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Why is it that when I search for information on the National Rugby Championship I am left wanting?
Is it just that I am looking in the wrong places, or maybe my Googling skills aren’t what I thought they were?
I know that the competition is new, there has been limited time to prepare, and the resources are not available for broad marketing campaigns.
But despite these challenges, there are numerous channels available and I wonder whether as a game, a community, and a group of enthusiasts, we are doing enough to promote the newly established third tier – and ultimately the long term viability of our great game?
What ideas can we action now with the current resources available?
With any business you need to start with good strategy. Good strategies start with the high level matters first, and then drill down into the details. If I was to apply the same logic to the NRC, I would expect to see information being led by the ARU, then the relative Super Rugby teams, then the NRC teams, and finally the local clubs affiliated with the NRC teams.
I see activities as being both passive and active. The broadcast of information on websites is passive but critical. It also gives creditability to the competition.
The NRC requirees a draw – who is playing who with the home-and-away status. Even if some of the grounds are still to be decided, tell us what you know so far, and update it as we go.
We need greater information on the teams: coaching staff, local grounds, team rosters, logos and colours etc.
We need contact details – how do I contact my club and volunteer? How do I show my support? Can I become a member? How about foundation membership packages?
Finally we need news feeds and updates. The ARU could be releasing updates on the NRC with comments from Bill Pulver and rugby icons – names that draw press coverage and will raise awareness of the game. These releases will not be revelations each time, but it is about keeping rugby relevant and fresh. These simple updates could be managed via the ARU website, with the more meaty announcements being pushed through bigger media outlets.
Active things are a little harder because they require resources, but I would like to see engagement with the local community.
In my case, I will be supporting the North Harbour Rays.
I want to get the word out to every rugby club on the north shore, or in the geographic area the Rays will cover. The message is that while not all clubs are officially linked, we still represent you and want your support. I would give a discount membership to anyone who is already a member of a local rugby club.
Local businesses must be engaged to help promote the club. This would mean informing them about the new club and how it represents their community. I would like to see a Rays sign in every local business’ window promoting the inaugural match and supporting the team. A range of supporter ideas can be presented to small businesses, but they could have their business listed as supporter as well.
Support and sponsoring is not just about finding a company to give lots of cash, it is about spreading the word to the people and driving some passion about their local team. A good example of this is the fanatical support for Manly in the NRL among residents of the Northern Beaches. It’s a recipe for success worth replicating.
Finally, local schools should be approached. My boys are in primary school and they have been inundated with support from the AFL. While rugby doesn’t have the resources of the AFL, we could be offering free tickets to school kids to get them to games. Once kids get excited about the game they will want to come back.
I have read comments from the ARU that NRC is funded through the TV rights and is not dependent upon ticket sales. This is an exceptional start to this competition and they should be applauded for building this platform, but the success of this game is not just about funding it for the first year or two. It is about capturing the hearts and minds of the people and building passionate support for the game, especially at the targeted level.
This means we want people at local games, we want people to wear the colours, we want people to get excited.
I know it is still early days, and some of my suggestions are not easy to accomplish, but we have to get moving if we want to make the most of this opportunity.
I am willing to do my bit to help the game I love, and I am not alone.
What else do you think we can do to help the NRC get off to a flying start?
The Roar received this comment from Andrew Fagan, who is the GM – National Teams and Rugby Operations at the ARU in response to this article.
“Hi all – thanks for all the interest in the NRC – there is certainly a lot going on and over the next two months you will hear all about it. Given this competition was only formally established a little over 3 months ago, the 9 teams and the ARU have undertaken an enormous amount of work to ensure that not only does the competition deliver on its stated goals but importantly (particularly given the history of the ARC) that it is sustainable and viable. That is where much of the focus has been since mid March and I am pleased to say that on Monday this week that the ARU Board formally endorsed all of the major component pieces that have been developed to underpin the NRC.
The 9 teams have been focussed on establishing their financial security, as well the establishment of corporate identities, venues and related agreements, staffing, sponsorship, player contracting, club alignment, fan engagement, ticketing structures and much more. I have been extremely impressed with the their contribution, passion and output.
The ARU has been focused on the plethora of formal Agreements that provide rigour to the team’s participation in the NRC (and security for the competition’s future), the establishment of the draw and associated travel and logistical arrangements, the development of marketing, communication and media plans, development of the law innovations, tournament rules and procedures, broadcasting and streaming arrangements, kit design and production, player contracting rules, competition sponsorship and the like.
With Super Rugby nearing the pointy end, the France Series successfully completed, ARU Board sign-off received and the work referred to above complete we will now focus on a strong 7 week campaign of promotion that will have the teams profiled (this has already started on Rugby HQ (the Macquarie Uni North Harbour Rays were on last week and the Sydney Stars tonight) and all major elements of the NRC launched (draw, team kit, broadcasting, sponsors, law innovations, venues, ticketing etc).
I hope this has helped provide a little background for you. There was a lot to get done to get this right and ensure it will deliver on its strategic imperatives for many years to come. We didn’t want to start releasing details until all the detail was squared away appropriately. With that now done, look out for the first series of announcements next week!
I will try and jump on regularly to answer any other questions that might pop up. Thanks again for your support and interest in the NRC. It will be a cracking season!
Cheers
Andrew
GM – National Teams and Rugby Operations, ARU”
Join The Roar rugby editor Christy Doran, former Wallaby Matt Toomua and a cast of regular and special guests as they look at the biggest issues in the game on The Roar Rugby Podcast. If you’re looking for great odds on the next game check out Aussie bookmaker PlayUp. Chances are you’re about to lose. Set a deposit limit.