What’s the Buzz: How Arthur Laundy saved the Canterbury Bulldogs by luring Phil Gould to Belmore

Cameron Ciraldo and Phil Gould have rightly received most of the credit for the Bulldogs’ remarkable resurgence, but neither would be at the club in the first place without the influence of a certain figure. PHIL ROTHFIELD reveals the Bulldogs’ true saviour.

SYDNEY, AUSTRALIA - JULY 12: General Manager of the Canterbury-Bankstown Bulldogs and commentator Phil Gould is seen before game three of the State of Origin series between New South Wales Blues and Queensland Maroons at Accor Stadium on July 12, 2023 in Sydney, Australia. (Photo by Mark Kolbe/Getty Images)

Cameron Ciraldo and Phil Gould have rightly received most of the credit for the remarkable Canterbury Bulldogs’ premiership resurgence.

But without 83-year-old hotel tycoon Arthur Laundy, none of it would have been possible.

The billionaire major sponsor signed up when the club was at rock bottom in July 2020, at a time when no other company was even remotely interested in the front of their jersey.

That year they ran 15th of 16 teams, and then followed up in 2021 with the wooden spoon. Six wins in two painful years.

“I didn’t come here to run last,” Laundy says, as he recalls the tough initiation to NRL sponsorship.

It was in those initial stages that Laundy helped deliver Gould to Belmore, arguably the most important signing in the club’s history.

The pub legend, who has done so many business deals worth tens of millions of dollars over the years, was determined to bring in the one man he believed could fix the Bulldogs.

LEAKED: Phil Gould, Cameron Ciraldo, Arthur Laundy and Craig Laundy signing sponsorship deal.

His son Stu Laundy got Gould’s phone number from Freddy Fittler to set up a meeting.

“We met at Percys, the hotel opposite North Sydney Oval, which was near Channel 9,” Arthur said. “We only had half an hour, and we just drank water because Gus had work to do.

“There were only a couple of people in the pub, so no one noticed us.

“I asked him would he be interested. He said, ‘It’s my old club and I love the place’.

“Anyway, he was tied up with the Warriors but, because of Covid travel restrictions, he couldn’t do what he wanted to do.

“I then spoke to (then chairman) John Khoury, CEO Aaron Warburton, and Trent Barrett.

“I said to them, ‘I’m not here to run last every year. We should grab him’.

“So I rang Gus, I said, ‘We’ve opened the gates, it’s up to you now’.

“And then it happened.”

The Laundy family are not just the major sponsors at Belmore.

Sons Stuart and Craig were also involved with their father in the first meeting with Ciraldo, while he was still at the Panthers but considering an offer to join the Wests Tigers.

“He wouldn’t commit, but I told him our family would always be behind him,” Arthur said.

“Anyway, Gus got him to take on the job.”

Former Canterbury Bulldogs coach Dean Pay lost 38 of his 57 games in charge when the Bulldogs were at their lowest ebb. Picture: Albert Perez/Getty Images

It’s remarkable in that Laundy only signed at Canterbury in the first place to help out the then coach Dean Pay.

“Things were pretty desperate, so I went in initially to try to save Dean,” Laundy said. “He’s an old mate of mine.”

The day Laundy agreed to be sponsor, Pay was sacked.

“I rang Dean, and he still wanted me to be involved,” Laundy said, “I said, ‘Mate I’ve only done this for you.’ I actually follow Balmain (Wests Tigers).

“Anyway, that’s how it started.

“My son Stu is a Roosters fan, but it was his idea and he got the ball rolling for the sponsorship.

“I offered them $500,000 but they came back and said it wasn’t enough. I thought, ‘Oh well, no one will sponsor them’. Anyway, we shook hands on $500,000.

“Even though I like the Wests Tigers, we have about 12 pubs in the Canterbury area.

“And back in the ’80s I used to drink with a lot of the players. Robbo (Geoff Robinson), Gary Hughes, David Gillespie, Joey Thomas were my mates.”

Laundy’s involvement at Canterbury is so much more than writing a cheque each year in a deal now worth $1 million a season – plus finals bonuses.

As Gould explains: “Arthur and his family came to the Bulldogs in the club’s hour of need. They came to help the club, not for personal promotion.

Phil Gould says that Arthur offers more to the club than just financial support. Picture: Mark Kolbe/Getty Images

“Arthur is not a sponsor. He brings far more to the club than just financial support.

“He really loves the game. He is both a friend and mentor to many within our club.
“He goes to training sessions, attends all the junior rep games for both men’s and women’s teams, calls new players to welcome them to the club, calls injured players to check in on their welfare, loves to meet the player’s families. And he remembers every name.”

The original $500,000 sponsorship deal was upgraded to $1 million.

Now Laundy is paying out bonuses for the club making the semi-finals.

“It’s honestly not about money or promoting our business,” he says.

“I’m just proud to be involved. Not just with the NRL side, but with every person at this great club.”