Andrew Abdo set to be appointed NRL CEO
Having survived — and thrived — in the face of unprecedented challenges to keep the NRL competition going during the COVID-19 pandemic, Andrew Abdo faces another big test.
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Andrew Abdo’s first task as NRL CEO will be to slash $50 million in costs at head office with the 43-year-old poised to become just the 13th CEO in the game’s history.
Having survived — and thrived — in the face of unprecedented challenges to keep the NRL competition going during the COVID-19 pandemic, Abdo’s next task is to convince the ARL commission he’s the man to replace Todd Greenberg long-term.
Abdo will present his vision and formal application for the role to the Commission on Thursday.
A key focus of his pitch will be to show how he intends to streamline the annual spend of the NRL.
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Abdo was appointed interim CEO in April, taking over from Greenberg at the height of uncertainty surrounding both the immediate and long-term future of the game.
Despite working for the NRL since 2013, Abdo has largely remained in the background.
South African-born and educated, Abdo joined rugby league to work alongside long-time marketing chief Paul Kind.
He then worked on strategy under head of operations Jim Doyle before becoming a key advisor to former CEO David Smith.
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He then moved back into the commercial department where his profile and responsibilities grew.
Abdo has been key in taking non-broadcast revenue from $144 million in 2016 to $204 million at the end of last season.
He was also the driving force behind American rapper Macklemore’s high-profile grand final appearance in 2017, plus this year’s updated ‘Simply the Best’ marketing campaign.
Since taking over in the interim role, he has impressed the people that matter within the halls of League Central, both with his work-ethic, commercial-minded approach to decision-making and his level-headedness during the code’s COVID-19 crisis.
Abdo has metered mass fines to some of the game’s biggest names including Wayne Bennett and Souths star Latrell Mitchell for bubble breaches.
His front-foot approach to manage allegations of racial abuse towards Penrith’s Brent Naden also showed his capabilities as a forthright leader for the sport.
Abdo’s elevation into the full-time CEO role appears a mere formality, but it’s up to the ARL Commission to rubber-stamp rugby league’s new boss.
Originally published as Andrew Abdo set to be appointed NRL CEO