Rugby Union is in a state of flux in Australia. It’s certainly not performing at the same level as it is in the UK.

In other markets, the World Cup attracts the biggest brands such as O2 and Guinness with the latter making headlines this year for cheeky social posting following Ireland’s defeat in its game against New Zealand. There’s a massive spend from these brands on huge campaigns centred around the national team and the event itself.

Here in Australia, however, the sport is yet to see this type of investment from brands. 

It’s a shame because there’s a tremendous opportunity for the code. At the grassroots level, it is flourishing. And on game day, the pubs are overflowing with fans.

A bright spot is the next generation of rugby stars. While their senior counterparts are having a rough trot, the Junior Wallabies came crushingly close to victory at the Under 20 Rugby World Cup earlier this year, beaten 24-23 by defending champions France.

Among the Junior Wallabies are rising stars including Fraser McReight, Harry Wilson and Lachlan Lonergan. This is where the untapped opportunity lies for brands. These future Wallabies stars can take advertisers with them on their journey as they rise to the top of the sport.

An audience of almost 13 million people might be out of the question for this market but there’s no reason why we can’t get brand dollars flowing to the great game.

And there may well be a Cinderella moment for the Australian team like there was for England this year. Few English fans can forget their side being knocked out of the 2015 World Cup – while hosting the event – only 15 days into the tournament. What a turnaround to make it to the final this year.

Ditto South Africa. The Springboks went from being a challenged team to winning the Webb Ellis Cup 18 months later as multiple brands lined up to continue their support.

These were incredible moments for the players and fans alike. What brand wouldn’t want to be a part of that?