Why can't the NRL get more people to buy memberships?

By SR1 / Roar Pro

The AFL’s Richmond Tigers have sold over 100,000 memberships this year.

The highest membership count in the NRL is the Broncos with 36,420. That’s not even half of Richmond’s figure.

What’s gone wrong for the NRL? Is it the packages on offer? Is it that it is too expensive? Is it that there are not enough benefits?

In truth, all these factors probably somewhat play a role in a fan’s reasoning behind not buying a membership. For most of these fans that don’t buy memberships, it is because they aren’t motivated enough to watch games or because they are in an inconvenient location.

Say you were a South Sydney supporter living in Melbourne, wishing to buy a membership. You visit the Rabbitohs’ Membership website and see that buying a ‘Melbourne Membership’ will only get you access to one game: the Melbourne vs Souths game.

What if you had access to that game, and three others? A flexi membership, without buying a Melbourne membership.

This could be applied to all clubs (even ones in Sydney) to make match attendances higher as well as increasing membership numbers.

Cameron Munster of the Storm (Photo by Graham Denholm/Getty Images)

So then, this solves the issue of fans living out of the team’s spiritual fan base. But what about the fans that do live around, near or in the area?

All they need is that final seller; the extra bonus that comes with their membership. For example, if every member was given 50 per cent off finals tickets, this would also solve the ‘Crowd Conundrum’ in finals as well as dramatic increases in membership numbers.

However, the attitude in Sydney is also a killer of fans. There’s not enough motivation when people would rather snuggle on the couch watching the footy on the TV.

If tickets were cheaper, food was cheaper and accessibility to stadiums was better, this would undoubtedly put the ‘Crowd Conundrum’ to bed.

Above are examples of how the NRL can solve these issues of crowds and memberships. The NRL must have options for every member, no matter where they live.

The Crowd Says:

2018-09-24T05:53:31+00:00

Ben

Guest


The only thing I really care about in regards to NRL really is watching the game and analysis shows. (not the 360, matty johns, especially the professor etc). if getting a club membership subsidised my fox costs or provided a viewing alternative I would be straight on it. I HATE being forced into foxtel just to watch the NRL for half a year.

2018-09-23T00:34:35+00:00

Bernie Vinson

Roar Rookie


Members get first go at GF tickets (after GF teams members) even if their club isnt playing - yes??

2018-09-22T07:39:40+00:00

Adam Bagnall

Roar Guru


The event I went to was members only. A fan day at WIN or Kogarah seems like a good idea, make it members only to encourage sign ups

2018-09-22T07:37:55+00:00

Adam Bagnall

Roar Guru


Would make sense. Open training sessions once a week, better discounts on merchandise and local businesses a start. Perhaps if you renew in the off season you can purchase 2019 jersey for $100, but not sure how much control club has over prices.

2018-09-22T06:05:26+00:00

Paul

Roar Guru


Were they member only days Adam, or more about players and all fans?

2018-09-22T01:28:06+00:00

KiwiBear

Roar Rookie


I am just an observer of things as Ive never been compelled to join as an AFL club member. ( I'm from NZ so I don't "get" AFL so to speak ) But as I understand it Membership gets you a car stick, scarf as well as priority finals sales. MCG members get first go, then club members of respective finals qualifying clubs and then a couple days later the general public. Seems to encourage the uptake of memberships doesn't it? Also they seem to do a lot of in club media stuff so their followers/supporters have a outlet to go see their teams squad interviewed find out whats going on. Do any NRL clubs do that or is it left to the NRL media to do that?

2018-09-22T00:58:51+00:00

SR1

Roar Pro


Yeah..

2018-09-22T00:58:36+00:00

SR1

Roar Pro


More benefits = more members?

2018-09-22T00:58:14+00:00

SR1

Roar Pro


Yes. I agree.

2018-09-22T00:12:52+00:00

RandyM

Guest


The AFL GF is the biggest day on the AFL calendar. The NRL GF depending on who you ask is behind state of origin or on par with it. But unlike Origin, the GF doesn't attract the neutrals that the AFL one does. Unless you're a fan of the teams playing you will be more than happy watching it on TV with a group of mates.

2018-09-21T23:36:53+00:00

SR1

Roar Pro


Ye, the Broncos have done a good job covering Sydney. Would you say that stadium memberships have to be a part of club memberships or vice versa to increase member numbers?

2018-09-21T23:11:52+00:00

Adam Bagnall

Roar Guru


Dragons do hold member events, but they seem a bit rushed and unorganised. I went to one after the Manly game, players came out in groups of 4 or 5 then were mobbed by fans, very difficult to get a pic or autograph. Venue was quite small too, a fan day at the ground would have worked better with more room and all players could mingle, not just half the team. And yes a 20% discount on a $200 jersey isn't much, definitely need to up their discounts on merchandise.

2018-09-21T22:39:21+00:00

Adam

Roar Guru


I don't know if it's the case or not but surely there should he open captains runs each week.

2018-09-21T22:37:18+00:00

duecer

Guest


This is more a historical constraint. People in the southern states have always been more likely to pursue the membership route, people in NSW usually are leagues club members. Don't know if reducing finals tickets by half would automatically translate into much larger crowds - they're already half the price of AFL ones, and they don't have any trouble getting people in - you run the risk of devaluing the product - imagine the field day AFL fans would have if finals tickets were a quarter the price of theirs!

2018-09-21T22:06:09+00:00

Andy

Guest


Being a Broncos supporter living in Sydney I am a member via their “South of the border - Sydney” membership pack. This gets me into 3 of their away games in Sydney (set by the club), it also gives a discount to a ticket to Suncorp Stadium should I be up there. Plus their are a bunch of other discounts, the key one for me is the discount tickets at Event Cinemas, adult price is just over half the normal price, so I almost make my membership fee back just in cinema ticket savings. Also not helping Sydney based club memberships are Stadium memberships at Allianz and ANZ. As someone who has reciprocal rights into ANZ members area for NRL regular season club games there are a lot of supporters of the clubs playing out of ANZ sitting in the members enclosure who are likely not club members but Stadium members as that membership gets them in to all club games plus GF, Origin and others.

2018-09-21T22:01:55+00:00

Paul

Roar Guru


I think Clubs need to re-think the "benefits" that Membership offers. Why aren't there Members only days to meet the players? Where are the same sort of days when sides play away from home? Why can't there be some sort of social media access for Members only to members of the team, coaches, etc? If I identify my favourite player, why can't I get a signed photograph, especially if I live interstate? The Red V homepage has the logo "Belong, Connect, Commit" and no doubt other teams will have something similar. If the Club want's me to connect, it has to be a two way street and offering discounts on overpriced clothing and discounts for tickets to games I can't get to, just doesn't cut it.

2018-09-21T20:43:01+00:00

Adam Bagnall

Roar Guru


I've been a Dragons Red V member for 9 straight years and while I enjoy being a member, the benefits are pretty limited. Outside of home games, you don't enjoy a lot of discounts, 20% off at the club's store isn't that great, and member only events are sporadic. I went to one about a month ago, and it was very good, but it seemed to be very crowded, making it difficult to get photos. As far as I know there are no open training sessions for members, which would be a good thing to have. Essentially, outside of home matches there are no benefits, like there are no discounts at local businesses for you to enjoy, and no incentive to buy a membership in the off season as nothing happens until March.

2018-09-21T19:26:45+00:00

buttery

Roar Rookie


Don't know the answer to this conundrum, I have been a member of Souths from before Crow took over & I live in Brisbane, I don't get any discount on ticketing when they have their one game a year at Suncorp, I don't go & meet the players as the Brisbane traffic is rotten, so I am happy to pay my fees & be a member, I think a lot of traditional supporters have moved out of Sydney & with the influx of immigrants into areas where traditional support used to be has changed.

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