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V'landys faces major task leading league's battle for broadcast dollars
By Roy Masters
September 15, 2019 — 4.00pm
Australia’s leading expert on sports rights, Global Sport and Media’s Colin Smith says, "It appears neither the ARLC nor the NRL clubs have a strategy here.
"With the real and present cautionary future of the AFL that has solidified its base in Sydney with the Swans, its overall financial muscle and long-term thinking building a similar position for western Sydney, Gold Coast and Brisbane, the AFL by 2035-40 could be the national football code.
"This will push the NRL into a second-rung sport. It is a must for the NRL to have a comprehensive strategy that further strengthens and grows the sport on the eastern seaboard."
Smith adds: "I anticipate the NRL will get less broadcast income in the next deal unless they can develop some competitive tension or offer a more attractive product such as a second Brisbane team. Queenslanders watch the Broncos No.1, followed by the Cowboys, the Storm and the Titans.
"The NRL future strategy must be predicated on growing and strengthening its footprint. He says this should entail the consideration of:
- Retention of all existing clubs but, with clubs guaranteed annual grants of 130 per cent of the salary cap, "bailouts" must become only a last resort;
- No relocations of existing teams;
- Any new team must have the essence of tribal roots either by region or historic grouping;
- Any regional expansion must not have any other professional sport clubs in their potential area
- Immediate expansion to include another Brisbane team;
- Longer term expansion of the NRL to 20 teams with two divisions of 10 teams;
- Likely expansion, subject to a detailed review, must ensure growth in broadcast and club viability. The priority, in order, would be another team in NZ, a third team in Brisbane, another team in Melbourne and potentially a team in PNG;
- An expansion of the international game, capitalising on the passion NRL players have to represent their country of heritage, such as Tonga, Fiji or Samoa.
The incoming ARLC chairman is a noted dealmaker but faces a challenge delivering a television rights windfall in a landscape of declining free-to-air viewership.
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No mention of expansion into Adelaide and Perth by the most qualified expert on sports rights in Australia. Colin Smith has worked with the NRL and AwFuL during broadcast negotations. It looks like V'landys is following his recommendations.