Calling the second Brisbane team the Bombers is akin to the AFL setting up the GWS Rabbitohs
NRL PREMIERSHIP
- June 23, 2020 11:38am
- by THE NRL ECONOMIST
- Source: FOX SPORTS
Writing exclusively for Fox Sports, The NRL Economist assesses the key issues in the expansion debate and identifies the one team he claims must not be granted the new Brisbane franchise licence.
Traditionally, location has always anchored any comparison of franchise bids for expansion.
However, in this unique instance, the home ground of the competing bids is already designated.
Suncorp Stadium will be the main host, irrespective of which team is granted the 17th licence.
Keep in mind, that the AFL owns the Essendon Bombers trademark, which was filed in 1984. Club officials contacted expressed their amusement at Rugby League’s choice in mimicking the AFL’s Bombers brand. Can you imagine the AFL introducing the GWS Rabbitohs?
However, one must acknowledge the Brisbane Bombers business credentials are superb. Their long line of commercial partners already proudly adorn the proposals webpage. Interestingly, the NRL’s free-to-air broadcasting partner channel 9 has partnered with the Bombers, prior to the governing body deciding who will be granted the licence. No pressure!
Building the Bombers team off the back of slick marketing is risky. Successful teams are built on passion not fashion.
Why is passion so important? A lack of it not just impacts the team, but also burdens other NRL clubs with a poor drawing ‘away team’.
For instance, the hastily conceived South Queensland Crushers team, active between 1995-1997 averaged just 9,860 as the ‘away’ team. Opposition fans just weren’t enticed by the soulless Crushers.
In fact, the average attendance of all Crushers fixtures across Sydney’s venues was an alarming 6,515.
The Crushers brand had no emotive story behind it, with their nickname referring to the major produce of Queensland; sugar cane.
‘Clever’ marketers claimed the name would connect with Rugby League fans. The numbers suggest otherwise and something which acting NRL CEO Andrew Abdo must be acutely aware of.
Those familiar with 1990s sitcom Seinfeld, would recognise the logic in “the opposite” episode, as applied by beloved character George Costanza. The key theme being that if previous decisions have failed, then applying the opposite would have to succeed. Accordingly, it is no surprise that the team with the opposite result in away crowds to the Crushers is the St. George Illawarra Dragons.
The power of the red chevron making them the best drawing away team in the history of the NRL, averaging 19,111 until 2020’s lockouts. Predictably, the tradition behind the Dragons makes them an irresistible attraction.
Introducing a recognised history to an elite competition is the superior option. Whether that be the Easts Tigers backed Firehawks, a River City Bears, or the Redcliffe Dolphins.
An example of the efficacy of utilising a rich history was the promotion of the Port Adelaide Football Club to the AFL in 1997 from their state league. The result? In their debut year, average home-and-away crowds spiked an incredible 12% across all clubs. Port Adelaide’s history concentrated passion in the code, rather than diluting it.
When they play at away venues, opposition fans are hostile and excited. Just the way it should be.
Redcliffe Dolphins Leagues Club produces an annual revenue of $30 million. Its district of the Moreton Bay Region houses 470,000 residents, with a gross regional product of $19 billion. But these factors are not why the Redcliffe Dolphins pitch for NRL inclusion is so strong.
What makes their bid so compelling is the spirit of 73 proud years of passion for their team. A team which strongly resonates with women and children, besotted by their aquatic mascot’s endearing smile.
With some journalists calling the Brisbane Firehawks ‘avian arsonists’, it is perhaps fitting to label the Redcliffe Dolphins the ‘smiling assassins’.
So powerful is the Dolphins brand that trademarking disputes and legal injunctions have ensued over its use.
The Gold Coast Titans initially attempted to adopt the name before the Redcliffe Dolphins filed an injunction which the Gold Coast team accepted just one day before the court hearing. The Gold Coast eventually switched their name to the Titans “as chosen by the fans”.
Protecting the Miami Dolphins, NFL Properties also opposed the registration of the Gold Coast Dolphins on the 28th of April 2005. The NFL also challenged a local Sydney club, the Coogee Dolphins. Upon a variation to the design of Coogee’s logo and a stipulation to never play Gridiron in Australia, Miami consented.
All that for a dolphin.
Not for its charming smile which is an anatomical illusion (the profile of a dolphin’s jaw means their smile is permanent regardless of mood). Rather, the battle for the Dolphin is driven by the years of fluctuating emotions it represents.
How do you grow crowds? Leverage off those same emotions.
And what sort of crowds should we expect?
Figures obtained from one bid team reveal 20,000 as the break-even point for home fixtures at Suncorp. Conservative projections predict an average of 25,000 in an absolute worst case scenario.
Since the Brisbane Broncos home of Suncorp Stadium reopened in 2003, the regular home-and-away average sits at a healthy 32,639. Considering the monopsony the Broncos hold in controlling the cream of Queensland’s talent, it is time to make a decision.
So far, the battle for that 17th licence has been amiable. But frustration is slowly building at the lack of clarity around a decision.
According to the Western Corridor bid team chief Steve Johnson; “We can’t dictate expansion. We can’t force ourselves onto the NRL. If a decision is made now it would be difficult to be ready by 2022. 2023 would be a preferable year”.
Johnson says prior delays in expansion were because former chairman of the Australian Rugby League Commission John Grant surrendered to the influence of the ‘Sydney cartel’.
With that, the collective ears of Bondi and Belmore started burning.
But then again, a Brisbane Bombers licence would deafen them.
Ramy Haidar
The NRL economist is an award-winning writer across 15 years. He also teaches Media Studies as well as having majored in Economics. Catch him on all-new podcast ‘The Front Office’ or follow on Twitter @theNRLeconomist
Gold Coast Dolphins trademark
https://www.foxsports.com.au/nrl/nr...s/news-story/3e46364f647b3f336cd8d47bfca8a084