'Putting Rugby First' was commissioned by an anonymous group of "committed rugby people" and accuses the IRB of failing to maximise its commercial potential and of lagging behind sports like cricket in expanding into new and lucrative markets.
Co-author William Field, partner at Spectrum Value Partners, said the decision to award the 2011 World Cup to New Zealand rather than Japan was a prime example of the IRB's failings. "Quite clearly that was a mistake. Deciding to go to Japan would have opened up substantial new markets", he said.
"Rugby union is still stuck in a ghetto. Over half of the world's four million registered players are English and 97 per cent of people watching last year's World Cup final came from foundation unions. There is a deep, systemic problem within rugby. The perspective needs to shift to be more international. Globalisation needs to become the number one agenda item within rugby."
The report, which will be sent to the IRB next week, also calls for a five-year plan for rugby's global development and specific programmes aimed at delivering growth in "priority territories".
