tigers Peter Grace RFU Council Member Richard Green Leicestershire Rugby Union Geoff Payne RFU Council Member Peter Dow London French RFC Peter Wheeler RFU Council Member John Fletcher Newcastle Falcons Vaughan Williams RFU Council Member Mark Foster Newcastle Falcons Peter Budge RFU Council Member John Curry North Walsham RFC Dick Stringer Old Streetonians RFC Government/Senior Sport Officials Johnny Rickerby Seghill RFC Margaret Talbot Chief Executive, Henry Ginvert South Leicester RFC Central Council for Physical Recreation David Waterfield Topsham RFC Debbie Lye Head of Community Sport for Talent Shay Good Wymondham RFC Development, DCMS Jeff Stimpson Head of Governing Bodies, Sport England Local Authority Sports Practitioners Lloyd Conaway Director of Regional Services, Sport England Bill Masefield Leicester City Council Mike Diaper Head of the PE & School Sports Team, Clive Wright City of Newcastle Sport England Frances Dean Greenwich Council John Stevens Chief Executive, SportcoachUK Helen Clayton Southwark Council Andy Martin Sports Director, Youth Sport Trust Keith Sutton Norwich CC Kevin Hack Exeter City Council Journalists Richard Webb Birmingham Local Sports Partnership Ed Marriage BBC Radio 5 Sheena Pitchford Bromley Council Peter Jackson Daily Mail Andrew Titheridge IRN Rugby Development Officers Chris Goddard Leicester Mercury Thomas McLaren Newcastle College Mark Lawford Metro Robert Brierley University of Hull Alan Hedley Newcastle Journal Martin Turner Sky Sports Teachers Paul Ackford Sunday Telegraph Mr Sexton Coopers School, Bromley Alex Spink The Mirror Mr Wilcock Exeter School Tony Roche The Sun Dave Slipper Gosforth Central, Newcastle John Burchell Hayes School, Bromley Rugby Union Student Liaison Officers Mr C Greenhall Langley School, Norwich Andrew Cushing Charlie Welsh Oakham College, Leicester Justin Abrahams Paul Pontin Royal Grammar School, Newcastle Richard Alderson Helen Clayton School Sports Co-ordinator, Southwark Keith Green Mr Backway St Wilfreds School, Exeter John Bates Chris Hassal Taylor Primary School, Leicester Mr Bishop Thorpe St Andrews School, Norwich Rugby Clubs Fran Cotton Blackheath FC Referees Mark Percival Blackheath FC Fred Copestake Phillip Torkington Bury St Edmunds RUFC Andrew Bickle Roger Pierson Bury St Edmunds RUFC Dale Newitt Doug Hursey Charlton Park RFC Richard Potterton Ian Bremner Exeter Chiefs Dave Pearson Mike Churcher Exeter Chiefs

Images courtesy of Getty Images, Empics, www.kickphoto.co.uk, Adrian Kerry, Touchline archive and The Bridge Community Rugby & Operations Department Rugby Football Union Rugby House Rugby Road Twickenham TW1 1DS Tel: +44 (0)208 892 2000 Fax: +44 (0)208 892 9816 email: [email protected] www.rfu.com

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RUGBY- MAKING AN IMPACT