Bill Sweeney, RFU CEO: Behind the Curtain of Rugby's Most Scrutinised Organisation (Ep61)

This week, we’re delighted to welcome the CEO of the RFU, Bill Sweeney, to the show. There’s no hiding from the fact it’s been a hard few months for the organisation and Bill personally. Significant losses reported last year alongside the now infamous LTIP scheme generated an unrelenting flow of negative press and questions of the leadership. This show is about understanding the financial health of the RFU and wider sport. And it’s certainly not as bad as many would have you believe. 

Fueling the almost holistic negativity around Rugby, which we have talked about many times on the show, is not the aim here. We discuss the governance structure, revenue generation & the Allianz deal, LTIP scheme, England team performance, rugby’s drive to remain relevant, and more. Listen to the facts, make your own conclusions. But, hopefully having listened to this, with a better picture of where the game is at and if the RFU is achieving its primary goal of growing the game in this country and beyond.

On today's show we discuss: 

What is the RFU?:

• For all the criticism and focus on the organisation over the last few months, what does the RFU actually do and is it fit for purpose to deliver on its objectives?
• Should the community game and the professional game be governed by the same organisation?
• "It's time for change". What does Bill think needs to happen to improve the governance of rugby in England?
• The fight is on to keep rugby relevant in an increasingly competitive attention economy; what are the RFU doing to develop the game?

The Finances of Rugby:

• How much money does the RFU generate each year and where is that money spent?
• The story of the LTIP payment and why it was such a problem in the broader context of RFU finances.
• From a new stadium naming rights deal with Allianz to a data driven partnership with Apple, what does the partnership roster look like and how much does it generate?
• The financial cycle shows the governing body loses huge numbers in World Cup years. Should this be changed so countries are not financially penalised during the greatest global show of rugby?
• "85% of the revenue generated comes from the mens team playing at The Allianz. That has to change".
• The challenges of getting through Covid and back to business.

Aligning Finances with Performance:

• "England has won four 6 Nations in the last 22 years. That is not acceptable considering the resources and our game".
• How can the RFU play a role in creating global icons out of England rugby players alongside Premiership Clubs?
• The future is bright: how the emerging England rugby teams are showing the value of investing in pathways and are on track for major success.
• Is the structure currently optimised to get the best out of the performance? A comparison with Ireland, France & New Zealand.

A huge thank you to our amazing partners:

Orreco 

https://www.orreco.com/

Scan.com

https://uk.scan.com/