Austin Healey on why pubs can cash in on the Rugby World Cup

In September, the Rugby World Cup takes place across England and Wales presenting pubs with a huge opportunity. But even before that takes place, there’s plenty of
top-quality rugby to get customers in the mood. Mike Berry caught up with BT Sport ambassador and ex-England international Austin Healey to get his views.

How much of a buzz is there around rugby at the moment?​

We’re in a World Cup year so it’s hugely exciting for everyone. There’s an opportunity for the sport to open itself up to a much wider audience and to demystify a little. If you watch rugby as a beginner then it can appear to be complicated, but that’s not the case. My main goal when I’m broadcasting is to try and help people who don’t know rugby that well become interested and stay involved by watching the sport.

Are rugby fans good customers for pubs?​

In my experience, rugby fans certainly drink and spend a lot more overall than, say, football supporters. I reckon they are more civilised as well! If you’re a pub operator, you have to maximise the opportunity that the World Cup will bring. Get the match day experience right for your customers — rugby fans like watching the matches with other fans so that’s great news for pubs. A lot of them are larger than football fans so you might have to get bigger seats in for games! But they love banter and will create a great atmosphere in your venue.

This weekend sees the final of the European Rugby Champions Cup between French giants Toulon and Clermont Auvergne at Twickenham Stadium. What’s your prediction?
It’s the biggest club match on the planet but I just hope both sides come to Twickenham ready to play some rugby because it could be attritional with two physically massive sides going head to head. Clermont have to be favourites because of their sheer power all over the pitch and a support base that is prepared to rock the whole stadium.

Who are the players to watch?​

Clermont full back Nick Abendanon has been a revelation since he has moved from England to play in France. He was good at Bath but never this good and he’s been the star of the tournament; made line breaks and scored lots of tries. You also have winger Noa Nakaitaci, who is another player that can score from anywhere on the park. Toulon are strong all over the pitch with fantastic players but are a different side when Leigh Halfpenny plays because he keeps the scoreboard ticking over.

What have you made of this year’s tournament?​

It’s been a big step up in quality compared to previous years. In the last couple of rounds of group games there were still so many crucial matches that went to the wire. The groups have been more competitive because there were so many top sides involved. The French league has lots of world-class stars but other leagues are catching up and that’s made for an exciting competition.

How has the game moved on since you retired in 2006?​

The size and power of players has definitely increased. But if law makers want the game sped up to encourage running rugby then players will become smaller. If they introduce rules that slow the game down further then players will become more like Olympic weightlifters and that’s not good.

Who are your tips for the Aviva Premiership play-offs?​

Northampton, Bath and Saracens are nailed on for a top four spot. But then the last place is up for grabs with Exeter, Leicester and Wasps all vying for it. Wasps play both those rivals at home so it’s in their hands and they could sneak into that final place. Teams need a lucky break when it comes to making the play-offs and it will come down to which team wants it more. My old side Leicester are playing terrible rugby but their bloody-mindedness has kept them in the competition and I wouldn’t put it past them winning it.

What do you feel BT Sport has added to the game since it began covering it?​

I hope we’ve opened up rugby to viewers and made it more accessible. Our coverage has definitely not been stuffy and we’ve tried to explore the sport deeper. The teams have bought into that and recognise that we’re trying to demystify rugby for those who have never experienced it before.

Do you get to the pub much nowadays?​

I don’t tend to watch sport down the pub because I’ve usually spent most weekends away talking about it. I’m not sure my wife would let me get away with that! But we’re in the pub a lot as a family. My local, the Wheatsheaf, in the village of Langham, near Leicester, does good food and is great for the kids.

Watch the European Rugby Champions Cup Final exclusively live on BT Sport 1 on 2 May. BT Sport is the only place to watch top live matches from the European Rugby Champions Cup to the Challenge Cup and Aviva Premiership.​