Latest IMG proposals for Super League

[Ideas Man Stephen]

If the IMG need to do anything, it’s instill a belief in the Super League. The team that beat the Panthers is fifth on the ladder!!

So much potential. Anyone in Scotland, Ireland or Wales wanna earn £100,000-200,000 a year?

£100,000 - £200,000 a year for what exactly?

 

[Ideas Man Stephen]

Ye

It’s been pretty clear for a while that non football sports and a select few other events have completely stagnated tv rights wise in the last decade.

Over time there has been some jumps when Setanta entered the market and then BT, but the sustained growth that the Premier League has enjoyed has not persisted for everyone else. The current SL deal is just £25m a season when it was £17m/£18m in 1995…! At the time the Premier League got 10 times as much, now it is 66 x the amount.

The time has come to go it along to a degree with rights. I’d take £15m a season and just one non exclusive Sky game a week along with the current FTA arrangement.

Yeah, I think it’s time to start calling the bluff and tell broadcasters that they want every fixture broadcast live and if Sky won’t do some, then the RFL will seek alternative broadcasters to take the rest.

This would also mean the clubs would need to do a little more work than lazily organising their matches for a Friday night, because that’s what they think their fan base wants.

 

[BODISGOD]

I would say the Super League have it right in terms of the prime time tv product that they give Sky.

That to me allows them to play around with streaming (which they are doing).

If you play the numbers, the people who have most to fear from a Direct to Consumer model is actually the Premier League. They would need to be getting upwards of 5 million individual subscribers @ £30 per month to get near what they are getting at the moment, which they never would. They basically benefit from being lynchpins on two platforms at the moment, sucking out a share of platform fees for themselves. Much like HBO and ESPN did as channels.

 

[Perth Red]

Oops, hot on the heels of Superleague being used by soccer now we have RFL being used by the rah rahs!

The RFL had a brief foray in to North America with Toronto Wolfpack and the ill-fated Denver test match.

Now a so-called World Rugby Football League is launching a cash-rich Rugby (union) Sevens competition in New Jersey.

The NYC Sevens will have a $1m prize money pool, which they are dubbing the sport’s ‘richest-ever prize pool’.
World RFL founder William Tatham added: “I am committed to making The World RFL the next major U.S. league and the first new American professional sports league in 50 years to truly prosper.”

It may be a coincidence, but it is hard not to be at least a little bit taken aback by the use of the name and its logo, which are of course completely unconnected with the RFL we know and love (ahem).
A legal challenge to the competition could prove costly for the RFL, at a time when they are gripped with the ongoing case being brought by former players of the sport regarding head injuries and the impacts of concussion.

A source said it’s been judged there’s no need to embark on anything at this stage, with priorities rightly being taken up elsewhere, but it would be different if it was closer to home and directly impacted the RFL.

An application to trademark ‘RFL’ and ‘Rugby Football League’ was made by the World RFL body back in February. However, it’s not the first time applications have been made around similar terms, with previous trademark attempts either abandoned or refused.

New $1m union comp carries Rugby Football League name

The RFL had a brief foray in to North America with Toronto Wolfpack and the ill-fated Denver test match.

www.loverugbyleague.com

 

[BODISGOD]

It’s because the guy has never heard of it, mate. New Jersey is not Toronto ffs.

Why on Earth he’d waste his money on that sort competition is another matter entirely.

 

[Éamonn an Chnoic]

Oops, hot on the heels of Superleague being used by soccer now we have RFL being used by the rah rahs!

The RFL had a brief foray in to North America with Toronto Wolfpack and the ill-fated Denver test match.

Now a so-called World Rugby Football League is launching a cash-rich Rugby (union) Sevens competition in New Jersey.

The NYC Sevens will have a $1m prize money pool, which they are dubbing the sport’s ‘richest-ever prize pool’.
World RFL founder William Tatham added: “I am committed to making The World RFL the next major U.S. league and the first new American professional sports league in 50 years to truly prosper.”

It may be a coincidence, but it is hard not to be at least a little bit taken aback by the use of the name and its logo, which are of course completely unconnected with the RFL we know and love (ahem).
A legal challenge to the competition could prove costly for the RFL, at a time when they are gripped with the ongoing case being brought by former players of the sport regarding head injuries and the impacts of concussion.

A source said it’s been judged there’s no need to embark on anything at this stage, with priorities rightly being taken up elsewhere, but it would be different if it was closer to home and directly impacted the RFL.

An application to trademark ‘RFL’ and ‘Rugby Football League’ was made by the World RFL body back in February. However, it’s not the first time applications have been made around similar terms, with previous trademark attempts either abandoned or refused.

New $1m union comp carries Rugby Football League name

The RFL had a brief foray in to North America with Toronto Wolfpack and the ill-fated Denver test match.

www.loverugbyleague.com

Well this was fully expected…

I dont know what anyone is expecting when our sport shares a name with our biggest rival. Especially when we are superficially so similar to casual viewers.

Calling the sport “Rugby” is perfect if we want to be the cheap Chinese knock-off that tricks fans into watching the wrong game.

If we want to grow in our own right, it is the absolute worst choice for a brand!

 

[Éamonn an Chnoic]

And the vote is in….…


The Rugby League Council, the sport’s decision-making body which comprises representatives from all three professional competitions and the community game, have today voted in favour of Club Grading - the first recommendation from IMG, the sport’s long term strategic partner, as part of the Reimagining Rugby League strategy.

In a Special General Meeting in Huddersfield, the Yorkshire town where the rebel rugby code was formed as the Northern Union in 1895, the recommendations were supported by a majority of clubs in each of the three professional competitions, and received unanimous support from the community game.

Ten of the 11 Betfred Super League clubs voted in favour, with one absention. (The 12th club, Catalans Dragons, were not entitled to vote).

Eight of the 13 Betfred Championship clubs voted in favour, with one absention. (The 14th club, Toulouse Olympique, were not entitled to vote)

Seven of the 11 Betfred League One clubs voted in favour, with one absention.

The total number of votes in favour was therefore 32, with seven opposed, and three absentions.

Under the weighting system for Council votes which ensures an equal weight for Super League clubs on the one hand, and Championship / League One on the other, there was an 86%-14% result.

Simon Johnson, the Chair of the Rugby Football League and a Board member of Rugby League Commercial, said:

“This has been a highly significant day for the sport and I am proud of the vote of the Council today.

“Our clubs were unanimous in supporting the 12-year strategic partnership with IMG when it was proposed in 2022, and have now given strong support for the Club Grading recommendation which is crucial in allowing the sport to grow and fulfil its potential – on the domestic and international stage.

“We thank the team at IMG for the detailed and dedicated work that underpinned this recommendation. Our own teams at the RFL and RL Commercial will continue to work with IMG and other parts of the Endeavor organisation, notably Seven League and 160over90, to advance the other six recommendations included in Reimagining Rugby League.

“In terms of Club Grading, it is important to stress again that there will be no changes to the existing arrangements for promotion and relegation this season.

“In the closing stages of the season this autumn, illustrative gradings for all clubs will be published, providing all with a clear idea of where they stand, with 12 months until the gradings are updated to determine membership of the top tier competition in 2025. We will also continue to work with clubs to develop the Minimum Standards that will sit alongside the Grading Criteria and continue to consult with Council.

“It is also important to reinforce that this outcome, whilst being crucial to the future growth of the sport, is only the first step. Work is currently underway to further develop the domestic calendar for 2024, deliver certainty to the international calendar and continue the digital transformation within Rugby League that will continue to lay the foundations for a greater return from the sport’s assets in the future.”

Matt Dwyer, Vice President of Sport Management, IMG Media, said:

“We greatly appreciate all the clubs’ input and support during this process. While there is naturally no one set of recommendations that will suit everyone, we strongly believe that club grading, as part of the wider Reimagining Rugby League strategy, is essential to ensure sustainable growth of the game as a whole, and are pleased to see that such a strong majority of clubs agree.

“This is a positive milestone for the future of the sport and we are excited to continue driving progression in other areas over the coming months, including through our work with Seven League on digital transformation and 160over90 on branding.”

Council provides strong support for IMG Grading Criteria recommendation

www.rugby-league.com

I know Im a month late, but I was nervous reading up to this post, haha.

It is definitely the right choice. Drop the P&R model and copy the NRL/NFL club model; First Grade teams are permanent (brands are allowed to grow as wide as possible), lower grades focus on partnerships with the big 12.

I just hope we get a sperad of teams beyond the normal north corridor (or, if the clubs arent ready, a clear plan for growth with reserved spaces)

 

[Éamonn an Chnoic]

A great rundown for anyone trying to catch-up on the proposal.

I think it is perfect!! It is basically P&R but taking into account factors other than winning (basically, a team needs to show they are stable and popular beyond just winning games). Closer to an invitational set-up

I assume the Grade A teams will be reviewed with everyone else, so they will have standards to meet too.

It will be slow to show change, but I think this is the perfect foundation for stable growth. Hopefully within 10 years, we will start to see a wider geographic spread of teams challenging for spots. I assume the current teams will need to look at building their fanbase to keep up, so good incentives all around.

Honestly, I think the NRL would benefit from something similar to stop the smaller teams getting complacent

 

[Ideas Man Stephen]

I

Well this was fully expected…

I dont know what anyone is expecting when our sport shares a name with our biggest rival. Especially when we are superficially so similar to casual viewers.

Calling the sport “Rugby” is perfect if we want to be the cheap Chinese knock-off that tricks fans into watching the wrong game.

If we want to grow in our own right, it is the absolute worst choice for a brand!

I agree, but I’ve never been able to think of a better name.

 

[Perth Red]

I

I agree, but I’ve never been able to think of a better name.

It'll be interesting to see what IMG media experts come up with an alternative name to SL.

In same way in aus and US the sports have dropped use of the game name and use the comp name ie NFL, NRL and AFL then maybe RL needs to do same in some way globally?

Id drop rugby out all together. We gifted union the rights to the name when they dropped union and just started using Rugby and we did nothing so that ship has sailed.

 

[Éamonn an Chnoic]

Ahhh, Im loving this topic!!!

An interview with the guys who voted “no” to clarify why they are against it. Seriously, nothing will put you in favour faster. The arguments were:

- “Clubs should not be disadvantaged for not having many fans” - umm, ok

- “clubs in bad locations with low growth potential should not be disadvantaged“

- “Clubs should not be disadvantages for having crappy stadiums” - cant you move to a better on near by? Do they seriously want to play Top Grade in a park?
(They then go on to say that there are already stadium requirements, which they support. So I guess the complaint is the standards rising is that their stadium is NOW on the wrong side of the line)

- “the NRL is successful and they have tiny suburban teams” - so an entire comp of Manly and Cronulla?

- “outsiders shouldnt have a say. They just dont understand the RL way…” haha, ok

-

 

[Perth Red]

Part1​

Grading criteria, overseas expansion and a digital overhaul… Inside IMG’s radical plan to reimagine rugby’s Super League​

Rugby league in England is renowned for its passionate fanbase in the north and large crowds for the Super League grand final. Embracing change, though, is not something that has come naturally to the sport and its administrators.

A number of issues have limited rugby league’s appeal, including only four teams winning the top-tier Super League since 1996. A failure to expand the sport’s reach beyond its heartland along the M62 has also been detrimental to growth. It has stirred the Rugby Football League (RFL) governing body and Super League to take drastic action.

In May 2022, New York-headquartered agency giant IMG agreed a 12-year strategic partnership with Super League Europe and the RFL to restructure and reimagine the game. Since then, the trio have engaged in consultation with stakeholders across the sport, ranging from clubs and broadcasters to sponsors and players, as well as conducting a survey of supporters that drew almost 20,000 responses.

IMG has also presented seven recommendations, all with the overriding aim of driving long-term value and impact for rugby league. Among the proposals are a repositioned calendar more aligned with the global game, an expansion strategy to support the development of the women’s game and growth in overseas markets, as well as a cap on clubs competing outside the UK. IMG is also calling for operations to be centralised to maximise efficiencies, in addition to a new brand strategy.

Probably the most controversial of the recommendations, though, is the prospect of ditching automatic promotion and relegation from Super League next season. Instead, participation in the game’s top flight will be dependent on other factors beyond on-pitch performance, such as attendance, catchment area and facilities. In practice, clubs will be reviewed and given a grade at the end of a season, with a maximum of 20 points available.

Despite some opposition to the looming overhaul, the RFL has dismissed accusations of shock tactics. Instead, it believes bringing in IMG to lay down a detailed blueprint for success will enable rugby league to flourish.

“The stakeholders within the sport saw that we needed to grow effectively,” says Rhodri Jones, managing director of RL Commercial, which oversees all commercial aspects of the domestic game.

“We need a growth strategy. In the current climate, there are a couple of ways of looking into that. Either do it internally through [our own] means and resources, or externally [via] the private equity route. Super League had looked at private equity and hadn’t gone through with it.

“The third option was an external strategic partner. That’s the route that we went down to, in effect, turbocharge the resources that we have here. But [IMG will] also bring that independent perspective, give a real good look under the car bonnet and use their expertise to help us develop a growth strategy.”

“This is a 12-year partnership that we’ve entered into,” adds Matt Dwyer, vice president of sports management at IMG. “If this was something that could be achieved in a couple of months, then [the RFL and Super League] would have done that already.

“You don’t just double a fanbase in the space of a couple of months. The question we got asked a few times through this process is ‘why 12 years?’. The reason for that is this is a long-term process to grow this sport. That’s one where the foundations are the unsexy part of this sometimes.

“But you need to put these things in place, you need to change behaviors in the way that clubs are approaching the way that they’re doing things and at the league level as well.

“That’s going to take some time.”

What needs to change?​

Put simply, the RFL knows it has to grow the sport’s fanbase. Jones describes the Super League audience on pay-TV network Sky Sports as “strong” and points to bumper crowds for the competition’s final, which drew 60,783 fans to Manchester United’s Old Trafford stadium for the 2022 edition. A record total of 83,357 spectators also attended the six-match schedule over the Easter weekend.

Now, it’s about selling rugby league to a wider demographic.

“We are a fantastic sport,” continues Jones. “We are entertaining, fast and furious on the field, but [are active] in the local communities in the north of England. We need to talk about it more.

“A way of doing that is by developing our superstars, giving our players the best platforms to be able to showcase their skills and talent.”

“They’ve got a really great on-field show,” Dwyer agrees. “But the challenge is how we’re linking that back to fans, engaging with fans and growing that sport going forward.

“I think it’s also a sport where there is an incredibly successful league on the other side of the world (Australia’s NRL), which demonstrates that a lot of people can really enjoy this sport.

“That’s probably always been a little bit of a guiding position for us. If you can get enough people exposed to the sport and watching it, we know that there is proof that you can convert a very large fanbase from that.”

To help drive audience growth, IMG has already leaned on its digital arm Seven League, which is working with the RFL and Super League to help the pair better understand their commercial assets and create new fan engagement opportunities. An audit has already taken place, covering everything from social media channels to digital infrastructure.

“The areas that we specifically looked at were the team and the people and the resource that they’ve got,” explains Bindi Ghai, vice president of digital commercial at Seven League. “So understanding what are their skillsets and how many people have they got across digital.”

Certain gaps in the team were identified and are now being filled. Seven League is also prioritising digital-first, channel-specific content.

“We really focus on new, innovative and creative ways that we can not only engage with new fans, but also retain that core audience through digital channels,” continues Ghai.

“Then the final one is really around the players. We very much believe that a lot of that growth is going to come from making the players a lot more digitally focused [and] working with them to help grow the sport and having people engage.”

Inside IMG’s radical plan to reimagine rugby’s Super League - SportsPro

After the RFL, Super League and IMG saw their initial proposals approved by clubs, SportsPro outlines the plans and speaks to those involved.

www.sportspromedia.com

 

[Perth Red]

Part 2

How have clubs reacted?​

Clubs and community bodies voted 88 per cent in favour of the proposed grading criteria. It means that, at the end of the 2024 season, the club finishing bottom of Super League could retain its place if it scores higher in the 20-point system than either a top-flight side or the top team in the second-tier Championship.

No longer having on-field performance as the deciding factor for success was always likely to prompt some pushback. Championship side Keighley Cougars led a rebellion that resulted in seven clubs voting against the proposal. However, all Super League clubs voted in favour, except for Catalans Dragons, who are based in Perpignan, France and were not entitled to vote.

Keighley co-owner Kaue Garcia insisted those who voted for the measures would be “an accomplice to this tragedy” and warned “the sport will one day remember your names”. He was also quick to point the finger at IMG, which he claimed was “masquerading on the false promise that this will elevate the standard of the sport”, labelling it “a lie”.

Garcia continued: “There is no money on offer to elevate the standards, it is simply a way to allow the elites to sail away, and leave the rest of the sport adrift.

“If this proposal goes ahead, it will be the death of Championship, League One and other heartland clubs – simple and straightforward.”

Super League faced similar criticism when clubs had to apply for a licence to play in the competition, which was partly decided based on their financial viability. This system, which was used from 2009 to 2014, meant automatic promotion from the Championship to Super League was not based purely on sporting achievement, drawing outcry from the second tier.

Jones has dismissed the latest plans as being another attempt at licensing and maintains that the vast majority of clubs continue to be supportive. While highlighting that Super League delivers more than 90 per cent of rugby league’s commercial income, he says the goal is for IMG’s recommendations to benefit teams further down the pyramid and close the revenue gap.

“There’s a real acknowledgment that change is needed amongst the clubs,” adds Dwyer.

“There’s never going to be a set of recommendations or a direction of travel that everybody agrees with unanimously. But their willingness to have an independent person come in, in this case IMG, and provide recommendations was really quite refreshing.

“I think that is one of the key reasons we were willing to get involved for the length that we are. [There is] that clear willingness and acceptance that if we want a different outcome, we need to do something differently.”

Could Super League look abroad?​

Super League often finds itself being compared, perhaps unfairly, with the National Rugby League (NRL). The Australian competition dwarfs its English counterpart when it comes to national appeal and is even reportedly targeting a doubleheader in Las Vegas to kick off its 2024 season.

Super League is not a total stranger to international fixtures, with the Leeds Rhinos having played the South Sydney Rabbitohs in Jacksonville, Florida in 2008. A return to the US is not imminent, even with IMG’s North American ties. But new markets are being explored as part of the league’s new direction, as are possible fixtures in partnership with the NRL further down the road.

“Is there an aspiration that in three to five years’ time we could be having a conversation with the NRL to say ‘look, let’s do a double opening weekend in Las Vegas?’. That’s not beyond the realms of possibility,” says Jones.

“But I think between now and then, we have to capture, to some extent, the UK market and make sure that we are as good as we can be there and [in] the French market.”

The initial domestic focus could lead to more games being played in large soccer venues such as the Tottenham Hotspur Stadium or Newcastle United’s St James Park. Jones also talks up games in London, namechecking Brentford’s Gtech Community Stadium. New locations, he says, are just one part of the desire to “think and do things slightly differently”.

What happens next?​

What the RFL and Super League want is nothing new. Innovative content, wider media rights distribution, brand building, and data collection are among the key elements of a successful commercial strategy. Rugby league has always catered to its fanbase in northern England, but now it knows it needs to open its arms to a wider audience.

“We can’t rely on them coming to us, we have to go to them,” says Jones. “Once we know what we’ve got and what we’re playing with, let’s move that forward.

“It’s very much an aspiration to come into contact with new fans. So we have to communicate in the right way, we have to make ourselves look appealing.

“If people watch a game of rugby league, they will go away and say, ‘wow, what a great sport that is’. It’s got everything you could ask for [and they] will come back, we know that.

“The hard bit is getting them to that point. Whether that be a TV viewer or through a turnstile.”

Inside IMG’s radical plan to reimagine rugby’s Super League - SportsPro

After the RFL, Super League and IMG saw their initial proposals approved by clubs, SportsPro outlines the plans and speaks to those involved.

www.sportspromedia.com

 

[Éamonn an Chnoic]

It'll be interesting to see what IMG media experts come up with an alternative name to SL.

In same way in aus and US the sports have dropped use of the game name and use the comp name ie NFL, NRL and AFL then maybe RL needs to do same in some way globally?

Id drop rugby out all together. We gifted union the rights to the name when they dropped union and just started using Rugby and we did nothing so that ship has sailed.

SL should definitely move to a clear acronym (NRC, ect.)

Fingers crossed they go the extra step and come up with some easy rebranding for the sport itself. An easy acronym (MMA to UFC) would be the easiest to bring in without pissing off the established fans.

we can call it “Rugbyleague” amongst ourselfs and to the uninitiated we can use “RLC Football” to distinguish from union. Nice way of keeping “Rugby” without getting confused

 

[Perth Red]

The future of ‘Magic Weekend’, Super League’s annual two-day event could be determined by the end of June as negotiations for the UK-based rugby league competition’s next broadcast partnership near a conclusion.

It had been feared that this year’s six-game, two-day event – which concluded on Sunday in Newcastle – could be its last as part of changes instigated by the Rugby Football League’s (RFL) new strategic partners, IMG.

But clubs and prospective broadcasters, including existing domestic partners Sky, are understood to be staunchly in favour of retaining the format, and its place on the 2024 calendar forms a crucial part of the ongoing talks.
A total of 63,269 fans flocked to the event across the two days, an increase of just over one thousand on last year’s cumulative attendance.

The date and venue of potential future editions remain unclear but Rhodri Jones, the managing director of RFL Commercial, indicated that significant decisions are set to be made within the coming weeks.

“We are in discussions with multiple broadcasters at the moment and we expect that to conclude in the next two to three weeks, and I’d imagine the calendar will be within the next four to six weeks,” said Jones.

“Ideally we’d wrap it all up by the end of June to give clubs clarity on how the calendar looks next year. Certainly before the summer holiday period we’ll be ready to go and we’ll know what 2024 looks like.”

Given its groundswell of support since IMG’s initial recommendation that loop fixtures – of which Magic Weekend remains a part – be axed, focus has increasingly shifted towards how to preserve the format in a changing calendar.

The expected shifting of the Challenge Cup final to earlier in the season poses one problem as any move for ‘Magic Weekend’ could be complicated by the availability of suitable stadiums, in Newcastle or elsewhere.

“Probably the biggest challenge is availability of city and stadium”, conceded Jones.

“A stadium like [St James’s Park] in June or July doesn’t have a pitch, and in August they will be a Champions League club, so we’ve got some hurdles to overcome in general.

“I can’t give a definitive answer about the future of Magic, but it’s something we are definitely looking at for next year.”

Super League clubs will also be given the chance to add an additional marquee player to their squads from the 2024 season onwards under salary cap changes approved by the RFL this week.

Clubs can now add a third big-name – those who assume a greater proportion of the cap – on condition they have come through the ranks in the UK, in a bid to give clubs a bigger chance to hold onto their stars.

While the cap itself will stay at UK£2.1 million (US$2.6 million) for the fifth consecutive year, RFL have been keen to balance financial sustainability with a way to lessen the drain of top talent to Australia’s relatively lucrative national Rugby League (NRL).

Robert Hicks, the RFL’s director of operations and legal, said: “Financial sustainability remains imperative, for the credibility of the Super League competition and of Rugby League as a sport.

“We must also recognise the need for Super League to remain an elite and attractive competition, nationally and internationally.

“That is challenging, as while we welcome the growing strength of the NRL – and the NRLW – as good news for the sport of Rugby League, it can only increase the lure of a move to the southern hemisphere for our leading players.”

Super League's 'Magic Weekend' could be retained as broadcasters push for IMG to keep two-day event - SportsPro

Super League clubs and prospective broadcasters, including Sky, staunchly in favour of keeping six-game Magic Weekend event.

www.sportspromedia.com

 

[Perth Red]

Grading criteria and scoring system have been released:

https://www.rugby-league.com/uploads/docs/Grading%20Handbook%20%28Final%20Version%29.pdf

 

[RL The greatest game]

Some clubs need to implement the IMG proposals and not sit on their backsides waiting for thing to happen.

 

[Perth Red]

Some clubs need to implement the IMG proposals and not sit on their backsides waiting for thing to happen.

The criteria is pretty clear so clubs can have no excuses now for not developing a strat plan that gets them to an A class license.

 

[Pneuma]

EXCLUSIVE: TNT Sport make a shock bid for Super League TV rights

EXCLUSIVE BY MATT HUGHES: Rugby League officials are understood to have been disappointed by Sky Sports' offer, which is believed to be similar to the £25million-a-year they are currently paying.

www.dailymail.co.uk

 

[Harry O]

Does FOX pay for the rights to show SL games?