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After the announcement that U.S.A. Rugby and the Aviva Premiership had struck a deal regarding player release for the All Blacks match many of you probably also saw articles on the two groups working together on several items of the future. The idea of a developmental league in the United States has been tossed around but easy the most realistic idea is Premiership teams playing matches in the United States.
The folks over in England are already pumping up the latter idea. It's certainly not a new idea. Saracens tried to play a Heineken Cup game in New York but were rebuffed. The idea of London Irish playing in the Boston area has been rampant for a long time (even the ill-fated Independence Cup had them as opponents). None of them have worked for various reasons, with the foremost reason being they wouldn't draw enough interest to make money. However, there are reasons to believe that this time is different and something between the two groups.
Take the jump to read more.
The Premiership has long seen the U.S. as an untapped money maker. All they have to look to is the flood of soccer teams that come over to the U.S. every summer and attract big crowds for meaningless summer friendlies. However, they haven't done the same because 1) rugby simply isn't on the same level as soccer and 2) most clubs in England were hesitant to leave their comfort zones. The simple fact is that soccer is healthy in this country. It may not have the total attendance of the NBA and NHL but Major League Soccer surpasses them on average attendance. That growing adoration of soccer is amplified when you consider that the number of fans increases in this country when you talk about the English Premier League. It's a fact that soccer is no longer a niche sport but rugby remains one and for the Premiership coming to the U.S. to play in a meaningless summer match isn't guaranteed to be profitable.
However, the All Blacks match been a big draw. A couple of things stand out as for why. First, the All Blacks are the most recognizable name in all of rugby. It is a brand that no other nation has. Saracens may have a lot of fans in the United States because of the number of Americans on their roster but hardly anyone would recognize a jersey if they saw it. More people are likely to recognize an All Blacks jersey.
The second point is that the match involves the Eagles. That is the equivalent to our only professional rugby team in America. It's the only one that plays to large crowds, sell merchandise, and has an active following in the thousands. Players that may only play for their club but never tune into Super Rugby or the European Champions Cup are much more likely to tune into an Eagles match. Plus, it's patriotic. We want our national team to be successful. Additionally, there is a growing number of fans in this country that are ex-players or who have never played but are increasingly interested in the professional game.
Bring this back to the Premiership and the chances of a match in the United States. The All Blacks match finally seems to have clicked with those in the Premiership. They finally realize that a match between two Premiership teams wouldn't draw enough interest and that they need to to include the Eagles. From what we understand a warm-up match against the Eagles just prior to the World Cup next year is in the works.
A match between the Eagles and a Premiership team makes a lot of sense. The U.S. want one final warm-up game prior to the World Cup but they aren't going to be able to get an international opponent to agree to come over for just one match (they are going to have a home and away with Canada), it's simply too expensive. This way the U.S. gets their warm-up match against a solid opponent and at the same time is able to draw a gate-pleasing crowd one last time before leaving. For the Premiership it gets them maximum exposure in the U.S. with a send off game. There is no way that attention would happen unless they were playing the Eagles.
As with everything a year out from happening things are still very much in flux. Premiership teams could get skittish and back out as it gets closer and the Eagles preparations could change. However, if the Premiership really wants to break into the United States it appears that this is the only realistic way they are going to be able to make it happen.