I am staggered at the way the International Rugby Board continues to run the World Cup.

It was bad enough at the last tournament, when we had to give the organisers all the rights to use our images to advertise, promote and market their event.

Even now video and computer games are being sold using our names or likenesses, yet we have never received a cent for that.

However, I thought those days were over. I was sure the IRB would have moved on in the world of professional sport, that it would have noticed how other codes, such as soccer, cricket, tennis and golf, are run.

Obviously not, when players are still being asked to sign over all their rights and then to play in the tournament for no reward. It is antiquated and woolly thinking.

The days are long gone when teams can be told they are playing for the honour and glory of their country, that it is a privilege to play in such an event.

It is not a question of greed when the players ask for some share of the profits. Without them, the tournament would be nothing, and the board would not make such vast sums of money.

Rugby officials have to recognise that players are competing as part of their career; they have a short time at the top and need some compensation for involvement.

The board may argue that a large percentage of the World Cup profits is distributed to developing nations. But all the teams who attend are developing the game by promoting rugby as a spectacle and should accrue some payments.

There should be a significant prizemoney pool, probably running to millions of dollars, with graduated payments depending on teams' level of success.

Most countries have domestic competitions in which any profits are ploughed back into the game. Players' wages are not based on the success or failure of those series.

But the World Cup is a gold mine, the projected profit margins are huge and the players deserve a share.

In the last couple of tournaments, the players signed away a huge amount of intellectual property. To say they earn a great profile from competing is an amateurish approach to a professional world.

Players should get a percentage of sales, or receive royalties for the sales generated using their names, pictures or endorsements.

* The Italians have a serious point about getting the rough end of the World Cup draw. If it were the All Blacks who had to play four games in 14 days - as Italy have to - Jock Hobbs, John Mitchell and everyone would be screaming foul.

If every team had the same deal, fine. But they don't, and the tough part for the Italians will be recovering - let alone training - between matches.

It is harsh and you have to wonder about a draw where the big guns such as the All Blacks, the Wallabies, the Springboks, France and England have more than 20 days to play their pool games, while Italy, Argentina, Japan, Georgia and Tonga have to complete their games in 16 days or less.