NEW ZEALAND RUGBY
A BRIGHT FUTURE FOR RUGBY WELCOME
We are delighted to present New Zealand Rugby’s strategic plan to 2020, which features:
OUR VISION: Our ambition and purpose
THE RUGBY WAY – TE ARA RANGA TIRA: Our charter
GUIDING PRINCIPLES: How we do things
STRATEGIC FOCUS AREAS: There are six of them, and for each we have:
• The goal – what we want to achieve.
• How we’ll achieve it.
• How we’ll measure it.
OUR STORY: Who we are and what we do.
CONTENTS
A vision for rugby 1 New Zealand Rugby 2020 2 Guiding principles 5 Focus areas 9 Our story 22 NEW ZEALAND RUGBY HAS A VISION TO
Whāia te iti ahurangi ki te tūohu koe me he maunga teitei Seek the treasure you value most dearly: if you bow your head, let it be to a lofty mountain
OUR AMBITION OUR PURPOSE is to be a world-leading sports organisation is to lead, grow, support and and enable all of rugby to promote our game be the best it can be INTRODUCING NEW ZEALAND RUGBY 2020
NZR created and implemented the first iteration of their 2020 Strategy in 2015. This was a five year plan which had a mid term review scheduled. This was duly completed in 2017 and updates were made. Amendments were formulated with present-day knowledge and to realign the organsation to the ever changing landscape. In particular, the DHL New Zealand Lions Series was removed as the series was run in 2017 and provided strong success financially, operationally and a great experience for fans. The organisation is placing more emphasis on respect and inclusion, which is reflected here also. The measures for each focus area were also reviewed and amended where warranted. A notable change was made in terms of female player numbers, as the original target was reached three years earlier than planned. This updated strategy remains in place for the organisation through to 2020.
2 NEW ZEALAND RUGBY 2020 STRATEGY THE RUGBY WAY – TE ARA RANGA TIRA
BY BEING A PART OF THE RUGBY COMMUNITY, WE ASPIRE TO: BE WELCOMING BE PASSIONATE TE POU MAIOHA TE POU IHIIHI Rugby is a game for all, regardless Rugby is more than just a game, it builds communities of our backgrounds, beliefs, or identity and fosters a lifelong love of the sport
BE OUR BEST PLAY FAIR TE POU HIRANGA TE POU TIKA We strive for excellence on and off the field, driven by We do what we say we’ll do acting with honesty a belief rugby can improve lives and integrity at all times
OUR GUIDING PRINCIPLES
To keep all parts of the rugby To be agile and challenge To align our daily operations so system in New Zealand ourselves to be modern and that we deliver on our strategic working well and led by the future ready through innovation plan with financial prudence right people and research Te amorangi ki mua, te Naku te rourou nau te Ka pū te ruha, ka hao te hapai o ki muri rourou ka ora ai te iwi. rangatahi For things to operate properly, With your basket and my basket As an old net withers another is we all need to work together the people will live remade
OUR STRATEGIC FOCUS AREAS TO 2020
1. All Blacks and other 2. C reating a more 3. More players and national teams winning respectful and more communities pinnacle events inclusive culture participating
6. Develop, diversify and 4. Fans are engaged and 5. Positive global presence maximise commercial numbers growing opportunities
NEW ZEALAND RUGBY 2020 STRATEGY 3 4 NEW ZEALAND RUGBY 2020 STRATEGY OUR GUIDING PRINCIPLES This strategy is supported by our commitment and regular, honest review of our performance in these three Guiding Principles, which are:
To keep all parts of the rugby system in New Zealand working well and led by the right people Naku te rourou nau te rourou ka ora ai te iwi With your basket and my basket the people will live
To be agile and challenge ourselves to be modern and future ready through innovation and research
Ka pū te ruha, ka hao te rangatahi As an old net withers another is remade
To align our daily operations so that we deliver on our strategic plan with financial prudence Te amorangi ki mua, te hapai o ki muri For things to operate properly, we all need to work together
NEW ZEALAND RUGBY 2020 STRATEGY 5 GUIDING PRINCIPLE 1
1 The need to keep all parts of the rugby system in New Zealand working well and led by the right people. We will continue to achieve this with Provincial Unions and Super Rugby clubs, by: • Ensuring the governance structures within Rugby operate well and in the best interests of the game • Furthering development and succession planning for Boards and Management within rugby organisations • Ensuring people in and around rugby are treated with respect and provide an environment that fosters this • Uniting with organisations to address potential elements that may threaten the integrity of the game • Including WADA, NZDFS, betting agencies, World Rugby, provincial unions, Super Rugby entities, global and national sporting organisations • Attracting and retaining people with the right skills, experience and attitude, and influencing this at all levels of the game • Furthering efforts to make the game safe for all participants through research and education
Naku te rourou nau te rourou ka ora ai te iwi With your basket and my basket the people will live
6 NEW ZEALAND RUGBY 2020 STRATEGY GUIDING PRINCIPLE 2
2 The need to be agile and challenge ourselves to be modern and future ready through innovation and research We will achieve this by: • Being innovative in how we think, collaborate and learn leading to new ideas and improved methods • Leading digital development across all facets of rugby • Incorporating future thinking in all areas of our operation • Using research and analytics to support the development and delivery of our strategic goals
Ka pū te ruha, ka hao te rangatahi As an old net withers another is remade
NEW ZEALAND RUGBY 2020 STRATEGY 7 GUIDING PRINCIPLE 3
3 The need to align our daily operations so that we deliver on our strategic plan with financial prudence. We will achieve this by: • Aligning annual scoreboards and budgets to strategic goals, and reflecting those in the KPIs of our people • Undertaking a detailed review of NZ Rugby’s expenditure to achieve expenditure savings and income growth consistent with the goals of the “Closing the Gap” project • Maintaining robust business and budget planning systems and controls • Evolving and ensuring sustainable business models for all levels of the game • Developing integrated and shared service models for rugby
Te amorangi ki mua, te hapai o ki muri For things to operate properly, we all need to work together
8 NEW ZEALAND RUGBY 2020 STRATEGY THE FOLLOWING SIX FOCUS AREAS HAVE BEEN IDENTIFIED TO DRIVE RUGBY FORWARD TO 2020.
Teams in Black winning Creating a more More players and pinnacle events respectful and inclusive more communities culture participating
Develop, diversify and Fans are engaged and Positive global presence maximise commercial numbers growing opportunities
NEW ZEALAND RUGBY 2020 STRATEGY 9 STRATEGIC FOCUS 1
1 Teams in Black winning pinnacle events. Our goals are: • All Blacks win the 2019 Rugby World Cup in Japan • Black Ferns remain a winning team • All Blacks Sevens and Black Ferns Sevens win 2018 Sevens World Cup and gold at Gold Coast Commonwealth Games 2018 and Tokyo Olympics 2020 • Pathway Alignment through all domestic competitions
We will achieve this by:
Developing the All Blacks 2019 RWC campaign plan in the first half of 2018 that position the team to win by ensuring: • We understand the uniqueness of the RWCs and prepare for it accordingly • Recruitment, development, retention and player development plans are in place • Plans for player availability and performance readiness are agreed to with the relevant rugby entities • The players will be supported by the best people • We have clear player, coach and referee development pathways in place • Review of all domestic competitions to ensure that their role in contributing to the purpose and objectives of New Zealand Rugby is understood • Clear understanding of women’s rugby landscape and NZR pathways Implementation of the Men’s and Women’s Sevens Olympic Campaign plan 2016–2020 including a focus on: • A suitable set of talented athletes being available and ready and plans for player availability agreed • Super Rugby Clubs and M10 Cup Provincial Unions understand the importance of Sevens to NZR and commit to supporting its success • Having clear player, coach and referee development pathways in place • Recruitment, development, retention and player development plans being well managed
10 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 1
MEASURES KPI
Win 2019 Rugby World Cup 1st
All Blacks maintain number 1 world ranking 1st
Black Ferns maintain number 1 world ranking 1st
Win Men’s 7s World Cup 2018 1st
Win Women’s 7s World Cup 2018 1st
Win Men’s Sevens 2020 Olympics Gold medal
Win Women’s Sevens 2020 Olympics Gold medal
Win Men’s Sevens 2018 Commonwealth Games Gold medal
Win Women’s Sevens 2018 Commonwealth Games Gold medal
Percentage of players transitioning from U20s squad to Super Rugby 50%
Number of NZ referees at RWC 2019 At least 3
Number of NZ referees at Olympics At least 2
Competition pathway review Review completed and recommendations implemented
NEW ZEALAND RUGBY 2020 STRATEGY 11 STRATEGIC FOCUS 2
2 Creating a More Respectful and Inclusive Culture Our goals are to lead by example and provide support for wider rugby community in becoming more respectful, progressive and inclusive.
We will achieve this by :
• Having a committed and progressive Board and Māori Rugby Board willing to challenge the status quo
• Creating a set of values and behaviours that are widely embraced by all of rugby (The Rugby Way)
• Acting with integrity to develop and support the well-being of people within rugby and expecting its community to do the same
• Committing to gender equity and proactively working to empower girls and women to be engaged at all levels in rugby
• Playing a leadership role within rugby proactively engaging with stakeholders and communicating respectfully
• Committing to being a world leader, setting ambitious targets and utilising independent processes to preserve our integrity
12 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 2
MEASURES KPI
Inclusive leadership: Diversity at Governance level for NZR, 30% of positions held by Provincial Unions and Super Rugby Clubs gender or ethnically diverse Active leadership program for diverse candidates persons
Nurturing wellbeing: Enhance alcohol and drug wellbeing Enhanced programme rolled programme out
Establish parameters for a culture barometer and track progress Benchmark in 2018 and set improvement targets thereafter
Cohesive and comprehensive coach and team manager Programmes rolled out development programmes in the professional environment.
NEW ZEALAND RUGBY 2020 STRATEGY 13 STRATEGIC FOCUS 3
3 More Players and More Communities Participating Our goal is to increase participation, appeal and relevancy of all forms of rugby for all New Zealanders and offer different forms of rugby to new and returning participants. We will achieve this by: Working in partnership with the Provincial Unions we will: • Review and execute recommendations on key aspects of secondary schools rugby • Embrace and champion rugby for women and girls • Adapting to reflect the changing societal context through alternate playing and delivery formats • Recognising that the Auckland Region is pivotal to the success of the game >> Influence the development and delivery of valued rugby offerings to emerging communities >> Maintain focused engagement with Auckland Council’s Long Term Development Planning for Sport and Recreation Spaces • Develop programmes to help sustain, develop and grow club capability
14 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 3
MEASURES KPI
Ensure the following ratios Coach and Referee Retention Coach to player ratio 1:12 Referee to player ratio 1:37
YOY 10% increase (2018, Female Player Growth 2019, 2020)
YOY increase (2018, 2019, Teenage Male Player 2020)
Nominated WA Rugby Facilities Plan Short Term Projects initiated and Wider Auckland completed Chinese Engagement Programme
Next page: New Zealand Women’s Sevens and young fans enjoy beach rugby in Brazil.
NEW ZEALAND RUGBY 2020 STRATEGY 15 STRATEGIC FOCUS 4
4 Fans are Engaged and Numbers Growing Our goal is to ensure that rugby is entertaining and appealing to a broad range of markets and develop programmes that grow fan bases
We will achieve this by: • Executing the Technology Strategy through building optimal content, analytics and marketing automation tools and platforms • Strategically use data and insights to drive a greater engagement with fans across our domestic competitions • Delivering aspirational Competition brands and promotions that drive attendance and viewership • Ensuring rugby remains relevant to New Zealanders and reflects our diverse culture and values • Ensuring our best players are playing in New Zealand, and our competition structures are appealing to our fans
16 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 4
MEASURES KPI
Average NZ viewers for All Blacks home matches across Pay and Free Forecasted annually to Air Channels
All Blacks home Test match attendance Achieve budget sales per match
Engagement NZR’s 6 National Teams Digital and Social Media Engagement / Reach > 7.5% accounts.
Interest in All Blacks 81%
Average live viewers for domestic Super Rugby regular season Forecasted annually matches.
Average Crowd attendance at Super Rugby regular season matches Forecasted annually
Engagement rate across NZ’s Super Rugby and Mitre 10 Cup Digital To be benchmarked and Social Media accounts.
NEW ZEALAND RUGBY 2020 STRATEGY 17 STRATEGIC FOCUS 5
5 Positive Global Presence New Zealand rugby builds its value by contributing to the leadership of rugby worldwide and growing our brands in global markets. We will achieve this by: • Continuing to enhance traditional international relationships with key priority entities including: >> World Rugby (ensuring we have people in leadership positions) >> SANZAAR and Japan >> USA / Canada >> Pacific nations • Working to initiate partnerships in key markets including: >> China >> The UK, France and Ireland through partnerships with clubs and Unions • Developing and investing in global brand development plans to strengthen the impact and commercial potential of our brands in priority markets • Leverage the match programme for All Blacks, Black Ferns, Māori All Blacks and Super Rugby to support commercial relationships and global networks that grow all our brands • Continuing relationships with NZ Inc, particularly government • Evaluating the benefits of establishing an additional New Zealand Rugby brand in global markets
18 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 5
MEASURES KPI
All Blacks in the top 50 global All Blacks Brand Development sports brands on core measures
20m plus fans on NZR social and digital channels. Fans outside of New Zealand on our platforms 50m avid fans across Japan, UK and US.
Rugby Committee Maintaining seats at various WR committees Executive Committee
National Team matches played in our targeted countries 8 matches in 5 years
NEW ZEALAND RUGBY 2020 STRATEGY 19 STRATEGIC FOCUS 6
6 Develop, Diversify and Maximise Commercial Opportunities Our goal is to develop, diversify and maximise the commercial value of NZR Brands and products We will achieve this by: • Implementing world class broadcasting and content programmes -including being match fit for 2021 rights sales • Building and monetising the global Team All Blacks community (converting fans into customers) • New sponsorships in global and priority markets – built around new and innovative assets. • Evolve or streamline licensing, ticketing, retail and signage business models • Diversifying commercial revenues through new IP, corporate, tourism and investment opportunities – including leveraging Māori Rugby, Community Rugby and Black Ferns brands.
20 NEW ZEALAND RUGBY 2020 STRATEGY STRATEGIC FOCUS 6
MEASURES KPI
Additional revenue above 2016 BHAG stretch revenue LTFP.
Engagement of fans 1m Team All Blacks members
Fully defined structure and all Media Rights elements sold
NEW ZEALAND RUGBY 2020 STRATEGY 21 OUR STORY
Rugby in New Zealand Our organisation Rugby has been part of New Zealand Rugby is one of New Zealand since its introduction New Zealand’s largest sports in 1870. In 1879, the first organisations, with a team of Provincial Unions were formed employees committed to ensuring in Canterbury and Wellington, that our national game is run a national side representing smoothly and effectively at all New Zealand first took to the levels, all over New Zealand. field in 1884 and in May 1892, Our people manage our national at a meeting held in Wellington, teams, administration of our the New Zealand Rugby Football national competitions, and Union (as it was then known) was participation in international formed to administer the game in competitions including Test New Zealand. matches; as well as assisting In 2015, over 600 clubs – as well community rugby throughout the as many more schools – provided country. The organisation has a lot rugby resources and training of fantastic partnerships including in their local communities and connections with the 26 Provincial over 150,000 New Zealanders Unions, Super Rugby clubs, enjoyed playing rugby each week. sponsors, and stakeholders such as Many more people enjoyed the New Zealand Government rugby as coaches, administrators, and a variety of other referees and spectators and organisations in New Zealand rugby is regularly talked about as and overseas. New Zealand’s national game. As well as a strong and vibrant domestic game, New Zealand teams excel on the world stage, dominating competitions wherever they play.
New Zealand’s rugby history features many great moments, teams and characters.
NEW ZEALAND RUGBY 2020 STRATEGY
L4 Bushy Wall 5080x2865 FA5 Flat.indd 1 19/02/13 8:39 PM WHAT WE DO
New Zealand Rugby is a team of people who lead, grow, support and promote our game. So what does that actually involve?
Connecting to the Schools, which is the first rung on community the high performance ladder of New Zealand rugby. Hundreds of thousands of New Zealanders experience Growing pride in the rugby through their clubs and the provinces community game. NZR is proud to New Zealand has 26 Provincial be part of New Zealand’s biggest Unions that lead, grow, support team, supporting the game at the and promote the game in their grass roots through the Community region. We support these Unions, Rugby Strategy and delivering who support us in turn and teams programmes like Small Blacks, from these Unions participate in which introduces kids and young the inter-provincial competitions people to the game as well as for which NZR people are RugbySmart, which keeps all our responsible. players safe on and off the field. Delivering the professional Supporting New Zealand’s game schools and teenagers We support the coaches, In New Zealand, young people referees and players that deliver love to get out and play with their our professional game and mates and school pride is often the competitions in which they shown on the rugby field. NZR perform, including international supports rugby administrators in tournaments and Super Rugby. schools, has conversations with From ensuring the integrity of the teenagers through initiatives like game, to world-leading match Random Rugby and the best operations and communications, players at Secondary School level high performance for us means are selected for the New Zealand more than just on-field results.
A Counties Manukau player runs with the ball during the Rippa Rugby Championship.
NEW ZEALAND RUGBY 2020 STRATEGY WHAT WE DO
Standing alongside rugby’s and Schools teams all dominate biggest fans the traditional fifteen-a-side game, Our teams and competitions while the All Blacks Sevens and inspire fans in New Zealand and Women’s Sevens teams lead the around the world and we don’t world in the shorter form. take that support for granted. We also represent New Zealand We connect with rugby fans in organisations like World through smart online channels Rugby, SANZAAR and Oceania and exciting, meaningful content Rugby and take rugby around the as well as ensuring great game- world, helping to grow the game day experiences for people in the wherever we go. stands and on the sidelines. We Part of a tight-knit team let them know when the rugby’s on, celebrate successes and share All across New Zealand and with them the stories from right around the world there’s a network across the game. of organisations and people that are passionate about rugby. From On the international stage connecting with Government, We support the teams in black through to partnerships with jerseys with silver ferns on their sponsors and charities as well chest that are respected all around as working with our Associate the world. Taking pride in their Members, Referees Associations, legacy, these teams play with Māori Rugby Boards, media honour, humility and courage and other community groups and and have achieved incredible sporting organisations, we’re a successes. The All Blacks, Black group of people who understand Ferns, New Zealand Under 20, the importance of being part of a Māori All Blacks, Heartland XV team.
A Mid Canterbury player encounters some tough Manawatu defence at the National Sevens in Rotorua.
NEW ZEALAND RUGBY 2020 STRATEGY NEW ZEALAND PROVINCIAL UNIONS
WAIKATO RU COUNTIES MANUKAU RFU NORTH HARBOUR RU NORTHLAND RU AUCKLAND RU THAMES VALLEY RFU
UNION
UNION
TARANAKI RFU KING COUNTRY RFU BAY OF PLENTY RU EAST COAST RFU POVERTY BAY RFU HAWKE’S BAY RFU
HOROWHENUA KAPITI RFU TASMAN RU WANGANUI RFU MANAWATU RU WAIRARAPA BUSH RFU WELLINGTON RFU
C MID A Y NTERBUR
R U N G B IO Y N U
CANTERBURY RFU MID CANTERBURY RU SOUTH CANTERBURY RFU WEST COAST RFU BULLER RU
NORTH OTAGO RFU OTAGO RFU RUGBY SOUTHLAND
SUPER RUGBY ENTITIES Published by New Zealand Rugby Union Inc. © 2018 Wellington Ph: +64 4 499 4995, PO Box 2172, Wellington 6140 | Auckland Ph: +64 9 300 4995, PO Box 2453, Shortland Street, Auckland 1140