Wales is torn by club rivalries and an on-going debate about whether provincial rugby should be introduced.

On the field, its sides struggle in Celtic and European competition.

In a previous role Moffett became chief executive at the National Rugby League in Australia in 1999, shortly after it had moved to a 14-team competition.

One official at an NRL side said: "God help Wales. His people and PR skills certainly leave a lot to be desired."

Rugby League in Australia three years ago had just re-united after the acrimonious split which left two competitions - the 12-team Australian Rugby league and the 10-team Super League.

"He fought to break conventions and had staunch support, but he also had his critics."

Moffett's biggest obstacle in Wales will be the power of the Welsh Rugby Union's 239 member clubs.

Many of the major decisions affecting the game have to win a large majority backing from the clubs, with many of them far removed from the business-orientated world of professional rugby.

Attempts to reform the running of the game in favour of the top professional sides were thwarted at an Extraordinary General Meeting of the WRU in the summer and many clubs are opposed to the introduction of provincial sides.

But there is a growing belief a provincial system is the only way Welsh rugby will begin to compete again on the international stage.

Tribalism

Moffett's credentials at implementing difficult changes are clear from his time as chief executive of the New Zealand Rugby Union.

He steered it from amateur status to one of the country's top 200 companies during his time there as chief executive.

But Welsh rugby is renowned for its tribalism and resistance to any sort of change.

It is in this regard that Moffett's hard reputation will be tested to the full.

The NRL source said: "David is someone who has radical ways of doing things and has an in-your-face style.

"But he did win a lot of respect because at least he would go through with his convictions and speak to the fans about it."

When Moffett takes up his post in January, Wales will wait eagerly to see if in-your-face will overcome intransigence.