SportBusiness.com

RUGBY IN DANGER OF LOSING SPONSORSHIP

The Australian Rugby Union chief executive John O'Neill warned that sponsorship deals and other income steams could be at risk if Test matches are not treated seriously by participating teams.

His comments come as a number of countries have fielded depleted Test teams in the lead up to September's World Cup. O'Neill said, Test matches are rugby's point of difference and if they are turned into friendlies, they will become far less valuable in terms of sponsorship, TV rights and ticket revenues.

O'Neill says the ARU has obligations to broadcasters and sponsors and they will not sit back and take products or content that is not meeting the standards they expect.