Storm planning to use NRL relaunch to capture new group of fans
Storm are planning to use the early NRL relaunch as a window of opportunity to attract a new group of fans who are clamouring for live sport.
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Melbourne Storm hopes to reconnect with a host of “passive” fans as the NRL gets set to enjoy a two-week “window of opportunity” as the only major sporting code in the country.
The NRL season is due to resume on May 28 – two weeks before the AFL season restarts on June 11.
The head-start is expected to be a boon for NRL television ratings, with sports fans craving the return of live action after two months where sporting competitions around the world have ground to a halt due to the coronavirus crisis.
Melbourne Storm chief executive Dave Donaghy said the club was already seeing huge interest since its return to training and an increased spotlight for the NRL for the first two rounds would be welcomed.
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“When our players returned to training, the media coverage was 14 times that of the coverage in the lead up to our preliminary final last year,” Donaghy said.
“I certainly think there’s a demand for live sport at the moment.
“Ultimately the players are entertainers and they want to entertain fans so they’ll certainly miss that, as the fans will miss being there. But getting the competition back on television is a step towards getting back to normality over time. While we’re the only show in town, I think it presents us with a window of opportunity, that’s for sure.”
Donaghy said the coming weeks could help win some more rusted-on fans going forward.
“We’ve got the largest social media audience of any sports team in Melbourne, so we know we’ve got a large fan base but clearly given the conversion of membership a lot of that fan base is passive,” he said.
“But if you’re watching it, you’re going to be entertained. Hopefully it provides us a great opportunity to connect and, over time, convert some fans into memberships.”
Donaghy said Storm’s Albury training camp had been “terrific” for the players and coaching group, led by Craig Bellamy.
Storm faces Canberra Raiders (May 30) and South Sydney Rabbitohs (June 5) in its first two games back.
“The first two weeks are as tough as any going around with the Raiders and South Sydney,” Donaghy said.
“They’re two big, strong teams, well-coached and they’ll be really hungry. So it’s certainly a pretty big test for the guys, but I’m sure Craig will have a few tricks up his sleeve.”
Venues for rounds three and four of the NRL season are set to be confirmed later this week.
Originally published as Storm planning to use NRL relaunch to capture new group of fans