Research shows how season of shame has damaged the NRL

The NRL conducts regular research measuring supporter loyalty based on one question: how likely are you to recommend our product to a friend? Care to guess how the game is faring after the off-season from hell?

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Damning new research has revealed how the NRL’s brand has been destroyed by an off-season of shame that threatens the loss of millions of dollars in revenue and sponsorship.

The Daily Telegraph has obtained a confidential report used to measure the brand health of the game that was tabled at Wednesday’s independent commission meeting.

The game’s NPS rating (Net Promotor Score, which measures customer loyalty) has slumped from plus three per cent after the grand final in October to minus seven per cent in January on the back of the player scandals.

At the same time the AFL has a plus 12 per cent score.

Todd Greenberg has every reason to be frustrated. (Richard Dobson)

A concerned NRL chief executive Todd Greenberg told The Daily Telegraph the game’s revenue was now under threat.

“Once the brand is damaged it becomes much more difficult to attract sponsors and that results in less revenue for the game,” he said.

“That’s pretty disappointing when you consider the players promised to be genuine partners in the game. We will work with them and the clubs now to restore confidence in the game and our brand.”

The NRL began conducting regular research on supporter loyalty using a NPS rating a few seasons ago. It is calculated based on one question: how likely are you to recommend our product to a friend?

Could the decisive action against Ben Barba have a positive effect? (Zak Simmonds)

A sports marketing expert told The Daily Telegraph a 10 per cent switch in an NPS rating in three months was almost unheard of.

“That’s a massive swing,” he said. “Normally you might see a variance of one of two per cent.”

That the AFL image rates so highly on the eve of the football season is likely to sway potential corporate backers from rugby league to its rival.

Greenberg has vowed to get tougher on offending players.

The game has been rocked from the Ben Barba domestic violence incident on top of sexual assault allegations against Jarryd Hayne and Jack de Belin and other instances of violence against women.

Jarryd Hayne joins the long list of NRL players in court for violence against women. (AAP Image/Joel Carrett)

“I have said consistently that the off field issues we have seen over the last four months are damaging the game,” Greenberg said.

“We put in so much work last year to improve our brand and lift the reputation of the game.

“Unfortunately all that good work has been undone by the actions of a few players who have made this off season such a train wreck.”

Greenberg paid tribute to the loyal fans who continue to drive up membership figures, despite the appalling player behaviour.

“We are lucky to have loyal fans who support the game so strongly,” he said.

“Now we have to work with the players to repay that faith in the game.”

Writing in today Daily Telegraph, Penrith Panthers star and RLPA board member James Maloney spoke of the displeasure among the players.

“Plenty of players are frustrated that the entire group is tarnished by the acts of a small percentage of their peers,” Maloney said, “”these issues have put the game under huge pressure.

“And we support the game taking a stance. We’re all in this together.”

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Originally published as Research shows how season of shame has damaged the NRL