NRL 2023: Marketing expert Barry Urquhart slams RLPA amid player media boycott
The AFL will be ‘absolutely salivating’ while the next generation of NRL players become the real victims of the players media blackout, according to a leading marketing analyst.
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A leading marketing analyst has described NRL players who are boycotting game day media commitments as “Jonny Bairstow dummy spitters” before declaring their industrial action would have the AFL “absolutely salivating.”
And Australian lecturer Barry Urquhart also claimed the next generation of sportspeople may now choose to play rival sports if denied access to their rugby league heroes.
Players continue to ban the media on game days, denying fans the emotion and heartbreak during post-game interviews in Wednesday night’s State of Origin game in Sydney.
“This is unquestionably rugby league’s equivalent of England’s dummy spit – after the running out of Jonny Bairstow – so get rid of the dummy and get over it,” Urquhart said.
“If you start to fondle, fracture and limit the exposure and access to football stars, you’re doing a disservice to the code, supporters and players.
“Eyeballs are revenue. The footballers are stubbing their own toe. Football is all about accessibility to sporting heroes and media is fundamental.
“A dead rubber (in Origin) and dead media access – one feeds the other. It’s very, very sad and someone has to start to think strategically rather than tactically.
“If you deny yourself media, you deny yourself the next generation of players, supporters and mothers taking their kids to sport. There is intense competition right now between the codes. rugby union is looking for eyeballs and mass media exposure.
“If there is a vacuum, the law of physics will apply to the media and something will fill that vacuum, whether it’s rugby union, soccer or, more importantly, AFL. My goodness that would be a long-term strategic concern (for NRL).
“The AFL would be absolutely salivating with this type of situation because they want to get a greater penetration into western Sydney to get greater loyalty for the Giants, and also the Sydney Swans.
“This would be manna from heaven for the AFL because they want to be the premier league. And we have the Matildas coming up in a couple of weeks.
“We’re in a unique situation. There is no other country in the world that has four codes of football competing for eye space and share of mind.
“If you deny the public access, that’s the single-most important factor that determines purchases, repurchases, loyalty and relationships. Let’s put the customer first and what they want is access and interaction with their football heroes.”
The open-ended action by players is expected to roll into the finals unless the RLPA’s Clint Newton and NRL’s Andrew Abdo can strike a Collective Bargaining Agreement after 20 months of challenging negotiations.
A market researcher, strategic planner, marketing analyst and author, Urquhart is a keynote speaker around the world. He is a former lecturer in marketing and management at Curtin University of Technology.
“Absence makes the heart grow fonder but it also fractures relationships. I think the longer this goes on, there will be more and more fracturing of relationships across the board (for the NRL),” he said.
“We’re right in the heart of Wimbledon and an integral part of a player’s contract – along with the Australian Open, US Open and French Open – is that you must be available to the media immediately after a match.
“Roger Federer isn’t playing tennis this year but will earn around $80m through sponsorship, visibility, recognition and ambassadorship. The football codes, rugby league in particular, can’t afford to deny themselves that sort of income stream.”
Asked about the player’s media ban, advertising guru Max Markson added: “Unfortunately, it’s going to upset the media, they will be hurt most of all, and the fans and public, because they want to know what’s going on.
“The fans are the ones who are going to miss out. Why won’t they sort it out? Get them in a room and don’t let them out until they’ve sorted a deal. The next step will be players going on strike.”
DCE BREAKS PLAYER SILENCE, ADDRESSES ORIGIN SHIELD BOYCOTT
—Travis Meyn
Queensland captain and RLPA general president Daly Cherry-Evans has declared the “next move is up to the NRL” following the controversial media boycott.
But the Maroons skipper insists he won’t turn his back on Queensland’s passionate Origin fans when he receives the State of Origin shield at Accor Stadium on Wednesday night.
The Rugby League Players Association last week announced NRL players would boycott media commitments on game days due to a long-running Collective Bargaining Agreement spat with head office.
The NRL and players’ union have not been able to reach agreement on multiple issues during a 20-month pay dispute.
The RLPA has requested an independent mediator be called in to finalise negotiations and strike a new five-year agreement, with relations between the NRL and union at rock bottom.
The media ban started last Thursday, with Cherry-Evans becoming the first player to speak after the Maroons finalised their Origin III preparations on the Gold Coast on Monday morning.
Cherry-Evans, a leading figure among the players, said the ball was in the NRL’s court.
“The message is loud and clear – we just want progress to take place. It’s as simple as that,” he said.
“What we’ve done is we’ve put a stake in the ground. We really want this thing done.
“We don’t want to spend our time worrying about a negotiation but this negotiation is important to the playing group so we want it done. We want it done sooner rather than later.
“Hopefully by doing this we can bring everyone into a room and get it done.
“I don’t have the answer to that question (how long it will go on). We’ve made really clear intentions as playing group with what we want.
“The next move is up to the NRL to get us in a room and get it done.”
The NRL and RLPA have been at loggerheads for nearing two years over numerous sticking points in negotiations.
Canberra coach Ricky Stuart last week claimed the players were being “used” by the union and 95 per cent wouldn’t know what they were protesting.
The dispute is showing no sign of being resolved soon and the players haven’t ruled out strike action on the field.
While the players have refused to speak to media in the lead-up to the Origin series finale in Sydney, Cherry-Evans confirmed he would make an acceptance speech post-game.
The Maroons have already secured the series after winning the first two games and are gunning for Queensland’s first 3-0 clean sweep since 2010.
“One of you journos started this, I don’t know where it’s come from,” Cherry-Evans said when asked if he would make a speech.
“This is an opportunity, a very proud and privileged opportunity to stand up and lift the shield.
“There will be Queenslanders in the stadium. But more importantly there’ll be a lot of Queenslanders sitting at home that will stay up, regardless of the result, to see that moment.
“I will take a lot of pride in giving them that moment and definitely some words.
“Last year we had a chance to do it in front of them at Suncorp. This year is a bit different so we do need to tell them how much we appreciate the support even though they can’t be there that night.
“There will be millions of Queenslanders sitting up to watch that moment and we want to make them happy because they support us.”
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