Uniting the Rugby League family to make a positive difference to peoples lives

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Uniting the Rugby League family to make a
positive difference to peoples lives
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One Community Objectives

• To unite the Rugby League family to make a
  positive difference to peoples lives
• Improve the image of the game and the players in
  the community
• Connecting the elite level of the game to the
  grassroots level of the game
• Assist NRL clubs to build and improve their
  community programs
• Provide more training to NRL players in
  community relations and teach them about the
  benefits of this type of work.

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2007 Programs

• Charity partnerships and the Sunday Community
  Match
• Learning with League and Rugby League Reads
• Women in League
• PCYC
• Living in Harmony
• Players Charity Christmas Parties
• Community Carnival
• Monster Raffle
• Community Awards

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2007 Highlights

• The Channel 9 Sunday match last season was the
  One Community match where our programs and
  charities were profiled and promoted the
  average weekly audience of this game was 300,000
  in Sydney and 170,000 in Brisbane. This game is
  also replayed on Fox Sports and is available on
  demand over the internet and via our Rugby League
  internet Television Channel.
• The One Community Awards were universally
  praised across the game.
• Monster Raffle raised 400 000 for grassroots
  clubs.

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2007 Highlights

• Approximately 1,000 schools (mostly primary) were
  in involved in One Community programs this year.
  Most of these were delivered by the network of 80
  National Development Officers.
• 60,000 certificates were awarded to students who
  completed the Queensland Premiers Reading
  Challenge (this will happen in NSW in 2008)
• 150,000 bookmarks and 10,000 posters were given
  to students
• 90,000 Harmony workbooks were distributed to
  students in Western Sydney and a further 10,000
  nationally

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2008 and beyond

• Centenary World Cup
• Celebrating the community involvement in Rugby
  League
• Centenary Medals
• Fan Day
• Harmony project
• Trial games and community involvement
• Health programs NSW PSC and QLD Year of
  Physical Activity
• Licensing
• Charity Foundation
• Further development of the Women In League
  program
• Further development of the Community Awards
  program
• Further Developing Education

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What is community relations?

• In sport, community relations is fan-building.
• Community relations is public relations with an
  emphasis on the positive, the constructive and
  the human. Rugby League has the advantage of its
  profile, popularity and players all can be used
  to help others.
• Good community relations requires strong
  relationships across the sport, alongside
  partnerships with government, charities,
  corporate sponsors and the general public.
• The role of community relations is not to
  encourage people to play rugby league, but it
  should have a direct and positive impact

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Why do we need community relations?

• Strong relations with the local community are
  essential for a sport organisations success. ie.
  its ability to attract fans, secure corporate
  sponsors, and to have effective dealings with
  local and state governments (Sports Marketing
  Quarterly)
• Simply, it makes us and the players look better.
  As a traditional sport in Australia we have a
  responsibility to contribute meaningfully to the
  community and build relationships with all
  stakeholders.  
• Not only that, doing good is good business.
  Community relations is being embraced by more
  sports because it is a valuable form of
  competitive advantage and a positive contributor
  to business success. Community relations is a key
  component in building brand value, fostering
  fan/customer loyalty, and creating goodwill among
  a wide range of stakeholders.

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Community Relations Development

• Our educational programs are designed to engage
  children in learning and at the same time,
  enhance your relationship with schools and the
  reputation of our sport
• Our grassroots programs are designed to further
  encourage interaction between the elite levels of
  the game and the broader community, and provide
  more services you can offer your junior and
  senior clubs and schools
• In this way development officers can be as
  valuable as players.
• In summary, the more people who feel good about
  our sport, the more who will want to get involved
  in some way!

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NRL Strategic Plan

• Our Mission is to build on the passion for our
  game.
• We will achieve this by
• Increasing participation and community
  involvement
• Producing the best players in the highest quality
  competitions
• Supporting the growth of match officials,
  coaches, administrators and volunteers
• Increasing interest in Rugby League at all levels

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Workshop

• What could my Club gain from being more community
  minded?
• Increased profile
• Positive profile
• Stronger relationship with the local community
• more players, fans, volunteers
• How would the game benefit from my Club being
  more community minded?
• Positive profile
• Sport gets a good name
• Increased participation at all levels

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Workshop

• What are some community initiatives that a
  grassroots Club could initiate?
• What would be the immediate benefits you would
  see at your Club by initiating these programs?
• What would the long term benefits be?