Launching the New Nationla Rugby Season

Tiffin University

Case Paper 1

Launching the New National Rugby League Season

Submitted for

SRM 534 (Section 95)

Business Strategies In Sport

Dr. Robert Prior

By:

Michael Bond

March 17, 2013

BACKGROUND

“On March 2, 2004 the Chief Executive of the National Rugby League (NRL) in Australia was preparing his season launch speech” (Foster, etc., 2006, p. 58). David Gallop, the chief executive, had his speech ready to center on the promise of the upcoming season. The 2003 season had seen an increase in crowds, TV ratings, merchandise and sponsorships. The upcoming season had reasonable expectations to do better. In addition, the NRL was looking to expand their fan base by targeting the female audience.

In the week leading up to Gallop’s speech, a controversial situation took center stage. There were reports of an alleged sexual attack on a woman at a hotel in Coffs Harbor involving numerous members of the Canterbury Bulldogs. The Bulldogs had a long history of being successful and were the highest selling team in terms of merchandise during the previous season. The team was no stranger to controversy in the preceding few years. In 2002, they had violated the salary cap which resulted in 37 points being taken away keeping them out of the playoffs. “In 2003, allegations were made about several Bulldog players at the same Coffs Harbor hotel” (Foster, etc., 2006, p. 59).

Without question, this incident presents a challenge to Gallop and the NRL. The remainder of this case paper will identify areas of concern that need to be addressed. As can be expected, there was quite a bit of negative press about the incident that needs to be examined as well. Gallop needs to determine what factors should be considered in deciding how and/or if this will be addressed in his speech. There will also be a focus on what should be included in the speech as well as the action steps needed.

What issues of concern to the NRL chief executive arise from the events and...