Rugby360 Emerges Amid Concerns of Sportswashing and Player Loyalty

The proposed Rugby360 competition is generating significant interest and concern within the rugby community, particularly regarding its implications for player loyalty and the sport’s integrity. While prominent figures such as Ardie Savea, the All Blacks vice-captain, and coach Scott Robertson have denied any knowledge of the competition, veteran commentator Tony Johnson suggests its potential to disrupt the current rugby landscape is very real.

According to Johnson, “What I’m hearing now is that this thing is real, that the money is off the scale.” He indicated that Rugby360 could launch as early as next year, with plans to feature eight men’s and four women’s teams operating in a franchise system across multiple countries. The competition is backed by significant private investments from the United States, the United Kingdom, and notably, Saudi Arabia.

While specifics about Rugby360 remain limited, it is estimated that the league will need to secure contracts with hundreds of players to become operational. Financially, this endeavor appears minuscule compared to the vast resources available through the Saudi Public Investment Fund, which is believed to manage assets worth hundreds of billions. According to Steve Jackson, a professor at the University of Otago, “Just in relation to sport, I think they’re at about close to $50 billion just in the last two to three years.”

Critics of the investment strategy argue it represents a form of sportswashing, where nations leverage sports to improve their international image while diverting attention from human rights issues. Jackson pointed out that “Rugby is just another feather in the cap” for Saudi Arabia, which has already made significant inroads into various sports, including golf, Formula 1, and UFC.

New Zealand Rugby has chosen not to engage in media interviews regarding Rugby360 but issued a statement affirming their ongoing monitoring of new markets. They noted, “We continue to see strong player retention, driven by a focus on environments and quality teams and competitions.” The organization expressed confidence in the long-term commitments of many players, recognizing the exciting rugby calendar planned for the next four years.

The response from World Rugby has also been noteworthy. Johnson revealed that a recent meeting was held to discuss the implications of Rugby360. However, the outcome of these discussions remains unclear. He suggested that World Rugby might face pressure from established leagues such as the English Premiership, Top 14 in France, Japan’s league, and Super Rugby. A successful launch of Rugby360 could fundamentally alter the competitive landscape of rugby.

World Rugby’s influence is still considerable, particularly regarding the commitment of top players to international competitions. As Johnson stated, “No top rugby players are going to commit to this if they think there’s any threat to them playing international rugby, no matter how big the money is.” The current buzz surrounding Rugby360 appears to attract more attention from rugby league players than from established union stars.

Nevertheless, the financial allure presented by Saudi Arabia’s backing cannot be overlooked. Reports indicate that top players in other sports have been offered signing bonuses exceeding USD 100 million to join initiatives like the LIV golf tour. Jackson succinctly noted, “At the end of the day, it’s two words: money talks.”

As the rugby community watches closely, the future of Rugby360 and its impact on the sport remains uncertain. Whether this new competition will secure the participation of New Zealand’s elite players or transform the rugby landscape will become evident in due time. As developments unfold, the balance between financial incentives and the integrity of the sport will be a critical conversation moving forward.