Dear NRL, this is why the fans are walking away

Round 1 of the 2014 NRL season is now complete and the rugby league community is in uproar over the embarrassingly low attendance figures for its season’s opening round and the perceived lack of interest in the game. That much is clear.

What isn’t clear to some, however, is that the NRL only has itself to blame. Not the players. Not the commentators.

Those in the NRL with the power to change things. They are responsible for this.

Certain parties among the media must hold a lesser portion of the blame also.

The crowd attendance at this season’s opening NRL games made the brand look like a bush league. It was a truly pathetic sight.

So naturally, the excuses followed. It was a Thursday night and people had work the next morning. It was the weather.

Really? Go tell that to the 50,000 screaming Poms who attend a Wednesday night Chelsea game in the pouring rain on a regular basis.

The low attendance was due to one reason; the paying public are simply not buying what the NRL is currently selling.

The A-League (and overall interest in what we Australians call ‘soccer’) is growing stronger every year.

Manchester United and Liverpool both made trips Down Under recently to great fanfare. Italian giants Juventus and English heavyweights Manchester City will arrive in a few months.

The AFL continues to draw consistently large crowds.

Meanwhile, the NRL lumbers on, complaining about low attendance season after season without doing anything significant to attempt rectify it.

Insanity is doing the same thing over and over and expecting difference results. A wise saying, and one the NRL needs to hear.

So how does the NRL attempt rectify this situation? The game clearly needs a makeover. It needs to modernise the way in which it presents itself, without alienating its core audience.

Where to begin?

The shoulder charge
The shoulder charge is one obvious source of recent fan alienation. I’ve lost count of how many people I’ve encountered, once devout NRL fans, who have recently turned away from the game due to what they perceive as being a ‘softening up’ of the code they once loved.

Fans don’t want to see players injured, but they want to see the kind of big hits that brings them out of their seats. By ‘softening’ the game, the NRL has clearly alienated and driven away many of its fans without attracting any new ones.

Do I believe shoulder charges that result in contact with the head that can cause lasting damage be applauded and accepted? No.

In fact, I’m in favour of players being punished in some form or another when any kind of contact is made with an opposing player’s head. What I’m not in favour of is seeing a penalty given for what was, a couple of years ago, simply a ‘great hit’.

There have been countless shoulder charges over the years that were clean hits (shoulder to chest/shoulder to shoulder) that left the recipient feeling nothing more than a little rattled up while getting almost immediately back to their feet.

These incidents do not deserve to be penalised.

How do we solve this conundrum? Reinstate the shoulder charge, with the proviso that if one makes illegal contact with an opposing player’s head while doing so, they will suffer punishment – either through lengthy suspension, a hefty fine, or both.

In other words, you can lead with the shoulder but you had better make sure it’s a clean hit when you do so or suffer the consequences.

This way, players will still be punished for making dangerous contact, without the fans having to endure the irritation of seeing a player penalised for a clean big hit.

These are grown men, they understand the physical risks they undertake when taking the field. Nobody is forcing them to play.

Safety should always be a concern, but in a contact sport, there will always be certain risks involved. Abolishing all forms of shoulder contact was an over-reaction and one that has left many fans dismayed and disinterested.

The ‘no punch’ policy
This needs re-examining also. Obviously nobody wants to see a ‘coward’s punch’ on a football field. But do we really want to see mandatory sin-binning of players for simply having a heat-of-the-moment scuffle?

Remember when Benji Marshall and Mitchell Pearce threw a few punches each other’s way and were then friendly slapping each other on the back and laughing about it just moments later during the 2010 finals?

Did either of them really deserved to be sat down for that? It’s a situation that needs more consideration.

Each incident is different and some deserve harder penalties than others. Banning all forms of biff only adds more weight to the ‘game has gone soft’ argument.

Ask the players what they think about this. Nate Myles seemed far less concerned about Paul Gallen throwing a few at his chin in Origin last year than the NRL executives and media did.

I do not condone thuggery in rugby league. But the current ‘no punching policy’ could be more well structured than it is.

The super-stardom disease
No sooner had Sam Burgess agreed to leave the NRL for rugby union than he was suddenly lambasted in The Daily Telegraph for being ‘big headed’.

The entire premise reeked of bitterness and sour grapes.

In addition to being a ferocious player, Sam Burgess is blessed with a natural charisma. He has star appeal. Personality. The kind of thing that brings fans in through the gates.

Has Sam Burgess ever got himself into any trouble off the field? Ever behaved like a drunken lout, assaulted a club patron or worse? No.

And so long as he doesn’t, he should be encouraged, not discouraged, to play the part of ‘Sam Burgess, Superstar’ as much as he likes. In American sports, it’s called being ‘box office’.

Many in the rugby league community need to get over their chronic case of ‘tall poppy syndrome’.

The quiet, humble workhorse will always have their place in rugby league, but when I pay to watch a game, I pay to watch exciting, larger than life superstars, not everyday kind of blokes.

NBA Superstar LeBron James is renowned for being one of the most humble and good-hearted athletes in the world when not on the basketball court.

On the court, however, he is “King James”, “The Chosen One” (a moniker he has tattooed on his back); an ultra-confident competitor with loads of swagger and attitude.

And there is absolutely nothing wrong with this. It’s called being a superstar.

This is the LeBron James the American public pays to watch. They don’t want to see the good humoured, down to earth lad from Ohio while he’s playing. They want King James, Superstar.

Jarryd Hayne copped plenty of flak from those in the rugby league community for doing the ‘Hayne-Plane’ celebration after scoring a try. “Show pony” they called him.

When LeBron James does a stunning windmill-dunk on the basketball court, nobody in the stands yells out “Show-off!”

They realise LeBron is simply being what he is, a superstar, someone who not only competes intensely but also entertains the paying audience while doing so. LeBron is a star of his sport.

So too is Jarryd Hayne, but heaven forbid he extend his arms, have the swagger, wear the shades and carry himself like one with an unholy ‘I’m good at what I do’ attitude.

That sort of behaviour is frowned upon in rugby league circles.

And therein lies the problem. The NRL needs superstars to up the gate and increase interest in the game, but many in the rugby league community don’t want those players to act like superstars; to carry themselves as someone who stands out, is highly confident and worthy of the paying public’s interest.

In other words, act like what they are; better than us at rugby league.

Obviously we don’t want our players to get involved in idiotic behaviour off the field which tarnishes the game’s image, but as far as being allowed to carry themselves as stars, by all means do so.

It is possible to act like a star in your profession without being a troublesome jerk away from it. LeBron James has been one of sport’s biggest superstars for years and has never got himself into any kind of trouble away from the basketball court.

Presentation is everything
If players are presented as larger than life superstars, the paying public a more likely to perceive them as such and feel they are worthy of investment.

The NRL doesn’t want to pay it’s most appealing players like superstars either. The current system doesn’t allow clubs to do so.

I’m in favour of the salary cap, but it need’s adjusting. A ‘marquee player’ allowance has been discussed and needs to be implemented as soon as possible.

Don’t stop at one player, however – allow each NRL club to pay two ‘franchise players’ whatever they are capable of, exempt from the salary cap.

Were such a system in place, the Rabbitohs would have been free to pay Sam Burgess (along with Greg Inglis) whatever they wished.

They could have matched or surpassed union’s offer to one of the game’s most exciting forwards without having to worry about the salary cap.

Had they done so, Sam Burgess probably wouldn’t be leaving. Israel Folau would likely be playing in the NRL for the Parramatta Eels right now as well, rather than lighting up the union paddock.

You think players will stay with the NRL simply out of ‘loyalty’ or the love of the game? If so, I have a bridge I would like to sell you in Camelot.

Think about it. If you worked as an office executive making $200,000 a year and suddenly received an offer to earn $400k per annum to work in a different office across town for a rival company, would you not take that offer?

Of course you would. A rugby league player’s career can be cut short in a heartbeat. The risk of injury is always present.

They have to make what money they can, while they can.

Is Sam Burgess disloyal? Is he stabbing the NRL in the back? Is he a mercenary? No, no, and no.

Sam Burgess is loyal. He is loyal to himself, his family and his career prospects. This is not 1974, it’s 2014. Times have changed.

Right or wrong, sport is big business now. Sam Burgess is not at fault for taking the big money offer to play union. The NRL is at fault for not having a system in which Burgess could have been given the financial incentive to stick around.

Ditto Israel Folau. Karmichael Hunt. Benji Marshall. Sonny Bill Williams.

Attempting to portray these ‘traitors’ as selfish money-grabbers for accepting the big bucks to go elsewhere achieves absolutely nothing. If anything, it makes the NRL look small time; a sporting league afraid to compete financially with the big boys.

Presentation is everything. And even the small things matter. The NRL could be doing so much more to increase their appeal.

Whoever made the decision that Jessica Mauboy’s song Something’s Got A Hold On Me should represent the NRL should be handed their pink-slip immediately (or at least be removed from the marketing department).

Nothing against Ms Mauboy personally, but her style of music is hardly the kind of soundtrack to get the blood pumping for a sweaty, heavy hitting, guts and glory game of rugby league.

If an NRL player wouldn’t listen to a particular song to pump themselves up before a game, then that song should not represent the game itself.

Hands up any players who listen to diva-pop songs to get psyched for a game? Surely AC/DC’s War Machine would be one of many more appropriate choices.

The clubs need to do more
Why not have the players each kick or throw a football signed by the team into the crowd at every home game? This would cost a club nothing more than the price of 13 footballs and a few seconds of each player’s time.

But the moment of joy it could bring to a fan’s experience in catching a team-signed ball could be priceless. It would also send a message to the paying-public; we’re taking the time to do this because you matter, we appreciate you being here to support us.

It’s the kind of simple and inexpensive gesture that could help encourage attendance.

Embrace the hate
Jarryd Hayne and Billy Slater have always had something of a rivalry on the field. Paul Gallen and Nate Myles are unlikely to exchange Christmas cards. The Melbourne Storm and Manly Sea Eagles clearly don’t like each other.

So why not play up these rivalries to the hilt? Promote the dislike that certain players feel for one another. Have the players speak openly about them should they desire to.

It’s okay to hate your opposition sometimes. It’s what intense competition
is all about.

Formula One drivers Niki Lauda and James Hunt never really hated each other throughout their epic 1970s rivalry, but many believed they did, and Formula One’s public interest and viewer-ship increased as a result.

Rivalry builds intensity. And intensity builds interest.

The numbers game
All football leagues, the NBA, the NFL and the AFL allow its players to wear jerseys with the number of their choosing and have their surname printed above it. It makes each jersey more meaningful and distinctive.

Allow the NRL players to pick their own numbers and have their surnames appear on their apparel and fans may be just a little more inclined to purchase replica jerseys, which proclaim who they’re favourite players are.

This could also allow clubs to officially retire certain jersey numbers for their most prominent players in years to come. A novel concept that has been used in other sports for decades.

Lower the cost of the game
Ticket, food and merchandise prices at games are one of the most prominent complaints among league fans.Many feel that a day out at the footy has become just too expensive these days.

Of course, many will suggest that if ticket, food and merchandise prices were to be cut, it would cause the NRL to lose money.

However, such an occurrence would easily be countered by more fans potentially turning up to the games and buying food and merchandise to begin with.

Better to sell two tickets at the price of $30 each than just one for $50. Better to sell two jerseys at a cost of $90 each than one for $140.

It may not be as simple as it sounds but it’s something the NRL should consider. To begin with, they could at least offer more discounted tickets in an attempt to increase attendance and see how that works.

If the NRL truly wants to grow and develop into a powerhouse brand and become Australia’s undeniably favourite sport, then it clearly needs to begin doing some things differently.

Whether of not my suggestions are what the game needs is open for debate. Some may dismiss my suggestions as foolhardy or attempts to ‘Americanise’ the game (though let’s face it, the NRL could learn a few things from both the NBA and NFL in regards to presentation). I’ll take that on the chin.

But the NRL clearly needs to do something drastic and begin doing it now. What they are currently doing simply isn’t working.

The anemic attendance figures for this season’s opening round, a time when a hunger for the game should be at its very highest, displayed that for all to see.

Doing nothing is not an option.