Cashing in on Black Ferns’ success

New Zealand’s dominance in rugby was again evident at the annual World Rugby Awards, and finally the women’s game is emerging from the shadows of big brother and getting the recognition it deserves.

The Black Ferns, a team of mostly amateurs who fit rugby in around work and study, toppled the mighty All Blacks and  England  to be named team of the year at the Monaco awards, the first women’s team to do so.

A World Cup winning season proved too much for the judges to overlook, and it is hard to disagree.

When it comes to what were once considered  men’s sports, such as cricket and rugby, women have struggled to get air time, newspaper column space or be taken seriously. Women’s rugby was for a long time considered a novelty.

But professionalism, in terms of preparation and commitment but not always payment,  means the skills of players such as Dunedin’s Kelly Brazier for the Black Ferns, or Suzie Bates with the White Ferns, are such that they are now rightly considered world-class athletes.

Cricket is further down that path of rewarding its female players. The top-tier players are contracted by New Zealand Cricket and, with various professional twenty/20 leagues around the world, particularly the Australian Big Bash, can earn a living.

In New Zealand women’s rugby, only sevens players are contracted.

It is treading on dangerous ground to start comparing men’s and women’s performances in the same sport.

After the Black Ferns stormed to victory against England in Belfast at this year’s World Cup, the calls grew louder for equal pay for professional rugby women. But that, at this stage, is a step too far. 

The All Blacks are full-time paid professionals, partly because the brand is able to attract international sponsorship and pack out stadiums around the world. The top tier of men’s rugby is highly competitive, and becoming more so each year, while the women’s game is dominated by a handful of sides.

The Ferns struggle to attract major sponsorship and supporting crowds would not go close to filling Dunedin’s  stadium, let alone Twickenham.

But that is not to say elite female players do not deserve financial rewards for their efforts. The dedication, determination and commitment required to perform at the top level means sacrifices are made — they should not be financial sacrifices.

What the awards did show was that New Zealand, as a country, dominates rugby, whether it is men or women donning the silver fern.

All Blacks playmaker Beauden Barrett collected back-to-back awards in being named  player of the year and winger Rieko Ioane won the breakthrough player of the year.

The New Zealand women picked up the women’s player of the year, sevens player of the year and team of the year honours.

Michaela Blyde was named sevens player of the year and Portia Woodman the women’s player of the year.

All Black coach Steve Hansen, again nominated for the  coach of the year award,  lost to England coach Eddie Jones. Even Jones was surprised, saying Hansen deserved the accolade as he coached the world’s number one team.

NZRU chief executive Steve Tew said the international recognition for the Black Ferns was a fitting tribute for the team’s talent, dedication and hard work. He said their success would lead to a continued growth of the game. More women and girls will want to follow in the footsteps of the Black Ferns.

If the NZRU is able to cash in on the success of the Black Ferns, then it is only fair the players share in that success.

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