I remember buying my first NBA jersey with the number 23 and the name Jordan on the back. Michael Jordan owned that number 23.
When Cristiano Ronaldo switched from Manchester United to Real Madrid in Spain, it broke all records for a single player transfer.
However, the Spanish club claimed sales of branded shirts and other ‘Ronaldo memorabilia’ have already seen them recoup a substantial amount of the then 25-year-old’s transfer fee.
It is stated that more than 1.2 million shirts with ‘Ronaldo 7′ on the back have been sold in the Spanish capital alone, with millions more thought to have been bought up elsewhere in Spain and across the world.
In another example, LeBron James’ move back to Cleveland in the NBA has resulted in jersey sales going through the roof – and that’s not just any sales – that’s James jerseys. And he hasn’t even decided on his number yet. He wore the No. 6 in Miami, but wore 23 on his previous stint in Cleveland – so fans are buying up both sets of numbers just in case. That’s revenue for the NBA and advertising you just can’t buy.
Now obviously, that is player branding to the max. I get it – rugby league is probably never going to attract that sort of global appeal. However, there is so much more opportunity to market teams and players on another level which will attract more revenue for clubs and our game – as well as allow players to build their brand and become true Super Stars.
Ok, for those of you who don’t live and breathe rugby league, this is how it works now. Every week, players wear numbers 1 through to 17 – the number reflecting the playing position. This may change slightly game to game depending on late withdrawals, but generally the numbers will remain the same.
Now take Johnathan Thurston for example. ‘JT’ wears the 7 for the Cowboys. He is one of league’s most marketable players due to his skill and likability. JT is probably the world’s best halfback. But do you think you can walk into a sports store and buy a Cowboys number 7 jersey with Thurston’s name on the back?
The answer is no.
If he’s injured or missing games during the Origin period – his replacement slots in and wears his number 7.
Fair enough you say. But how about building a brand for that player. Can you imagine another player wearing Jordan’s 23 when he was injured?
The way the NRL should be thinking is to adopt a system as they use in every major football league in the world. At the beginning of the season, teams determine the squad and playing positions – and numbers accordingly. They then lock that in for the year.
Players should be assigned a number for the season – 1 through to 17 based on their position or likely position for the year. That’s it. If Thurston is assigned 7 – then that’s his number for the season.
Jerseys can be sold based on that.
I’m fully aware Super League tried a system in the mid 90s of players picking numbers for the season and having names on the back. This was on the right track, they did so with marketing in mind but they got it wrong.
It didn’t work because it was left to the players to pick their number and they were picking numbers like 55 and 42 – simply because they liked the number. As a result when the two competitions joined again to form the NRL, the numbers idea was scrapped.
I see the argument that but Round 26 we will have players wearing the Number 12 playing in the centres, or players wearing number 1 playing in the halves. But, surely the NRL has come to that point where we know enough about our great game it’s not about the number on the back.
In time, that number will become more synonymous of that player than the position he plays.
As for the name on the back. We have a slight problem of teams selling advertising space where the players name should be. Well, you would think they could find room underneath the number for that sponsor.
And surely, having increased revenue from the sale of jerseys will be more beneficial to a club and to that sponsor than selling advertising space at the top of the jersey.
I have no doubt we’d be seeing more Roosters jerseys with ‘Williams 11′, and Rabbitohs jerseys with ‘Inglis 1′ on the back walking our streets. Which in effect is a walking ad for our game – and helps build a brand.
Think big NRL. Think about the big picture.
Sarah
Guest
I love the idea of charity matches, for example the Breast cancer matches where teams wear pink and then there jerseys go up for auction to raise money. I see it every year that we pay tribute to Anzac Day and it's great but I'd love to see the teams that play on Anzac Day in camouflage designs in there team colours and that there jerseys to be auctioned after the match to raise money for those soldiers of today and there families.
chis
Guest
Haven't bought a Union or League jersey in 10 years as they are ugly, tight, expensive and I hate the high round necks.
E-Meter
Guest
Well said. It's a bit like the bloke who gets his girlfriends name tattooed on his arm, only to find out she prefers to play away from home.
Cathar Treize
Roar Guru
Interesting article in the latest Rugby League Week and a quote on another sporting site about it: There is a 2 page article in this week's Rugby League Week about jersey and merchandising sales. Apparently last year, rugby league the most sporting merchandise in Australia earning $166.5 million in licensing fees compared to the AFL who had $140 million - and that is without taking into account moneys from State of Origin. The same article says the ARU made a whole $2.4 million in merchandise revenue for the same period. Only the A-League would not divulge any figures. Also the article says revenue for NRL sales is split this way: For jersey sales: The NRL club gets 80% of the wholesale price of their jersey. The NRL then divides up the remaining 20% into a pool which is evenly distributed among all clubs. For all other off-field merchandise: The revenue is split with 40% to the club, 40% into a pool which is evenly distributed amongst all clubs, and 20% to the NRL. The article goes on to list the top selling jerseys in various codes. New Zealand Warriors South Sydney Rabbitohs Sydney Roosters Brisbane Broncos St George Illawarra Dragons Bulldogs were no 2 in sales in 2013 but have dropped out of the top 5 Warriors were also no. 1 in 2013
fiver
Guest
Exactly. I have a Tevez Man City jersey hanging in my wardrobe which i never wear now.
Brian S
Guest
I used to be a member supporter of an AFL club who had about 4 different jumpers in 100yrs, i really like the idea of the traditional jersey as most AFL clubs still have them @ least for there home games The English Super League give there players numbers @ the start of the year going up to about 36,which means the top players have the same number for @ least a year, Sinfield has had 13 for as long as i can remember
Rellum
Roar Guru
"I think it may even have those things on the front which makes holding the ball easier too" I have wondered since these things are allowed why teams don't bring back the three quarter sleeves with the grip dots on them. Would make ball security much easier.
Muzz
Guest
They are also selling the game day Jerseys that players have worn with their autographs.I spotted SBW's one last time i was at the leagues club and it can be yours for a coooooooool $800
蜘王
Guest
Easts have an SBW jersey you can buy with 12 on the back. I think it may even have those things on the front which makes holding the ball easier too http://www.sydneyroostersshop.com.au/sydney-roosters-2014-club-exclusive-authentic-players-jersey-sonny-bill-williams-44599.phtml
Rellum
Roar Guru
Totally agree. We should embrace traditions that make the game unique.
AdelaideWill
Guest
I think a huge problem is what the fan jerseys are made out. A super tight short, slim fit jersey is fine on a player like Slater who train day in and out and look like a grey hound. However a fans who looks more like George Rose at pre season are not designed to wear the super tight shirts. Please make them in a cotton older style jersey so we don't all have to watch the guy next to me suffer
Anakin
Guest
Problem with your final point is: Pink Ribbon Round, Heritage Round, Close the Gap Round, Rise for Alex round .. every round these days seems to have a bloody tag assigned to it!!
Epiquin
Roar Guru
Hahaha you win The Roar with that comment.
James
Guest
Guys it's not about removing the sponsors or changing the playing strip. It's just about marketing your stars the way the rest of the worlds biggest teams and sports have been doing it for years. As a sport we need to get with the times. Stick to great tradional jerseys...and market them with our stars names and number on the back. Pretty simple.
Muzz
Guest
Anyone seen Turbo??? I think the Raiders ISC Marvel Hero Jersey has pushed him over the edge.
Jackson Henry
Roar Guru
Great idea James. In addition, something I've been thinking about for years now is this: Each team as a light jersey and dark jersey. Then give the home team the choice of strip, with the away team then having to play in the opposite. So if the Dragons are at home and elect to play in the white, then the opposition plays in the dark strip; if the Panthers play at home in the dark, then the opposition plays in the white. This would stop the endless number of alternate strips we see and add a bit of consistency to the teams' identities. Plus, I think its more professional. And obviously, thinks like Pink Ribbon rounds and so forth would be exempt.
Devout Saint
Guest
I was just thinking the other day how Rugby League and Rugby Union are the only 2 sports I can name where players still wear a numbered jersey, based on what position they are playing. Personally I am a massive fan of players wearing the number of the position they are playing. It is logical and rational. I like to be able to look at the number on a players back's and know what position he plays. It has always been like this and I like it like this. If a players gets promoted to first grade, he has earned the right to wear a jersey with from 1 to`13. Just because other sports do something does not mean that we have to do the same thing. Personally I hate the named, number jersey for the year. I am a Liverpool fan. There is no way I want to wear an old Torres or Suraz jersey now that they have left the club, but I would wear a jersey with just the number nine on the back. As soon as a player leaves the club to go to another club, the old jersey is one that you don't even want any more, let alone wear any more. And I will add that stores that sell jersey already offer to put the name of the players on the jersey's if customers choose too.
Epiquin
Guest
They're actually not as cheap to produce as you would think. The replica jerseys are made of the same high-performance material that the players wear that doesn't come cheap. There are also a lot of parties taking a cut. For example, when a jersey sells in the shop, part of the margin goes to the retailer, part goes to the club, part goes to the manufacturer and I believe part even goes to the NRL itself. Besides, the higher cost used to be somewhat justified as it was a once, maybe twice in a lifetime purchase. The jersey you bought would continue to be used for years to come Now because they change so often that the jersey you own is dated by the very next game.
Epiquin
Guest
Not a bad idea, but the Jerseys also have to look good. Look at the Tigers for example. Until this year they took an easy-to-work-with colour combo an somehow produced the ugliest of jerseys week in, week out. They even seemed to have a new jersey each week. If we can get some if the top brands involved like Nike or Adidas I think people would be more willing to buy the jerseys. The same can be said about the other supporter wear like polos and tees. They're often ugly and over priced. If you're paying $60 for a polo you at least want it to fit well and look good, not just some sweatshop produced monstrosity with a club logo stamped on it.
Epiquin
Guest
The counter to that argument is that jerseys without all the ads on them would end up looking like you got the "unofficial" version from Best & Less. People would be asking if you were wearing some knock-off you picked for a fiver.