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When the most successful rugby league administrator in the country takes over one of its biggest underachievers and promptly gets the backing of major players in the Australian sports market, it’s worth listening to his plans. Last week Gary Hetherington, who spent 29 years as chief executive of Leeds Rhinos, invited politicians, coaches, fans and players to the Australian High Commission to hear what he has in store for London Broncos. And he wants them all on board.
Will an NRL club invest?
Multi-club ownership has taken off in football and cricket, but the Dolphins or Canterbury Bulldogs are not about to buy London Broncos. Asked whether there are NRL clubs or directors in the new shareholder group, Hetherington said: “No. But we’ve got extensive and good relationships with a number of NRL clubs so London could become a club that has an Australian flavour to it, as it has in the past.
“Hopefully the NRL, if they become involved in the administration of the game here, will see the value of London and the south. We’ve got to create a business that generates income, a marketing operation that sells itself. We need a shareholder group to invest in the club, new major sponsors and fans. It’s going to take time.”
With some NRL clubs having incomes over A$100m (£74m), they could come knocking. Australian management consultants Freshwater Strategy – who were behind the hugely successful NRL launch of Redcliffe Dolphins and are now working on the Perth Bears project - are driving the transformation from their new Mayfair base but admit they are learning about British sport on the hoof.
When will they return to Super League?
Eyebrows were raised and brows furrowed when Hetheringron claimed the club could be in Super League next season. “London has the potential to significantly increase its points by the end of the season with the investment in the organisation and staff. Other clubs don’t as they are already at capacity.” However, the IMG grading points London gain for improving their finances will likely be wiped out by what they will lose in the fandom and performance categories, making it hard to leapfrog Toulouse or reach the magic 15 points needed for a guaranteed Super League place.
“Anything is possible,” said Rhodri Jones, the CEO of Rugby League Commercial. “They’re on 12.6 points at the moment and will need to get to nearly 14. If anybody could do that it’s probably Gary.” Jones says the RFL has not yet held formal talks with prospective clubs who might replace Salford. “The Salford thing needs to come to its natural point, which triggers those conversations, and that hasn’t happened yet. I’d like to think a number of clubs will be saying: ‘If we do A, B and C we’ll be in a good position to be in Super League next season.’” Hetherington is also backing a plan to expand Super League to 14 clubs, which would see London pushing on an open door.
Should we expect an Aussie invasion?
It’s an Australian-themed takeover, but London will not sign a phalanx of ageing NRL stars. “There will be a strong Australian flavour, but predominantly through the fanbase,” said Mike Eccles, the club’s director of rugby and current head coach.
“There may be a link with an Australian club on the horizon. We’ve spoken to a lot of clubs who are excited by where we are going, but you can only have seven quota spots. Bringing in seven 32-year-olds isn’t the answer. They’ve had their careers. We need two or three motivated senior players who want to enjoy getting the best out of younger players, enthuse the group and fill them with confidence, and guys on their way up in their careers.”
Once back in Super League, London could target NRL stars who have connections to the city, such as Gold Coast back AJ Brimson, whose mum is from Kingsbury, or South Sydney’s rising star Jamie Humphreys, who played for Elmbridge Eagles and was part of Broncos academy as a teenager.
What are the plans for the team?
“A vision needs to be ambitious but realistic,” said Hetherington. “We need a team that is successful, that can probably win Super League and compete in the World Club Challenge. We need to be ambassadors for the sport, attract major companies and a diverse population to sell out crowds.”
The Broncos have not finished in the top half of Super League for 20 years, have lost 150 of their last 200 games in the top flight, and averaged 5,000 crowds just once in their 45-year history. Success used to be finishing mid-table, drawing 4,000 fans to Brentford or The Stoop and then going bust every five years. Not any more.
“That’s not enough,” said Hetherington. “Team success is important but we need a connection with the community, a coordinated strategic plan between the club, the RFL, RL Commercial and the London RL Foundation.”
How to succeed where others failed?
Londoners can watch world-class sport every weekend, so mediocrity doesn’t sell. Attracting loyal crowds to anything that hasn’t got deep multi-generational community roots is impossible. Only Harlequins and Saracens have cracked professional rugby in the capital, leaving behind half a dozen casualties.
To succeed where others have failed – including Fulham FC, Brisbane Broncos, Richard Branson, future Wigan owner Ian Lenagan and oil magnate David Hughes – Hetherington has to unite league’s fractured south-east community. “My job is to make everyone feel part of a movement.”
How much will it cost?
Under Hetherington’s prudent leadership, Leeds Rhinos operated on a wage bill of £5.5m last year, the going rate for a major Super League club. To field a competitive team in Super League, London will need to spend £2m on players and the same on infrastructure. With top Championship teams spending up to £1m on players, Hetherington needs to find that first. Around £5m has been promised by investors in Australia but Hetherington himself does not have millions to spend.
“Everything is a funding issue,” said Eccles. “If you pay money, you’ll get people. Gary kept the club going in the last few months and I speak to him about what we need, but there’s no shame in saying there’s always been trepidation for people coming to London. When there’s no certainty over the future, no one wants to go. This should help.”
Will the club have a new name and home?
Given the club’s problems have remained the same under four different names, do they even matter? “That’s a very good question,” said Hetherington. “It’s being researched at present and I think a new name, brand, image is probably important but that’s a work in progress.”
The Hundred took off despite most adults thinking its franchise names sounded abysmal. It’s marketing, presentation and the fan experience that drives engagement. London have some advantages – hundreds of thousands of potential fans have been to games and know who the Broncos are – but few could tell you where they play or in what division. Playing in 10 different stadiums in 40 years hasn’t helped, nor has playing home games at five different venues in the past year. Staying put and aiming to fill AFC Wimbledon’s highly suitable Cherry Red Records Stadium seems sensible. A name change is probably worth the collateral damage.
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