BIGGER NOT ALWAYS BETTER FOR THE NRL

Australian Sport, NRL, Manly Sea-Eagles, St George Illawarra Dragons, Canberra Raiders, South Sydney Rabbitohs, Sydney Roosters, Wallabies, NBA, MLB, Boston Red Sox

When a “primetime” Monday night NRL game produces 4 tries, 38 errors, bad weather, a 10-12 final score, and allows the world to witness the defending champs (Manly) go 0-4 to start the season, you bury your head as a rugby league fan and search your mind for the weekends positive.

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One of the subtler positives could be seen at the St George Illawarra / Cronulla game.

Numbering just over 20,000 people (not big, not small), the crowd at WIN Stadium was nothing too out of the ordinary. And yet, from the way WIN packs them in, visually, it was overwhelming. Engrossing even.

I felt like I was watching a collage football game. Or an NBA game from 80s. Maybe a Wallaby test from the 70s. Truly a throwback crowd you just don’t see anymore.

Watching from my home in Brisbane, I could feel the electricity in the crowd. Even as a neutral fan it was fun to watch the crowd (actually crowded together mind you!) rock and roll like a heavy wave in the Bermuda.

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So what’s this got to do with the headline?

Well, if I am to believe the NRL is struggling to hold ground with the A-League and the AFL, because both are “better supporter formats”, then shouldn’t the NRL focus on the small town, out of district and inner-state sports fans?

Primarily, the fans that have no choice but to watch sport on TV. Central Queensland has fans, the Northern Territory has fans, central and north of Western Australia have fans. These fans would drive up ratings and create leverage for the NRL when negotiating TV contracts. Right?

So my question to the NRL is: Why not focus on smaller venues?

Marketers like to preach the benefits of an ad campaign that “engages” the audience. Arguing simply: when delivering a message to the consumer, delivering that message in the form of an experience is far more impactful, and therefore consciously resident.

This rings true when you consider the emotional engagement between a fan and a game, and relate that to the success of sports in society—throughout time mind you.

By creating more engaging viewing experiences, the NRL would push itself to the front of the social conscience, and create demand.

It seems to me that smaller venues are the key to creating the kind of atmosphere seen at WIN on Sunday afternoon. Sure, the crowd was juiced by the Barrett factor, but the intimate atmosphere was a product of the stadium.

(NOTE: Does Trent Barrett age? Discarding haircuts, he has looked the same since he entered the league. Notable others on this list would include: Craig Wing, Matt Orford, Matt Bowen, Roy Asotasi, Anthony Tupou, Wendall Sailor—before he left for union)

Think about the best atmospheres in the NRL. Small venues are usually a factor. Cambelltown, Dairy Farmers, Olympic Park, Waikato, Brookvale before the renovations, and I am sure Canberra Stadium would be good if the Raiders could get a star-half that doesn’t feel the need to urinate on people in clubs.

When you watch those teams, the crowd compliment the game. They provide context. Push it to another level. Give the contest a sense of urgency. If they are passionate then I need to watch!

Its simply a better viewing experience.

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Furthermore, a great atmosphere is a great experience. And, in marketing, that means great viral perception towards the product.

As a general rule: cultural buzz + scarcity of product (seats) = demand.

Using scarcity as leverage, the league can charge higher prices among big market teams. The Rabbitohs and the Roosters come to mind. Both exist in a high socio-economic market (Sydney); both have entrenched fans who wont flee for cheaper tickets; and both need to focus on changing their fortunes.

This approach was pioneered, or at least capitalized to perfection, by the Boston Red Sox. Since acquiring new owners the team has stayed small, marketed themselves as a north-east right of passage, breathed exclusivity, and reaped the rewards of affluent fans and businesses who have responded to the cultural demand.

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The NRL have moved in the right direction with Gold Coast stadium (an intimate mini-Suncorp Stadium), but they wont see the rewards unless they build similar stadiums in markets with high commercial residency.

I guess its only bigger Business that is better for the NRL.