BNE2.1: The game done changed
“It is, at the end of the day, all rather stupid”
Last year was an illuminating time for those who closely follow the working man’s game. If, like me, you’ve only been a keen trainspotter for a few years, we might not remember older train wrecks, like Crusaders. Conveniently, the Toronto Wolfpack experience, which saw $30 million pissed down the toilet for reasons that still aren’t entirely clear, brought some truths about the sport into very clear focus.
At a certain point, possibly while mulling things over for too long without live sport or being able to socialise, it clicked in my mind that it didn’t matter how well thought out an expansionist’s plan might be, it will never be implemented. There is no perfect post that will change anyone’s mind. This may be obvious to you but sometimes I can be very dense.
My silver lining on the new Brisbane NRL team is then dubiously reasoned, if not downright naive, in retrospect. While a Brisbane team could be leveraged commercially to take the game west (again), it will not be. Instead, it will be used to shore up Nine’s failing ratings in Queensland, as the three extant clubs flail about hopelessly. That’s just who the people running the game are, especially Peter V’landys and especially Phil Gould. Two shitty suburban culture warriors in the pocket of a free-to-air broadcaster are the Pacific game’s leading lights and that’s why we have two point field goals now.
It is, at the end of the day, all rather stupid. You won’t find a more Darwinian sporting observer than yours truly but even with my complete and utter lack of regard for tradition, introducing a team solely for the benefit of a legacy media organisation in 2023 is too far for me. For the sport as a whole to make money, by all means, do what you got to do. Even the Super League schism had some benefits for rugby league by forcing it to modernise somewhat. Who really gives a fuck if the only benefit is that Channel Nine survives a bit longer?
The thing of it is that there’s barely any risk for the NRL. You personally are not going to lose your team if the new Brisbane team fails, because you are not a fan of that team. No one is because it doesn’t exist. The NRL isn’t investing any money or taking any equity as far as I know, so there’s no financial risk. If the team fails, at worst the resulting quagmire might take out a storied Queensland Cup club (and, as recent events have clearly indicated, no one in Sydney cares about them) and the NRL suffers a bit of reputational blowback. If it works, ratings go up on Nine, the next TV deal is better and the NRL can profit. That money will be recycled on to the existing clubs in the form of higher club grants because Phil Gould believes the NRL is make-believe and the clubs are the only reality, which explains why North Sydney fans didn’t mind their club exiting first class football and we’ve never heard about it since.
The money will be wasted, as usual with Queensland clubs subsidising Sydney no-hopers, instead of being invested in making the sport better because that’s just what happens.
Now that nasty cynicism is out of the way, here’s some more. After the Bombers and Western Corridor bids merged, there are now three candidates: Dolphins, Firehawks and Jets, representing Redcliffe,
Eastern Suburbs Brisbane and Ipswich, respectively.
You shouldn’t rate the Queensland Cup’s popularity on how much I talk about it but rather based on the fact that it won’t be on TV this year. The idea that each club has community links is not unreasonable but those links represent very few people in the grand scheme of things and a lot of them are going to be conflicted about leaving the Broncos for a new venture. For mine, the three bids are now pretty much the same, so it’ll probably come down to who knows the ARLC best and/or who has the most money.
The recent merger has meant that the Western Corridor bid has dropped the Western Corridor aspect of their bid to become “Brisbane”, which makes much more commercial sense but is questionable if you purportedly represented the hitherto-culturally-non-existent Logan-Ipswich-Toowoomba conglomeration. The Indigenous angle they were taking is gone too. Presumably, the Jets team noticed the stance Peter V’Landys took prior to last year’s All Stars game regarding the anthem and read between the lines on his feelings about black people.
Similarly, the Bombers have dropped their name and replaced it with another imperialist death machine but at least one that has some rugby league history (stolen, like so many things, from the NFL), so kudos. As a result, the Jets have joined forces with an organisation that stands for nothing other than their own gain to give it a light patina of community respectability. In many ways, it is the perfect bid because there is so little to it, it can be moulded into whatever the powers that be want it to be. This will almost certainly be worse than what people could come up with organically (see above re: two point field goals), starting with an incredibly omnious 9/11 themed logo (which obviously may not be real).
Whichever bid is successful, people and specifically, people on Twitter who aren’t fans and will never be fans of the new club, will hate everything about it – logo, name, colours. I note the hypocrisy but I at least know that it won’t matter. Twitter’s usefulness as a barometer on rugby league matters is only as a contraindicator and we wait with bated breath for the exit polls from Facebook and the Daily Telegraph to see which way Peter V’Landys is going to go.
In any case, Brisbane is so starved of NRL, it’ll probably work, especially after a sold out all-Queensland double header at Suncorp results in the destruction of a large part of the city.
The TV deal
The most frequent question asked in relation to BNE2 is “how does adding a 17th team result in higher ratings?” It’s a good one because there obviously isn’t going to be a ninth match each weekend and instead one team will sit on the sidelines with a bye. Here’s the theory that I think Nine, V’Landys and co are working with:
- Even if BNE2 is half as successful as the Broncos, it’ll still rate better than most of the league. That means, most weeks will remove ratings anchors like the Knights, Sea Eagles, Bulldogs and Raiders and replace them with an above average team, which will improve the overall ratings across the season, even without adding a game.
- The current FTA arrangement has a hard cap on the number of times a team can appear on free-to-air (I believe it is currently 16 for the Broncos and 12 for everyone else) and another cap on how many return fixtures are allowed per club (Nine might show both legs of Broncos-Cowboys, Broncos-Eels and Broncos-Rabbitohs but then wouldn’t be able to show both legs of, e.g., Broncos-Titans). By adding a second Brisbane team, this allows Nine to have more Broncos-equivalent games, with a Brisbane team on FTA every weekend. This also explains the inexplicable increase in Dragons FTA appearances for 2021 because they’d run out of good teams to show.
- Nine sells all of its content to regional networks at what amounts to a fixed rate and so doesn’t care how well football rates in the sticks. Its revenue is driven by the five city metro ratings. From Nine’s point of view, the Gold Coast Titans are a regional football team and they probably don’t see them as moving ratings in the Brisbane market. That the Titans are just “down the road” doesn’t factor in.
- A second Brisbane team then is likely to uplift Brisbane’s ratings more, and more often, when compared to how a Perth team would lift ratings in Perth.
- The recent broadcast renegotiations allowed for the deal to be improved if a new team is added.
I think its extremely likely that ratings will go up in the short term (or, more accurately, go down less quickly) after BNE2 comes in, even just for novelty purposes. Even if it doesn’t last or the broadast deal doesn’t go up by enough to cover the club grant, I’m sure the ARLC will just boot the Warriors or Storm to compensate.