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I remember buying my first NBA jersey with the number 23 and the name Jordan on the back. Michael Jordan owned that number 23.
When Cristiano Ronaldo switched from Manchester United to Real Madrid in Spain, it broke all records for a single player transfer.
However, the Spanish club claimed sales of branded shirts and other ‘Ronaldo memorabilia’ have already seen them recoup a substantial amount of the then 25-year-old’s transfer fee.
It is stated that more than 1.2 million shirts with ‘Ronaldo 7′ on the back have been sold in the Spanish capital alone, with millions more thought to have been bought up elsewhere in Spain and across the world.
In another example, LeBron James’ move back to Cleveland in the NBA has resulted in jersey sales going through the roof – and that’s not just any sales – that’s James jerseys. And he hasn’t even decided on his number yet. He wore the No. 6 in Miami, but wore 23 on his previous stint in Cleveland – so fans are buying up both sets of numbers just in case. That’s revenue for the NBA and advertising you just can’t buy.
Now obviously, that is player branding to the max. I get it – rugby league is probably never going to attract that sort of global appeal. However, there is so much more opportunity to market teams and players on another level which will attract more revenue for clubs and our game – as well as allow players to build their brand and become true Super Stars.
Ok, for those of you who don’t live and breathe rugby league, this is how it works now. Every week, players wear numbers 1 through to 17 – the number reflecting the playing position. This may change slightly game to game depending on late withdrawals, but generally the numbers will remain the same.
Now take Johnathan Thurston for example. ‘JT’ wears the 7 for the Cowboys. He is one of league’s most marketable players due to his skill and likability. JT is probably the world’s best halfback. But do you think you can walk into a sports store and buy a Cowboys number 7 jersey with Thurston’s name on the back?
The answer is no.
If he’s injured or missing games during the Origin period – his replacement slots in and wears his number 7.
Fair enough you say. But how about building a brand for that player. Can you imagine another player wearing Jordan’s 23 when he was injured?
The way the NRL should be thinking is to adopt a system as they use in every major football league in the world. At the beginning of the season, teams determine the squad and playing positions – and numbers accordingly. They then lock that in for the year.
Players should be assigned a number for the season – 1 through to 17 based on their position or likely position for the year. That’s it. If Thurston is assigned 7 – then that’s his number for the season.
Jerseys can be sold based on that.
I’m fully aware Super League tried a system in the mid 90s of players picking numbers for the season and having names on the back. This was on the right track, they did so with marketing in mind but they got it wrong.
It didn’t work because it was left to the players to pick their number and they were picking numbers like 55 and 42 – simply because they liked the number. As a result when the two competitions joined again to form the NRL, the numbers idea was scrapped.
I see the argument that but Round 26 we will have players wearing the Number 12 playing in the centres, or players wearing number 1 playing in the halves. But, surely the NRL has come to that point where we know enough about our great game it’s not about the number on the back.
In time, that number will become more synonymous of that player than the position he plays.
As for the name on the back. We have a slight problem of teams selling advertising space where the players name should be. Well, you would think they could find room underneath the number for that sponsor.
And surely, having increased revenue from the sale of jerseys will be more beneficial to a club and to that sponsor than selling advertising space at the top of the jersey.
I have no doubt we’d be seeing more Roosters jerseys with ‘Williams 11′, and Rabbitohs jerseys with ‘Inglis 1′ on the back walking our streets. Which in effect is a walking ad for our game – and helps build a brand.
Think big NRL. Think about the big picture.
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