The Group Chief Executive of the WRU has called on the Welsh Assembly Government to create a centrally managed sport and event strategy to benefit the whole of Wales.
Giving evidence to a Welsh Assembly Government inquiry into the impact of major sporting events, Roger Lewis, said the strategy should be properly funded and staffed.
He said the strategy should, "think big and be comfortable with risk" in order to get the best out of all opportunities.
Roger Lewis said there are already some examples of how cooperation between the WRU and the Welsh Assembly Government has achieved positive results which have benefitted Wales.
He told the committee hearing at the Senedd today (THURSDAY March): "We should be doing more of this joined up thinking.
"Many of our rugby, community, healthy lifestyle and environmental projects are aligned to Welsh government initiatives.
"We now work closely with the WAG to align our strategies and initiatives. We need that work to be pushed forward into a clearly aligned strategy."
He pointed out the WRU was not seeking and did not require any financial bailout but could develop future major event planning through alignment.
In a series of conclusions put before the committee he explained:
The WRU is a serious and professional organisation that delivers significant outputs for the public good.
- The WRU would welcome a significant sport and event strategy which would benefit all of Wales.
- That strategy needs to be properly funded and properly staffed with people who are experienced in major event management.
- It has to have focus and it needs to be centrally managed
- It has to be comfortable with risk and it needs to be creative and to be able to think big.
- The Millennium Stadium is an iconic venue recognised throughout the world which creates value to all of Wales through its hosting of epic sporting and musical events.
- The economic benefit to Wales delivered by the Welsh Rugby Union through its management of the Millennium Stadium is in excess of £100million a year.
- The Welsh Rugby Union has not asked for any financial bailout from government and does not intend to do so. As a business we are winning for Wales and we are confident we will continue to do so.
- The WRU wants to work in partnership with like minded people so long as our strategies are aligned and it makes sound financial sense.
More than one million ticket holding visitors a year visit the Millennium Stadium making it the largest visitor attraction in Wales and one of the top 10 in the UK.
An independent economic impact survey commissioned by the WRU and published in 2007 reported that events at the stadium generate £100 million a year into the economy of Cardiff and south east Wales.
Mr Lewis added: "If the definition of culture is a kind of glue which holds communities together, which enables people to dream and aspire, and takes them out of the humdrum of our daily lives and has the power to change peoples perceptions of themselves and the surrounding world for the greater good then look no further than the Millennium Stadium as Wales most important, dynamic, financially sustainable and vital cultural centre in the whole of our nation."
The WAG Communities and Culture Committee Inquiry is hearing evidence from a number of organisations and governing bodies based in Wales before reporting its findings.
On the day the Wales U20 squad for the Six Nations is revealed, WRU Head of Rugby Performance Geraint John discusses the priorities of the Wales U20 programme, and moves being undertaken to make it easier for Welsh Exiles to be part of the WRU pathway - and to help keep Welsh qualified players in Wales
It was a double celebration for Wales and Ospreys scrum-half Rhys Webb when he called at the home of Welsh rugby to help commemorate the first anniversary of Principality Stadium and his return to fitness this weekend ahead of the RBS 6 Nations.
Prior to their departure to Wellington for the next leg of the World Series, Wales trained with England and Ireland. WRU TV caught up with Owen Jenkins who revealed the 'buzzword' which is driving the Wales squad on.
Wales head coach Rob Howley explains his decision to change the captaincy of the national side with Ospreys second row Alun Wyn Jones taking over from Sam Warburton for the forthcoming RBS 6 Nations. Howley is hoping his decision will allow Warburton to rediscover his 'mojo'.
How do you follow a dancing hippopotamus - the Ospreys wheelchair rugby team has just the 'oneness' to do it say the BBC! For a decade the sight of a herd of hippos synchronised swimming around their own private blue lagoon, has lit up our television screens at regular intervals between favourite BBC One shows. But now the nation's most watched channel has relinquished its famous amphibious mammals in favour of a new show-reel which includes the Ospreys wheelchair rugby team.
Head coach Rowland Phillips and key front rower Carys Phillips look ahead to games against Spain and Ireland as Wales Women ramp up their preparations for the forthcoming Six Nations. The two warm-up games are a 'massive opportunity to refine the squad' according to the Welsh camp.
Martyn Phillips has discussed details of the newly published 'Strategy for Welsh Rugby' which puts in black and white terms the plans and direction of the governing body of the national sport in Wales for the next decade.
WRU chief executive Martyn Phillips has urged Welsh rugby fans to follow in the footsteps of their soccer counterparts at last summer's Euro Championship by backing their team to the hilt in the upcoming RBS 6 Nations campaign.
Chief executive Martyn Phillips has highlighted the plans for Wales to become a breeding ground for national and elite club rugby coaches, which are contained in the WRU's 10-year 'Strategy for Welsh Rugby'.
Andrew Coombs is enjoying his new role as Nelson forwards coach. The former Dragons and Wales lock has big ambitions to become a professional coach but feels it's important to learn the ropes in grassroots rugby and where better than his home club Nelson, with friends and family close to hand.
Students at Brynllywarch Hall School, near Newtown, have transformed their own lives, and are now having a positive impact on others through rugby. The sport has had a life-changing effect on the well-being of the students who are now delivering rugby sessions to local primary schools and playing for a new mixed ability side
Wales reached their first semi-final since 2013 in the opening round of this season's HSBC World Rugby Sevens Series in Dubai. WRU TV's Graeme Gillespie recaps on what proved to be an eventful tournament
Wales and Ospreys back row James King, who came through the North Wales age grade system, nominated North Wales Regional Community Rugby Manager Marc Roberts, in the WRU's 'Diolch' initiative where squad players thanked those who played a part in their rise to the top.
Beating Merthyr has boosted Carmarthen Quins hopes of reaching a top eight spot in the Principality Premiership. Quins captain Haydn Pugh is delighted with his team's progress and is determined that everyone from the Under 6s through to the senior team, enjoys the ride.