Sportlomo and Sport HQ bid for Australia Rugby Union

Shortlisted for Rugby Union Australia

Sportlomo and Sports HQ make Rugby Union Australia Shortlist

SYDNEY October 22, 2017

Sportlomo in partnership with Sports HQ have been shortlisted as one of the final five software technology providers for Rugby Union in Australia.

Sportlomo CEO, Seamus Kyne flew to Australia to join Jase Farmer CEO of Sports HQ at a presentation of Sportlomo’s Rugby Platform and HQ Communication Platform to Rugby Union officials in their headquarters in Sydney on Monday 22nd October 2017.

The bid to become the Membership, Competition Management and Communication software for Rugby Australia is a join partnership between Sportlomo and Australian company Sports Network HQ based in Palm Beach Queensland.

Sportlomo and Sport HQ bid for Australia Rugby Union

Seamus Kyne (left) and Jase Farmer, Sports HQ at Rugby Union Australia

Sports Club HQ is a leading Sports Club and Team Communication platform, with e-commerce which allows for better club & team communications, as well as a way to generate great club revenues.

Sports Club HQ is a successful communications platform based in Australia.  HQ boasts one of the world’s top rugby players, George Gregan on its Board. Gregan is a retired Australian rugby union player, and is currently Australia’s highest ever internationally capped player.

Georgre Gregan, Rugby League Australia most capped player

Ben Ikin, a media personality and pundit with Fox Sports is also a Director on the HQ Network. Ikin is one of Rugby League’s most established media personalities providing expert analysis on studio panels for Fox Sports.


Rugby Union in Australia

Sport is an important part of Australian culture, Cricket, Australian rules football, Rugby union and horse racing are among the earliest organised sports in Australia.

Rugby Union is a winter sport, played throughout Australia, with a history dating back to 1864.
The principal competition in Australian rugby union is Super Rugby, which is a multi-regional competition across the southern hemisphere.

The National Rugby Championship was launched as the next level below Super Rugby in August 2014. Below the NRC are traditional capital city competitions, such as the Shute Shield of Sydney, Queensland Premier Rugby of Brisbane and Pindan Premier Grade of Perth.
The men’s national team are the Wallabies, who have won the Rugby World Cup twice, in 1991 and in 1999. The Wallabies play in Australia’s traditional sporting colours of green and gold. They are considered one of the top rugby nations, owing to success at the World Cup and consistently high ranking, being ranked fifth in the world as of 21 August 2017.

Australia also has a successful sevens team which competes in the Sevens World Series, Rugby World Cup Sevens and the Commonwealth Games. They have won the Hong Kong Sevens event on five occasions, and are also a “core team” that participates in all rounds of the Sevens World Series.

The women’s national rugby union team, the Wallaroos have been playing international rugby since 1994, and have competed at four Women’s Rugby World Cups. Their best finish was third in 2010. Women’s rugby also has a very strong sevens team who compete in the Women’s World Cup Sevens.

Match Official Award Rugby Canada 2017

Making sense of Super Rugby’s expansion

Match Official Award Rugby Canada 2017

Photo: Sportlomo sponsored the ‘Match Official of the Year Canada Rugby Award’ and Seamus presented the award at a gala event in the in the North Tower of the Sheraton Wall Centre.


An interesting feature article on Sports Business Insider

Super Rugby Expansion in New Zealand, South Africa and Australia

Author: Peter Slattery

Super Rugby is a fascinating study.

A contact, sport-entertainment product with three similar, yet diverse markets, across three time zones with two levels of market penetration: South Africa and New Zealand, where rugby is the national sport, with no real challengers. And Australia, where it is vies with three other popular football codes.

These differing pieces of this ‘fascinating study’ (surprisingly) provide much commonality of interests, but (unsurprisingly) also present opposing interests, which manifest into significant challenges at decision making time.

None more so than when negotiations surround expansion.

Earlier this year SANZAR announced Asia as their destination of choice for Super Rugby’s 18th licence and expansion from 2016, with two bids from Japan and Singapore selected to fight it out.

The 16th and 17th licenses are to go to a sixth club from South Africa and a franchise from Argentina.

SANZAR Expansion makes sense

When rugby union went professional in 1996, the Australia, New Zealand and South Africa rugby boards formed SANZAR (South African, New Zealand and Australian Rugby) to administer an annual 12-team provincial (later to be deemed franchise) based competition pitting domestic teams from the three nations against each other.

SANZAR’s desire for expansion is driven on the demands and benefits of broadcasting and broadcasters. TV provides the single largest income stream for SANZAR, and is the single most productive tool to promote the code and get its leading and most valuable product, Super Rugby, into the marketplace.

With market penetration (internal expansion) in each of the three SANZAR markets not commercially or structurally practical or preferable, the most favourable market opportunity was found in diversification; expansion with a new team (product) into a new market.

Near-north makes sense

The decision to go near-north (or far-north-east for the South Africans, and far-north-west for the Argentines) makes sense. It is ‘The Asian (21st) Century’, after all.

Consortiums from Japan and Singapore vie for the 18th licence into Super Rugby

Asia holds 61% of the world’s population, with Japan and Singapore bringing large economies with strong middle-classes (with money and time for rugby), robust media and sporting sectors, and (relatively) stable political and social environments.

Eddie Jones, former Wallaby and current Japanese national coach, has rightfully said that Japan is home-base for many rugby-friendly multinational corporations, and a central hub for others in their Asian activities. Japan is also a top three trading partner of each SANZAR nation.

There’s also strong rugby history and infrastructure to be found there too.

Rugby history and infrastructure

Asia is home to 5.4 percent of rugby’s playing population, with both Japan and Singapore having rugby histories dating back to the 19th century.

Japan is currently rated 10th in world rugby rankings, buttressed by a very strong professional league, The Top League, featuring many current and former Super Rugby players and coaches, together with Japan’s best.

7′s rugby has been popular in Singapore, with it playing host to a leg of the IRB 7′s Series in 2005 and 2006, and the Singapore Cricket Club Rugby 7′s, which sees teams travel from around the world to participate, hosted annually since 1947.

And let’s not forget, there’s the Asian 5 Nations, the globally-popular Hong Kong 7′s, as well as Tokyo hosting a leg of the annual IRB Sevens Series, and the 2020 Rugby World Cup will be held there, too.

Furthermore, reflecting the importance of the region to rugby’s global interests, SANZAR (and Asian rugby, of course) has the added benefit of the IRB directing significant resources to the region, driving primary rugby demand.

Demand (activities and resources) SANZAR can leverage.

Challenges for Asian Rugby expansion

There are some potential challenges in Asian growth. It is feared that expansion (of any sort, for that matter) will dilute or cannibalise Super Rugby’s current player, coach, and strength & conditioning (S&C) talent. And there is the ever-present ‘tyranny of distance’ felt by all teams, but more so by the South Africans.

I believe there is more than enough available talent waiting for their Super Rugby opportunity. And whilst the travel factor will never ever go away, the benefits of Asian growth to SANZAR and each individual nation far outweighs the challenge of jet-lag.

SANZAR have made a prudent decision to look to Asia, whether it be Japan or Singapore, for the next evolution of Super Rugby.

Both commercially and from a pure rugby perspective, there is a strong foundation for the successful growth of Super Rugby into the region.  Any issues with player, coach or S&C ‘drain’ and ‘tyranny of distance’ are far outweighed by the positives of entering the Asian market.


Rugby at SportLoMo

Rugby is Sportlomo’s no1 sport.  Complete Solution for League, Union, NGO, Association, Region, Branch, Referee Organisation and Clubs.

Sportlomo Sponsor ‘Match Official of the Year’ – Rugby Canada

 Sportlomo sponsored the ‘Canada Rugby Match Official of the Year Award’ and Seamus presented the award at a gala event in the in the North Tower of the Sheraton Wall Centre.  Sportlomo work with match officials across all sports, in many countries and the Sportlomo team are very familiar with the selfless work these officials do on a daily basis.

Match Official Award Rugby Canada 2017