London calling: Broncos look to Australia to turn code into ‘global’ force

A revitalised London Broncos rugby league team is looking to Australia for investment and a strong club link to establish itself as a global capital of the game. But first it has to start winning.

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London Broncos is looking for a monetary life line from Australia to resurrect rugby league in the British capital.

In a fresh pitch to investors to raise more than $15m, the club’s new chief Gary Hetherington told a gathering of business leaders at Australia House in London that Australia needed to be part of the significant moves afoot in rugby league both nationally and globally.

“Stephen Smith, Australia’s high commissioner to the United Kingdom, and his team recognise the importance of rugby league in terms of our links to Australia and the wider South Pacific,” said Hetherington, who has stood down from the Rhinos rugby league club after nearly three decades to be part of the London revival.

“And in a year when we will see the return of the Rugby League Ashes for the first time since 2003, with the first Test at Wembley on 25 October, this is the perfect time to consider how best to maximise that potential.”

Already two of the three matches in the Rugby League Ashes later this year in England are sold out, with little advertising, galvanising the enthusiasm to turn the London Broncos team into “an event” to bring in London’s younger audience.

Five-year plan

How the London Broncos pitched their presentation on Wednesday. Picture: Jacquelin Magnay

Links between the London Broncos and Australia have been developed under a new five-year strategic plan by an Australian firm, Freshwater Strategy, which is looking to piggy back on London’s corporate strength, huge expat community, global sponsors and forging links with an Australian rugby league team to boost the Broncos’ club fortunes.

It has been suggested that the club may undergo a name change depending on the ownership structure.

The London Broncos is currently in the second tier of competition and has struggled this season with a spate of injured players.

The Broncos have had a chequered past with Virgin boss Richard Branson getting involved in the late 1990s until 2002 and amid various name changes, a variety of owners and rollercoaster on-field performances.

The club was originally known as Fulham in 1980 before becoming the London Crusaders, then the Broncos when it was linked with the Brisbane Broncos in 1994, before switching to the Harlequins and then back to the Broncos.

However the biggest impediment structurally is that the club has been known as a “southern” team in a “northern” game.

Global centre

London Broncos chiel Gary Hetherington discusses the club's plans. Picture: Jacquelin Magnay

Mr Hetherington told The Australian the current vision is much broader than establishing a southern team, and he considered London to be a global centre of the game.

“We need to generate income from major sponsors, partners, ticket sales. We need to build a profitable club, which will be good for London, but also good for the game here in England and also globally,’’ he told The Australian.

“We have an outstanding relationship with many Australian clubs, and the NRL is looking to invest in our competition. There is no bigger or better pace to invest in the country than London.’’

‘Very positive noises’

When asked if the NRL was being cautious in making any investment until the club had stabilised, he said: “The noises being made are very positive. They need to be part of it. We would like to accelerate those discussions. Both parties recognise the value of a long-term strategic partnership.”

For some years the rugby league game in England has considered London to be its most underused asset in the south west of the country to develop junior men and women’s competitions and more broadly to attract new fans.

Freshwater Strategy director Jonathon Flegg said his company would leverage the strong pedigree in the Australian game to turn London’s flagship rugby league team into “a beacon of growth in the UK”.

He said: “Freshwater’s partnership with London Rugby is focused on growing sponsors and investment underpinned by NRL partnerships and an exciting and contemporary club rebrand. Our aspiration is to help catapult the club back into the Super League, with the strongest brand, membership, merchandise, venue, sponsorships, governance and on-field competitiveness.”