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NRL welcomes rising attendances and club memberships

NRL welcomes rising attendances and club memberships
May 8, 2014

The National Rugby League yesterday (7th May) updated its 16 club chief executives on a range of issues including rising match-day attendances and club memberships.

NRL Chief Executive Dave Smith explained that the meeting was part of working with the clubs to deliver a whole-of-game approach to continue making the NRL stronger and healthier. Other issues discussed included changes to the salary cap and club funding, the impact of the new rule changes and a review of the 2015 pre-season.

A subsequent NRL statement explained:

Changes to the Salary Cap:

These include increasing the veteran player allowance by up to 50% and making it easier for clubs to put long serving players into careers with their clubs.

Special provisions will also be made for clubs which lose players through terminations and concussion – so that they are not penalised for doing the right thing by the game and their players.

The changes follow a comprehensive review of the cap and will take effect progressively from 2015.

Impact of New Rule Changes:

Analysis of the rule changes introduced this year shows that it has resulted in one of the closest competitions on record.

So far this year, 48% of games have finished with a margin of six points or less.

One in every five games have had a margin of two points or less.

There has also been an increase in playing time of about two minutes per game.

Concussion Rule Changes:

The NRL will strengthen concussion rules to make clubs more responsible for identifying and assessing players who may have suffered a concussive injury.

NRL Head of Football Todd Greenberg said the rules would be tightened to require a player to be taken from the field as soon as they exhibit any of the signs of concussion.

Pre-Season Calendar:

The proposed pre-season calendar for 2015 will start with the Dick Smith NRL Auckland Nines.

And, as promised, the Indigenous All Stars game returns on 14th February.

This is one of the highlights of the pre-season calendar and the NRL is currently in discussions with Tourism and Events Queensland to host the game at Suncorp Stadium, Brisbane.

It will be followed by the World Club Challenge (in the UK) and NRL trials on 20th, 21st and 22nd February.

The Telstra Premiership will begin on 5th March.

Alex McKinnon:

The NRL updated chief executives on its plans to support injured Newcastle forward Alex McKinnon as well as the establishment of a whole-of-game foundation. The game-wide strategy was supported by the chief executives.

In addition to providing a job for Alex in the game, the NRL will work with the clubs on a ‘Rise for Alex’ round in July (Round 19).

The aim is to raise funds for Alex’s recovery and to enable fans to show their support for Alex whose spirit has been an inspiration to everyone in the game.

Match-Day Attendances:

Attendances have built up during the first eight rounds of the Telstra Premiership with strong crowds and a number of records broken during the Easter and ANZAC rounds.

However, the NRL will work with the clubs to make changes to its strategy to increase attendances at Rugby League matches.

An analysis of crowds at NRL matches shows they have been steady over the past 10 years.

The average crowd at games was 15,900 fans last year – which is exactly the same average for matches over the past decade.

The target for this year is 16,500 and the NRL is on target to achieve this.

The NRL and clubs are pursuing new ways of changing the dynamic in the game including the ‘Right Game, Right Venue’ strategy (making more use of large metropolitan stadiums balanced with suburban grounds) and ticketing options and improved game-day experiences that provide families with value-for-money entertainment.

So far this year, the average crowd at the premium stadiums - Suncorp, ANZ, Allianz, Eden Park and AAMI Park - has been 23,400, well above the average for suburban grounds.

Club Funding:

There was also discussion around the introduction of a club funding model which, for the first time, rewards strong performance but is conditional on minimum standards.

It is the most significant shake-up to the way the clubs are funded in the game’s history. The aim is to create a sustainable base from which to grow the game.

The clubs will have up to $1 million of a new funding package ‘at risk’ if they don’t meet minimum standards. However, the clubs will also have the opportunity to access a multi-million dollar pool of ‘incentive payments’ if they grow their performance across membership, game day attendance, merchandise and sponsorship.

This is core to the NRL’s ‘future-proofing’ strategy to deepen and diversify its revenue sources (growing non-broadcast revenue to 50% of the game’s total income).

The new regime comes into effect from 1st November and detailed planning will now be undertaken.

Club Memberships:

A record number of club memberships have been recorded in 2014.

Already, more than 236,000 fans have signed up as members of their clubs – after eight rounds of the Telstra Premiership.

The results support the NRL’s campaign, over the next few years, to attract new members who are more likely to attend matches, recommend the game to others and grow long term average attendances. 


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