http://www.smh.com.au/news/league/kangaroos-revamp-pays-off-for-arl/2006/12/07/1165081091129.html
Roy Masters
December 8, 2006
THE ARL campaign to take on the Wallabies as the nation's No.1 football brand gained momentum during the recent Tri-Nations series, with merchandising income more than doubling past sales. The makeover of the Kangaroo jersey, featuring a new emblem and design, appealed to fans, with Classic Sportswear reporting a sales growth of 174 per cent.
ARL chairman Colin Love said: "The new Kangaroo branding is a program that is only new but even in its infancy, sales have gone through the roof. We're working towards a centenary year [2008] and a World Cup at the end of that season, so to have the revamped brand performing the way it is, is very pleasing."
In October last year, during the Kangaroos' failed campaign in England to defend the Tri-Nations trophy, only 994 jerseys were sold. Sales for October 2006, as the Kangaroos embarked on their successful mission in Australia and New Zealand to regain the trophy, were 2724.
Classic Sportswear reports that sales of training gear also grew in excess of 100 per cent. "We exceeded all budgets for venue sales, with the venue concessionaire writing the forecasted total after only two games," said Classic Sportswear's licensing manager, Rebecca James.
While sales are well below figures for the 2003 rugby World Cup in Australia, Love is confident the Kangaroos brand can leap over the Wallabies jumper, particularly with the Wallabies' chances in next year's World Cup in France diminishing. A centenary committee has been appointed, consisting of representatives of the ARL and NRL, demonstrating a joint venture approach to the game's 100 year celebrations. The anniversary of the formation of the NSWRL in August 1907 will be the first event acknowledged, with a re-enactment of officials gathering for a meeting at the Sydney Showground.
The Roosters, the only stand-alone club to have played every season since 1908, will jump start the anniversary celebrations, partying a year ahead of the code. The Bondi Junction club will celebrate its 100th season in 2007 with a commemorative strip, a celebration ball and a re-enactment of the Eastern Suburbs' original game with Newtown.
ARL and NRL officials are disappointed with the Roosters' stand-alone plans, but the club has undertaken not to use the term "centenary" in its promotions. Manly also chose to celebrate their 60th season in 2006, while Parramatta will wait until next year. Both clubs were formed in 1947.
The Wanna-bees are toast.
Roy Masters
December 8, 2006
THE ARL campaign to take on the Wallabies as the nation's No.1 football brand gained momentum during the recent Tri-Nations series, with merchandising income more than doubling past sales. The makeover of the Kangaroo jersey, featuring a new emblem and design, appealed to fans, with Classic Sportswear reporting a sales growth of 174 per cent.
ARL chairman Colin Love said: "The new Kangaroo branding is a program that is only new but even in its infancy, sales have gone through the roof. We're working towards a centenary year [2008] and a World Cup at the end of that season, so to have the revamped brand performing the way it is, is very pleasing."
In October last year, during the Kangaroos' failed campaign in England to defend the Tri-Nations trophy, only 994 jerseys were sold. Sales for October 2006, as the Kangaroos embarked on their successful mission in Australia and New Zealand to regain the trophy, were 2724.
Classic Sportswear reports that sales of training gear also grew in excess of 100 per cent. "We exceeded all budgets for venue sales, with the venue concessionaire writing the forecasted total after only two games," said Classic Sportswear's licensing manager, Rebecca James.
While sales are well below figures for the 2003 rugby World Cup in Australia, Love is confident the Kangaroos brand can leap over the Wallabies jumper, particularly with the Wallabies' chances in next year's World Cup in France diminishing. A centenary committee has been appointed, consisting of representatives of the ARL and NRL, demonstrating a joint venture approach to the game's 100 year celebrations. The anniversary of the formation of the NSWRL in August 1907 will be the first event acknowledged, with a re-enactment of officials gathering for a meeting at the Sydney Showground.
The Roosters, the only stand-alone club to have played every season since 1908, will jump start the anniversary celebrations, partying a year ahead of the code. The Bondi Junction club will celebrate its 100th season in 2007 with a commemorative strip, a celebration ball and a re-enactment of the Eastern Suburbs' original game with Newtown.
ARL and NRL officials are disappointed with the Roosters' stand-alone plans, but the club has undertaken not to use the term "centenary" in its promotions. Manly also chose to celebrate their 60th season in 2006, while Parramatta will wait until next year. Both clubs were formed in 1947.
The Wanna-bees are toast.
