KEY POINTS:
New Zealand's latest partnership with US Rugby increases the likelihood Sanzar will expand after 2010.
NZRU chief executive Steve Tew says the appetite for conquering new frontiers is greater now than in the past and the partnership could highlight the range of commercial opportunities outside Australia, South Africa
and New Zealand.
Under the deal, the NZRU will provide free elite coaching and advice on developing the grassroots game.
What's in it for the NZRU is the prospect of striking merchandise and sponsorship deals further down the track and, ultimately, to help develop the sport to the point where the All Blacks can play a test on US soil for a substantial fee.
With that in mind, a US-based Super Rugby team would greatly enhance the standing of the sport and interest US television networks. Regular TV exposure is seen as the key to rugby gaining a mass following in the States and for the All Blacks to play a game in the US, they need to be confident they will fill the stadium and have a major broadcast audience.
"We have said all along that the next chapter of Super Rugby might involve stuff we don't currently do," said Tew. "I think it is a fair assessment that the possibility of expansion is greater now than it was before the last broadcast deal.
"I think we are more of a mind to look at all the options. At the time of the last deal, our two partners were more interested in expanding their own representation. We need to see how aligned we are as there are different drivers in our respective business.
"Australia, for example, might be keen on a structure that creates more rugby as they are in a very competitive sporting market."
The deal with the US is the second definitive agreement to highlight how Sanzar has become more active mode to pursue expansion opportunities.
New Zealand and Australia are in advanced talks to play a test in Hong Kong on November 1. According to Tew, both parties and Hong Kong officials are now working through the last details of the game and he's optimistic an announcement confirming the game will be made shortly.
"We have to be sure there is public interest and broadcast interest," said Tew of the Hong Kong game. "The last thing we want is for the All Blacks to play Australia in front of a half-empty stadium. That's why there is a level of comfort about Hong Kong because we know there is an ex-pat community there and we know there is a big interest in the game from hosting the Sevens."
If the test this year is deemed a commercial success, Tew says that will open the possibility of playing games in mainland China and Korea.
The IRB has targeted the US and Asia as high-priority markets to develop and the governing body is believed to be hugely supportive of the NZRU's ambition to play tests in these countries.
They would also be delighted to see Sanzar open up Super 14 to these countries so they would have exposure to a professional competition.
The present Super 14 broadcast deal expires at the end of 2010 and the Sanzar partners are already exploring various expansion opportunities.
