NRL marketing boss admits it has ‘a lot to do with our brand’ as code aims for 300k members
The head of marketing for the NRL Lewis Pullen has admitted the biggest challenge he faces in building better relationships with fans is being “disintermediated” with them.
In a talk at the Association of Data Driven Marketing’s (ADMA) Global Summit yesterday Pullen admitted there is “a lot to do with our brand” in highlighting some of the challenges faced by the code, and suggested streaming may play a bigger part in the next round of rights negotiations which are now underway.
“It’s not all about TV any more as we all know, there’s the rise of streaming and we can all see what’s happened with Netflix which has disrupted the market,” he said. “There’s an indication our rights value will increase significantly.”
Toughest job around….. marketing a sport that is a shadow of it’s former mighty self.
so @Pat… i mean, live sport is pretty much the only game in town in a lot of respects. This is a marketing blog. NRL does have some of the highest rating show’s on TV. If you’re talking about unlimited tackle rules, etc, well ok, but I guess the real reason I write is – it’s “its” not “it’s”.. ok?
Also the code needs to take on those who take a swipe at the code. This is an article in the Australian Financial Review which is no more than thinly viewed class discrimination:
http://www.afr.com/opinion/col.....722-giih50
Why it would appear in a financial paper beggars belief, but then the author is a Sydney Swans fan. AFL has repeatably failed in the TV market in the northern states. Any business that would fail at this level, would leave the market or go out of business. But that is not an option for the AFL, who also have a fair degree of elitism about them.
It is no coincidence that the AFL/Sydney Swans have recruited many Sydney based media people (Rebecca Wilson, Chris Bath, Melissa Doyle, personalities & media management people), and this is an underhanded way for the AFL to attack the credibility of league via the media platform. What else would explain the facetious attack in the AFR? There are many hypocritical attacks as Mr Aston needs to have pointed out AFL’s integrity, its player behaviour can also be at rock bottom.
However, its scandals (apart from a few), in particular player behaviour are localised or when AFL scandals appear they become issues for society to resolve and AFL comes out smelling of roses. Presto, in the Goodes situation AFL has solved racism! When NRL scandals arise, rugby league culture is suddenly to blame.
Good comment Matt. Always seemed that the AFL had opinion leaders in the media in their pocket to push the cause along.
He may also look at “disintermediating” their consistently appalling advertising from the tired and formula of TV clips and old pop song.
Ooh Lewis you had me at disintermediate