Now we have had huge debate for the past few weeks about a
banning of the “biff” in State of Origin. We've had NRL players, fans and legends of the code come out and say the
game has gone soft, but all of them have a short sighted view, and simply do
not understand the bigger picture and the changing climate in which the game now
operates.
We must remember that the NRL is no longer just a sport, but
a business, and a billion dollar business at that.
As a result the game has corporate interests it must protect
and it must counter a push from the AFL, which has dramatically cleaned up it’s
code in recent years.
In junior participation numbers, rugby league is behind both
AFL and Football, and perhaps harshly continues to be levied with the “dangerous”
tag.
The debate surrounding the removal of the shoulder charge
and the “biff” is similar to when the AFL outlawed the “shirtfront” or sling
tackle. People said it was a softening of the game, but the line was drawn. If
you made contact with the head, you paid the price. Suspensions of 6, 8, 10
weeks were handed down, and the message was quickly received loud and clear.
Think of the last time you saw a punch thrown in the AFL.
Barry Hall on Brent Staker, probably comes to mind, maybe even Matt Scarlett on
Hayden Ballantyne, if you get technical. But both offenders were dealt with by
the tribunal and spent weeks on the sidelines.
Paul Gallen unleashes a barrage of punches, gets suspended for a week,
and complains.
The NRL needed to show that his actions are not acceptable and if you step out of line, a punishment must be served.
The NRL needed to show that his actions are not acceptable and if you step out of line, a punishment must be served.
The NRL is a billion dollar industry now. It no longer has a
single obligation to players and fans, but it now must consider government and
corporate interests.
Sponsors such as Holden and Telstra pay millions of dollars
to be associated with the game, and through this they not only sign up for the
good but the bad. By their association any hits to the NRL’s brand, directly
affect them.
With every image of Origin players splashed across the media
exchanging punches, comes a Holden , VB, GIO, or XXXX State of Origin logo on each player’s
jersey, a privilege that the company has paid millions to own.
People were furious on talkback radio over the severity
of the punishment levied at New South Wales forward James Tamou.
People said the $20,000 fine was too severe and that he
should be treated like a regular citizen and remain innocent until proven
guilty.
But Tamou is not a “regular citizen”. He is a player on around
$400,000-$500,000 a season. $20,000 is a small price to pay, considering he was
four times over the legal limit, not to mention driving unlicensed, a crime in
which he is a repeat offender.
It has been reported that Tamou was driving a sponsored
vehicle at the time of his arrest, given to him by the Cowboys major sponsor,
Toyota.
What some people do not consider is the fact that every sponsor
of the Cowboys would have clauses written into their contracts that they can walk
away if they feel the integrity of their brand has been blemished by the action
of the club or players.
A major sponsor of an NRL side could be paying between
$500,000-$1 million per season and if that sponsor chooses to walk away as a
result of an incident like Tamou, then the club’s financial security is placed
in jeopardy.
$20,000 is a fair punishment in my eyes.
You have to remember that there are several clubs in the NRL
without a major sponsor, and long gone are the days when leagues clubs were the
main source of funds.
The most important thing to remember in all of this is who
exactly pays the bills – sponsors.
The $500,000 plus that a major sponsor pays per season is
what goes towards paying the salary of players like Tamou.
Some clubs in the NRL have an inability to spend the full
extent of their salary cap due to a lack of revenue, through sponsorship
shortfall. It is imperative that clubs not only hold their sponsors but attract
more lucrative deals year upon year.
This is why clubs are spending more and more time in the
community, increasing the value of their brand. It is no longer all about
getting the two points on the weekend. Good deeds on the field on Sunday will
no longer paper over the bad deeds in Monday’s paper.
Sponsors are paying big dollars and don’t want their product
being portrayed in the wrong light.
A clean image sells better and revenue doesn’t simply grow
on trees.
Scandal affects the NRL in the same way it affects the share
price of major organisations around the world. As a result the value falls and
potential investors shy away.
Look at Cricket Australia and Swimming Australia in recent
times. For so long, blue chip stocks in the Australian sporting climate, they
now both seemingly have fallen well down the pecking order in the sponsorship
stakes.
Sure, Cricket Australia just signed a significant TV deal,
but there is substantial discontent around the national side at the moment and
the baggy green brand has certainly seen better days.
As sport becomes more corporate, it must be run like the
billion dollar business that it is.
This is why a banker such as NRL boss David Smith now sits
in the top job.
It’s no longer all about the Rugby League, but corporate image, dollars and most importantly sense.
It’s no longer all about the Rugby League, but corporate image, dollars and most importantly sense.
Adam Santarossa
Follow Adam on Twitter at @adamsantarossa