NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Sport

Scotty Stevenson: US rugby's success is one out of the box

NZ Herald
28 Oct, 2014 04:00 PM5 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Excitement seems to be the in-word for the All Blacks as they build towards Sunday's historic first test against the USA Eagles in Chicago.
Opinion by

The future of rugby in the United States lies in a box.

It's not a big box, just big enough to carry everything a team full of curious kids needs for a game of "rookie rugby" - the Americanised version of New Zealand's ripper rugby, otherwise known as the first step into the "game for life".

It shouldn't surprise really.

This is the country that has made its name standardising, prefabricating and packaging everything, so to think that the game of rugby has also now been put in its own box, complete with instructions, is only natural - and understandable.

And making the game understandable has been the seven-year mission of USA Rugby chief executive and president Nigel Melville.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Melville hasn't lost his English accent, though holding the reins of rugby's ultimate bucking bronco has forced him to shake off many of the English sensibilities.

In a sport that holds on to traditions, Melville is the man who has had to ride bareback on rugby's new frontier.

That's not to say he doesn't care still for the finer points of the game's values - in fact, those very values form a key component of rugby's marketing push here.

But in essence, he has had to make rugby fit America, rather than make America fit rugby.

The truth is, rugby, not American Football, has always been seen as college sport's renegade game.

Discover more

Opinion

Scotty Stevenson: Veterans like Mealamu at heart of tough assignments

30 Sep 04:00 PM
Opinion

Scotty Stevenson: Reaction to Wallaby defeat next week would be different

07 Oct 04:00 PM
Opinion

Scotty Stevenson: Misogyny? There's a test to prep for

14 Oct 04:00 PM
Opinion

Scotty Stevenson: Buller on the rise heading to Meads Cup final

21 Oct 04:00 PM

Not for rugby the baubles of power and booster prestige of gridiron.

Instead, rugby was the game for the boozers and the boofheads, the boys who spent as much time in the dean's office as they did in the lecture hall.

Advertisement
Advertise with NZME.

That was the box Melville was keen to get rugby out of. Rookie rugby is the box he was keen to put it in.

"We trialled the programme in 2008 in Florida and, in what was a very happy surprise, seventy schools turned up to learn about it," he says, sipping a very sweet-tasting beer at a Chicago hotel bar.

"By our calculations we figured over the next three months a total of 70,000 kids had a taste of the game."

Seventy thousand kids. Let that sink in for a second before I tell you that USA Rugby now considers the number of kids playing the game - 6-, 7- and 8-year-olds included - to be close to two million across 40 of the 52 states.

I know what you're asking right now: sure, all these kids are farting about in grade school with a tag belt and a couple of balls, but how is rugby ever going to compete with the big leagues?

The simple answer is, it isn't going to. Not now and not in the foreseeable future.

Advertisement
Advertise with NZME.

But, as I mentioned in this column in June, there is an appetite for the game here that needs to be satiated, and all indications are that, morsel by morsel, bite by bite, that is indeed happening.

The plans are breathtaking in scope.

A new formalised College finals series was announced yesterday to be operated in conjunction with sports marketing powerhouse IMG; a professional league, according to Melville, is less than two years away; pressure is being applied at global level to allow the US team room in the international windows to get more tier one connection (as it stands, this All Blacks game on Sunday will be the side's last tier one contest before next year's World Cup); and, on the sellout success of this November test concept, the idea will be shopped to Australia, South Africa and - imagine the audience for this - the 2017 Lions en route to New Zealand.

There is heart to be taken by the fact USA rugby has not hidden behind the Olympic status of sevens rugby and has instead decided to make the game an annual proposition, rather than just a four-yearly one.

The game is growing - one Cleveland native I bumped into outside the All Blacks' hotel, who was in town to recruit emergency room doctors to cover a state-wide shortage (moral of the story, don't crash your car in Ohio), couldn't believe he was in the same hotel as the world's number one team - and the telecast of this game will give, in Melville's own words, "people who know rugby the chance to see what rugby can be".

He also told me something quite revealing.

Advertisement
Advertise with NZME.

He said his first international in charge of the USA Rugby programme saw the home team face Uruguay in a World Cup qualifier.

The game was held at Stamford University, 750 people turned up, and the entry fee was a can of beans for charity.

From a can of beans to a sell-out Soldier Field in less than seven years. Everything here is just a box of fluffies and the man behind the box is Nigel Melville.

3 Things about US rugby

1 Far from rookie
In a period of three months a total of 70,000 children had a taste of rookie rugby.

2 State of play
The number of children playing the game is two million across 40 of the 52 states.

Advertisement
Advertise with NZME.

3 They're learning
A new formalised College finals series is less than two years away.

Save

    Share this article

Latest from Sport

Premium
OpinionUpdated

Elliott Smith: McMillan's record adds pressure to Chiefs' big game

19 Jun 06:01 PM
Racing

Harness racing rarities: Kiwi trotters take on Aussie challenges

19 Jun 06:00 PM
New Zealand

More oval balls for Bay Oval? Sold-out Super Rugby game sparks calls for repeat

19 Jun 06:00 PM

Jono and Ben brew up a tea-fuelled adventure in Sri Lanka

sponsored
Advertisement
Advertise with NZME.

Latest from Sport

Premium
Elliott Smith: McMillan's record adds pressure to Chiefs' big game

Elliott Smith: McMillan's record adds pressure to Chiefs' big game

19 Jun 06:01 PM

OPINION: Clayton McMillan faces a potential fourth final loss in five years tomorrow.

Harness racing rarities: Kiwi trotters take on Aussie challenges

Harness racing rarities: Kiwi trotters take on Aussie challenges

19 Jun 06:00 PM
More oval balls for Bay Oval? Sold-out Super Rugby game sparks calls for repeat

More oval balls for Bay Oval? Sold-out Super Rugby game sparks calls for repeat

19 Jun 06:00 PM
SailGP confirms big change for next season and beyond

SailGP confirms big change for next season and beyond

19 Jun 06:00 PM
Help for those helping hardest-hit
sponsored

Help for those helping hardest-hit

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP