On Monday, 12th July, Bruno Cullen announced he is stepping down as the CEO of the Brisbane Broncos as of the 31st December of this year.
With all his knockers, myself sometimes included, he has undoubtedly been a long term servant of the club (since 1989). But with this impending change the question is asked, “Who should be the next Broncos CEO?”
Many people will put their hand up, myself included, without looking at the ramifications of the job.
First of all, the Broncos have the greatest profit out of any club in the NRL – which is still not a great profit in comparison to the other organisations and sports clubs of the world.
So one must be able to keep the profit in the positive and also greaten these profits in the coming future and possible coming Global Financial Crisis Mach II.
Another important part of the CEO job is making the Broncos noticed around the local community (Brisbane and SE QLD), the broader community (QLD and Australia), and the world (both the Rugby League World and the non-Rugby League World, just as the EPL has).
The final component that is vital to the CEO’s job for the Broncos is its image – this is in all areas.
They need to ask the Marketing Manager to step up their game. They need to make sure the Website is easy to follow, looks great, and take ideas from other companies and sports clubs (i.e. Everton, New Orlean Saints, etc.).
They need to make sure they can keep the players presentable and out of trouble as much as possible, along with the rest of the club (aka Alfie Langer).
This is the extent the new CEO should be going to to address the need to be a fully functional sporting team in the 21st Century.
So with these things to be addressed, the question comes back to: “Who should be the next Broncos CEO?”
I believe one of the best people to choose from are those amongst the fraternity of those who love the game to see it move ahead – a player. But I also believe in objectivity and this really can only be offered by those outside of the circle of Rugby League, and possibly Australia.
But for argument’s sake here are some nominations.
Kevin Rudd – No, I am not talking about the former P.M. although I think he could offer some results (as he let us know in his farewell speech).
I am talking about Kevin Rudd formerly of the RLEF.
In his tenure as the CEO, he saw the game expand into more countries than ever before, he also saw the expansion of professional and semi-professional clubs into France and Wales, with Lebanon to follow suit shortly.
He also saw the start of European Cups, Shields, Under 21’s, 18’s and 16’s, MENA cups and much more. During his time, Rugby League has seen more interest than ever before.
Mikhael Shammas – He has the talent, the love for the game and the degree behind him to do the job.
He has a B.A. in Social Behavioural Sciences a M.Sc. in Sports Leadership and an ALM in International Management from Harvard (specialising in the construction of a cultural legacy through sport).
He founded the Wolves RLFC in Lebanon and is now founding the Boston 13’s RLFC in the AMNRL. He has previous experience and is a young and forward thinking person who can take the Broncos to the next level.
Laura Sankey – She is the SVP (Senior Vice President) of Marketing and Sales of the Green Bay Packers, she has a proven track record and the Green Bay Packers are a globally known sports team from a single country game.
The interesting point here is that she would know how to increase sales (especially of tickets) as the Green Bay Packers have sold out their stadium for more than 70 years. The stadium (since 1957) seats 72,928, whereas Green Bay only has 282,599 residents (as of 2008).
She would also be the first female CEO in the Australian football codes.
This, I think is negligible, but it would still be noticed.
There will be others.
But, if I was on the selection board for the Broncos, I would be looking at these three. They all offer forward thinking, and all have track records.
They also seem to be able to ask the hard questions when needed, and this is a necessity for the new CEO of the Brisbane Broncos RLFC.
Bam Bam
Roar Guru
Thanks M1tch, we NEED to look outside. If we have learnt anything, it is there is always someone better than yourself at the job. Even if you're number one in the world at something you can still learn and adapt from others. Point in case, Roger Federer when he hired the Aussie (Coach Roach) who coached him when he was number 1. Up until then he taught himself. And there is no doubt in my mind that the NRL does have areas to work on, and the Broncos do also. Gallop is good at managing, not necessarily leading. Same as Bruno Cullen, but we need leaders, not managers, to be CEO's. We need managers in other areas - like player management, PR collateral damage (like Gallop has done well with the NRL's stars mishaps over the past). Let's hope the Broncos choose someone who other clubs will look at as a groundbreaker and will then try and choose people like them for their future CEO's. Leaders within the NRL community at the moment are: Michael Searle, Russell Crowe and Greenburg.
Bam Bam
Roar Guru
Brett, I was reading the Courier-Mail today and someone did an article on this topic. Unfortunately I cannot find it on their website. He believes that the Broncos should look for someone who can take the Broncos to overseas matches, especially China and Hong Kong. He puts some great points across, and I agree with him, in this climate the Broncos do not need a conservative, they need a forward thinker who will take the Broncos to sold out crowds week in week out. They need someone who will make the Broncos world known, and make them more known than the Denver Broncos. And, like you said Brett, financially successful.
Mick
Guest
Peter Parr...doubt if he'll be at the Cowboys next year. Our club snubs local talent? Why???
oikee
Guest
1.5c during the world downturn, i thought you might have picked uip on that. If you ever were going to buy these shares, now is the time, or at least wait until they appoint the new CEO, Like i said, they need the Packer lady for maximin results. :) Dont say i did not tell you. ;)
Brett McKay
Guest
Oiks, 1.5c return in 2 years (after 19 years of nothing) isn't anything to rush forward your retirement plans with, I think I'd be rethinking that wealth creation strategy of yours for the moment...
oikee
Guest
Thanks for pointing that out Brett, if they get the woman, i will buy some shares. :) If ever a company could triple there profits, it is the broncos, a goldmine waiting for a bussiness leader with nouse.
Brett McKay
Guest
Corey, I'd reckon if you put this question to the Broncos shareholders - they're a public company; ASX code BBL, current share price $0.330 - I'd reckon they'd ask for a CEO that will pay them a dividend. Despite having "the greatest profit out of any club in the NRL" as you suggest here, they've only paid dividends to shareholders in 2008 (0.005) and this year (0.010). And they've been on the ASX since 1989...
oikee
Guest
Would have to go for the woman. If there is one thing that has been a total failure at the broncos is, the fan base. By now they should have a sellout crowd for every home game. 50 thousand plus members and the game should be looking for a second team around Brisbane. Anything less is failure. This woman seems to undestand this, hense the Packers are a known brand worldwide.
M1tch
Roar Guru
Once again, Rugby League administrators being contempt..
M1tch
Roar Guru
If the game had the money - id talk to the guy who own the New England Patriots, not long ago they were stuggling, he turned around the team and they've won 3 superbowls in last 8 years I think the game needs to look outside and your article is right on the money
Bam Bam
Roar Guru
Very true. At the end of the day the Broncos need the best person for the job, someone who will take it forward, not allow it to stagnate because they think it is going pretty good. Because complacency is the worst type of business.
Beowulf
Guest
Ribot is owner of the Ipswich Jets. As such he would have a conflict of interest (yet another one for him). Here's a conspiracy theory..........I reckon he is stalling the introduction of the independent Commission to cut a deal to get his team (Ipswich) into the NRL at the expense of one of the two top contenders (Central Coast & Perth). Nothing would surprise.
John
Guest
Anybody but Ribot.
Steve Kaless
Roar Guru
Liz Dawson of the Adelaide Rams was the first female CEO in the football codes. What sort of CEO as depends on the structure of your backroom staff. Here is one from left field. Darren Smith? A former player who I'm pretty sure had done the necessary degrees.
Bam Bam
Roar Guru
I agree M1tch, I would keep Mikhael in the US, but the Broncos need someone who can move them forward. Bruno has built a solid foundation, but the Broncos needed to move faster a couple of years ago onto season memberships and they didn't. I think the Rabbitohs overtook them this year for ticketed members, which is a disgrace to a team that get at least 25k to a game. I think Laura would be enticed by the prospect of being a CEO as compared to an SVP of marketing and sales. I think Kevin has the forward thinking and a great track record, and there will be plenty others that are even on our shores that can do the job. I honestly believe that the NFL has the best marketing strategy in the world for sports and we should be looking to take their knowledge and bring it over here and use it. Hopefully we see a club lead from the front (which should be the Broncos due to the amount of resources they have at their disposal) and the rest follow suit.
M1tch
Roar Guru
I'd keep Mikhael in the USNRL Corey we need guys like him involved in the game in the States, Laura not sure would she would go as the CEO of a foreign code - perhaps though worth a talking too for the NRL overall more memberships I like Kevin, has done great amount of for the game internationally and I think he could do wonders in the NRL
Rikki-Lee Arnold
Roar Rookie
Petero is doing a Business degree... but I think even that's a while away. Go the woman :)
Brucy B
Guest
I would go for Big Petro..
Rabbitz
Roar Guru
Brian Waldron? (Sorry I just couldn't resist)