It is impossible to escape the feeling that whatever transpires at Stadium Australia in Sydney next Saturday, whether world champions Australia or the pride of Lions prevail, the Home Unions Committee has lost a glorious opportunity to market and promote the sport of rugby union in Ireland, England, Scotland and Wales. The decision to provide Sky Sports with the sole broadcasting rights in the Northern Hemisphere has copperfastened an exclusivity tag to the sport.

Only those who pay for the privilege can view the games, not only live but at any stage; there are no highlights packages on terrestrial television of the Lions' 10-match tour of Australia.

The Lions are arguably the ultimate ambassadors of Northern Hemisphere rugby. Most players agree that wearing the famous red shirt is the pinnacle of a career. Tours take place only once every four years and their history and tradition, coupled with the national allegiance of those who look on, renders them compulsive viewing; their allure is not merely limited to rugby supporters but to most sports fans.

Why then did the Home Unions Committee choose money over an opportunity to inculcate a new generation with a fascination/love/respect for the sport? It is principally the younger generation that has suffered. What parent is going to take a young child into a public house at 10 a.m. to watch the Tests live on television? Very few if any.

The exploits of Brian O'Driscoll, Keith Wood and Rob Henderson in the first Test, and the impact their respective performances would have made on young minds has been lost for the price of a few shillings. What other sport denies a global audience in favour of the bank balance? Not the Olympic Games.

When the International Olympic Committee sells the broadcasting rights to each Olympics they make sure that terrestrial interests are catered for and that the spectacle of the world's best athletes in competition is available to those who own a television set rather than a decoder.

So too FIFA. What price the soccer World Cup if the sport's governing body were to sell out to the highest bidder?

The list goes on. The British Open and Wimbledon are etched on the consciousness of sports fans because they have been accessible for a lifetime. The English RFU's attempt to hijack the Six Nations Championship and pawn it to Sky Television against their spiralling overdraft was thwarted.

It will be interesting to see for how long. The only place to watch a live transmission from Twickenham at present is on Sky, and with the increasing cost of professional rugby to the respective unions the temptation grows ever greater to accept the financial leg-up.

It is a great pity that the Lions have been sacrificed on the altar of the quick buck. Last Saturday's result sets up an exciting denouement to the three-Test series at Stadium Australia next weekend.

Sky Sports anchor Mark Durden Smith repeatedly pointed out that the Lions defeat was not the result that everyone wanted - that is everyone outside of Australia - but one can't help feeling there are a couple of Sky executives rubbing their hands at the prospect of bumper viewing figures ( they should get the full one million).

Had the Lions won on Saturday, the third Test would have been meaningless in practical terms. For the Sky Sports panel it was a race to say, "I told you it wasn't over, these bloody Aussies are not world champions for nothing, they're a bloody good side." Hindsight, the science of 20/20 vision, suggested ominous portents for the Lions that strangely weren't in evidence at half-time when Graham Henry's men were winning.

The second half made for pretty grim viewing, unless you were an Australian, and the various injuries at the end of the match suggest the Lions' medical team faces a long and demanding week. Everyone hates the rain at Wimbledon because of the disruption it brings in viewing terms: this column has an ancillary dislike. This week, the rain signalled an opportunity for Sue Barker to endlessly witter on about Tim's chances.

Henmania swept the BBC commentary position like a deadly plague. Every interloper who walked to the door was questioned endlessly on Henman's prospects until they staggered bewildered and bemused to watch anyone but Henman.

Partiality is understandable but not to the extremes the Englishman offers. The expectation may even have played a part in the Englishman's semi-final defeat to Goran Ivanisevic yesterday. He deserves better and should not have to suffer the suffocating pressure induced by television as well as print media.