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NRL chief executive David Smith, at a meeting of rugby league stakeholders on Monday, made his intentions for the code clear, declaring that rugby league will be the biggest sport in the country in five years’ time.
For those who have lamented the NRL’s lack of planning and ambition, it was a welcome change to hear the rugby league head honcho being quite bullish when discussing the future of the code.
Smith’s optimism stems from extremely impressive financial figures, which were detailed by Brad Walters in Tuesday’s Sydney Morning Herald.
The numbers include a $49.4 million profit for the NRL during Smith’s first year in the job, with broadcast revenue worth a whopping $221.3 million.
Smith indicated he would like to see the NRL’s other revenue sources match that figure by 2018, meaning a substantial increase in sponsorship, gate receipts and club members.
Specifically, by 2017, Smith wants sponsorship to increase from $20.6 million to $36 million, gate receipts to increase from $32 million to $62 million, and NRL members to double to 400,000, which would bring in an extra $50 million.
Big numbers indeed.
Though Smith never mentioned the AFL, his intent is clear for all to see: for the NRL to be the number one football code – if not sport – in the country.
“We’ve got a good story to tell about rugby league and it is a story we think sits as well in the business section as the sports pages. Many of you have heard before that rugby league is a big enterprise so we need to think big.
“Wind the clock forward five years and we will be the biggest sporting community in Australia, we will have hopefully gone through the next [broadcast] rights deal and seen a big uptake in the value of our rights and we will have more people playing the game, more fans watching the game and better stadiums.”
Smith signaled the war chest of funds would be used to grow the game, with expansion plans back on the table, along with a proposed second-tier competition that would bring the NSW and Queensland Cups under the NRL flag, with the winners of the two competitions facing off on NRL grand final day.
Though we’ve heard impressive numbers tabulated before, along with countless promises of ‘growing the game’, this is the first time we’ve heard such aggressive objectives, with specific timelines.
Smith’s speech was obviously tailored to his audience, yet it’s clearly evident he has big plans for the NRL and wasn’t afraid to discuss them.
For too long, rugby league has been somewhat the laughing stock of Australian sport when it comes to how the game is run. That perception is harsh, yet not totally unjustified.
Whether it was the Super League war, off-field incidents, the Sydney-centric media, poorly-run clubs or simply a failure to fully captilise on the strength of the game, there has always been the opinion that rugby league consistently shoots itself in the foot.
Additionally, the code has also been accused in the past of lacking direction and a strategic plan.
Yet now, with a great product, strong financial numbers and what appears like even stronger leadership, the game is poised to fully captilise on its popularity.
And it seems like Smith isn’t shy of aiming high.