How do you promote a sport full of power and passion?

By not bothering to show any of the sport itself according to the new RFL Super League 2018 launch video.

Recently, the RFL marketing department have managed to get a couple of things spot on. The new OuRLeague app is fantastic. Superb content, really engaging and easy to use. During the World Cup it became the go to app for info on England and what the players were up to.

Then we get the 2018 launch video…

We know that professional rugby league players are supremely fit. We also know that the Brownlee brothers are superb athletes as well.

What we dont see is any reason for watching the sport when the season starts in just over a week.

Where are the big hits, the jinking runs through defences, the offloads and the magic? Apparently, the public dont need to see the skill of the players, but images of them running up and down in the snow tell you all you need to know about the lack of imagination shown by the RFL marketing department.

The RFL have some superb staff, but marketing needs a shake up.

Why advertise along the M62?

You’re playing into the hands of those who look down their noses at the sport and call it parochial!

Advertise along the M6 and the M1. It’s a summer sport, entice people heading to Bridlington, Scarborough, Blackpool and the Lake district to take in a game, not those who already know where games are played.

What does this video tell anyone who accidentally happens upon it about the game these athletes play?

Nothing…

I appreciate that there is an air of change at Red Hall and Media City with Nigel Wood leaving, but if we allow the game to continue to stagnate at every level, which is what we are in danger of doing if we don’t look for a candidate for his position from outside of the sport, we are in danger of the sport as a whole dying.

Thats not just my view, but one given to me by one of the most respected writers on the sport. As it was a private conversation, I’m not going to name him here, but it shows just how far those who write about the sport feel the game and it’s leadership have sunk.

Indeed, he felt that by the time of the 2025 World Cup, the UK version of the game may well be entirely amateur.

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