Andy Robinson this week argued that the Magners League, which kicks off tonight, had the potential to become bigger than the Guinness Premiership. The former England head coach, now in charge of Edinburgh, urged the three unions involved to prioritise the tournament which, since its inception, has come a distinct second to the Heineken Cup.
In the last couple of seasons, the four Welsh regions have placed more store on the EDF Energy Trophy than the Magners League, although that will change from next season when the competition with Premiership sides will be downgraded and the Magners adopts a play-off system.
Robinson had a point when he contended: "I think the Magners League is a competition that is certainly developing. It is a young league, but I think all the stake-holders now want to be a part of it. Before, possibly, that wasn't the case. Looking at the success of Leinster in attracting huge crowds, they have seen the possibilities this tournament can bring. It is a unique type of tournament, the fact that we at Edinburgh go to play in Wales and Ireland. There is the diversity of the matches, the different stadia and the contrasting styles of rugby. What I have seen across the board is the passion and support for all the teams. It has been most enjoyable mixing with opposition fans after matches. The league, a bit like the Edinburgh squad, has some real potential, but everybody has got a part to play in making it better. It's important everyone puts their hand up and believes in it. That has to happen for it to get to the next stage."
One of the reasons the Welsh regions were so keen on the EDF was Ireland's ambivalent attitude towards the Magners which meant it was a struggle to attract crowds outside derbies. The then national coach, Eddie O'Sullivan, had a big say in when his players appeared for their provinces and he strictly rationed their appearances in the league: the likes of Brian O'Driscoll were rarely seen by opposition crowds, unless Leinster were involved in an Irish derby, but with his successor, Declan Kidney, moving from Munster, that emphasis may change.
It has to if the league is to rival the Premiership in terms of popularity and commercial appeal. Ireland and Wales have been relatively successful this decade, the former winning triple crowns and the latter securing two grand slams, but while they have provided all the champions between them, the tournament itself has more resembled Scotland, there but not about.
Robinson has added steel to Edinburgh and Sean Lineen has revitalised Glasgow. The Magners not only provided the same number of Heineken Cup quarter-finalists last season as the Premiership, three, but Munster won the tournament for the second time in three years. Wales's main European hope, the Ospreys, won the EDF after losing at Saracens in Europe, but mounted a poor defence of their league title, winning just six of their 18 matches.
As long as sides take more out of winning cross-border cups than their own league, the Magners will be cider to the Premiership's bubbly. The Premiership final attracts a crowd of 80,000 and there is not one side in it who would regard European success as justifying a dismal league season.
Part of the reason for that is that the English clubs have to qualify for the Heineken Cup on the basis of their league positions. The same applies with the Magners, but with only one of its 10 sides not taking part in this season's Heineken Cup, compared with half the clubs in the Premiership, the pressure is not the same, a major reason why big hitters have not been afraid to field weakened teams on a regular basis.
Another reason the league has struggled to raise its profile is the kick-off times. The campaign starts tonight when four matches are being staged. The first half of the schedule has been published: there is not one Saturday afternoon kick-off and a number of matches in Ireland will be staged on Sunday evenings.
Most newspapers have early deadlines on a Friday because of the multi-sections on a Saturday, and while it is understandable that the three unions do not want to clash with domestic league programmes on a Saturday, they are obliged to in Europe. Why not use a local league match as a warm-up to a clash in the Magners?
Yet the tournament is rising in terms of popularity with crowds last season averaging nearly 7,000. The champions Leinster were mainly responsible for that, pulling more than 14,000 spectators a game. Saturday night's game between last season's top two, Cardiff Blues and Leinster, should attract a bumper crowd to the Arms Park, the weather permitting.
That shows the potential of the Magners. Robinson is right: those involved in it need to show they believe in it. Perhaps then ITV would supplement its new Premiership highlights programme with footage from Wales, Ireland and Scotland and reflect rugby in the British Isles in the process.
