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Circus Maximus
Brad Walter | March 14, 2007
The South Sydney Rabbitohs have often been compared to a soap opera. Now they're about to become one.
Just seven years after being kicked out of the NRL, the Rabbitohs are the financial powerhouse of the competition as their savvy new owners Peter Holmes a Court and Russell Crowe find ways to make money that other clubs - and the entire league - have not dreamed of.
Long considered a financial basketcase, Souths have secured sponsorship worth $6 million for the season that starts this weekend. And that's just the beginning.
Filming has begun on a six-part documentary series to screen on the ABC this year in the lead-up to the NRL finals, in the hope that Souths will figure in the play-offs for the first time since 1989. Rabbitohs - the reality TV show? It's a far cry from being league's pariahs.
Almost half the $6 million comes from three sponsors - Firepower, Hi Concept and Virgin Blue. Their names will appear on the home jersey, away jersey and training kit, respectively. The training kit space has never been sold until now, but Holmes a Court and Crowe point out it gets more exposure than the playing strip as it is on display daily.
Merchandise sales for this season, which will be officially launched tonight in Surfers Paradise, are already at 60 per cent of those for the whole of last year. And the Rabbitohs, whose players now wear Armani suits designed by Crowe, have a new clothing range they are trying to persuade the NRL to let them sell.
Among the new merchandise is a designer label hooded top, manufactured by the Canadian company Roots, which Crowe presented to each player last Wednesday night at a team dinner before their appearances at the Bra Boys movie preview and Anthony Mundine's fight against Sam Soliman.
It's a rags-to-riches story so compelling that the television production company Beyond International approached the Rabbitohs to film the documentary. While some were nervous about cameras recording almost their every moment, Crowe put them at ease.
While NRL clubs last year received an average $2.6 million in grants from their licensed clubs, Souths did not receive a cent. It has been the same story for years, which is why Crowe initially got involved with the club he has followed since 1969. Dissatisfied that his annual six-figure donation to help keep the club afloat appeared to be having no long-term effect, Crowe offered to buy the club. Twelve months ago Souths members voted to accept a $3 million offer from the Academy award-winning actor and Holmes a Court for a 75 per cent stake.
Since then they have also gained control of the leagues club and will begin renovations at the end of the month.
"We cannot rely on the old ways of doing business so we have to do things in a different way at Souths," Holmes a Court said.
One example of that is Souths' recruitment of the NRL's first consumer relations manager, whose job is to get bums on seats.
The club has also decided to axe its cheerleaders and employ Dein Perry of Tap Dogs fame to produce Souths' game day entertainment, which will feature a team of drummers. The drummers performed publicly for the first time on Monday night. They marched down a Paddington street, banging their drums, and into a restaurant where Crowe and Holmes a Court were hosting an intimate media dinner.
To appease neighbouring residents, Souths doorknocked houses and offered tickets to the opening game against Sydney Roosters on Monday night. If ever we needed proof that this pair meant business, this was it - in deafening style.
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Brad Walter | March 14, 2007
The South Sydney Rabbitohs have often been compared to a soap opera. Now they're about to become one.
Just seven years after being kicked out of the NRL, the Rabbitohs are the financial powerhouse of the competition as their savvy new owners Peter Holmes a Court and Russell Crowe find ways to make money that other clubs - and the entire league - have not dreamed of.
Long considered a financial basketcase, Souths have secured sponsorship worth $6 million for the season that starts this weekend. And that's just the beginning.
Filming has begun on a six-part documentary series to screen on the ABC this year in the lead-up to the NRL finals, in the hope that Souths will figure in the play-offs for the first time since 1989. Rabbitohs - the reality TV show? It's a far cry from being league's pariahs.
Almost half the $6 million comes from three sponsors - Firepower, Hi Concept and Virgin Blue. Their names will appear on the home jersey, away jersey and training kit, respectively. The training kit space has never been sold until now, but Holmes a Court and Crowe point out it gets more exposure than the playing strip as it is on display daily.
Merchandise sales for this season, which will be officially launched tonight in Surfers Paradise, are already at 60 per cent of those for the whole of last year. And the Rabbitohs, whose players now wear Armani suits designed by Crowe, have a new clothing range they are trying to persuade the NRL to let them sell.
Among the new merchandise is a designer label hooded top, manufactured by the Canadian company Roots, which Crowe presented to each player last Wednesday night at a team dinner before their appearances at the Bra Boys movie preview and Anthony Mundine's fight against Sam Soliman.
It's a rags-to-riches story so compelling that the television production company Beyond International approached the Rabbitohs to film the documentary. While some were nervous about cameras recording almost their every moment, Crowe put them at ease.
While NRL clubs last year received an average $2.6 million in grants from their licensed clubs, Souths did not receive a cent. It has been the same story for years, which is why Crowe initially got involved with the club he has followed since 1969. Dissatisfied that his annual six-figure donation to help keep the club afloat appeared to be having no long-term effect, Crowe offered to buy the club. Twelve months ago Souths members voted to accept a $3 million offer from the Academy award-winning actor and Holmes a Court for a 75 per cent stake.
Since then they have also gained control of the leagues club and will begin renovations at the end of the month.
"We cannot rely on the old ways of doing business so we have to do things in a different way at Souths," Holmes a Court said.
One example of that is Souths' recruitment of the NRL's first consumer relations manager, whose job is to get bums on seats.
The club has also decided to axe its cheerleaders and employ Dein Perry of Tap Dogs fame to produce Souths' game day entertainment, which will feature a team of drummers. The drummers performed publicly for the first time on Monday night. They marched down a Paddington street, banging their drums, and into a restaurant where Crowe and Holmes a Court were hosting an intimate media dinner.
To appease neighbouring residents, Souths doorknocked houses and offered tickets to the opening game against Sydney Roosters on Monday night. If ever we needed proof that this pair meant business, this was it - in deafening style.
SPONSORED LINKS
