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Rugby league expansion pack: Where to next for the NRL?

29th May, 2016
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(NRL.com)
Expert
29th May, 2016
144
2796 Reads

With precious little in the way of club rugby league to discuss this weekend, and with State of Origin coverage reaching saturation point, I decided to switch the focus from the paddock to the boardroom.

I am trading footy phrases for corporate clichés, as the smell of mahogany and cheap leather has me in the mood for some blue sky thinking on the topic of expansion.

National Rugby League CEO Todd Greenberg, in his previous role as Head of Football, recently poo-pooed the idea of expanding the competition during the current broadcast deal. However for the sake of this article, I am going to assume that Todd wakes up one morning and is overcome by a sudden wave of endeavour.

The idea strikes him with the force of an Adam Blair late shot – it’s time for the NRL to expand to an 18-team competition! He runs to his open bedroom window, and shouts at Greg Florimo to put down his Bears placard, get off his front lawn, and get his franchise bid in order.

The following will be a helicopter overview of the most desirable candidates to receive a license as the National Rugby League’s 17th and 18th teams. And I’ll be happy to take any questions offline.

Perth

The West Coast Pirates are ripped and ready to go. They even have their own Wikipedia page! Despite the rapid demise of the Western Reds, for which I heap most of the blame on the broad shoulders of Mick Potter, Perth still boasts a healthy rugby league participation rate, indicating legitimate fan interest.

This is backed by a strong average crowd of approximately 20,000 people when the NRL has taken a club game to Western Australia over the last three years (a figure made even more impressive by the fact that these fans paid to watch the Warriors run around).

Without another team located within 1000km, a franchise based in Perth would have unchallenged access to any available corporate support. Surely the notoriously charitable Gina Rinehart would be good for spare million or two in third party agreements.

The Pirates also have a centrally located and recently redeveloped stadium, meaning upfront expenditure would be minimal. And most importantly to the NRL, Perth’s location two hours behind Sydney would create scheduling opportunities for the broadcasters.

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A four-game, 10-hour Super Duper Saturday marathon on Fox Sports would have Murdoch and his boys drooling, although surely having Braith Anasta appear on screen for that many consecutive hours breaches some form of broadcasting regulation.

For all the positives that a Perth-based franchise offers, the logistical concerns are huge. The operational costs of spending half the season 10,000 feet above the Nullarbor would be massive, and something the NRL would need to subsidise. There would also be a legitimate concern around player welfare, as considerable recovery time would be spent in transit. Also, it’s too hot in Perth.

Brisbane
Western Sydney is often called the heartland of rugby league. The 45,000 spectators who pack out Suncorp stadium every other week might have something to say about that. Brisbane is a league-obsessed city offering abundant corporate support, existing infrastructure, a world-class stadium and fans willing to shell out their hard earned cash to fill it regularly.

It’s no coincidence that the Broncos have been the most successful football organisation for the last 20 years.

The possibility of huge crowds streaming through the turnstiles at Suncorp stadium each weekend is financially enticing, but the media opportunities are positively mouth-watering.

Rugby league is a sport founded on fierce rivalries, with the epic Cowboys v Broncos encounters being the latest example. An all-Brisbane blockbuster would induce a form of town pride inspired rum rage not witnessed since Expo 88.

There is an argument that an additional side in Brisbane would dilute the support for the Broncos. To me, that sounds like the sort of self-serving bile Wayne Bennett would spew forth to protect his club’s enviable positioning in the game. Melbourne is a clear example of an Australian city which happily accommodates large fan-bases within a small geographical area.

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The Central Coast
Ahhh The Bears. Every Sydneysider’s second-favourite team. Since the ill-fated arranged marriage between Manly and North Sydney was swiftly annulled, Greg Florimo has been ranting and raving to anyone who will listen that the Central Coast is the perfect candidate for readmission into the NRL.

He reminds me of the wimpy kid who gets kicked out of the group at school, and mopes around the playground until his friends let him sit with them again. Those were tough years.

The Central Coast sports a large population who live and breathe rugby league. Junior participation is massive, giving any side based in the region a rich nursery from which to develop local talent. The presence of a purpose-built rugby league stadium, nestled serenely on the stagnant Brisbane waters, is an additional boon to any expansion bid.

But unfortunately for Greg and his hibernating Bears, what the Central Coast does not offer is any point of difference from an NRL perspective. Corporate opportunities are severely limited, and from a broadcasting point of view, the Bears would be viewed in a similar light as Newcastle or Canberra, which is to say, invisible.

And it doesn’t help that those living between Peats Ridge and Wyong are existing NRL supporters, so the league does not achieve a net gain of new fans.

New Zealand
In theory, rugby league in New Zealand works. In theory, so does communism. Australia’s little brother is blessed with some of the finest physical specimens the Almighty could fashion, a healthy appetite for the 13-man game, and a couple of cities ready and willing to accommodate an NRL franchise. So what could possibly go wrong?

If the New Zealand Warriors are any indication, pretty much everything. Well, maybe that’s being a little harsh. The Warriors have been fortunate enough to enjoy stability in the boardroom and have made a couple of grand finals, but they will always be viewed the game’s great underachievers. The performance of the team this season is a perfect example of the enigmatic and ultimately infuriating character of this side.

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So should we add another team in New Zealand if the existing one has yet to truly solidify its presence? I think so.

An additional team across the ditch would boast a hungry fan-base, abundant corporate opportunities, broadcasting flexibility, an existing stadium, and an instant rivalry with the Warriors. My ballot for the upcoming election will have less ticked boxes.

Central Queensland
From Brisbane to Townsville there exists a 1300-kilometre streak of sunshine rife with league-deprived Queenslanders who are desperate for a team to call their own. Rockhampton would seem the most likely location to base a Central Queensland franchise.

But despite massive spectator interest in the region and the broadcasting advantages which come with any new Queensland side, Michelle Jenneke would struggle to clear all the hurdles in the way of Rockhampton getting an NRL team.

Firstly, cost is a major issue. A new stadium would need to be built, and while initial funding may not be a huge issue, return on investment would be. Rockhampton has a population of around 80,000 people, so to fill a new stadium, a quarter of the town would need to front up to each home game.

Secondly, corporate support would be challenging. Agriculture is the predominant big business in the region, which is not an industry familiar with the provision of third party agreements or stadium naming rights. However the mental image of an NRL player on horseback doing a spot of mustering on a local property to thank a wealthy investor is somewhat comforting.

Any team situated so far North of Sydney would also face the same logistical hardships as the Cowboys currently confront on a weekly basis, namely the draining and time-consuming travel. But for all the challenges facing a Central Queensland team, there is something undeniably appealing about the idea of giving a team to the people who most deserve it.

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Others in contention
Port Moresby would be a fantastic option, but not just yet. Security concerns and cost would be too much to overcome at this stage. Ipswich is another contender, but I see them as the poor man’s Brisbane. Adelaide? Nah. Perhaps another team in Bondi? At least if you spread the Rooster’s squad over a couple of teams, they might sneak under the salary cap.

Verdict
If it were up to me, and luckily it never will be, I would opt for Brisbane and Perth. Financially, another team in Brisbane is too enticing to pass up. The local fans have proven they will support their home team both by buying tickets to games and religiously tuning in at home.

Perth gets the nod due to its combination of outstanding existing facilities, lucrative corporate opportunities and a broadcasting point of difference. Over to you, Todd.

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