I think CEO payments should be used for players that are of strategic importance to the whole game. The NRL needs to start thinking like a Competition with it's eyes on the world not just our backyard.
The NRL needs to be ready to recruit players not for increasing our own viewership in Australia solely but the profile of the NRL in strategic markets where there is a Rugby presence in particular and bring financial benefit. This could also be done by partnering with Australian centred RL connected companies that have a presence in these nations (killing two birds with one stone) to help fund these raids.
These nations would be like France, Italy, Argentina, Japan, South Africa and New Zealand.
Recruiting the highest profile players from these nations from Union and INTENTIONALLY using marketing initiatives to bring a focus on the NRL as the toughest and biggest 'Rugby' competition in the world.
Imagine recruiting strategically the highest profile African background Springbok and key Africaans background player (this would particularly work well with expansion into Perth as well) BUT the point would be to flood SA TV and the web with Vox Pops of these players declaring 'Watch me step up into the toughest Rugby Competition in the world!"
Increasingly and creating foreign TV markets and strengthening the International presence of RL is crucial to our long time growth.
The NRL also needs to make it 'normal' for ALL Blacks in NZ to consider a stint in the NRL as the only way to prove they are truly world class 'rugby' athletes.