This. Absolutely couldn't agree with this more.
Put the kettle on and have a read on my opinion here if you like - there is (some!) relevance here..
Personally (while i never pretend to be the prime demographic of all league fans) - nowadays I will watch my team play, and maybe one or two other games per round. Of the non-dragons games, most matches couldn't interest me less, there are some I might turn on if i've got a spare few hours (which I'll join a game day thread to make it more interesting), and there's the very occasional one I'll make time for to watch.
My attention is more elsewhere these days - If i'm not busy with work, family etc - I've got so many more options to fill my eyeballs to entertain me. Social Media, Netflix, my frigging lphone... And I'm in my 40's... kids these days have been brought up on this stuff and so their attention as they grow older will be even more diverted than mine...
Would this average kid in 10, or 20 years' time - say a Dragons fan - with a Saturday afternoon to spare, rather watch
- Cronulla vs Manly
- Any movie or show they like on Netflix, Amazon...
- Facebook/Tik-tok/Snapchat/Instagram
- Xbox/Playstation
- Youtube
- their iphone 26
- Grot on pronhub..
- Whatever other devices/media/game platforms arise
So what does that have to do with expansion?
A set of eyeballs is the same whether they are in Melbourne, Sydney, Brisbane, Canberra, Auckland, Perth, Adelaide, Townsville, Newcastle. Like a dollar coin - it doesn't matter who gave you the coin - a bloke at the shop or the queen - it's still worth the same. Eyeballs mean ratings, ratings equals sponsors, sponsors equals revenue. No matter where these eyeballs are located.
And so do we want the game to regress, stagnate, or grow?
Or in other words, where are the areas that the game can increase its viewership, against all its competitors?
Let's consider where the existing teams are firstly.
Sydney - Are new fans going to flock to the game? If so, from where and why?? While making up a vast number of current eyeballs on TV - my feeling is Sydney is highly unlikely to increase it's viewership and attendance. But it a huge pillar of the sport and needs to be protected.
- Growth opportunity - limited/minimal.
Brisbane - A 2nd team in brisbane will no doubt strengthen the 2nd pillar of fans in the league. And help stave off the AFL "invasion" - which is there as we speak, and has been for while, whether you like it or not.
- Growth opportunity - good/strong
Melbourne - Tough to grow. High performing team that is arguably the best performed over a sustained period of time since St George in the 50's & 60's. The key is maintaining this to maintain their presence. Not only do they have all the other platforms seeking their attention, Melbourne Storm are up against 9 other local, established teams who - apart from the odd occasion - will have a match that competes at the same time as a Storm Game. They are in the toughest market for Rugby League.
- Growth opportunity - limited/minimal.
Newcastle, Canberra, Townsville, - these areas may grow with their individual population growth. They are strong regional centres (GC needs to lift its game though) which give some credibility to making this the NRL (not NSWRL). But all are firmly established and a core part of the NATIONAL Rugby League. Rugby League Heartland areas which
- Growth Opportunity - limited.
Gold Coast. The perennial headache spot for Australian professional sporting teams. While a successful team will no doubt help - it's yet to prove it can sustain a successful sporting team in ANY Sport. I see a big potential here, it's
- Growth opportunity - good (despite poor history).
Auckland. Big population with an underperforming club of 25 years. Big population, Rugby Union is huge competitor - but is not as far removed from League as AFL is. But no doubt the club needs to establish sustained success on the field to truly capture new eyeballs - rather than rolling eyeballs as they have done for 25 year.
- Growth opportunity - good.
So if I'm anything like Nostradamus - if the NRL wishes to grow its game (rather than Stagnate or Regress) it's best opportunities lie with
Brisbane, The Gold Coast and Auckland (NZ).
As for proposed expansion areas. No doubt ALL of these areas can bring new eyeballs to the sport - at the game or on TV.
Perth and Adelaide
Firstly - you're effectively starting at zero eyeballs of course so anything here will increase veiwers. But by how much?
Competition from AFL?
They will (and only ever will) compete with only 2 other local, established AFL teams. There is far more opportunity to play a Reds or Rams game when there is no AFL being played in town. So in comparison to the Melbourne Storm - I see there growth opportunity as good as Melbourne is, but possibly even greater (despite the lower population base of 2M and 1.4M respectively).
Both have also proven following in other sports as "1 team towns" and regularly draw high crowds to their games, while the local news/sport etc always promotes the fortunes of their teams. Both have history of RL teams in the SL era - underperformed sides in a brief period - but also exhibition matches which have been well attended.
Perth and Adelaide aren't as big as the East Coast Capitals - but they are bug enough to be significant while small enough to be highly communal.
New Zealand 2 (outside Auckland)
The opportunity is big should the Warriors get their act together. Which would help both teams in the long run. Competition further south is very heavy with Rugby Union. Others from NZ like Flippikat can comment more on the local "forecast" than I. But the Warriors for me is the first step for
Central Qld / Central Coast NSW
Heartland area with relatively small population base. Are their eyeballs already on Rugby League though? That's my concern with these - bringing a team/teams in here would idealistically be well supported at the grounds - but on TV I just cant see it bringing a new wave of eyeballs.
Pacific Islands / PNG
Enormous Potential. Absolutely enormous. Yes - as a "farm" for playing talent but also to be the number 1 viewed sport across the pacific - (already is in PNG).
To consider the CURRENT ratings in these areas for RL isn't a true indicator of the merits of where a team should go. It's what growth opportunity they can present on top of anything they already may bring.
All of these regions can bring added viewership - revenue streams into the NRL. But of course with all this - The reality of expansion will be Cost versus return. What will establishing sides in these areas incur in costs, versus what revenue can they bring.
It was once the NSWRL. (and BRL in Qld). We could have stayed as that - if we did where would the game be today.
They expanded instead. Some areas have worked great, some didn't last (for many reasons at the time). But the game has grown overall as a result of expansion. It only stands to reason to me that - at the appropriate time in the future (after rebuilding financially from the Covid Catastrophe) - the ONLY way to grow the sport of Rugby League is to expand. It's just a matter of where.
Easier said than done but..
Sustain >> Sydney, Canberra, Newcastle, Townsville, Melbourne.
Fix >>Auckland, Gold Coast
Capitalise >>Brisbane
Then Expand into one of (maybe progressively - all......)>>
Adelaide/Perth/New Zealand/Pacifika.
The alternative is either stagnation or regression.