Sydney Roosters assemble the NRL’s first $5m playing strip
The Roosters have once again created NRL history, locking down a major sponsor long-term, to assemble the most valuable playing strip in rugby league.
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This is the first $5 million playing strip in rugby league history.
Despite the tough COVID-19 economic impact on business, the Sydney Roosters have not just sold every spot on their jersey and shorts, but locked down major sponsor Steggles on a new three-year $4 million deal.
The strip is worth at least $2 million more than many of their NRL rivals.
This is a remarkable commercial coup in a city with nine NRL teams all competing for sponsorship dollars. Plus two AFL teams, two A League teams, two Big Bash teams and the Waratahs.
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It’s a far cry from the $50,000 Nick Politis paid in 1976 to splash City Ford on the front of the Roosters jersey in a first in Australian sport.
Steggles are now locked in at the Roosters until 2024 at $1.25 million a year plus bonuses for making the top four and winning premierships.
It will be 15 seasons with the club by the end of the deal.
No other city in the country is as competitive as Sydney for the sporting dollar.
The Broncos and Storm have big cities to themselves but can’t match the Roosters in jersey value.
It obviously helps to have powerful board members from the big end of town, headed up by chairman Politis, with their corporate connections and influence to attract big sponsors.
Plus winning the past two grand finals helps.
However, the Roosters insist it is more about their culture and principles.
That the image of the players on and off the field is attracting so much corporate support.
“Winning grand finals and having high-profile players helps but it’s not everything,” said the Roosters commercial boss Jarrod Johnstone.
“Our partners want to be with the Roosters because of the club that we are and the people that we are. These standards are set by Nick and the board and Robbo.
“It’s not just about quality players. The sponsors want to engage with quality people.”
The charity element to Steggles’ sponsorship has been an enormous success.
Established in 2010, it has now raised more than $4 million for Lifestart, Children’s Hospital Foundation, Children’s Cancer Institute Australia and the Roosters Outreach program.
Steggles donates $1000 for every point the Roosters win by. Last week in the big win over the Broncos, it was a $46,000 donation.
NRL’S FIRST $5M PLAYING STRIP
Steggles $1.25m
IKON $800k*
Unibet $800k
Magic Glass $500k
ISC $1.0m
SkyWorkers $300k
MPSR $250k
Budget $200k
Bonuses $700k
Total 5.8 million
*estimate