In 2012 the NRL released a strategic plan that sim to average 20,000 per game in 2017. Five years on, the average is 15,010 – which is slightly less that the 2012 regular season average of 15,940.
So what did the NRL do over the last five years to impact on crowds?
On the plus side, its secured significant investment in three stadiums in Sydney and one in Townsville. However this won’t see an impact on crowds for years to come and especially without a coordinated game strategy for Sydney.
On the negative side, it signed a TV deal that prioritised TV ratings over crowd numbers, not realising that the creation of or lack of game atmosphere significantly impact TV ratings.
So where to from here? The NRL needs to get serious about crowds. Firstly, move State of Origin in to three stand alone weekends, it is just a must.
Secondly the NRL should sit down with each club and develop a tailored five-year crowd strategy that aims to get each club up to 20,000 average by 2022. The draw needs to be based from these club priorities and the NRL fund an comprehensive marketing campaign.
Those who are below the threshold by 2022 or beyond will need to relocate or forfeit their licence.
Those who are above the 20k threshold will receive extra funding based on their figures.
So what are the options that clubs can look at to increase their numbers?
1. Create events and derbies
Base the yearly calendar around crowd-pulling events and local derbies. Ideally based around public holidays at crowd friendly times, these games should be on the same date every year. The Anzac Day game is the best example, but there could be many many more.
2. Take the first two rounds on the road
Start the season overseas, with double headers staged in eight cities over two live rounds. Preseason camps can be used to help grow the game overseas. Host cities could include London, Manchester, Paris, Barcelona, Toronto, Chicago, Honolulu, San Fransisco.
2. Reciprocal memberships and game seating
Make it free for any member of the opposition club to come in. Welcome them in, put them in their own section and encourage them to make an awesome atmosphere. Squeeze everyone into one section, slowly releasing sections with demand.
Ensure the to cameras are on the opposite side to capture the crowd and atmosphere. The Titans have been great at this of late.
3. Awesome game day experience
Make the whole day a great experience for families, young groups, non-leagueies, everyone. The Toronto Wolfpack are leading the way in this, with a craft beer and food truck section at the try line that parties well after game time.
Throw in a hot dog gun at half time, and there’s a reason why there averaging 7k per game in a city that doesn’t know what rugby league is. AFL do kids day everyone Sunday where kids get in free, with heaps of kids activities.
4. Adopt a second city
Adopt a large city without a league team and make them your second home. Bring all your traditionally lowest drawing games. The key here is to make this an authentic adoption, to make sure the sister city buy into it.
The number of games moved to the second home, will depend on the crowd generated at home. Roosters are now exploring this approach with Central Coast and Adelaide, both drawing above 20k.
5. Double headers
Host double headers that will draw 50k. The best example of this is Storm and Manly taking their home games up to Brisbane for there double header. As well as Brisbane – Melbourne, Adelaide and Perth would all be suitable for this approach.
6. Special ‘local’ experience
Go back to the suburban ground or the nearby regional town to have an authentic heritage or grassroots experience. Make it an old boys day, wear heritage Jerseys and put a band on at the end of it. Key is to keep this limited to one or two a year to keep its special. Bulldogs back to Belford games are the best example of this, as are the panthers in Bathurst.
7. Relocation
Lastly, if the above fails. The club and NRL need to look at relocation. If the support isn’t there, it’s time to find a bigger base to build from. Relocation doesn’t need to be abrupt, it can always include a number of ‘home’ games at the old base.
elvis
Guest
Brisbane didn't have a single day game this year, imagine their average crowd if they had some Sunday afternoon 3pm games...
Hugh Grant
Guest
take first two rounds on the road?? - why not Beijing/Moscow/Bangkok/Rome/Berlin- have as much to do with RL as others you have posted - Bulldogs back to Belford - mmm where's Belford???
Hugh Grant
Guest
Great that will bring the crowds back a hot dog gun at half time- WTF??? What about a 100 metre sprint from selected supporters rolling a blow up large beach ball up and down the field for cash. Sky divers at half time as long as they don't hit the grandstand or land in the crowd that is. Perhaps an imitation combat battle. Police dog obstacle challenge. Elvis impersonator. Junior league 100 metre challenge - run with the ball and pass it to the next runner at the other end who does the same down the other end ETC - 4 X 4 100 Metre relay. Goal kicking contest for selected crowd members- kick for cash. Selected crowd members trying to catch footballs fired out of a cannon for cash. Local school band playing out of tune accompanied by hula-hoop dancers and assorted jugglers Cheer girls challenge. Mascot challenge. Parade of local junior league clubs players. Ah those were the days of riveting half time entertainment
Hugh Grant
Guest
This is the daftest response I've seen on this site - relocate financial viable teams such as Easts to Adelaide- Sharks to Perth- you don't seem to know the Sharks own their own ground and through the development there will be receiving revenue each year from it -more than enough to fund their football operations - Replace Manly with a new team- wtf??? Tigers to Central coast what connection do they have to that area- Roosters have one with Wyong for instance - The Wests side through their very profitable leagues clubs at Ashfield and Campbelltown could and should take over the JV completely - so what about the juniors in the vast expanding Macarthur and Group 6 region?- Dragons play half at Kogarah and Win now unless a home game on ANZAC Day which is always played at Allianz Sydney Patriots for the whole of Sydney - You have no idea - could say more but it defies sensibilities to comment any further
Wounded tiger
Guest
The weekend saw parra and the Tigers draw over thirty thousand people. One team coming 15th with no hope of semis. The same club news ltd wants to axe. If the well supported clubs are going well then the league is going well
Crosscoder
Roar Guru
Sorry tom.Not so.IGG sells 100% Interest in ANZ stadium to NSW Govt July 2016.
Crosscoder
Roar Guru
In fact your"logic'mantra.You stated have to live in a city to know what's going on in the media.It's come back to bite you.
Crosscoder
Roar Guru
Most NRL teams play games in other areas .Perth,Darwin and Cairnsthat don't involve the Roosters. The beauty of rl,is they have fans around the country. Next please.
Crosscoder
Roar Guru
I refuse to go into a debate against an unarmed opponent.Chiao
Mantra
Guest
Did easts play in the Central Coast and get 20K which is much more than they would have got at Allianz for example. They take games on the road that wouldn't draw at home - Easts to Adelaide v Storm
Mantra
Guest
So according to your recent logic you have to live in the city to understand how the media work.
Tom
Guest
Anz has always been government owned
Crosscoder
Roar Guru
Look at the Tv set, and see Melbourne sport's broadcasters do the lead in mantra. You are insecure and it shows. The Storm have never received a street parade.A public gathering.You don't know the difference sheesh. I repeat Spotless during the winter months has 1 football team, who plays about 2/3 of their games there. Alliannz has Roosters ,Tahs,and overlapping with the SFC.It is well utilised. AFL fans have sniggered at Spotless crowd counting,I leave it up to them.
Crosscoder
Roar Guru
But ,but your supposed to live in Melbourne and have no idea what is in the Sydney media.Now you are on the Nth Coast so you also have no idea. Here's a tip. You have no idea, go chase shadows,
Crosscoder
Roar Guru
In fact it was attempted murder not murder,but still bad.And this person had finished in the NRL 6 years ago.Current NRL relevance zero.
Mantra
Guest
Your evidence is the 4PM Nine news bulletin when the majority of the rest of news comes from Sydney?? Spotless has 3 tenants -count WSW as the fourth. your suggestion on crowds which are not important to NRL (TV is?) is pure guesswork whilst ignoring Swans crowds. The Storm received a parade in their second year 1999 when they won hows that for coverage...
Mantra
Guest
CC No evidence just abuse. Heres evidence - No Daine laurie in SMH yet
Crosscoder
Roar Guru
The scheduling for a start mantra was not done by the NRL,but by some Canadian outfit they contracted out to.if you think having night games is great for their fans ,you have no idea whatsoever. The Raiders play all their home games in Canberra 12 games,GWS does not just a few what 4?.Your comparison is so flawed as to the monies outlaid it's laughable.2mill for 4 games by a Govt that is hardly flushed.
Crosscoder
Roar Guru
" Abuse " .I respond to people who are here not to provide constructive criticism but to D measure, who show a blatant dislike for a code,.Now I've spelt that out. Spotless has one tenant.That tenant doe not play all its home games there ,it plays also in Canberra.,How many other winter sports clubs p[lay at Spotless? Spotless crowd average s are helped also by Canberra.The ACT Govt is very generous to that club with a couple of mill being paid each year for 10 years .The ACT Govt head apparently an AFL fan. Cut the crap mantra.AFL: people laugh at the crowd numbers provided at Spotless. And I have refuted your argument about Melbourne and the media. I've visited the place,I have read their papers in hand and on the web.If one cannot grasp media coverage in a city where a team in your code operates,they need new glasses.Storm fans say the coverage is minimal .The NRL have stated it's not easy. I have never been to game at townsville FHS,taht doesn't mean I can't get a grasp of crowds and media coverage,Do they pay you to come here and push your code? They should. The Swans got a Sydney street parade when they won ,the Tigers were relegated to the back boondocks of the west.Again you have no idea. I don't have to watch Melbourne news, but I do know ch9 Sydney has its 4pm sports prioritised from Melbourne with AFL. Your living in a bubble if you believe that.,
Crosscoder
Roar Guru
Last reports Nth Coast is not Melbourne.Silly point mantra, but typical. I suggest you have a.look at Sydney papers of late ,you write a lot of crock TBH. And I'm drawing comparisons between Sydney and Melbourne ,AFL v NRL.Again you have missed the boat.