Analysis of Brisbane sporting market reveals how fierce competition is between the Broncos, Reds, Roar and Lions
Chris McMahon QB Monthly
The Courier-Mail
May 30, 2014 12:00AM
THE year was 1993. The scene was a record-breaking grand final crowd at the Sydney Football Stadium, and the Brisbane Broncos were about to claim their second premiership in succession against the St George Dragons.
As the familiar bass track to her rock anthem Simply the Best reverberated throughout the 42,239-strong crowd and the saxophone solo played out, Tina Turner made a prediction that would ultimately spell out the Broncos’ mantra for the next two decades.
Not only has on-field success been a hallmark during that period, but off-field consistency, according to managing director of Major League Marketing Jason Greenhalgh, has played a major part in the club’s success.
“The Broncos, along with Collingwood, are the two most marketable clubs in Australian sport,” says Greenhalgh, who has been in sports marketing for 20-plus years and previously worked with the likes of the Broncos, Queensland Reds and other major franchises.
“If you go to Subway you want to know the sandwich you are getting is the same you got last week, otherwise it all goes to crap. I think the Broncos have got that recipe for consistency and that is the main reason they are number one.”
The Broncos have had just four CEOs and three coaches in 25 years. Current CEO Paul White says the key is to always be looking to the future.
“When we achieve a level of performance in one area of the business, we look at what’s next, where can we learn from, who is doing it better and how do we execute that,” White says.
It’s a recipe that has other clubs knocking on the door at Red Hill to see how the Broncos – majority owned by News Corp Australia, publisher of QB Monthly – have developed their business model.
“I think particularly within our rugby league community, it is something we should actively pursue,” White says.
“Yes, we are all competitors on the field, but off the field we are all about growing our game, improving it and strengthening it, and it is right that you share ideas and learnings with others.
“If other clubs are getting stronger because they have learned something off of us, then that’s good for the game.”
NRL and AFL scramble to provide premium experience for fans
But while the Broncos are happy to trade tips with other rugby league clubs, challenges from rival codes are gathering strength.
Greenhalgh says the Brisbane sporting market is “extremely competitive”, even when compared to Sydney and Melbourne.
“We are a very small market and we’ve got every code,” Greenhalgh says.
QUT senior lecturer Dr Larry Neale – a specialist in sports marketing, sports fans and consumer behaviour – says Brisbane clubs can’t rely on loyalty alone.
“There is a lot of vicarious achievement going on here; fans wear the merchandise and talk about the team as being ‘we’, instead of they.
“At the same time, every team has the less identified fans; the fair-weather fans who come along either for social reasons or only when they’re winning.”
The average crowd increases at Brisbane Roar games over the past five years is an indication of this.
“You can have everything behind you as a club, but if the team can’t make the finals over a five to 10-year period, you are going to struggle,” Greenhalgh says.
He believes the Roar has the most growth potential of the four major clubs in Brisbane.
“There is a generational change coming. I believe there are more soccer juniors than rugby, rugby league and AFL combined so, as an indicator, if those sorts of juniors start flowing into supporters, then look out.”
The alarm bells may already be ringing for those outside the round ball code.
Roar general manager Sean Dobson says the club grew its membership from 5400 last season to 8100 by the time it had won this year’s league and grand final double.
“At the moment, we are probably tracking for around 12-13,000 members next season,” Dobson says.
http://www.couriermail.com.au/business/analysis-of-brisbane-sporting-market-reveals-how-fierce-competition-is-between-the-broncos-reds-roar-and-lions/story-fnihsps3-1226932987615Edited by Joffa: 2/6/2014 08:01:02 PM