English win helps rugby profit in popularity stakes

APART from the obvious financial windfall for the RFU and the Clive Woodward’s 30-man squad, the greatest profit from England’s narrow World Cup final victory over Australia could potentially come from the new-found popularity of the sport across the Irish Sea.

England haven't won a major world title in any sport since Alf Ramsey's side lifted the football World Cup in 1966 and following England's three-point, extra-time victory over Australia on Saturday morning, the greater English public is expected to take their new world beaters to their heart.

It was difficult not to notice the amount of traditional football fans (working class males in their mid-20s mostly) who adopted the rugby team as their own in Sydney over the past fortnight, and this trend looks set to continue when Woodward's squad arrive home.

History has shown that any degree of success can help to ignite popular support. When Terry Venables' England side reached the semi-final of Euro '96, the narrow-failure of the squad led football down a path of popularity across the water that it probably still enjoys to this day.

The same happened in Ireland during Jack Charlton's reign as national manager.

And following a string of high-profile misdemeanours by Premiership footballers in recent months from rape claims to drug scandals the near squeaky clean image of England's rugby squad could force the sport to the top of the popularity chart.

On the face of it, it's an easy decision to make. Who would any right minded parent rather their son or daughter to grow up idolising; an overpaid prima-donna who finds it difficult to string two sentences together, or a polite, focused, dedicated, clean-living sportsman like Jonny Wilkinson?

It was a point Clive Woodward appeared to be pushing when he spoke after the match.

"My job is to win test matches and if we create a lot of interest and a lot of role models, we're hopefully doing out bit," said Woodward.

"Our players have conducted themselves impeccably on and off the pitch during this World Cup. It's our role to create superstars, create role-models and win test matches and I think it's fair to say we've done that."

Australian coach Eddie Jones was also in no doubt as to what effect England's World Cup win, and Jonny Wilkinson in particular, would have on sport in the other hemisphere.

"He's an absolute one out of the box," said Jones on Wilkinson.

"He's been a significant factor on England winning the World Cup.

"What influence has he had on the world game? There's probably kids out there in the northern hemisphere buying Adidas boots and practicing their field goals, and they're probably not going to be sitting down with their parents having dinner on Christmas day they're going to be out there practicing their kicking instead."

Meanwhile the England players are set for a massive financial payback following their narrow final victory over Australia. Each player in the squad is expected to land at least stg£43,000 in the guise of a winning bonus, a sum in addition to their normal pay package for their eight weeks in Australia.

Of course, certain key players, Wilkinson being the most obvious, could earn 50 times that figure in endorsements over the course of the next 12 months.

"He's the golden boy of rugby," said PR guru Max Clifford. "He's been such a success during the World Cup that the sky really is the limit.

"He has the potential to earn between stg£1 and stg£5 million a year in advertising and endorsements. There are very few sportsmen in England who are the best in the world, and he's so marketable."