Toronto Wolfpack bring a new era to rugby league

By Stuart McLennan / Expert

Toronto Wolfpack founder and CEO Eric Perez says his club will push the business of rugby league into a new era.

Speaking on the phone from Canada, Perez was upbeat about the Toronto Wolfpack’s business model.

“Clubs in the NRL while they are big, don’t tend to put much focus on growing outside of Australia. I would say that the U.K. clubs have also maximised their fan-bases.

“Our ethos from day one is to be a global brand,” Perez said.

“We want to be the the Manchester United of rugby league. Man U did a great job of being the first football club to reach in to markets such as Asia and other regions outside of Europe and we plan to do the same.

Perez, an ex-advertising executive, is overseeing a PR and digital media campaign that would be the envy of large corporates.

Carefully crafted branding and numerous media, social media and reality television activities have ensured that the Wolfpack is in the hearts and minds of rugby league fans.

A number of supporters worldwide have jumped on the bandwagon already and declared the Wolfpack as their ‘second team’ before a tackle has been made.

“We have a reality TV program that will have global distribution, (The Last Tackle), documenting our current search for talent and squad recruitment. Next year we have plans for a Last Tackle China followed by a Last Tackle Brazil the year after.

“The exciting thing about that is we will recruit a Chinese and Brazilian player to our squad as a result.”

While hearing China and rugby league mentioned in the same sentence recalls memories of a certain media magnate and a rebel competition in the 1990s, there is no doubt that Perez is a fan of the game first and foremost.

“After seeing rugby league in England I was blown away by how good the game was and I thought Canadians have to see this.

“For five years I gave up everything to establish the game in Canada and because I have the gift of the gab I was also able to get a rugby league TV show running there.”

Perez believes television coverage is vital for club success and securing a deal for all Wolfpack competition games to be shown in Canada and the U.K. and he is currently negotiating a deal to broadcast Toronto games in Australia.

“If you don’t have TV coverage the only way people can see you is by going to the ground. It makes it very difficult to build new fans.

“When you look at a team like Bradford, (going into receivership), it is not that they didn’t have fans. They do, but the commercialisation was poor. The competition they were playing in has limited television coverage.”

The Wolfpack will start their journey as the first transatlantic professional sports team in the RFL third division League 1 championship bankrolled by investors including West Australian businessman David Argyle.

Perez is confident the team will be financially ‘in the black’ despite the sport’s money draining reputation.

“Look if you want a quick money fix start a casino. Making a profit is not the primary goal for us in the short term but it will inevitably happen.

“To be honest we are almost there now. We won’t be losing money which is a key thing.”

The Wolfpack CEO confirmed the claim he made last year that the Super League will eventually be bigger than the NRL primarily because of the Wolfpack’s presence.

“Canada and North America are much bigger markets than Australia. We know that Toronto always gets behind their teams even if it is not a widely followed sport.

“We currently have three thousand members and our first home game is not until May. We are expecting our crowds to average upwards of five thousand in our first season.

Perez believes that rugby league can rival rugby union for popularity in North America.

“Rugby league is a far superior sport and we don’t have the historical prejudices and snobbery over here that has hindered the game in other parts of the world.

“Take the All Blacks. I admire their commerciality and their winning attitude but to be honest even they are hard to watch.

“We believe the Wolfpack will eventually lift the popularity of rugby league throughout q Europe and around the world.

“North America will be like the cool kids in school. Once they like the game it gives a green light for the rest to then like it.”

The Toronto Wolfpack will open their Kingstone Press League 1 campaign against London Skolars at New River Stadium on 4 March commencing at 3pm.

The Crowd Says:

2018-10-12T06:17:44+00:00

UKRL

Roar Rookie


Clipper sounds very jealous lol

2018-10-07T02:57:28+00:00

UKRL

Roar Rookie


Well they have gotten crowds of 7 thousand in Toronto for Wolfpack games. And they have a good chance in making the Superleague. What you fail to realise is Rugby League is a far more marketable sport than AFL at an international level. Rugby League has professional clubs in Canada England New Zealand France Australia AFL is still yet to grow out of Australia despite being a much older sport.

2018-10-07T02:47:27+00:00

UKRL

Roar Rookie


Well they survived the season and playing to make it into the UK Super league. They have had crowds of 7,000 with support from the local Canadian press. Meanwhile AFL keeps flogging those no interest games in China.

2017-02-18T20:03:36+00:00

elilev

Guest


I do not agree. Look at http://www.screengeek.net/2016/10/13/5-reasons-the-attitude-era-was-the-greatest-in-wrestling-history/

2017-01-30T10:34:54+00:00

Rob9

Roar Guru


Barry old chum, nothing I’ve said attempts to ‘re-write history’. You’re on another tangent there ‘good chap’ and you’ve failed to adequately address any of the actual points I have raised. And popping up this article, written by a dyed in the wool league fan from the north of England with a clear agenda against rugby that oozes through from the first paragraph and beyond, and trying to pass it is justification for you self-proclaimed ‘facts’ suggests that tangent you’re operating on is far from what we know as planet Earth. No doubt you can find real facts to suggest that there are more rules, more kicking, more stoppages and more time with the ball out of play in rugby, but trying to link these facts to create a ‘Baz-fact’ (copy write 2017) that this therefore means rugby league is more entertaining than rugby union is just laughable. I can accept this is your opinion but you have to try and understand that what is entertaining is in the eye of the beholder and because it’s your opinion (supported by whatever irrelevant facts and one-eyed articles you want to bring to the party), doesn’t make it fact. Just as my opinion (which happens to be that I find both codes entertaining), nor the opinion of a dyed in the wool ‘ra-ra’ fan who finds league repetitive and boring isn’t ‘fact’. Until you can wrap your head around this, we’re at a dead-end. Good day to you Bazza.

2017-01-30T09:02:15+00:00

baz

Roar Rookie


Rob my good sir. Im so glad for your rebuttal on this fine day. Firstly. Self proclaimed facts and misinformation you say. As much as you want to you just can't rewrite history just to suit your own narrative my good chap and since your unwilling to except the rantings of this neanderthal let me share with you this finely written article on these fake points that I can't stop harping on about, then we can talk more about these pipe smokers you mentioned. http://www.telegraph.co.uk/men/active/11840935/Why-rugby-league-is-obviously-better-than-rugby-union.html Finally it sounds like we can agree on something when it comes to these tweed wearing, pipe smokers you mention. I personally wouldn't say holding a gun but more so with fines, threats, sanctions and imprisonment, or holding a gun.....so i guess your rite about something after all. Have a nice day.

2017-01-29T22:13:23+00:00

Rob9

Guest


I have no 'beef' with you 'baz'. I don't know you. Which is why I'm being a 'keyboard warrior' and not correcting your misinformation in person. And typing comments that disagree with others is kind of one of the things that this site is all about. The fact that you feel compelled to label someone as a keyboard warrior who dares to challenge your self-proclaimed fact based opinion and that you still can't see entertainment value as being a completely and utterly subjective variable that changes with the individual speaks volumes. Yes there must be this pipe-smoking, tweed patch jacket wearing foggie holding a gun to the millions of rugby fans around the world telling them to watch rugby and to steer clear of league! Another way of looking at it as simplistically as you have is analyzing the respective global audiences because surely if more people are watching something then it must be more entertaining (sarcasm)! There are millions of fans who find things that you may believe are boring (such as the intricate battles that occur within a game of rugby like the scrum and lineout) as compelling viewing. There's also a common criticism outside of league (not my own) that the game is too repetitive and therefore boring. Did you ever consider that is might impact the games 'entertainment value' when selling it to foreign audiences? Beyond attempting to pull another code down to push up the one he's involved in (which isn't a great long term sales technique), I have no issue with Perez. Good on him for what he's trying to achieve. I think he has incredibly lofty ambitions (verging on la la land stuff) but in the general scheme of things there's no harm in that.

2017-01-28T11:21:44+00:00

baz

Roar Rookie


Why do you have a beef with me posting factual comments (neg as they may be) on a RL post about one of our main competitors? The entertainment value statement is based upon all the other aspects of union (ie more rules, more convoluted, slower, ect, ect) compared to league, which are factual, not opinions, so why you choose to bring that part of my comment up is odd? Same go's for my original quote from Perez which is again fact. And lets not forget the oppression aspect (once again fact) to round it all off. Raise some facts and the keyboard warriors lose their minds! To end on a ironic note. Isn't it wonderful that an ex union player and his main financial backer (union tragic) chose to start a RL franchise. Look it up, its true, its all true. Says it all really.

2017-01-27T22:23:41+00:00

J

Guest


Perez played rugby union before he saw rugby league. If he wanted to start a pro rugby union side he would have.

2017-01-25T12:17:54+00:00

Sleiman Azizi

Roar Guru


+ one million more for this comment

2017-01-25T11:16:53+00:00

Crosscoder

Roar Guru


On a serious note .Something keeps drawing you in to rl threads. Suggest Sydney South Africa and Sydney/Brisbane to Sth America would be longer commute. They are in the Guiness book of records for the first transatlantic competition.They no complain.

2017-01-25T10:39:35+00:00

TingoTango

Guest


Wazza I am more interested in what he has done to date in his short time being involved in the game. Regardless of what anyone thinks he is a visionary. Many do not succeed but to be successful you need it. I wish everyone would stop finding reasons for it to fail and get behind an individual who has sacrificed everything to follow his dream regardless of their sporting preferences.

2017-01-25T05:58:30+00:00

In brief

Guest


On a lighter note- these guys should be in the Guinness book of records for world's longest commute.

2017-01-24T21:51:20+00:00

Sleiman Azizi

Roar Guru


They've forgotten that while they were decrying Perez and the Wolfpack, the club had inked a deal with Premier Sports and Air Transat to telecast their games and to sponsor the club by covering travel, respectively. It's almost as if they willingly shut their minds down when arguing their points.

2017-01-24T20:45:06+00:00

Crosscoder

Roar Guru


Well swamprat Perez and co ,are selling gelato to the Canadians.Full of exciting flavours. Wazza. Perez from a PR point of view is off to a decent start even getting teh Airline sponsorship deal on many us stations websites. Even you and swamp rat know about it.

2017-01-24T20:00:22+00:00

swamprat

Roar Pro


Correct.

2017-01-24T16:51:48+00:00

swamprat

Roar Pro


Got to admit Perez has that PR gift of telling people what they want to hear. The chap could sell ice to Canadians.

2017-01-24T14:06:09+00:00

Wazza

Guest


Tingo Tango ive seen it. Very convincing wasn't he. I like the bit where he squirms in his seat when the reporter kept asking him about Rugby League being shown on TV in Canada and he had to keep backtracking to say how big it is over there and everyone will watch. Now he just has to make everyone aware in North America a sport called Rugby League exists.

2017-01-24T11:07:28+00:00

Sleiman Azizi

Roar Guru


"I just wonder if the Wolfpacks backer is actually making it harder for himself by being so generous. Surely players in the above division will want to get in on the all expenses paid trip to Canada, knowing there would be no such luxury in the division above and want to play in that division, thereby making it harder for the Wolfpack to progress upwards." Do you write these things just to sound ridiculous or do you actually believe it?

2017-01-24T10:52:02+00:00

Sleiman Azizi

Roar Guru


Which reality? The one that sees the glass half full or the one that thinks the glass is a toilet bowl?

More Comments on The Roar

Read more at The Roar