By Adrian Proszenko
New St George Illawarra chief executive Tim Watsford believes the club is a “sleeping giant” about to be activated as it reestablishes itself as the biggest brand in Australian sport.
Watsford will become just the fourth CEO since the formation of the joint-venture in 1999 when he succeeded Ryan Webb on June 2.
The V8 Supercars boss has rugby league pedigree, having worked for the NRL previously as its general manager of major events and entertainment, overseeing marquee products including State of Origin, the grand final and international tournaments. His curriculum vitae also includes senior roles with Rugby Australia and the Sydney Cricket and Sports Ground Trust, as well as being the CEO of Northern Territory Major Events Company.
In his first interview since his appointment, Watsford predicted a return to the glory days of the Red V.
“It’s the biggest brand not only in the NRL, but Australian sport,” Watsford told this masthead.
New Dragons chief executive Tim Watsford.Credit: St George Illawarra Dragons
“It’s exciting to be a part of the future success and growth agenda that the board in particular wants to get away.
“The key metrics are more fans, more members, more viewers, more participation. The social and digital footprint is a key agenda. My role as CEO is to support the NRL and NRLW programs, to make sure there’s the resources for that program to be firing.
“I’m looking forward to working with both to find the success that we all hope and know is coming.
“The preseason has been great. If that’s anything to go by, the future is promising. Bring on round one next week for what will hopefully be a full house against the Dogs.
“I look forward to working with the team and driving long-term success.”
Asked what constitutes success, Watsford said: “Success is wins in rugby league, isn’t it? There’s definitely a desire to be great. Participation in particular, footprint growth is also a success metric. Bringing in the next era of Dragons is also important.
“On-field success is paramount, that is the core business. That’s what we all get marked on, including myself. My job is to provide all the resources to support the football program and make sure there are good times ahead.”
The Dragons were one of the big improvers last season, moving five spots up the ladder. However, a late-season slump prevented them from qualifying for the playoffs in Shane Flanagan’s first year as coach.
Watsford believes Flanagan is the right person to turn the Dragons into premiership contenders.
“I’m yet to get in front of Shane, but I’m looking forward to working with him in driving success,” he said.
“He’s a proven coach, we all know that with what he’s done with the Sharks and our development in the era we’re currently in. It’s very exciting, he’s a proven operator and can’t wait to get in there to support him.”
Watsford, who was linked to the Dragons job the last time it was available, said the Red V was on the cusp of a bold new era.
“It’s global, it’s a key word,” he said. “There’s the insinuation [of the Dragons] going to Vegas next year, the NRL juggernaut is taking over the world. Domestically it’s one of the biggest brands in Australian sport.
“My history in particular is about commercial engagement, fan engagement, membership growth, etc and I wouldn’t be taking the role unless success can come.
“[We] can wake the sleeping giant. It’s an exciting time, it’s a big brand I can’t wait to activate.”
Dragons chairman Andrew Lancaster said Watsford was a natural fit for the role.
“The board is very pleased to welcome Tim as our new CEO,” Lancaster said. “His deep understanding of rugby league, combined with his experience in major event development, commercial growth, and fan engagement, makes him a perfect fit for our club.
“Tim has a proven ability to drive innovation, foster high-performance environments and build meaningful connections between clubs, fans, and the wider community.
“Being CEO of the Dragons comes with clear accountability, and Tim has embraced the expectations we have set for success.”