Early TV risers boost NZ's World Cup bid

Europe's growing love of sporting breakfasts could be a critical factor in New Zealand's bid to win the hosting rights for the 2011 World Cup.

Since the New Zealand Rugby Union announced it was bidding for the 2011 event, popular thinking concluded that this country would lag behind rival bidders Japan and South Africa in terms of financial clout.

Not only would New Zealand not be able to offer the IRB its required fee from ticket revenue and sponsorship, it would also come up short on potential broadcast revenue as a result of being 11 hours ahead of key European viewing markets.

But IRB chief executive Mike Miller and chairman Dr Syd Millar, who were in Wellington last week, dismissed both theories and even suggested the time difference could be an advantage. Having had the Olympics, Rugby World Cup and the Lions tour in Australia in recent years, UK sports viewers have become accustomed to getting up early to watch major events.

Far from being unpopular, early morning games have been a major success with pubs around the country. If major broadcasters can be sure World Cup games in New Zealand will attract serious viewing figures, it will be a major boost for the NZRU's 2011 bid.

Miller said: "There is an impact in terms of broadcast revenues. The major markets are France, UK, South Africa, Australia, New Zealand and Japan. It was interesting from the World Cup in Australia and France - with matches coming in the morning, there was a whole new TV spot for the broadcasters.

"They didn't expect to get so many viewers at that time of day. That is extra money for them because it doesn't impact on prime time, where they get major revenue, yet they have this other area where they are getting figures far in excess of what they were expecting."

The IRB have never been keen to discuss specific details of World Cup revenue, which makes it hard to assess just how important broadcast money is in the overall package. While it is clearly significant, it would seem that the ability to generate money from ticket sales and sponsorship is more of a factor.

And despite initial pessimism, there would appear to be no reason to believe New Zealand can't compete. Millar also said that while the IRB are always looking at ways to take the game to new geographic areas, it would be wrong to assume they have already decided to award Japan the hosting rights.

Millar says: "The commercial programme is not dependant on where you put the World Cup because the people that buy into it are multi-national companies."

Final presentations will be made in November with a decision expected shortly after.

- HERALD ON SUNDAY