In the first of a two-part interview, NRL media and communications director John Brady talks expansion – and why the NRL won’t be jumping the gun on adding new teams if this would compromise the evenness which has underpinned recent success.
Expansion has been the word on everyone’s lips in Australian football circles over the past two years.
The AFL, chequebooks at the ready, has launched an audacious bid to target key rugby league markets in south-east Queensland and Western Sydney.
Super Rugby, after bringing in the Western Force, has now broadened into Melbourne. And soccer’s embryonic A-League has thrown caution to the wind, adding new teams in Queensland and Melbourne and getting set for a new Sydney outfit despite a litany of financial concerns at existing clubs.
By contrast, the NRL – after resurrecting the Gold Coast in 2007 – has displayed what some detractors would characterise as an overabundance of caution.
But for NRL media and communications director John Brady, the fact that there are clear opportunities for adding new teams on the Central Coast, Queensland, Perth and New Zealand – some of which would help to truly justify that ‘National’ moniker – is only half the story. (The full transcript of the interview is available here.)
In fact, according to Brady, the NRL has “a certain amount of reservation about the ‘dot in the map’ theory”.
“The game’s focus is on broadening its interaction with fans. But that may or may not be by being in new areas. And it may not always mean by bringing in new teams.”
For the NRL, the cornerstone of its broad strategic objectives remains the same: ensuring that it has the structures in place to ensure the even competitions which have driven strong crowds and ratings growth over recent years.
The NRL’s primary aim, Brady says, is “to build a competition that people want to follow, because of the excitement that it produces, and the talent that it produces, and because of how close it can be.”
“It’s not that you don’t expand at any stage. But your expansion can’t risk that.”
The troubled recent history of NRL expansion – with a number of frontier teams failing or being forced out in the aftermath of the Super League war – means that the game’s administrators could justifiably be a touch gun-shy.
But Brady is adamant that the League has emerged from earlier troubles bearing lessons, not scars.
And from that point of view, the addition of the Gold Coast to the NRL in 2007 after a long campaign for re-admission is a case in point.
Originally, the Titans “wanted to come in at a time when we weren’t looking to expand”, says Brady. “We knocked them back many times over because their bid needed strengthening. At the time, the NRL… wasn’t going to introduce a team until it got a better look at its medium term revenue.”
With an expanded television broadcast contract delivering more certainty around funding, the Titans eventually got the nod – at a time when both they and the NRL were in a much better position to capitalise on the game’s strength.
“Had the Titans come in a year early – even though our comp was going ok – when funding levels were less secure, when the Titans were still [only] almost there with a business case but didn’t have a team or a stadium and may have taken a few years to get one, I doubt they would have survived that first period. [Ultimately], they came in at a time when they were very strong.”
Brady’s formula for expansion is this: “the new team has to be able to bring value to the competition, both in terms of the amount of money the competition can generate as well as competition on the field. At the same time it’s got to come in at a time where the competition can bring value to the new team.”
Proponents of expansion would argue that with crowds and ratings up and a number of potentially convincing bids in the works, now is the perfect time to look at expansion again. And Brady agrees that upcoming TV broadcast rights negotiations provide the perfect opportunity for again looking at expanding the NRL’s frontiers. But he reiterates that it isn’t simply a matter of more games equaling more dollars from sports broadcasters.
“Most people think more games mean more money,” says Brady, “but the truth is that’s not the case. The strength of this competition and this era of the NRL has been to always have more good games. More good games doesn’t necessarily mean more games overall.”
“If you go back a few years in rugby league – and in other competitions today – you would have teams that are no hope of winning the competition and matches that were pretty predictable.”
“The thing that makes value for sports broadcasting is to have a good contest almost every time. That’s what attracts audiences. It’s not about attracting air time, it’s about attracting audiences and having people want to watch it.”
“So simply putting some more on isn’t going to guarantee you more money, putting on something people want to watch is.”
“That balance is established pretty well over the last few years. So if you bring a new team in, it’s got to be on the basis that you’re able to maintain it”.
What all this reinforces is that while the NRL is certain to look very carefully at all expansion options during negotiations for the next TV deal, any potential broadening of the competition will be heavily scrutinized.
Prospective bids will have to comprehensively demonstrate that they have the financial resources and the business nous to compete, unsubsidised, on a level playing field with existing clubs.
And for all the zeal surrounding expansion in some sections of the NRL community, most fans would agree that this is the way it should be to gain admission into an elite professional football competition.
The danger, according to Brady, is to say “’we’ve got to put a team there because a team will work there, regardless of whether it suits the competition, regardless of who’s running that team, regardless of all the factors”.
That is sentiment which wouldn’t be lost on some other sporting administrators currently grappling with the consequences of a headlong rush towards expansion.
Col the Bear
Guest
the CC Bears are averaging 3 to 4 events every week..and a solid calender until the end of the year.. our official website www.centralcoastbears.com is updated every week...The CC Bears want this .. and they are proving to the NRL how much they want this...we have an army of Volunteers helping out everywhere.. now that shows commitment and dedication...and all working for the same cause and thats to get the Mighty Bears back in the NRL for 2013...
Mr.R.B.Bear
Guest
Plus it really benefits three teams which are struggling in that regard. Manly and Newcastle would savour or at least should savour at the prospect of playing essentially 4 sold out games home and away with the Central Coast Bears in the NRL. The benefits also outweigh the negatives, the fan base of the Central Coast Bears is constantly growing. The commitment and passion from everyone has been great. Let's be vigilant though. Central QLD's bid is looking really nice except for the stadium commitments. Bligh's on side but she won't be around much longer. Lib's haven't shown much interest in building a stadium in Central QLD. Perth of course have their stadium and now with the government owning it and it being on the FIFA world cup bid plans look out for upgrades soon. Their bid is also growing and has great community support. And now Wellington have apparently stepped back into the scene by reports with their own bid. Ipswich has been very quiet since their intentions to also apply for an NRL license but something could be in the works behind the curtains. However by that interview it seems that the NRL want to look at a Gold Coast-esque community built bid with self sustainability and plans for growth eg. Center of Excellence. If true to those words then the Central Coast Bears not only have achieved this but surpassed it already, still with a few months left before handing in the bids. But rest assured the Central Coast Bears aren't sitting on their laurels. They acknowledge that more hard work still needs to be done. Stadium - check Financial members (currently @ 2720) - check Community fan base - check Community support - check Community involvement - check Juniors - check Junior involvement & programs - check Junior support - check Major sponsors - check Local business sponsors - check Corporate support - check Public ownership support - check Private support - check Government support - check Equity - check Sustainability plan - check Merchandise - check Marketing strategy - check CCDRL & NSDRL support - check Away fan support (QLD & away Sydney) - check CENTRAL COAST BEARS... HIBERNATION ENDS 20.13... BRING 'EM ON!!
Jeff AKA wilder spirit
Guest
Had the world been short of 'Wilder spirits' Australia would only have Kangaroos and kookaburras playing sport!!, the furry/feathered kind!!. Come to Melbourne to watch ALL (or even Friday Night games) rugby league games on Ch 9, then tell me that the NRL leaders have not done such a bad job. Not to mention that farcical Salary cap (where rules change for the rich!!)
Beowulf
Guest
Agree - Central Coast for 2013 and only other teams when their bids are nearly as strong as the Bears (none will be THAT strong)!
Col the Bear
Guest
13/5/1994.. Round 10 North sydney v manly NSO to a record crowd of 23.089... to have the Bears back in the comp you'll have 2 local derbys.. a rivalry between CC and Newcastle, and also the ongoing rivalry between Manly.. lets resume where we left off...in 2013....
JimC
Guest
Brady's comments make perfect sense. I'm glad the NRL is run by pragmatists like him and Gallop and not some of the wilder spirits from the Roar. The Aussie soccer cabal are fuelled by hot-air and a sense of entitlement and look where that's got them!!
M1tch
Roar Guru
Crowd 60-70k Tv ratings in Sydney 700k plus
Crosscoder
Roar Guru
I still remember the 20,000 plus crowd that crammed in NSO when the Bears played Manly. Imagine the crowd and Tv ratings for a repeat dose in 2013 . One thing to also bear in mind,that having the Bears playing in Sydney adds to the derby feel.That brings in bigger crowds and creates higher interest on TV,adding further content value to FTA and Pay . I will be interested in the crowd and Tv ratings for the Sat nite blockbuster.
Sam H
Guest
Thanks mate. Yeah the situation in Melbourne is mind-boggling. We've seen pretty solid ratings for Aus and Storm games in prime time (200-300K yeah?). Sure they'd take a bath telecasting a live (or slightly delayed) non Storm final but the fact that the NRL doesn't have enough sway to make this happen all these years into the current deal is a bit of a worry. You can make an argument (as Brady does) that constant prime time in these markets isn't a clear cut case but not having any real exposure for the biggest (and best) games of the year is a joke.
Beowulf
Guest
That to me was John Brady's key message to all - if you want a licence, PROVE to us how much you want it. No one appreciates a gift - you only treasure what's been fought for with blood, sweat and tears, and the Bears have been fighting for 10 years. What doesn't kill you makes you stronger, and the CC Bears will be a major force in the NRL. Here come the Bears.....
Col the Bear
Guest
oh and Steve Ella just become our latest ambassador for the CC Bears..to add to the growing list with.. Joe Hockey ; Gina Jefferies,Miike Munroe.Mark Skaife(holden colours are Red and Black) and Matty orford, plus more.. and more about to be announced very soon..
Whites
Guest
Plus Perth helps put the NATIONAL into National Rugby League.
Whites
Guest
Bulldogs vs Parramatta was the Friday night game last year and had 1,213,000 viewers for the 5 City Metro ratings. Melbourne vs Brisbane was the Saturday night game and had 1,353,000 viewers(it was also live into Melbourne). SF1 last year, Parramatta vs Gold Coast, had 937,000 viewers. SF2, Brisbane vs Dragons, had 1,037,000 viewers. Both these games were only live in NSW and QLD. SF1 was up slightly this year while SF2 was way down owing to the fact last years game involved Brisbane and the Dragons. Just checked the TV guide and this weekends games are only live in NSW and QLD. Channel 9 believes those southern people really need to see Big Momma's House 2 for the 17th time. Dragons vs Wests Tigers should have at least 1,200,000 Metro viewers plus 700,000 regional for about 1.9 million nationwide.
Col the Bear
Guest
plus it's healing a huge wound.. it might not make to much a differance to many, but to me I see it as one ARL team (the Bears) and one SL team(the Reds) who both were put out due to the criteria ..and the rationalisation for 2000....
Col the Bear
Guest
to show how much the interest is in the CCBears now, just 2 weeks ago we hit 2500 members now 2720..we're growing approx 100 every week..and remember we haven't even been at it for a year yet.. not until Nov 20th 2010, then it's been 1 year since our CC Bears official launch.. So Where are the Bears next: 1st 2nd 3rd and 4th of October the CCBears stall will be set up at Woy Woy oval for the indigenous gala days.. this is on the back of just doing events last week of being at the Oz tag comp on the CC all last week.. and then this weekend, being at Harvey Norman at erina at the supa centa.. Kincumber festival and the CC senior rugby league grandfinals day(well done Ourimbah taking out their first major in 50 years).. day at EDSAAC oval long Jetty..plus another Bears@Work number 4 last thursday night..at gordon golf club. last monday we did a charity day for Bear Cottage.. the Bears aren't sitting around expecting a licence, we are going out working for it.. and thats how it should be.. and every NRL club should be out doing the same.. go and do membership drives, they should be doing them every week..the problem with a lot of the clubs, they get a little too cosy.. i'm telling you now.. you don't know how much you miss something until it's gone.. we'll appreciate that licence more then ever because we have known how hard it has been to acquire..
Beowulf
Guest
The fact JB stressed the Gold Coast experience to me is as good as screaming that the CC Bears will be in.....not really fussed who the other team is, but it will be interesting to see if Perth maintains its apparent favouritism or whether CQ or SEQ snatch the 18th franchise. There's a nice synergy with those two bids (Central COast & Perth) - one E.Coast, one West, one heartland, one new (sort of) territory, one low risk, one higher risk. I think their opposities actually make them an attractive pairing.
Sam H
Roar Pro
Thanks for the numbers Whites. Pretty positive reading for the NRL, as usual! Seeing as you are the TV ratings guru around here, want to venture a prediction for Tigers v Saints on Sat night? I can't remember what Dogs v Eels got in Sydney last year (or Tigers v Saints in 2005 for that matter) but you'd have to think it will give that figure a nudge...
Beowulf
Guest
Thanks Sam - another good article by the way....!
Col the Bear
Guest
also Sam they are looking at fast tracking negotiations for TV deals to the beginning of 2011.. I read recently..
Whites
Guest
Why don't we compare like for like. Week 2 AFL Finals 10-11 Sep Second semi-final FRI (Geelong v Fremantle) - 45,056 @MCG Capacity 100,018 - 45% full TV Ratings:(5CityMetro-1,053,000) + (4AggregatedRegional-200,000) = 1,253,000 First semi-final SAT (Western Bulldogs v Sydney) - 39,596 @MCG Capacity 100,018 - 39.6% full TV Ratings:(5CityMetro(10+ONE)-1,081,000) + (4AggregatedRegional-250,000estimate) = 1,331,000 This game did not make the regional or national top 40 for its main channel 10 broadcast. The 250,000 regional estimate is the maximum it could have had to fall just outside the top 40 nationwide. vs Week 2 NRL Finals 17-18 Sep Canberra Raiders v Wests Tigers FRI - 26,476 @Canberra Stadium Capacity 25,000 seated - 100% sell out TV Ratings:(5CityMetro-942,000) + (4AggregatedRegional-642,000) = 1,584,000 Sydney Roosters v Penrith Panthers SAT - 23,459 @ SFS Capacity 45,500 - 51.5% full TV Ratings:(5CityMetro-852,000) + (4AggregatedRegional-516,000) = 1,368,000 Notes -4 Aggregated Regional=SouthernNSW, NorthernNSW, Regional VIC and Regional QLD(TAS not available therefore inclusion of Tasmania may add 50,000-100,000 to the AFL numbers). -This is preliminary data only based on overnights. Overnight ratings are preliminary figures which combine Live and As Live viewing. Preliminary in that they do not include 7 day time-shifted viewing. -Depending on location, these games were broadcast live, slightly delayed or delayed by several hours. Sources thinktv.com.au tvtonight.com.au