What’s the Buzz: Numbers show the Dragons’ sad NRL decline

The Brisbane Broncos remain one of the healthiest footballing clubs in the country, while the numbers show just how far the once proud St George Illawarra have fallen, writes Phil Rothfield.

St George Illawarra has an identity crisis and a broken brand.

An analysis of every NRL club’s TV ratings, membership, home crowds and social media engagement reveals the once most famous club in rugby league has fallen to the bottom of the off-field premiership ladder – with the smallest following of all 17 teams.

It is a far cry from the good old days when the Red V had the league’s biggest, proudest and most passionate army of fans on the back of 15 premierships – and a world-record 11 in a row.

At the opposite end of the table, the Broncos, despite a troubled 2024, are the most powerful force in the game with more than double the audience of eight of their rivals.

The once proud Dragons have lost their way, writes Buzz Rothfield. Picture: NRL Imagery

For the Dragons, the findings could place doubt over the future of Kogarah Oval where they had an average crowd last year of just 10,865 (the second smallest in the game) compared to 14,213 at Wollongong. A scheduling model where the club limits Kogarah to three home games – similar to the Wests Tigers at Leichhardt Oval – is a possible option for the club.

However, Dragons chairman Andrew Lancaster was quick to defend the club, pointing out their TV numbers were up 12.8 per cent last year and that they sold out four home games.

Dragons chairman Andrew Lancaster has defended the club, despite the numbers showing their decline. Picture: Max Mason-Hubers

“Our focus off the field is on connecting or reconnecting with our supporters, members, partners and our community,” Lancaster said, “In October last year, Roy Morgan research has the Dragons in the top half of the NRL in terms of supporter base. Our job is to give those supporters a reason to reconnect or engage with the club with a particular focus on the next generation of fans.”

Another study by a leading brand recognition company of all 35 AFL and NRL franchises found the Dragons were placed at 32nd on the rankings – ahead of only the Gold Coast Titans, the GWS Giants and the Gold Coast Suns.

This is a club that lost its major sponsor St George Bank last season after a 40-year association. A club that is also about to replace its CEO, Ryan Webb.

The Dragons are on the hunt for a new CEO after Ryan Webb’s departure. Picture: Jane Dempster

The analysis also found:

● South Sydney has the most powerful brand of the Sydney clubs, even well ahead of four-in-a-row premiers Penrith.

● The Bulldogs are the biggest improvers on the back of last year’s premiership resurgence – and backed by a switched on digital and social media team.

BUZZ v LANCASTER

Buzz: Have disgruntled fans walked away?

Lancaster: Not at all. Clubs’ TV viewing audience is driven by how many games a club has on Channel 9 … the more games you have on 9 the larger your TV audience. That said, the Dragons 2024 TV viewing was up 12.8% on the previous year and our home crowds at WIN and Kogarah were up 26% on 2022. We sold out four of our home games last year across all three home venues. Hopefully, this is an indication that our supporters are increasingly connected.

Buzz: What can St George-Illawarra do to improve in these areas?

Lancaster: Our focus off the field is on connecting or reconnecting with our supporters, members, partners and our community. In October last year, Roy Morgan research has the Dragons in the top half of the NRL in terms of supporter base. Our job is to give those supporters a reason to reconnect or engage with the club with a particular focus on the next generation of fans.

Buzz: Kogarah crowds are poor compared to Wollongong. Is this an issue the board needs to address in regards to more games on the south coast?

Lancaster: Jubilee Oval has such rich history and is a ground that the club, our players and our fans want to be at but it is a facility in real need of investment by its owner, Georges River Council.