Rugby League supremo Peter V’landys has been strongly supportive of NRL expansion and his preference is that the 17th NRL team be located in south-east Queensland.
The current TV rights deal runs through to the end of 2022, so the following year would presumably signal the arrival of the next expansion team and rugby league games at Suncorp Stadium every weekend throughout the 2023 season.
That time frame represents a monumental challenge for the formation of a successful entity. In January 2023 players will be returning to preseason training following a short Christmas break. Therefore, in less than two years, the 17th team needs to establish a brand from scratch, establish an administrative base, establish a training base, build a football department, build an off-field team and sell sponsorships and memberships, and then there’s the small matter of a hopefully successful roster.
Of course they’ll also be tasked with competing directly with the off-field juggernaut that is the Brisbane Broncos because, make no mistake, while they are coming off a calamitous year on the field, the Broncos remain a financial behemoth among their NRL rivals and have plenty of ammunition to keep the future newcomer under their proverbial thumb.
If indeed the league is expanding in greater Brisbane within what must be acknowledged is a remarkably narrow timeframe, with the greatest of respect to Port Moresby, the Central Coast Bears, the Perth Pirates and possibly a second New Zealand team, we’re left with only four candidates.
There are two prospective new outfits: the Brisbane Bombers and an unnamed Western Corridor bid taking in Ipswich and as far West as Toowoomba.
We also have a further two clubs currently running around in the Queensland Cup: Easts Tigers (to be known as the Brisbane Firehawks) and the Redcliffe Dolphins.
ARLC Chairman Peter V’landys. (Photo by Matt King/Getty Images)
The Brisbane Bombers have been talking themselves up as a future NRL outfit seemingly since Lang Park had concrete seating. Interestingly, the Bombers recently announced they’ve identified Cam Munster as their key recruitment target for their opening season. We only need to go back seven years and the very same Brisbane Bombers were talking up their plans to run out both Sonny Bill Williams and Quade Cooper during their inaugural season.
Unfortunately, while it seems they’re good at hyperbole, the Bombers seem to have little going for them beyond a logo and a marketing strategy that seeks to target the ABTB (anyone but the Broncos) portion of the Brisbane market.
To be fair, they’re a little further ahead of the Western Corridor team at this stage, with the prospective outfit’s current bid tied together with little more than grand aspirations. That may be a little unfair to a region that could only be described as Queensland rugby league heartland, an area linked by Darren Lockyer Way and one that boasts a booming population and growing commercial sector. Indeed there are plenty of good arguments supporting a Western Corridor expansion bid, yet their entry into the NRL will surely be more feasible in a future round of expansion.
When considering expansion, irrespective of the timeframe, the question should be asked: does the NRL want to entrust their brand and the game to a brand-new entity that will be tasked with building a professional rugby league club from scratch?
Let’s go back and consider the previous examples of NRL expansion in the south-east Queensland market. In 1995, after a long courtship, the South Queensland Crushers entered the then ARL ready to give the Brisbane Broncos a run for their money. Three years later, with home crowds averaging 7000 and two straight wooden spoons, they were wound up with debts of $3 million and plenty of player wages unpaid.
In fairness, the Super League war had a lot to do with their demise, but they were well off the pace both on and off the field.
An hour south, the Gold Coast Titans entered the NRL with much fanfare in 2007. They too were a new entity led by an energetic local consortium, and despite being initially competitive on the field, they were in voluntary administration eight years later. They’re still hanging on but continue to prop up the bottom of the table in terms of membership and corporate support.
Again it’s worth highlighting that the new team will be up against a corporate giant in NRL terms that will be determined to defend their patch.
So if we can politely draw a line through the Bombers and the unnamed Western Corridor team, that leaves two contenders.
(Photo by Albert Perez/Getty Images)
At this point we need to consider just what’s been learnt over the past year. The 2020 season and year in general threw a curveball to the league and demonstrated that NRL clubs need to be able to survive with reduced match day income and smaller leagues club grants and in an environment where sponsors are taking a stricter view of where to spend their marketing dollars.
It’s also fair to say the NRL won’t be underwriting the new entity with the same financial largesse as the AFL have shown to the Suns and Giants in recent years. In fact it’s reasonable to expect that the business case and related revenue assumptions put forward by the new entity will be rigorously scrutinised and will need to demonstrate sustainability through a future season not unlike the one we’ve just seen.
Importantly, this is where the arguments in favour of the Tigers and Firehawks start to wane. While they’ve been talking up their plans to represent Brisbane’s south side, a counterpoint to the Broncos’ northern presence, the simple fact is their current home ground lies little more than a decent jog from the Broncos’ Red Hill base, putting them squarely in the crosshairs of their established rival. Indeed if the NRL is seeking to genuinely increase their south-east Queensland footprint, with a population of 3.6 million, by a third, it makes little sense to have two of those entities in such proximity.
Furthermore, while the Tigers boast strong traditions and plenty of grassroots support, they simply cannot compete with the Redcliffe Dolphins in terms of financial preparedness. In fact with assets in excess of $100 million the Dolphins boast a balance sheet that would put the majority of existing clubs to shame. Those include a 40,000-plus member leagues club, a shopping centre, a leisure centre and an 11,000-seat stadium that will host Brisbane Roar home games in 2021.
The Dolphins NRL franchise would represent the heartland of Moreton Bay Regional Council, the third-largest local council in Australia, boasting a population of close to 500,000 and lying immediately to the north of Brisbane. What really secures Redcliffe at the top of the pile is their close ties to the local community, their long history of investment in junior rugby league and their significant history in developing and building a non-rugby league business – the sort of business that can support the costs associated with putting a quality NRL outfit on the ground.
Furthermore, the franchise representing the north of greater Brisbane and the wider Moreton Bay region would provide a nice counterpoint to the established Brisbane Broncos and the Gold Coast entity to the south.
The choice is simple for the NRL. Do they gamble on a new entity catching lightning in a bottle from day one? Do they want to position a second franchise that would rival the Rabbitohs and Roosters as near neighbours? Or do they place their faith in an entity that already owns the infrastructure to support an NRL team, that is associated with an established brand and that has a financial footprint that would already be the envy of the league?
If indeed expansion is the way forward, there really is only one answer.
Opposed Session
Roar Rookie
The strength of the game globally will rely on how strong the pacific island nations are moving forward. There seems to be a drop in standards and sponsorship in the game in Europe. Toowoomba will be good to have back in ISC. Pacific Trez will have to fund their way into the comp like the Hunters have had to do this since their inception. Big undertaking from emerging nations but exciting for the growth of the game if they get the right support from the International and Asia Pacific Rugby Leagues.
KCR
Roar Rookie
Can't argue with that, the more time to prepare the better. I suspected that Toowoomba would return, couldn't be happier to hear about it. They have such a great tradition. I hadn't heard of the new Pacific team though that's really exciting. Might have to rename the comp IRL. Cheers have a good one.
Opposed Session
Roar Rookie
None taken KCR. I also don’t doubt the article as that would seem like the logical step for a new team to play ISC in build up to NRL entry. Just know in ISC clubland, I don’t remember any talk of it being anything more than an idea. Talk is Toowoomba are next in line For ISC followed by a new Pacific Trez team from New Caledonia. Hunters and Capras only teams without NRL affiliate. Hunters will find it hard to ever have this arrangement cause nrl clubs won’t want players flying 3 hours and the customs process on top. To be honest I’ve never seen the Bombers site, but don’t believe burning the neighbours house down makes mine look any better. That’s just bad pool! I just hope NRL give The winning bid team the go ahead with good lead time. If it’s 2023 I reckon they need to know early this season. Even an established club would need to upscale their football and player departments.
KCR
Roar Rookie
All good Churchie, no offence taken you're just sharing your opinion as I am. Hope I haven't offended you in any way. Honestly I thought this was banter. It is tough discussing which teams could get fans and why because it is subjective, there are many reasons a person will or won't support a team. There are quality options available, with good people working at all of them. It will come down to what the commission prioritises. I wish I could find the article about the Bombers not joining QRL I read it almost 10 years ago. I am willing to admit that time might have altered my memory but I am sure that I read it, Mandela affect perhaps. However the Bombers have kept the inaccurate information on regional teams being able to sustain themselves on their site, their information is wrong and they should remove it. That's the last bit of negativity I will put on here. All of the remaining bids have positive points, and I am confident that all of them have the ability to increase their appeal and fanbase with the right marketing after an announcement has been made. Who ever gets in will have their work cut out for them to succeed both on and off the pitch and all the best to them. May the best team win.
Opposed Session
Roar Rookie
I recently worked on Falcons coaching staff. I also played at Easts and Reddy. Having gone to school in reddy and represented SC I’m well aware of the link. Still doesn’t make an affiliation by assumption a possibility from the relationships that I know. Also I never dismissed the financial strength, just pointed out that fiscal strength doesn’t lead to premierships. FYI as well as a salary cap the NRL have introduced a staff cap where if you spend over you pay luxury tax. To even the competition so that financial clubs don’t bully their position yearly. Not sure your stats on the Bombers is true. I’ve been involved QRL since your stated timeline and that ISC inclusion has never been a possibility. The fact that Ross Livermore’s son is the CEO and Scott Sattler and Billy Moore are club aligned and act as ambassadors means there’s a fair amount of RL clout that would be more than the average fan! In addition the Bombers is not a link to Essendon it’s a link to the Bombers that flew war missions out of Brisbane. Which would mean a stronger connection than the American horse team we already have. It’s not a personal act KCR just friendly banter. Again I’m not doubting Easts and Reddy bids just feel like they already have supporters but more Brisbane people that might not like them. I also never said it should be the Bombers just another team from Brisbane.
KCR
Roar Rookie
There’s many reasons that people support clubs, knowing someone that has gone through a school or club pathway to an NRL club is a valid reason. The new clubs should create pathways from the city and country via these pathways for sustainable playing talent and fan support. The Broncos and storm may have to change affiliations when a new team comes in that’s just the way things go. I don’t think that there would be an objection from SC locals to joining the Dolphins. In children’s sports Redcliffe juniors represent SC so there’s an historic link there it is not a blatant support grab outta nowhere. The Broncos may have won 6 premierships from a shed but the coach that got them there publicly backs the Dolphins bid. The idea that people won’t travel is nonsense. As is the idea that people only watch the game in person, tv ratings are extremely important to the game. Financial strength is vitally important for building a fan base. It is difficult to win hearts and minds of supporters if a club is broke and may not be there in the long run. Money is important, money gets a team the best scouts to find talent and the ability to keep them, the best coaching and the best facilities. Overlooking financial strength is lunacy. Calling the Dolphins the manly of the north is just an ignorant insult born from jealousy. Apart from being on a Peninsula and winning a lot there’s a ton of difference between the two area and teams. The Dolphins team and club are in rude financial health based on a thriving business portfolio and good management, they will have no need to find and depend on financial backers. The only way to get a home in Manly is to inherit one, Redcliffe and Moreton Bay is very much blue collar which means that many people of all backgrounds call it home. If you don’t know what a Firehawk is look it up. Or just ask Rob9 he gave me an entire focus groups worth of info. Western corridor has financial issues but the areas importance to the game is worth something. I think that you have hit the nail on the head in looking at what’s wrong with the bombers. They’ve been around since 2011 and have not been able to gain any traction with fans. I can’t speak for everyone but there are some definite problems with this bid. Firstly having a brand new team works best when it is the first team in a new region, second teams have to show a point of difference. This is evident in Port Adelaide, Fremantle and Melbourne City as apposed to Melbourne heart. All the Bombers have is not being the Broncos. Secondly in 2013 they were offered a place in the QRL, they turned their nose up at the opportunity to show that they can build a team on the field and support off of it. Thirdly they have been gas lighting the fans, trying to make them believe that regional teams would not be financially viable despite evidence to the contrary and that fans from other area couldn’t possibly support them. There’s no proof that an existing team can’t attract new fans through advertising and community outreach, the Bombers haven’t offered any proof that they can get fans. Look at the website all it states is that they have plans, well while they plan the others are working. Lastly, the name belongs to the AFL and the colours are done to death. I do agree on your last point there does need to be a second team, if AFL gets on even footing in SEQ the NRL would be in trouble.
Opposed Session
Roar Rookie
I’m not doubting the financial strength of either of those bids. Long term QRL fans most likely don’t follow the NRL affiliate as most of those relationship have never lasted more than 8 years. It’s only in the past 8 years that these have remained somewhat stable. Although in the past 3 years the broncos have gone from 6 affiliates to 3. The Falcons wouldn't align with the dolphins, mainly due the Storm being a major factor in the Falcons still being around. Which has only just really started to be fruitful since 2017. The Falcons recruited Hynes, Schonig, Lewis and they have now become Storm players. That relationship is strong and I’d imagine bowing down to a former opponent would be a tough pill to swallow. Plus suggesting you’ll take games (During the bid conversation) to the SC sounds like a drum up to get more support. I’d read more into that as reddy might think they wouldn’t win the popular opinion vote. Souths Logan are broncos aligned so I’d imagine the broncos would be fight hard to keep that especially after having to go hard to get it back off the raiders. The Ipswich and Redcliffe bids might not have to cross the Brisbane river but would have a fair transit to and from LP for an 8pm kick off. Not overly family friendly as Brisbane traditionally get Thursday/ Friday night games. The Easts and Redcliffe are clearly the strongest financial bids, but games or fans aren’t won on balance sheets. The broncos won 6 premierships out of a tin shed and their first wooden spoon at a $25m facility. The Manly (Reddy) of the north bid, A bid that choose a nondescript bird that no one knows about (Easts), a bid which has little financial clout or name (Ipswich) and the one people don’t like for some reason and have written them off even though they been a contender since 2011. Should make for interesting viewing to see who gets it. Despite that, Brisbane needs a new team.
Opposed Session
Roar Rookie
I played at two of the bids clubs and even spending some time there as a player doesn’t endear need to supporting them if they were successful. Know many friends involved with those clubs still and while I’d like them to get what they want I wouldn’t become a member. Brisbane needs another team, so as a RL supporter I’m all for it. Means more jobs in the industry. Just any established club has more people that don’t like it, than actually do. Which is the same thing with broncos and why we are discussing a second Brisbane team. To me expansion is to capture new fans I guess that’s where I’m coming from.
KCR
Roar Rookie
All of the bids will play at Lang park, so no need to cross anything. The financial logic of Easts and the Dolphins doesn't just extend to members, if the Dolphins get selected they would be the richest club in the competition. That kind of financial strength can not be overlooked. All of the three state league bids are moving to Lang park and making changes to their names so they will be new teams to anyone that doesn't follow QRL. Fans that do follow QRL often support the team that their club is affiliated with, so it would be worth noting who would be partnering these bid teams. Both the Firebirds and Western corridor have mentioned Logan so it wouldn't be crazy to assume that they are in advanced talks with the magpies. The Dolphins have mentioned taking games to the Sunshine Coast so one would think that they are possibly linked with the Falcons. Other Brisbane based clubs could, and probably will join these as well. The Bombers are the only completely new team that is bidding and they are not popular amongst fans commenting on this, or other fan forums. If that is the average opinion of the Bombers they will be a flop.
Rob9
Roar Guru
I actually agree with most of your logic there. The Broncos, Storm, Cowboys, Brumbies, WSW etc have all shown that something can be created from next to nothing (while still being tailored and formed with the community they represent in mind) and go on to become an endeared entity that’s entrenched in their community. Having the opportunity to be pulled together based on the current landscape of the area they represent is actually an advantageous position to be coming from too. That said, I think the Easts bid represents the best of both worlds. It has an established connection with history as a Q-Cup/BRL club, but they are effectively reinventing themselves to compete at the national/professional level and become a team for the entire southside of Brisbane that bursts well-beyond their current patch of dirt. The fact that the ‘Easts’ name is gone, the Tigers logo will go and they will be playing games at Suncorp as opposed to Langlands Park means that they won’t be isolating themselves from fans of other Intrust Super Cup clubs that aren’t Broncos fans. A ‘Dolphins’ bid though will face more challenges on this front. I’ve actually got a good mate that used to play Q-Cup and he thinks that the Dolphins basically being the ‘Manly’ of the State League will make it very hard for them to connect with local Rugby League fans that aren’t already Dolphins supporters.
Opposed Session
Roar Rookie
I agree, The Redcliffe and Ipswich bids are unfortunately not in Brisbane, for anyone that’s ever been to Brisbane, knows Brisbane people don’t like crossing the bridge. If the bid was for a second team close to Brisbane then we’d just go with the Titans and call it a day already. Given all these places can take the same amount of time to get to from Brisbane, traffic depending. I understand the financial logic of Redcliffe or Easts bid having a jump start on a new entity. While they have a strong membership base they also have 10 times as many RL people that aren’t already fans of that club. So if your not a Broncos supporter and not a established bid team supporter then you in the same position you’ve been in since 1988. Supporting a team from another region. (Note, Easts leagues club management have been contracted to run Broncos leagues club for the past few years). The Broncos, Storm, Raiders and many more have proven you can make it successful as a start up with the correct governance. Who would of thought that 20 odd years ago that RL team in Victoria would be the model for consistency, have such success and produce talented players that will become immortals and supply more head coaches across the whole NRL than any other club. The Broncos were one of the most successful club of the 90’s and early 2000’s....... a new entity named after an American horse! Going to show you don’t need an established entity or have your logo identify with your region to be successful. I’m not writing off any of these bids, the region needs another, but rusted on supporters of established clubs are already In the game. Expansion is about capturing a new market or supporters who don’t have a team to follow. Also not saying it has to be the Bombers, but as a Brisbane guy that’s not a broncos supporter, I’m also not going to support the established bids should they be successful. So let’s say for argument sake Redcliffe, Easts and Ipswich all have a 10% share each of the available (not broncos supporters) RL supporters. Doesn’t it make more sense to go after the left over 70% of the available market?
Tim Buck 3
Roar Rookie
It happened in 1978 when papers were selling well. I'm not offended, I was giving an example of an Adelaide reporter making up stories about Rugby League and reporting it as fact.
mushi
Roar Guru
We can call off the search we've found the last guy in Australia who actually cares what is printed in the physical paper. If you're getting offended by what click bait journo's write in the bottom of the barrel medium of these times then gee mate there isn't going to be a corner of the world where you feel comfortable.
Tim Buck 3
Roar Rookie
I probably don't listen to enough talk shows to comment.
Tim Buck 3
Roar Rookie
The local papers didn’t have results, no worries. The afternoon paper ran a story saying the game between Manly and Wests was abandoned due to the crowd invading the pitch. It was just Roy Masters' fibrous against the Manly Silver-tails resulting in some on field brawling.
Micko
Roar Rookie
Apparently they did well relative to other teams in their comps. Obviously they'll never match the AFL clubs for crowds, but that would be assumed anyway.
GoGWS
Roar Guru
Western Force and Western Reds? How did those teams go? Notable omissions from your summary.
Christov
Guest
Sally I can only see the eats bid being with it as their current fan base is close to Suncorp while forcing fans to travel won't work in three long run imo. But with name like firehawks is one of the worst names for a RL team to come up with. Rather them stick with tigers
Rob9
Roar Guru
:rugby: :thumbup: :thumbup:
KCR
Roar Rookie
For the record I have never thought that I know any more than any one else. I often ask people to let me know how I am wrong and genuinely listen to other points of view even if I ultimately disagree. I have also enjoyed our exchange of ideas, you clearly know what you are talking about and present your views with respect. We at least agree that a new team should represent a different patch of dirt to the Broncos. We disagree on which patch of dirt that should be. Cheers.