That the world body had to step in and plainly exercise common sense is a black mark on FFA. To condemn a player for nine months for striking a referee, yet allow him to play in the Olympics was a decision that was simply selfish. No other explanation.

Glory before integrity.

Hardly a good selling point.

When Sepp Blatter amiably told us that an Australian bid for 2018 would be futile, the FFA were quick to act, defiantly announcing they could continue the pursuit. To hell with the fact the Southern hemisphere will host the two prior Cups, to hell with the fact Europe would have gone 12 years without the sport’s showpiece event. A press conference made it clear to the world that they would not be denied. Perhaps there’s a grand plan here. An honourable loss in 2018 might lead to a nod for 2022.

However, the defiance wasn’t a good look.

Cringeworthy.

There’s a lesson to be learnt from this:

Don’t mess with FIFA.

Post from: The Serve

But television is Rugby League’s only chance of salvation.

Now before we look at the extraordinary conflict of interest that resides with the part-owners of a competition selling its television product to a company it also part-owns, we need to look at how the product is sold and ask why the most dominant sport across more than half the nation’s population is being lapped by Australian Rules when it comes to TV money.

and Fox Sports held onto the rights last time they were up for grabs. No problem there, except for the fact they’re the only companies that wanted the rights. Why would those organisations pay premium dollars for rights in which they had no serious competition?

The issue is structure.

The NRL has two products: A free-to-air deal and a pay-TV deal. Free-to-air involves three games a weekend, four weeks of finals, three Origins, as well as any other rep games played on Australian soil. Quite the juicy package. Lucrative too. However Seven and Ten are locked into long-term commitments with AFL. No chance either could commit to the costs and production demands of three games per weekend.

No competition.

In pay-tv world, Fox Sports almost has a monopoly on sport in Australia, although not quite. ESPN and the newly added Setanta Sports are in the market, but neither could dream of producing up to five matches each weekend.

No competition, again.

This is a problem. Anyone who did Commerce in Year 9 at high school could tell you the way to maximum the value of a product is to maximise the demand.

So how do we get those other potential players in the ring?

Change the structure.

The worldwide masters of maximising television money are the NFL and the English Premier League. How do they do it? They break down their product into bite-size packages. In America, Fox has a heavy portion of one conference on a Sunday afternoon, CBS the other, while NBC has Sunday Night Football and ESPN runs Monday Night Football. That’s not even including the NFL’s own network. All putting their finest production teams on deck – giving pre and post match analysis, guaranteeing further exposure for the code - all paying mega dollars. Why? Because each package was in high demand.

England runs on a similar line. Sky Sports dominates, but they had to shell out the big bucks in the last deal to keep their heavy schedule in tact.

Think of it this way: Seven has AFL on Friday’s and Sunday’s, but outside of the occasional V8 weekend, no major sport on Saturday’s. Why wouldn’t they want a piece of, say, a stand alone Saturday night game?

Instead of the second game we currently have on a Friday Night, let’s move it to Sunday Night. Imagine the feeding frenzy with all three free-to-air networks and the pay-tv providers in play for that prime time special.

Monday Night Football is now locked into the Rugby League landscape. There’s another one-off game that can be sold off auction-style.

State Of Origin can be a separate package. Finals can be split into a couple of packages.

You get the picture.

Perhaps Nine and Fox Sports would remain the sole rights holders. Fans wouldn’t be too fussed, given they do a good job as it is.

But at least under this format we’d know they had paid the true market value.

AFL is constantly seen as the trendsetting code in this country, but that sport was in a similar predicament to League less than a decade ago. Clubs weren’t far short off going to the wall until Ten, Nine and Foxtel jumped into bed together and served up $100million a season. The next AFL TV deal was more than 50% larger.

Television set AFL free.

Then again, AFL wasn’t partially owned by a company that had its fingers in a television network. Can the NRL break free from itself, or will it cannibalise?

Forget poker machines, club memberships or stadium deals. The next television deal is going to make or break the NRL.

It’s going to be a long four years.

Here’s a potential list of packages:

Friday Night Football

Sunday Football

Potential suitors: Nine, Ten.

Saturday 5:30

Saturday 7:30

Potential suitors: Fox Sports, ESPN.

Saturday Night Football (one off 7:30 game)

Potential suitors: Nine, Seven. Fox Sports, ESPN, Setanta Sports.

Sunday 2:00

Potential suitors: Ten. Fox Sports, ESPN, Setanta Sports.

Sunday Night Football

Potential suitors: Nine, Seven, Ten. Fox Sports, ESPN, Setanta Sports.

Monday Night Football

Potential suitors: Nine, Seven, Ten. Fox Sports, ESPN, Setanta Sports.

* Schedule determined on a rotational basis. Friday Night Football rights holder always has first priority, however the priority for the remainder of the weekend is rotated between the rights holders (i.e. Week 1: Saturday Night Football rights holders get pick two. Week 2: Sunday Night Football gets pick two, etc).

2 x week one finals

1 x week two finals

1 x week three finals

Grand Final

Potential suitors: Nine, Seven, Ten

2 x week one finals

1 x week two finals

1 x week three finals

Potential suitors: Nine, Seven, Ten. Fox Sports, ESPN, Setanta Sports.

3 x Origin games

Potential suitors: Nine, Seven, Ten.

Post from: The Serve

Milligan was in the United Kingdom attempting to pen a deal with English giants Arsenal, when he was supposed to be in Queensland with the rest of the Olyroos squad. The FFA has announced Milligan won’t be used in a tournament in Malaysia starting next Tuesday, however the governing body has not made any decision as to whether the Sydney FC defender will regain the captaincy in Beijing, or whether Milligan will even go to the Olympics.

Post from: The Serve

Lockyer ruled himself out of the historic clash last night because of an ongoing knee problem. Bird made a strong international debut in October’s 58-nil thrashing of the Kiwis, convincing Gasnier that he is the ideal replacement for the Australian skipper.

“His misfortune is another guy’s good fortune in Greg Bird,” Gasnier said. “He took it with two hands in Wellington and got the man of the match. He’s very excited”

Bird had been originally selected at lock, with Lockyer choosing not to race the clock in an effort to maintain team cohesion.

“Darren is very honest and upfront guy. He basically said he didn’t want to disrupt the team’s preparation,” Gasnier said. “He was really professional about it. It’s an acknowledgment to what the guy’s about and what he stands for.”

Gasnier has struggled this season with a leg injury, however with the Dragons having last week off, he’s convinced he has fully recovered.

“The calf’s fine. That week off helped. I’ll keep getting physio.”

Post from: The Serve

Bennett cut a strange figure at the SCG, chatting away in his fern-embroidered black blazer and dark tie. He and head coach Stephen Kearney have the awesome assignment of turning around a Kiwi side that lost to Australia 58-nil last October. The early signs are positive.

“Wayne Bennett’s name speaks for himself. He’s already made an influence,” captain Roy Asotasi said. “He’s brought in more professionalism, just letting the boys know what’s required throughout the week.

“It’s something we haven’t had in the past.”

Bulldogs star forward Sonny Bill Williams admitted he was expecting Bennett to be stoic, only to be pleasantly surprised.

“He looks very serious on TV, but he’s a very down to earth bloke. Very easy to get along with,” he said.

“Wayne Bennett has that aura around him. I’ve always thought we’ve had the talent to go there, but now we’ve got the coaches.”

It appears the bitter memories surrounding last years embarrassing capitulation won’t be used as a motivational tool in the build up to Friday’s historic clash.

“That was in the past,” Asotasi said.

“What’s done is done.”

Post from: The Serve

Hackett needed to finish in the top ten at the Seville open water world championships to book his place in the new Olympic event. The multiple gold medallist was sitting third with a kilometre remaining, before fading to 15th. However when the results were posted, Hackett had been disqualified – for interference with other swimmers. He was yellow carded twice before receiving his marching orders

“There were times when there were bodies everywhere, it was that kind of race,” he said. “I’m the first to admit that it was never going to be easy and with 150 metres to go another swimmer swam over the top of me and pulled me back and I swam over his legs and that’s what I was supposedly disqualified for.”

Hackett, who will return to the pool to prepare for the 1500m and 400m, was taken back by the ferocity and dirty tactics used by his fellow competitors.

“It certainly surprised me, that’s for sure. I knew it was going to be a rough race and there were plenty of guys pulling legs, swimming over the top of each other around the turning buoys but I was determined to stay away from all that kind of stuff - that was always my plan,” Hackett said.

Fellow Australian Ky Hurst finished fifth to book his spot in the Beijing 10k.

Post from: The Serve

Lockyer appeared to get through last nights win for Brisbane over the Wests Tigers unscathed, however his recovery has been less than encouraging.

“After consultation with Broncos medical staff and head coach Ricky Stuart we decided Darren’s long term welfare must take precedence and were left with little choice but to rule him out,” Kangaroos doctor Hugh Hazard said.

“After consultation with Broncos medical staff and head coach Ricky Stuart we decided Darren’s long term welfare must take precedence and were left with little choice but to rule him out.”

Lockyer has endured a frustrating return from major knee surgery, starting the season slowly before spending time on the sidelines. His solid comeback against Souths last Friday suggested he may have finally overcome his demons.

“I will have a scan tomorrow to determine the extent of the injury but I’m hopeful it won’t keep me on the sideline for too long,” Lockyer said.

Michael Crocker will join the squad, with Greg Bird to shift from lock to five-eighth. Anthony Laffranchi is 18th man.

Post from: The Serve

Hackett needed to finish in the top ten at the Open Water world championships in Spain, however his 15th means the Australian team captain is limited to just swimming in the 1500 metres at Beijing, where he will attempt to go back-back-back.

Ky Hurst finished 5th in Seville to book his spot.

Post from: The Serve

It wasn’t even close.

The Power are suddenly finals contenders again after its 24.14 (158) to 15.4 (94) demolition of the weakened Bombers. Accurate kicking was the only thing that saved Essendon from a shellacking, as the Power kicked a stunning 14.10 in the first half.

Daniel Motlop kicked seven goals in a best on ground display, while Robbie Gray and Steven Salopek kicked three each.

The Bombers season is rapidly unravelling, with todays loss the fourth on the trot.

Essendon scorers

Matthew Lloyd 5.0

Jay Neagle 2.2

Andrew Lovett 2.0

Adam McPhee 1.0

Andrew Welsh 1.0

David Hille 1.0

Jobe Watson 1.0

Patrick Ryder 1.0

Tom Hislop 1.0

Jarrod Atkinson 0.1

Port Adelaide scorers

Daniel Motlop 7.2

Steven Salopek 3.1

Robert Gray 3.1

Brett Ebert 2.3

Shaun Burgoyne 2.1

Warren Tredrea 1.2

Dean Brogan 1.0

Domenic Cassisi 1.0

Troy Chaplin 1.0

David Rodan 1.0

Travis Boak 1.0

Justin Westhoff 1.0

Brendon Lade 0.2

Post from: The Serve

Booed by the few Demons fans who bothered to show up, Melbourne kick-started its comeback via a double to Aaron Davey in a five goal burst. The Demons still faced a mountainous task at three quarter time when they trailed by 32, however Russell Robertson booted three goals and two quick majors to Austin Wonaeamirri dragged the Demons to an unlikely lead 27 minutes into the final quarter.

Fremantle will rue its kicking in front of goal, especially at the finish. The Dockers missed four shots in the final seven minutes. Jeff Farmer particularly poor with 2.4. Even Matthew Pavlich, delivering another gilt-edged MCG performance, kicked as many behinds as goals.

The win is welcome relief for a Demons side that has barely looked like winning in 2008. In a bitter irony for Fremantle, Melbourne is now level with the Dockers on the ladder at 1-6.

Melbourne scorers

Russell Robertson 4.3

Austin Wonaeamirri 4.1

Brad Miller 3.0

Aaron Davey 3.0

Brad Green 2.1

Brent Moloney 1.0

Cameron Bruce 0.2

Matthew Bate 0.2

James McDonald 0.1

Paul Wheatley 0.1

Fremantle scorers

Matthew Pavlich 5.5

Chris Tarrant 3.0

Jeff Farmer 2.4

David Mundy 1.2

Dean Solomon 1.1

Peter Bell 1.0

Garrick Ibbotson 1.0

Rhys Palmer 1.0

Post from: The Serve

The signs were ominous for the Bulldogs when the Swans eased to a 15 point lead at quarter time. Bulldogs coach Rodney Eade - who coached Sydney for seven years – delivered one of his trademark sprays at the break, stinging the Bulldogs into action.

The visitors laid on seven goals in a 21 minute burst that came without a behind or a single score from Sydney. The match winning lead was set up by straight kicking, however the Bulldogs efficiency all over the park was the key.

Adam Cooney and Brad Johnson were dynamic up front, kicking five and four majors respectively.

The damage had been done but Sydney kept chipping away, finally getting within reach late in the fourth quarter via back-to-back goals from Michael O’Loughlin. Trailing by two goals in time added on, there would be no heroics this time as Nathan Eagleton put the finishing touches on a supreme win.

Western Bulldogs scorers

Adam Cooney 5.0

Brad Johnson 4.1

Mitch Hahn 2.0

Robert Murphy 2.0

Stephen Tiller 2.0

Will Minson 1.0

Daniel Giansiracusa 0.1

Sydney scorers

Michael O’Loughlin 3.2

Jarrad McVeigh 2.1

Amon Buchanan 2.0

Henry Playfair 1.3

Ryan O’Keefe 1.2

Jude Bolton 1.0

Peter Everitt 1.0

Adam Goodes 1.0

Darren Jolly 1.0

Keiren Jack 1.0

Brett Kirk 0.1

Jarred Moore 0.1

Post from: The Serve

These sides have had a less than glittering history of matches in Adelaide, with the first half of tonight’s match heading down a familiar path. The Crows were clearly the better side in the first two quarters but dreadful kicking meant their lead was limited to 20.

Adelaide finally cashed in on their dominance after the major break, with eight straight goals. Jason Porplyzia slammed all four of his goals in the third term.

The Kangaroos burst into life in the final quarter, kicking six goals of little consequence.

Adelaide scorers

Jason Porplyzia 4.1

Brett Burton 3.2

Simon Goodwin 3.1

Kurt Tippett 2.3

Tyson Edwards 1.1

Richard Douglas 1.0

Jarrhan Jacky 1.0

James Sellar 0.2

Nathan Van Berlo 0.1

Bernie Vince 0.1

Jonathon Griffin 0.1

North Melbourne scorers

Shannon Grant 2.2

Brent Harvey 2.0

Nathan Thompson 2.0

Leigh Harding 2.0

Daniel Wells 1.2

Lindsay Thomas 1.0

Corey Jones 1.2

Leigh Brown 0.1

Post from: The Serve

Jack Riewoldt and Kelvin Moore both bombed chances to win the game for Richmond at the death, while Nick Riewoldt picked up a serious knee injury, however it was the missing seconds that were the talking point after the match.

Moore hit the post, with the clock appearing to run down as St.Kilda prepared to bring the ball back in play. Richmond’s Riewoldt took a mark from outside the 50 on the stroke of the siren, with his Hail Mary shot falling short and left.