The Italian Rugby Federation has decided that Italian rugby would benefit from joining the Magners League (previously known as the Celtic League) and is tendering a bid to the Irish, Scottish and Welsh rugby unions, the three countries that make up the Magners League, to have a number of teams take part in the league.
The number of teams is yet to be determined, with either two or four the most likely. If two then the Italians would be looking at creating 'super clubs' or regions in the same manner as the Welsh and Irish sides do now. If four then they would take the top four Italian rugby club sides of the moment.
But what benefit would adding extra fixtures to an already congested season bring the current rugby sides playing in the Magners league? There are a number of benefits to be gained.
Increased number of spectators. With new games added more fans will be turning up to see the games, bringing in more money to the clubs and regions.
More exposure for sponsors. Sponsors will have the additional benefits of more games to gain exposure in and a new market to have their brand in.
More sponsorship. With more exposure for sponsors, and a brand new market of companies that will want exposure, rugby clubs and regions will be able to charge more, and to more companies, for sponsorship.
A wider audience. These days rugby clubs and regions are a brand themselves, and with the Italians on board they give themselves a wider audience to spread their brand and new potential fans to win over.
All in all there is considerable financial benefit to the rugby sides competing in the Magners League for allowing the Italian clubs entry to this top level cross border rugby league.
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