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Roy Masters article on the NRL Launch 2005
Sydney Morning Herald March 3, 2005

A field of dreams, or schemes or 16th teams? The NRL season was launched last night on a purpose-built rugby league field, an 80m by 30m model with line markings and team logos.

Guests walked into a warehouse in Walsh Bay, finding themselves in a tunnel leading to a field surrounded by the names of sponsors, with nine banners proclaiming Sydney's clubs.

No one mentioned the baseball movie Field of Dreams but the voices actor Kevin Costner heard - "If you build it, they will come" - seemed to have infiltrated the minds of promoters. "Bums on seats is our major focus for 2005," NRL marketing manager Paul Kind said. "Our big push is to get people to come to games."

Bus shelters surrounded the field and three big NSW State Transit Authority buses sat empty, a reminder that the city's transport network is geared to help supporters jump on the NRL's bandwagon.

It was by far the NRL's most lavish launch, part of a campaign costing $3 million, in which a significant proportion will be spent on outdoor advertising.

Two "Raise the Titanic" stories featured in the promotional film, which will also be shown in cinemas: the rise of North Queensland from cellar dwellers and the success of the Mullumbimby Giants, who won the NSW Far North Coast comp for the first time in 44 years.

Noting the absence of Broncos vision in the TV ad, chief executive Bruno Cullen said: "We are now the second team in Queensland."

NRL chief David Gallop preferred to call the Cowboys the Cinderella story, pushing the fairytale theme in his welcoming speech, reminding the crowd of Penrith's success in 2003, only two years after they had finished last.

One thing is certain: the up elevator is now travelling faster in rugby league.

The 2005 landscape also threatens to be a field of schemes as coaches manipulate the new rule that allows defenders more time holding on to the ball carrier.

We may witness more flops than Sea World. Speaking of dolphins, 2005 will also see heightened debate over a 16th team, as the Gold Coast franchise continues courting the NRL decision-makers for a licence and talk of expansion.

Kind denied the NRL's powerful push to build crowds, particularly in Sydney, was related to the looming end of the current TV deal. "But there will be a redirection of money away from TV commercials in the opening round towards a season-long spend on outdoor advertising," he conceded.

Still, there was symbolism in the way last night's guests spilled out onto the field, without waiting for the approval of NRL ground manager Eric Cox to tread on the fresh turf.

No game starts without the permission of TV and "the Bosun" doesn't communicate the kick-off signal to the referee until he gets the nod from the Channel Nine or Fox Sports director.

Newcastle captain Danny Buderus had the honour of officially launching the season.

Telstra executive Holly Kramer, who is married to Bulldogs chief executive Malcolm Noad, referred to the "unfortunate incidents" that had plagued the game in recent pre-seasons but expressed confidence in the administration to solve these problems.

Gallop, mindful that the coming year has the potential to produce salary-cap breaches, drug positives, referee controversies and player misconduct, was in an expansive mood.

"It's a great time of the year. Every team is equal first on the ladder, our referees have a 100 per cent record, the judiciary has been totally consistent and our coaches have full support of their boards," he said.

One of the bus-shelter posters features Penrith's Rhys Wesser under the slogan, "Speed can change the game".

Reminded that "speed" was also a term for amphetamines, Kind admitted this had been discussed. "We originally had 'quick' and not 'speed' on the posters," he said.

"Our other key words are focus, intensity, belief, passion and spirit. Quick just didn't seem to fit."

Maybe not to marketers but to coaches there is only one motto in the NRL: the quick and the dead.

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