If rugby league was a person you’d describe him (and it would be a ‘him’) as equal parts star jock, mug lair and masochist.
Rugby league’s high school yearbook entry would declare that rugby league is very good at running, and lifting heavy things. It would say that rugby league has raised lots for charity.
And that rugby league is popular among his peers.
Rugby league’s yearbook photo would be an Instagram post, all tattoos and muscles, and cheeky grin.
And when people are asked to describe rugby league the person, they would say that rugby league is ultimately a good bloke. And that rugby league is, to coin the vernacular, ‘a bit of a dumb ****’.
And not just rugby league’s players, though certainly it’s been an off-season chock-full of dumb ****ery.
But also up through clubland, where professional organisations are run by individuals without professional qualifications.
Consider the latest edict by some Sydney clubs, led by Wayne Bennett at Souths, that they don’t want to “do media” as prescribed by their governing body, the National Rugby League.
The NRL declared that once a fortnight clubs should put out 17 players for whomever wants to talk them to promote themselves, their club, the game, the brand.
Presumably, believes Wayne, these clubs and whoever else is backing this dumb ****ery, rugby league has enough publicity. And so rugby league has enough fans. Thanks, media. Rugby league is right for fans. All good, don’t need any more…
It’s well known Wayne doesn’t like media. Footy media, anyway. I don’t know if Wayne sees other media as vehicles for holding authority to account and acting in the big picture of public interest.
Maybe he loves Four Corners.
The Daily Telegraph? Not so much.
And so every time Wayne fronts media, it’s like he thinks they’re out to get him. To trip him up. And he has to get his licks in before they get theirs.
Players love him for it (because players, when it comes to media and the importance of publicity to their club’s, the game’s and their own personal ‘brand’, are, as has been suggested, dumb ****s).
Darius Boyd once imitated Wayne with one-word answers in a stand-up. Maybe it was funny inside the tent. Outside it looked like high-grade dumb ****ery.
(Photo by Chris Hyde/Getty Images)
Darius and many players see Wayne as a loving uncle and Svengali. They see him shielding blokes from media, and believe its indicative of his love for them, that he doesn’t want any harm to come to them.
And that’s likely true. And it’s understandable for players to love him so for it.
Wayne shields his poor poppets from Evil Media who might write nasty things about them, and harm their confidence.
Goodonya, Wayne.
Now, Wayne’s been around the block. He’ll contort the news and have a crack at a ref so that Biffo’s knock-on at the death isn’t back page. It’s to protect blokes. And players naturally love him for it.
But here’s the thing – it’s ultimately really dumb.
Because while truth can hurt, big picture is all important. And if Biffo’s knock-on is the news, it’s the news. And good for the big picture, as mandated by media, whose agenda is truth.
Don’t laugh. Who else upholds it? Politicians? Business? The banks? Please. Wasn’t for media, Eddie Obeid would be running NSW.
We digress.
Anyway, all publicity is good publicity, even if it’s bad. Well, Jack de Belin might disagree.
But the 17 players in a fortnightly all-in is hardly running the gauntlet at Crown Court.
And it’s extremely valuable.
Firstly, it’s free. And it’s true. The hell with PR and spin and comms professionals teaching players to stay ‘on message’, and borderline mute, and afraid.
A pox upon all of that.
Tell your truth and let the cards fall where they will.
Now, sure, it’s not easy being green and fronting a bunch of microphones and cameras and smart-arses with university degrees, all these slick young nerdos in suits, these hotties in lipsticks, poking their phones at your gob, and all that.
(Photo by Matt King/Getty Images)
And there you are sweating up a storm, and people you’d have disdained in high school are asking ‘hard’ questions like, “Big game this week, Biffo. What are you expecting from the Bullfrogs?”
And: “Who set the sex tape free?”
And all that.
And, granted, being interviewed about one’s voyeuristic, swinger-esque love-lifestyle is not something anyone would want to talk publicly about.
And fair dues for fronting up, even if there was no choice. Because, rugby league must reap what you’ve sewn.
Even your club’s own spin doctors will tell you that.
Anyway, talking to the reptiles is part of the pro sporto gig. And the more you do it, like anything – like, let’s say, you know, playing rugby league – the better you become at it.
And the better and more relaxed you are talking to media, the more you will enjoy it.
And there could even come a time that you may see it as practice for a career post-footy in the industry that you’ve brushed and given nothin’ to your playing career, Corey Parker, say it ain’t so…
Now, granted, we needn’t always gaze longingly to America to laud how things are done there, for while their culture’s familiar, many Americans are off their freakin’ heads.
There’s a suburb in Phoenix, Arizona trialling driver-less cars, and people are afraid of them and shooting at them. That’s a dumb **** activity, shooting at driver-less cars.
But in terms of money and sports and branding and publicity, Americans invented it all. They invented sports marketing. And they know that media – any media – is free advertising for one’s brand.
And branding is valuable.
And advertising is valuable.
And free advertising for a brand is the most valuable thing of all.
Why? Because it is advertising! And it is free! Have you read nothing?
This is not the science that launched Sputnik.
It is win-win. And American sports are billion dollar babies.
In rugby league though, it is more yeah-nah.
Yeah. Nah.
In America, for dear sweet Rod ‘The Rocket’ Reddy’s sake, journos are talking to NFL players as they warm up on the field – and broadcasting this stuff to their fans.
Media can talk to LA Lakers 20 minutes before they jog out – and broadcast this stuff to the fans.
In the hour or so after the match, in the sheds, it’s stacks on. It’s mandated in the laws of a playing contract you have to speak to media to spread the love and promote the brand. It’s just the gosh-darned done thing.
And rugby league can’t come to once a fortnight, all in? Please.
It’s blinking bloody obvious to anyone with the most tenuous grasp on the capitalist system.
If you can promote your brand and not spend any money doing it, it’s win, win, win.
(AAP Image/Dave Hunt)
Why? Because it’s free advertising! And advertising is a big part of how the capitalist monetary system of buy and sell, supply and demand, works. It’s Economics 101. It’s before that. It’s Economics 100, or 83, or 11.
Yet this is apparently not obvious to rugby league. Because rugby league is a dumb ****.
In rugby league, the chief inmate is running the asylum.
Coaches – people who are expert at coaching other people how to play rugby league – appear to have no regard for the business as a whole, for their footy club’s, the very game’s brand.
They are people who run economies without degrees in economics.
They are people without degrees in marketing dictating how much marketing can be done. On how big rugby league can be.
It’s like the salary cap, except it’s a cap on free publicity for the brand. You know, that highly valuable stuff that makes the game grow.
We’re always told Australia has a ‘highly competitive sporting market’, and all that stuff.
So riddle me this, Mr Bennett and Mr Hasler, apparently super-smart super-coaches: why wouldn’t you take every opportunity offered to get your footy code – the game, its people, the whole mess and mittens – into the free advertising represented by media?
(Photo by Mark Evans/Getty Images)
Because your players might be afraid?
Rugby league players are the stars of a show put on each weekend by clubs signed on with the National Rugby League.
And each week, to promote those shows, it takes the stars of the show to talk about the shows, and so promote them.
It is Publicity 101. Maybe 83. Maybe six.
When Brad Pitt and Cate Blanchett make a movie, they travel the world promoting it. They are multi-millionaires and talented, famous, even important people.
Yet Manly will circle wagons and baulk at Tom Trbojevic talking to whoever wants to talk to him? Because… he… doesn’t fancy it?
Rugby league? I love you. But you are a dumb ****.
League4Ever
Roar Rookie
Wayne Bennett hates the media when they are genuflecting to his character and coaching abilities and ask critical questions. However funnily enough when he wants a rule change, a journalist wants to profile him or there is coin to be made Bennett is all over the press and makes an engaging interviewee. Just remember the world revolves around Wayne and the press have no problems dealing with him.
Homers Son
Guest
I was going to read this, simply because Matt Dreary is such a slug , and he excels in the art of being a pathetic slug , but I thought, why bother , when I can hang schit on him without wasting five minutes of my precious time on this earth.... Not really that precious, when your having a dump , though.
James Ditchfield
Roar Rookie
It is up to the NRL to promote the game more effectively through advertising campaigns. Their 'That's My Team' campaign in the early-mid 2000's did more to increase the game's fanbase and playing numbers at the youth level than allowing increased media exposure. A lot of the players just don't know how to handle the media very well, and that's not a knock on them. Rugby League is in a very fortunate position in regards to it's on-field product, and those in charge just need to take advantage of this. I do think the media and the game should have a more positive relationship going forward, but it isn't up to the players to promote the game in any other way than through their on-field performances.
JOHN ALLAN
Guest
Have heard Kalyn Ponga speak. Very well spoken & intelligent. Unfortunately he is a rarity.
Beetle
Roar Rookie
Not a bad read, but I really couldn't get past this... "And good for the big picture, as mandated by media, whose agenda is truth." That is the biggest lie I've ever read on this website. Almost unbearable! Mainly because the media has NEVER been about the truth, just agendas. The media are the ones that tell us we should be offended by what someone said, such as Sam Thaiday describing an origin victory similar to losing your virginity. The media were all over it yet not one person I know found anything offensive about it. In fact, almost all found it funny, even the people that don't like big Sammy. Lets not forget, its the media that brands footy players guilty until proven innocent and gives them a bad publicity image. Keep your damn noses out of the case until it reaches a verdict. I didn't see many articles on Radradra when he was found innocent.. plenty of articles on his charges but once the case was dismissed there were very few articles on the charges being dropped. The same thing will happen to JDB if found innocent (if guilty, I will eat my words) And it is not Wayne that "contorts news" We all know who the people (on their keyboards) are that contort news
Paul
Roar Guru
Matt, you claim the Bennett's of the world are dumb for passing up free time with the media, but who in their right mind would let a player loose with a guy like Phil Rothfield? That's a disaster just waiting to happen and in this day & age of political correctness, a player misspeaks ONE word and journos would crucify him. Best leave it as it is now, with players saying meaningless things about "the boyz effort" and leave the real talking to those best placed to represent the team.
Christov
Guest
How is that relevant to his job as a coach? And for that fact who cares?
Paulie
Guest
Dont like the headline much. Rugby League is awesome. Go out into the community once in awhile intstead of hiding behind your keyboard thinking negativley and see what good the game of rugby league does. Just becuase there are a few polarising people and a few DH's in the game is no justification to bag the game. What about all the good stuff that no one hears or writes about that far out ways the bad ? And hopefully while your getting of your high horse you will realise that the kids dont read the news papers or watch the press conferences,
Cigar Field Sobers
Roar Rookie
Yeah Nah. Foow credit to the boys.....bang on Matt, they're more than happy to take the ridiculous money on offer, but they can't be inconvenienced by all that annoying stuff required of being a pro athlete. Rapidly wearing thin...
Larry1950
Guest
But uncle Wayne will talk to the media when he deems it appropriate (e.g. Australian Story telling us why he was father of the year) but not when it doesn't suit his agenda (anyone asking why he split with Trish & the kids). Celebrities demand the media respect their privacy yet will talk to the local garbo when they've got a new movie/book/tv show to promote, same with footy types.
Don
Roar Rookie
Where Wayne is going to come a cropper is that by protecting these players and allowing them to mirror his disdain for the media is, ultimately it will cost players TPA offers and impact on the club salary cap. Darius Boyd is a good player but his attitude to media has cost him hundreds of thousands of dollars.
Nat
Roar Guru
Definitely agree with the premise, League is a dumb **** but it gives far more than it takes. It can provide entertainment all weekend and ask for little in return. Are Wayne and Des in the wrong for trying to keep the conversation about the game? How many times have they witnessed the press pull apart a comment from a player to create a whole story, a rift, a controversy in some manner that has little to do with the game. Rugby League is a boofhead and this off-season has it has turned in a shocker. The media, in their ultimate search for truth, has had plenty too work with given there are no actual games to report on. However, please don't associate "truth" and "big picture" with the gutter journalism, the fabricated stories and harassment this kids have to endure because they can play League at the highest level. In comparison to the American sports personalities, of course they will be viewed as 'Yeah Nah' mouth breathers. The American version has come through college. They have an education and a level of maturity in their rookie year that the talented 18yo League player has never been afforded before a Danny Weidler contorts a question guaranteed to trip them up. Is he in search for the truth? No Matt, he's in search of a headline.
BigAl
Roar Rookie
What you say is all so true for most Australian men's sport - women's sport on the other hand... However it is particularly so for RL and a huge amount of it is the sort of guys who play the game... Not that much you can do about that, but it has always been the case - and the game just keeps on keeping on !
RogerTA
Roar Rookie
---- me, but that's funny Matt. Thank you on behalf of all the dumb----- who won't get it!
Albo
Roar Rookie
"It’s more Women’s day than Wash Post." Are you still allowed to say that here ?
ferret
Guest
As you say Matt "Yeah, Nah". I think you're overstating the dwindling influence of MSM, which may have once been about "truth" but now is about money and clicks. Players / clubs can now bypass the media (ala POTUS) via their own twitter accounts. Why read something someone else has written when you can communicate directly with the player / club? Plus why would players clubs want to engage with organisations that send snappers with telephoto lenses to capture your antics on the third floor of a pub, while you're holding a closed and private function? Trust, respect? Really? Coverage of rugby league by the MSM in Oz is appalling. It's more Women's day than Wash Post. I don't read much media about RL these days. I just watch the game and go to a few sites for analysis.
Dutski
Roar Guru
Not a poem, nor an ode. No flowers, no choccies. No jewelry. Just some hard truths. Hammered home. Happy belated Valentine's Day. Ps Love your writing Matt
Forty Twenty
Roar Rookie
I agree. You wonder why all players aren't trained to speak well to the media. I almost have to change channels when the mike is heading towards some players but it's not their fault.
Big Daddy
Guest
Unfortunately some rugby league player's IQ s match their Jersey numbers and find it hard to talk to anyone let alone the media.
Adam
Roar Guru
All very true, but the average rugby league player doesn't have the presence as Brad Pitt or Cate Blanchett. And I would say the average NRL player isn't doesn't have the ability to communicate as effectively as the average NFL player. I think that's the issue that Wayne tries to cut off. Some of these guys are so badly trained in handling the media that they can't communicate a simple message. We all have a little bit of a laugh when the cliches come out every time a player is interviewed. So sometimes the "free" advertisement is just not worth the time because if I wanted a whole bunch of sports cliches I would just watch the Mighty Ducks. While I agree that the average NRL team needs to ensure they engage with the media, they need to make sure that it is professional and serves an end purpose.