Rugby Football League has called on IMG to provide suggestions for growing investment and viewership
Relegation would be scrapped for the Super League’s top clubs in radical new plans for the sport proposed by its new strategic partner, sports management company IMG.
On Wednesday, after months of analysis, suggestions were made to the 37 clubs that make up the RFL on how the sport can move forward, with small changes to radical overhauls being debated within the rugby league community.
As part of the Reimagining Rugby League Consultation Project, IMG have proposed seven key actions that they believe will drive the sport’s long-term growth as IMG, the RFL and the Super League enter into a 12-year strategic partnership.
They have worked with the sport and its partners to find a way forward from 2024 that will boost revenue and engagement, with the recommendations being the first step of that plan and, according to Rugby Football League chairman Simon Johnson, the suggestions “landed very well” with clubs.
The main recommendations from IMG are as follows:
IMG recommendations
| • A repositioned calendar that optimizes flow, narrative and engagement, and includes regular “highlights” of interest and a compelling seasonal highlight. |
| • A calendar aligned with global football to allow for an October international window and to include a mid-season international. |
| • Major League participation is based on a series of on- and off-field measures provided through a club scoring system, designed to support financial sustainability and encourage investment in clubs. ‘Category A’ clubs are guaranteed participation in the top division, while ‘Category B’ clubs are re-rated annually, with the highest-ranked clubs taking the remaining spots in the top division. Promotion and relegation continues on the pitch between the second and third divisions, with the second division being increasingly filled with strong category B clubs. |
| • An expansion strategy to be developed that targets and supports the growth of women’s and girls’ football and growth in new markets. |
| • Club participation outside the UK will be limited and provided with additional standards to support domestic growth. |
| • Centralization of operations where this can maximize efficiencies and generate additional revenue (e.g. ticketing and digital infrastructure). |
| • A new branding strategy to be implemented and aligned with the above business strategy. |
The standout proposal is a top tier, decided by both “on and off the field” criteria, a scoring system that decides league entry.
How many clubs will be in this league is yet to be determined but there would then be a league of ‘category B’ clubs competing in the second and third divisions and progressing through promotion and relegation.
These clubs, considered ‘category B’, are re-rated annually and the highest ranked clubs participate in the top division.
The criteria for classification will be announced before the start of the next season and will be rolled out in 2024 before being fully rolled out in 2025. Category A will be in the top tier, category B will be in the top tier if space is available, and category C will be in the second and third tiers.
Other Recommendations
In addition to the suggestions outlined, IMG has also recommended removing loop games, including Magic Weekend, moving the Challenge Cup Finals to May, and increasing the focus on international breaks.
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They say the problem for esports has focused too much on the format and structure itself, rather than the product, and encourage a renewed focus on fan engagement and matchday experiences.
To turn these proposals into action, IMG says they have been consulting with the NRL and IRL to prioritize international rugby league, which should be backed by an aligned global calendar for the sport.
Outside of the men’s competition format, France, London and women’s football have been identified as three areas of growth.
However, the number of non-UK clubs would also be limited to two, with a minimum number of homegrown players on a matchday 17 being part of the eligibility criteria.
These clubs are also required to subsidize additional UK club travel expenses until a central contribution can otherwise cover them.
The goal is to have a top league with 14 teams by 2026 and 14 teams in the championship in 2024. League One remains flexible and there are no plans to merge clubs.
Response from the partnership
Rugby Football League chairman Simon Johnson said: “This is a significant day to blaze a new trail for the sport. We have prioritized transparency by sharing these recommendations first with clubs and then with fans via the media.
“These top recommendations are first and foremost a direction that still requires significant levels of detail to be worked through.
“But these proposals include both an acknowledgment of the need to make significant changes to address a range of challenges facing the sport at all levels, and recommendations for those changes that have the potential to change the approach, mood and to change the reality of rugby league in the UK and beyond.”
The importance of the announcements was also underscored by Super League (Europe) chairman Ken Davy.
“Based on the realignment of the Super League and the RFL, this was an all-encompassing process conducted by IMG, with all the key stakeholders within the sport playing an important role,” said Davy.
“We would like to thank the clubs, broadcasters, retail partners and supporters who have contributed to IMG’s recommendations, which can chart a new future for rugby league and steer it in a bold and positive direction.
“At the Super League, we look forward to the next phase of this comprehensive process and work to provide further updates that will reflect the long-term future of the sport.”
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Matt Dwyer, vice president of sports management at IMG, added, “Having now had the opportunity to delve deeper into esports, including through consultations with all of the game’s key stakeholders, we are excited about this 12-year strategic partnership and what it is can be achieved has only increased.
“We have a unique opportunity to change the course of growth for the sport and we believe the recommendations we have presented today will provide the basis for that growth and attract new investment into the sport.
“Our approach is product focused, leveraging the combined expertise of IMG and the broader Endeavor network to create a quality entertainment offering for fans.”
Clubs have been invited to a follow-up meeting on 13 October where they will have an opportunity to provide further feedback and assistance is requested to allow the Rugby League Board and IMG to work on the details of the recommendations.
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