In his 1961 inaugural address, US president John F Kennedy challenged every American to contribute to the greater good with the inspirational words: “Ask not what your country can do for you – ask what you can do for your country.” Nearly 60 years later Australian rugby administrators, coaches and players should pay heed to Kennedy’s words as the game in this country enters the most important season since the advent of professionalism in 1995.

Australian rugby is at a crossroads. What happens this season will determine whether rugby remains a major sport or slips down to minor sport status as television ratings and crowds continue to dwindle.

Israel Folau: shock and outrage greets Catalans Dragons' signing Read more

As Australia’s four teams take to the field this weekend for the opening round of the 25th edition of the competition an even more important game will be playing out behind the scenes. The re-negotiation of Australian rugby’s broadcast deal is the biggest game in town this year, overshadowing what happens on the field. Yet what happens on the field can help Rugby Australia negotiate the best possible deal, one that will be so crucial to the future of the game in this country.

The age of entitlement is over for Australian rugby. It has been reported that broadcasters are only offering $20m to $30m for the rights, a huge drop from the current $57m deal. Everyone from the directors sitting around the board table at RA to rookie players at the Super Rugby clubs must do everything they can to contribute to a positive image for the game, one that will appeal to broadcasters.

Winning would be a good start. Australian teams have only won four Super Rugby titles in the 24 year history of the competition, the last of them the Waratahs’ victory in 2014, a distant memory.

It would be optimistic to hope for an Australian team to lift the trophy this year. Australian teams have lost a combined total of 685 Test caps. And that does not include the 62 Tests Israel Folau played for the Wallabies before RA tore up his contract last year.

Significantly, none of those departed Wallabies have retired, but have secured more lucrative contracts in Europe and Japan. Without a profitable broadcast deal the player drain overseas will continue, undermining the game here. New Zealand and South Africa have lost a lot of players too, but there is more depth in those two traditional rugby nations than in Australia.

Of the Australian teams, the Brumbies boast strength up-front and strike power out-wide, but do they really have enough talent to challenge the Kiwi sides after losing David Pocock, Rory Arnold and Christian Lealiifano? The Rebels will miss the experienced halves combination of Will Genia and Quade Cooper, but at least they still have the solid Matt Toomua to direct the team. However, it will be a side without the likes of Wallabies second rower Adam Coleman and outside back Jack Maddocks.

The return of Wallabies utility back James O’Connor will help Queensland off-set the big loss of powerful centre Samu Kerevi. Led by 22-year-old flanker Liam Wright, the Reds are a promising young side, but when will they turn potential into reality?

The biggest unknown in the Australian conference are the Waratahs, who have a new coach in Kiwi Rob Penney, a new captain in Rob Simmons and a lot of big-name departures such as Bernard Foley and Sekope Kepu.

It is unfortunate timing that the broadcast deal is being re-negotiated in the same year the Australian team with the biggest market is going through a re-building phase. Australian rugby desperately needs NSW and Queensland, the heartland states, to be major contenders for the title every year because that’s where the eyeballs are, which equates to broadcast dollars.

If an Australian team cannot win the Super Rugby title, the sides need to have winning seasons. The goal should be to get at least two Australian teams into the play-offs to help new national coach Dave Rennie prepare the Wallabies for Test rugby.

Supporter base's voice is heard as Crusaders keep contentious name | Matt McILraith Read more

The Wallabies have not held the Bledisloe Cup since 2002. Can Rennie regain the cup in his first year? Why not? He won the Super Rugby title in his first year with the Chiefs in 2012. Regaining the Bledisloe Cup must be Australia’s number one goal for the year. Of course they aim to win it every year, but there is so much more riding on it in 2020 with the broadcast rights being re-negotiated.

If nothing else, the Wallabies and the Super Rugby teams have to at least show promise for upcoming seasons, demonstrating they will have something valuable to offer over the life of the next broadcast agreement.

There has been a lot of talk of a golden generation emerging from the successful Junior Wallabies. It might be asking too much of these young players to turn Australian rugby around immediately, but they must give hope for the future. It is what players can do for their country that will determine the fate of Australian rugby.