It’s the marriage we didn’t expect.
One’s a marketing venture boasting big sponsors but missing a passionate history. The other’s a community approach tapping into a growing population area but without a tangible identity. Both have been jostling for the right to call themselves Queensland’s fourth NRL team for over ten years now.
But the new Brisbane Jets bid for NRL expansion, formed by a merger of the Brisbane Bombers and Western Corridor consortiums, looks a strong contender to claim that elusive prize, potentially rivaling the Redcliffe Dolphins and leaving the Firehawks in the dust.
The surprise joint bid came in the same week the NRL confirmed it would decide on expanding its competition to include a second Brisbane team by June this year.
Until last week, the Western Corridor and Bombers bids were stragglers in the four-horse expansion race, lagging well behind Easts Tigers’ Firehawks brand and the powerful $100 million bid brought forward by the Redcliffe Dolphins.
The Western Corridor bid was pushed by Queensland Cup side the Ipswich Jets, aiming to bring in everywhere between Logan and Ipswich, and even Toowoomba. The region boasts some of Australia’s largest player numbers and a fast growing population, and the bid was also riding on a boutique stadium that the Ipswich City Council hopes to have built on the North Ipswich Reserve, the Jets’ current home ground.
The bid’s main problem was that it hadn’t done much other than say where they wanted to put themselves and that they were interested in having an Indigenous name. No website, no social media profiles, and next to no promotion of the bid. Otherwise, they would have made a hell of a front runner on their own.
Then there was the Bombers, an entirely manufactured entity with no connection to an existing rugby league club. They’d done more for their chances than their rivals, with a functioning website and blog (even if they haven’t yet learnt to remove that WordPress logo from it) and a good list of supporters including Brisbane Airport and the Nine Network.
(Photo by Chris Hyde/Getty Images)
However, the brand hasn’t caught on in the ten years it’s existed. The corporate nature of the bid failed to connect with the ‘anyone but the Broncos’ base it targeted, and all the name achieved was the risk of trademark issues with the AFL’s more famous Bombers.
This merger is the best possible result for both the consortiums. It’s taken two opposing ideas on what BNE2 will be and turned them into complementary weapons in its arsenal. The community reach and private support make this a potent option for the NRL.
And the new identity is the cherry on top, uniting the consortiums with a common aviation theme and the nickname with a direct connection to an existing rugby league club.
And there won’t be the same trademark issues that the Bombers’ name had. Newtown already gave their blessing via Twitter.
Altogether they are compelling foundations for a new side, but they must overcome another hurdle if they want to build a successful, staying rugby league club.
As populous as the Brisbane Jets’ targeted fan-base is (more than 200,000 live in the Ipswich council area alone), it’s spread across a large area on Brisbane’s south-eastern outskirts and not seriously united by a name or identity the same way the Gold Coast and Sunshine Coast conglomerates are.
They may also not necessarily connect with the Jets calling themselves Brisbane, so the team will need to lean their marketing more on the moniker.
Where they play also can’t be taken lightly. While Suncorp Stadium would be the preferred home ground according to both the Jets and the NRL, they should also be prepared to play out of the eventual North Ipswich Stadium as the council is still intent on building that. Even if they take smaller games to Ipswich, that will be vital to building a local fan connection.
But if they market themselves right, they need not worry. The Brisbane Jets may just become a shoo-in for BNE2.
Garry JR
Roar Rookie
Ok. I understand why they are going with Brisbane but I don’t like it. We are desperate for a NRL club out here so I’ll go with it…
Adz Sportz
Roar Guru
Exactly right!
Adz Sportz
Roar Guru
As an Ippy boy, what do you think about an Ipswich based club being called 'Brisbane'? I know the Jets are Ipswich, but I don't think many in Ipswich, as well as Logan and Toowoomba, will feel 'Brisbane Jets' will be inclusive for them.
Pete
Guest
Good luck to that
matth
Roar Guru
Yuk
Nat
Roar Guru
The Broncos club would know. Not only memeberships but through ticket sales demograhics. I'm interested now, I'll see what I can find out.
Beergardener
Roar Pro
That's my point though. If you are going to base it on heresay or opinion, it seems just as valid to look at people on a train (neither would be suitable metrics). Didn't know about the population difference, but I would've thought North stretches further out than Southside and so could encapsulate more people (who may consider themselves Northside but may not be in city limits). Anyway it doesn't really matter, just think it's one of those things that will never and can never be measured
Nat
Roar Guru
Of course it's artibary and an opinion as I cleary said I don't know the stats. I don't think judging platforms at Milton is an accurate measure either. I do know that the southside has a higher population than the north and league has a larger participation rate in the south. It might be crude math but I'm comfortable with it. This isn't a Nth v Sth thing. I am from the northside, although not long-term local so I couldn't care less about the Nth v Sth thing.
Nat
Roar Guru
I don't know how I'd feel if the Diehards got a ticket. I'd be a little dirty I've been robbed of my Saturday park footy for the glitzy stadium. I'm from Cowboy country but the Broncos were around and succesful long before they made a dent but I was Diehards before Broncos as well...
Beergardener
Roar Pro
I wonder of the Brisbane Jets swimming club will have anything to say on the name. Ironically they are right next door to the Easts Tigers. What if Easts encourage them to pursue legal action?
Beergardener
Roar Pro
I've been saying this for years, I reckon a lot of Brisbane residents would identify with the name Moreton Bay or Moreton as it's pretty well known as a location around here. It could be like our version of Golden State where the name encompasses more than just a city
Beergardener
Roar Pro
This is completely arbitrary and is just like your opinion, man. I'm not saying there are more of us to the North but if packed trains leaving the stadium are anything to go by, the Northside brings a lot of fans. It seems pretty even to me
Rellum
Roar Guru
They are considering the "River City Dolphins" https://www.youtube.com/watch?v=PcyLKUNcsqg Hopefully they don't consider it for too long :laughing:
KCR
Roar Rookie
The Dolphins proposal does include taking a few home games to Redcliffe and the Sunshine Coast.
Rosie
Roar Rookie
Personally I like the Brisbane Jets proposal, this team would become a junior talent production line, just like the Penrith Panthers. I think the Redcliffe bid should align themselves with the Sunshine Coast and attempt to enter the NRL as the 18th team, the Sunshine Coast Dolphins.
Blocka Chief
Guest
I would like to see a 2nd division with promotion and relegation introduced. It will allow lots of small places into a national competition. Joints like Rockhampton, Toowomba, Gosford, Woolongong, Wagga etc... You could even include offshore places like PNG or a Fiji in. At the moment it is just a club with a few elite places involved. Why is Easts or Manly in it when they bring in eff all fans at home or away.
Flexis
Roar Rookie
Yeah yuck. I grew up around the corner from Langlands. And player junior footy as a Tiger. So I’m a little conflicted. Don’t want the bid to cost them any of their identity. And that’s without considering how conflicting it would feel when they take on the Broncos if they’re successful.
Rellum
Roar Guru
Best time to bring in a team to take them on. We are terrible on the field and mostly embarrassing off the field as well. The Broncs are really a sitting duck for a club like Redcliffe with resources and a great culture to torch us straight away.
matth
Roar Guru
Given I think Redcliffe blocked the Gold Coast from using the Dolphin name, I could see it as a problem unless there is some goodwill. I would have thought it would an ideal way for the club to garner some traditional Sydney support if they could develop some link with Newtown and try for some Sydney members.
matth
Roar Guru
Ipswich has been around in rugby league for only 1 year less than Newtown, so they might have to share.