NRL CEO Todd Greenberg said that the game's revenue is "under threat." GETTY IMAGES
Damning new research revealed how the National Rugby League’s brand has been "destroyed by an off-season of shame that threatens the loss of millions of dollars in revenue and sponsorship," according to Phil Rothfield of THE AUSTRALIAN. A confidential report used to measure the brand health of the game was tabled at Wednesday’s independent commission meeting. The game’s NPS rating (Net Promoter Score which measures customer loyalty) "slumped" from +3% after the grand final in October to -7% in January "on the back of the player scandals." At the same time, the Australian Football League has a +12% score. A "concerned" NRL CEO Todd Greeberg said that the game's revenue "is under threat." He said, "Once the brand is damaged it becomes much more difficult to attract sponsors and that results in less revenue for the game. That’s pretty disappointing when you consider the players promised to be genuine partners in the game. We will work with them and the clubs now to restore confidence in the game and our brand." The NRL began "conducting regular research on supporter loyalty" using an NPS rating a few seasons ago. It is calculated based on one question: "how likely are you to recommend our product to a friend?" A sports marketing analyst said that a 10% switch in an NPS rating in three months was "almost unheard of." The analyst said, "That's a massive swing. Normally you might see a variance of 1 or 2 percent." That the AFL image rates "so highly" on the eve of the NRL season is likely to "sway potential corporate backers from rugby league to its rival" (THE AUSTRALIAN, 2/9).
