Campo bluster calculated to score big-time

By BILLY ADAMS Herald correspondent

The hair may be thinning and a few rogue strands have emerged grey round the ears but it is refreshing to note that age has not mellowed the grey matter between them; David Campese's bark is still as good as his goose-step.

The legendary Australian winger, and arguably the finest rugby player of them all, is known as much for his outspoken views as those dazzling runs that used to leave hapless rivals in a daze. On the eve of another pro rugby season, he doesn't disappoint. The modern day game finds itself on the end of another verbal battering. The Poms are singled out for the most withering criticism.

But do not think that from Campo's retirement has emerged a former player who spends all his time telling people how everything was better in his day.

Behind the bluster stands Campese the businessman, who is negotiating successfully through the corporate jungle.

He is in charge of a sports management group which manages stars such as George Gregan, tipped to be the next captain of the world champion Wallabies, and renowned swimmer Alex Popov. Campo has also established a strong partnership with the Canterbury Clothing Company. In Sydney he runs two "David Campese" sports shops selling Canterbury products, and Canterbury markets worldwide a range of sportswear bearing his name.

The man himself, never one for modesty, has far bigger plans. He wants to cash in on his notoriety (he is effectively the face of Australian rugby in New Zealand, Japan and Britain) by building the Campese name into a major sports brand.

"It was very difficult adjusting after I finished playing," says 38-year-old Campese, still the world's leading scorer of test tries, with 64.

"Suddenly I went from living in this fantasy land where I travelled the world doing something I loved to a life just like anyone else who was trying to make a living. But it's going well. And most importantly, I'm enjoying it."

Campo's business interests stretch back to his playing days when he opened the first sports shop on Sydney's North Shore, but it wasn't until he finally hung up his boots in 1998 that his energies became focused on building the new empire.

He may have been a genius on the field, but Campese realised his limitations off it and brought in the kind of people he believed could mould a winning combination. Professional golfer Brett Ogle bought a stake in the company, but key to the success is Daryl MacGraw, a senior manager in the drinks industry who was behind the birth and branding of Hahn Premium, now one of Australia's leading beers. He advised Campese during his career, and was courted to join up at a backyard barbecue.

MacGraw now manages an outfit which employs 16 people and deals in sports sponsorship, hospitality and event management, as well as looking after a growing stable of stars. Projected turnover this year is $A1.2 million ($1.48 million). Those figures do not include what MacGraw sees as the potentially more lucrative side of the business.

The retail side generates turnover of around $A2 million, and at least two more Campese shops are planned, including one in London.

MacGraw emphasises the importance of building the brand with Canterbury, arguing that it would be foolish not to cash in on two names so synonymous with rugby.

"I happen to think that the Campese brand will be around for a long time, simply because of the way he played the game," adds MacGraw. "There will probably never be another player like him.

"In business Campo is very creative, and great in the ideas department, just like he was on the field. Our problem is that in meetings he'll come up with 10 ideas and we'll be struggling to take them all down in time. Our job is to pick those ideas up and run with them."

It isn't difficult to track Campese down. Most days you will find the Campese Management Group's major shareholder and chairman making coffee for customers at his shop in The Rocks, the popular tourist area sandwiched between the Sydney Harbour Bridge and Opera House. "Last week I worked 48 hours here," he says.

Our interview is interrupted every few minutes by awestruck fans wanting to have their photo taken with Campo. He is happy to oblige.

"They can't believe it's me who's making them coffee and the shop goes really well when I'm working," he says.

He seems happiest here.

Campo's discussion of his business pursuits produces little of the passion that appears when he is talking about his first love.

He hates the way the modern professional game is played. It is too sterile, obsessed with defence and devoid of flair.

Rod McQueen, the manager who has led Australia to unprecedented glory, is "the worst coach I have ever played under."

No one could accuse Campo of pulling his punches, but he is more cunning than he would like people to think. Just as he disguised his brilliance on the pitch magnificently, he tries the same ploy off it.

The explosive outbursts are calculated. He knows exactly what he is saying, and who will be offended.

He also says he doesn't rate any of the British Lions players who will tour Australia in July.

This is perhaps no surprise. The worst moment of Campo's career occurred the last time a British Lions team set foot on Australian soil.

Everyone remembers the bad pass he threw from behind his own line that led to the try that won the Lions not only the game but the series.

More than a decade on he still grimaces, but that hasn't stopped him turning things round to make the most of his biggest humiliation.

Campese has organised the "That Pass Gala Dinner" charity night for when the Lions tour and key players, including Welsh try scorer Ieuan Evans, will attend to relive that moment.

"This was all Campo's idea," says MacGraw. "He knew he was going to cop it so this is his way of getting on the front foot."

Campo, it appears, can poke fun at himself too. The difference is, he is the one having the last laugh.