Whenever the expansion topic has been raised in previous years, it’s always been met with the response “we just can’t have another Sydney team – it won’t work”.
Fair enough too. While that may be true from a marketing and supporter reach perspective – as fanbases would cannibalise each other – it’s not quite the case for the football side of things.
Sydney is the heartland of the game and where the biggest playing talent pool lies; it would be stupid to ignore that fact.
The ‘Western Bears’ are on the verge of being officially announced as the NRL’s 18th team – using the logo and branding of North Sydney with the geographic location and a fresh rugby league market in Perth.
However, the NRL cannot become too heavy with the marketing and promotional excitement of being in a new location, like they did with Las Vegas.
Year one was merely a party for the Australian tourists and ex-pats in the entertainment capital of the world – and they somehow forgot to involve many Americans – which was the aim of going there in the first place.
Lessons need to be learnt not only for Vegas 2025 – but also club expansion into foreign territory.
It cannot be underestimated that the NRL is entering Aussie Rules’ heartland. Not only are there two nationally recognised AFL teams – West Coast Eagles and Fremantle Dockers – but the state-based competition, the WAFL, has a very strong and successful following in its own right.
Waltzing into Perth with a rugby league team boasting regional familiarity by name alone is not going to cut it long-term.
People point to the fact that the code will work, and grow, in the state because of one-off attendances at State of Origins, or a handful of NRL games here or there that drew good crowds.
It is yet to be tested how passionately and how patriotic these supporters will be for a full season; a season that might just be a struggle results-wise or one at the bottom of the table, especially when there are plenty of other ‘options’ competing for their time and attention.
What will happen when the West Coast Eagles begin to climb the AFL ladder again? It will happen. After several years towards the bottom, the Eagles do have a developing list that includes one of the highest-rated number-one draft picks in decades.
Also, will the AFL meet the NRL’s expansion with another Western Australian team of their own? With Tasmania’s entry that makes 19 teams, it’s only a matter of time until that is evened out at 20.
The novelty of saying that you support a rugby league team in the West will wear off at some stage separating the true fans from the bandwagon jumpers. There needs to be some level of success for fans to give them a reason to turn up week in, and week out.
Therefore, it’s important that the North Sydney Bears side of the venture is not downplayed. The club is going to be vital in the early years and could make or break this new franchise.
Billy Moore and Jason Taylor with the Bears in 1998. (Photo by Getty Images)
Most of the attention from the “Bring back the Bears” crowd – who have been instrumental in keeping the club in the spotlight, amid being relegated back to ‘reserve grade’ – has been around the nostalgia of having their beloved team at the top level again.
Diehard fans turn up to watch Bears games at North Sydney Oval each week, as even following a NSW Cup team is a better proposition than switching to another side.
To them, and other fanatical rugby league fans, the sentiment of having one of the 1908 foundation clubs back in some form is a dream come true. But now is not the end of the journey; it’s just the beginning and the hard work must start to sustain it.
The Western Bears simply cannot be an extra team just to make up the numbers, which will satisfy a broadcast deal to give the game more revenue. Fans are already showing discontent toward games and teams who are consistently underperforming (you just have to look at the comment section on social media). The last thing the competition needs is more dead wood.
The Bears are going to be the feeder system into the new franchise, set to play its first NRL game in 2027.
That’s two years after this one to search for, identify talent and develop players – because at NRL level, once the new team becomes official clubs are going to scramble to lock up their top-tier talent to prevent them being poached.
For this, you cannot get away from Sydney – or New South Wales. The Bears have extensive pre-existing pathways from Juniors, Development Squads, and Junior Representative teams – in both male and female competitions.
The talent pool will be invaluable to this new venture – and the NSW Cup team last year made the grand final, and currently sits at the top of the 2024 ladder.
The WA competition is growing, there’s no doubt about that. But there are just five teams in the first-grade competition, nine in second grade and 11 in third grade.
You can’t help but question the level that they’re playing at. Yes, once the team gets a footing in the region, it will be vital to plant its roots in Western Australia, but until then the Bears will be invaluable from the ‘football department’ side of things.
The North Sydney club has also been around since the start of last century, and has a wealth of experience in terms of administrators – people who know rugby league. Former players like Billy Moore and Greg Florimo bring a player’s perspective to the mix.
There needs to be balance in this new franchise. It cannot all be about marketing and building the supporter base, with a neglect of quality rugby league playing stocks.
It would be like buying a piece of fruit at the supermarket because it is sold in nice packaging with all the bells and whistles, without consideration of the freshness and quality of the actual product.
Quality on the field is what is going to sustain this new venture through the challenges and hurdles to come in its first few seasons. It’s a rugby league team first and foremost, and that cannot be forgotten.
Having the Bears back is a romantic proposition for many fans, being a club with 116 years of history – especially drinking a beer on the famous North Sydney Oval hill on a sunny afternoon – and that is a reason to celebrate alone.
More details of exactly what the new club will look like will be confirmed from today, as the non-disclosure agreement involving both parties comes to an end.
But let’s just hope the Sydney-based club is not being ‘used’ as throw-away branding – and is actually utilised for its true potential to increase the viability of the franchise.