What does a Sharks move mean for NRL?

A News Corp article published yesterday has caused controversy by claiming that the NRL is considering relocating the Cronulla Sutherland Sharks to Queensland as a result of the ASADA investigation.

While it is obvious that readers should always take News Corp articles with a grain (or a truckload) of salt, both the Sharks’ and the NRL’s denial of the situation does have that familiar “the coach has the full support of the board” feeling about it.

It is important to be skeptical of such claims, but in the world of rugby league gossip there is often not smoke without fire.

But how would such a move be executed and what would it mean for the club and the competition if these claims are found to be true?

You have to feel for the Sharks and their fans. They seem to be the perennial whipping boys of the NRL.

Whenever there is talk of expansion or rationalisation there are two clubs that always get mentioned: The Panthers and the Sharks.

The Sharks are currently sandwiched in by the St. George Illawarra Dragons from both the north and south and moving the Sharks would, hypothetically, allow the Dragons to claim the entire southern region of Sydney, stretching from the north side of Botany Bay, all the way down the South Coast of NSW.

One of the Dragons’ biggest strengths is its brand. The ‘big red V’ has a strong reputation of prestige and a proud history of premiership success while also boasting a number of legendary players.

Allowing the club to secure a substantial geographical and populous chunk of Sydney would help the Dragons consolidate themselves as a super club; something the NRL will be relying on as it seeks to grow its national and economic footprint.

However, there is one small problem: the Sharks and the Dragons are rival clubs and fans would likely be hostile to the Dragons’ incursion.

It is possible, though, that with strategic promotion and a winning culture a new generation of Shire folk may adopt the Dragons, but perhaps we could let North Sydney act as a case study in this instance.

Another reason why the Sharks have left themselves vulnerable to relocation is that they have failed to build a strong brand.

While they have boasted some superstars over the years, such as current NSW captain Paul Gallen, Andrew Ettingshausen, Mat Rogers and even personalities like Beau Ryan, it is difficult to build a profile when your club can’t boast a single premiership in 46 years of existence and only three grand final appearances (one in Super League).

It is possible that had the Sharks built a stronger brand, like the Bulldogs or South Sydney, they would not be in the same position they are now.

Strategically, a move to Queensland for the Sharks would open a lot of doors for the NRL.

Firstly, it allows for expansion into Queensland without adding to the current 16 teams. This in turn would free up two spots in an expanded 18 team competition for non-heartland areas such as Perth, Wellington or Papua New Guinea.

Alternatively, it could also allow for the attractive Central Coast Bears bid to fill the enormous gap north of the Harbour Bridge without overcrowding the NSW market.

But is a relocated Sharks club even likely to succeed in its new home?

While there are a number of potentially lucrative expansion targets, both Perth and the Central Coast have put a lot of hard work into their respective brands. To undermine these two bids by forcing the Sharks onto their regions would not just be counterproductive, but also risks alienating the community.

This leaves Queensland. While there are several Queensland regions vying for a franchise, noticeably little has been done to establish brands for each bid (with the exception of the Brisbane Bombers).

However there are two very clear obstacles for a potential Queensland Sharks move.

Firstly, as discussed, the Sharks have struggled to develop a strong brand, and with any potential move being the result of an ASADA finding, a new region may not be receptive of their new team.

Secondly, Queenslanders are staunchly parochial and, judging by the comments left on News Corp sites, they don’t want “a discarded, second-rate Sydney club dumped on their doorstep.”

They have their own proud rugby league traditions and would want to feel like their footy culture is being valued.

Ultimately the NRL needs to ask these questions before making any major decisions: Can league survive in the Shire without the Sharks?

Will their new home accept them?

Will expansion into a new region offset the damage done by uprooting a well-established club?

Let’s hope the NRL knows the answers.