Brian Carney on Sky Sports broadcast challenge and rugby league’s ‘shrinking national profile’

[Rugby League World]

As the new season looms into view and Sky TV gears up for its second year of broadcasting every Super League game live, we talk...

View the full article

[Just Browny]

"Sky’s increased coverage, as well as a number of games appearing on the BBC, meant that more eyes than ever before were tuned in on our game. But it was still not enough to see rugby league compete with the leading sports in terms of crowds, finances and wider appeal across the whole country."

It's been a long winter in the LPL offices, everyone seems thoroughly fed up with rugby.

Fortunately Carney's message is quite a positive one, despite the sort of opinion presented as fact in the wider article.

Edited February 6 by Just Browny

[Worzel]

5 hours ago, Just Browny said:

"Sky’s increased coverage, as well as a number of games appearing on the BBC, meant that more eyes than ever before were tuned in on our game. But it was still not enough to see rugby league compete with the leading sports in terms of crowds, finances and wider appeal across the whole country."

It's been a long winter in the LPL offices, everyone seems thoroughly fed up with rugby.

Fortunately Carney's message is quite a positive one, despite the sort of opinion presented as fact in the wider article.

Season ticket sales are up 10% on last year. Digital engagement was multiple x versus previous years. All matches are live Sky, with regular matches on the Beeb. The first round looks like having record crowds. 

There are good news stories all over the place. But Martyn Sadler's organisation seems determined to talk the game down, indeed many of the rugby league journalists more widely seem desperate to do so. As do the (generally) older members of our supporter base. 

There's a cultural problem within parts of the rugby league ecosystem, and it holds us back.

[Archie Gordon]

There are certainly some good things - hints of increased SL attendances, potentially more TV viewers than before, Vegas coming up! I do think having the BBC1 Saturday pm slot for several weeks could be important. I am deffo primed for a ramp up in all things RL.

But also: our national team remains hidden away to the point that it is now dormant. 

[Dave T]

15 minutes ago, Archie Gordon said:

There are certainly some good things - hints of increased SL attendances, potentially more TV viewers than before, Vegas coming up! I do think having the BBC1 Saturday pm slot for several weeks could be important. I am deffo primed for a ramp up in all things RL.

But also: our national team remains hidden away to the point that it is now dormant. 

Imagine if an Ashes had recently been announced with some real marquee events - on top of the things you mentioned it could be a really positive season launch. 

[Damien]

6 hours ago, Just Browny said:

"Sky’s increased coverage, as well as a number of games appearing on the BBC, meant that more eyes than ever before were tuned in on our game. But it was still not enough to see rugby league compete with the leading sports in terms of crowds, finances and wider appeal across the whole country."

It's been a long winter in the LPL offices, everyone seems thoroughly fed up with rugby.

Fortunately Carney's message is quite a positive one, despite the sort of opinion presented as fact in the wider article.

So much is wrong with that statement isn't there and I just find the whole logic flawed.

The leading sport in this country is Football and is streets ahead on all of those metrics. Then you have daylight, more daylight, some more daylight then anything else. Its fantasy to expect RL to compete with that.

In RL's space you have Cricket and RU. Each have their own big challenges and you could easily argue both have gone backwards. I'm certainly not sure RL is doing as badly as is made out compared to them considering the obstacles it faces compared to these and the lack of in built infrastructure and advantages. RL is doing pretty much the same as it has always done.

The wide appeal across the country is kind of linked to the above. That isn't just going to happen without a sea change in not just how the game goes about things but how others see and treat the game. Some of this is undoubtedly RL's own fault, some not. To really change this now will either take investors bankrolling clubs up and down the country or the game coming across tens of millions that it can invest to develop the game over a generation or two.

It certainly isn't as simple as people seeing RL will just make them fall in love with the game and this will translate into loads more money or Football crowds. Even if they do the vast majority of the population have vast obstacles to overcome to just play or watch it live. I have come across a fair few people that really like RL and support clubs, unfortunately they have never been able to progress that beyond just watching on TV.

Edited February 6 by Damien

[Dave T]

9 minutes ago, Damien said:

So much is wrong with that statement isn't there and I just find the whole logic flawed.

The leading sport in this country is Football and is streets ahead on all of those metrics. Then you have daylight, more daylight, some more daylight then anything else. Its fantasy to expect RL to compete with that.

In RL's space you have Cricket and RU. Each have their own big challenges and you could easily argue both have gone backwards. I'm certainly not sure RL is doing as badly as is made out compared to them considering the obstacles it faces compared to these and the lack of in built infrastructure and advantages. RL is doing pretty much the same as it has always done.

The wide appeal across the country is kind of linked to the above. That isn't just going to happen without a sea change in not just how the game goes about things but how others see and treat the game. Some of this is undoubtedly RL's own fault, some not. To really change this now will either take investors bankrolling clubs up and down the country or the game coming across tens of millions that it can invest to develop the game over a generation or two.

It certainly isn't as simple as people seeing RL will just make them fall in love with the game and this will translate into loads more money or Football crowds. Even if they do the vast majority of the population have vast obstacles to overcome to just play or watch it live. I have come across a fair few people that really like RL and support clubs, unfortunately they have never been able to progress that beyond just watching on TV.

Very good post Damien.

I get as frustrated as anyone with the RL governing bodies and poor decisions, poor strategy, leadership etc. but I do think to a large extent they have been dealt a shocker of a hand.

Expansion is an area where I'd have loved us to have done far more than we have - I think we have tried plenty, but the characteristics I highlight above, coupled with a lack of spare cash has meant we are where we are. However, one thing that is often massively overlooked is that there aren't really too many clear examples of any sport in the UK doing what we want RL to do. 

I can't really think of any great examples of expansion teams that have done really well in the UK - the likes of Football, Rugby Union etc just haven't had to try and do some of the things that RL has had to try with its geographical limitations. And some of those limitations are absolutely down to us, but we really can't ignore the events of 140 years ago, plus the hostile environment RL has played in for most of its history. 

And as much as I'm a proud Northerner, I do think we possibly ended up with a real tough slog in terms of the fanbase we have. I think this board and the article referred to is a pretty good example. At the moment, no matter the topic, within a small handful of posts there will be RL fans being harshly critical of the sport in the UK. 

Times are hard, we need to do better, but let's not go ove rthe top - there is a lot to look forward to this year.

[Just Browny]

2 hours ago, Worzel said:

 

There are good news stories all over the place.

Yes, I think we have more clubs on an upward trajectory than down, which is not bad going considering the economic backdrop. Yes we've got serious issues at Salford and London which we've been discussing for months, but there are really positive developments at Wakefield, Oldham, Hull KR, York, Leigh, and maybe even at Bradford and Hull FC. Hopefully I've missed a few more.

[gingerjon]

Just now, Just Browny said:

Yes, I think we have more clubs on an upward trajectory than down, which is not bad going considering the economic backdrop. Yes we've got serious issues at Salford and London which we've been discussing for months, but there are really positive developments at Wakefield, Oldham, Hull KR, York, Leigh, and maybe even at Bradford and Hull FC. Hopefully I've missed a few more.

I think you can include Midlands in the “on the up” from what’s been said on here.

[JohnM]

Given what seems to be the overall negative demeanour of a significant number of fans (I seem to sit next to them when I can get to games), I can understand  the  downbeat sentiment of the article headline as an incentive to read on.  I feel the sport needs League Express and RLW for all its content, so if that takes a sort of clickbait, then so be it.

There are also "reasons to be cheerful, one, two, three": In my opinion, the two short opening season videos , one about SL on Sky, pure and simple, and the other one targeting NFL viewers in the close season, are pointers to the way forward, as is (gnah gnash dammit ) what has happened at Leigh. 

SHort, sharp, high energy and - dare I say it - 21st century, it's how we need to promote the sport.

[Dave T]

18 minutes ago, Just Browny said:

Yes, I think we have more clubs on an upward trajectory than down, which is not bad going considering the economic backdrop. Yes we've got serious issues at Salford and London which we've been discussing for months, but there are really positive developments at Wakefield, Oldham, Hull KR, York, Leigh, and maybe even at Bradford and Hull FC. Hopefully I've missed a few more.

I'm pretty positive about the season ahead at the Luke Littler Stadium too.

[JohnM]

2 minutes ago, Dave T said:

I'm pretty positive about the season ahead at the Luke Littler Stadium too.

Typical negativity 

It should be the "Look...Biglier" stadium.

Edited February 6 by JohnM

[Just Browny]

1 hour ago, Dave T said:

I'm pretty positive about the season ahead at the Luke Littler Stadium too.

Typical Wire fan, I suppose it's 'your year' is it?

[Dave T]

11 minutes ago, Just Browny said:

Typical Wire fan, I suppose it's 'your year' is it?

Sorry, I don't understand. That's a new one to me.

[Hopie]

5 hours ago, Archie Gordon said:

I do think having the BBC1 Saturday pm slot for several weeks could be important.

Is this something you want to happen (I agree) or something that is actually happening (I see no evidence to support it)? 

[Archie Gordon]

3 minutes ago, Hopie said:

Is this something you want to happen (I agree) or something that is actually happening (I see no evidence to support it)? 

https://www.rugbyleagueontv.com/bbc is what I'm basing this on.

[Angelic Cynic]

5 hours ago, Worzel said:

Season ticket sales are up 10% on last year. Digital engagement was multiple x versus previous years. All matches are live Sky, with regular matches on the Beeb. The first round looks like having record crowds. 

There are good news stories all over the place. But Martyn Sadler's organisation seems determined to talk the game down, indeed many of the rugby league journalists more widely seem desperate to do so. As do the (generally) older members of our supporter base. 

There's a cultural problem within parts of the rugby league ecosystem, and it holds us back.

Don't you stress - IMG are now at the wheel driving the sport forward.

 

[Worzel]

1 hour ago, Angelic Cynic said:

Don't you stress - IMG are now at the wheel driving the sport forward.

 

Yes, and step by step it’s working as you can see in the data.

What rugby league needs now is money to invest in matchday experience and promotion, and that is slowly coming too. Inward investment is the greatest it’s ever been. 

Doomsayers have been writing our sport off for over 100 years. Sometimes outsiders, but often myopic insiders. I refuse to accept their pessimistic, defeatist, reductionist worldview. 

[Eddie]

2 hours ago, Angelic Cynic said:

Don't you stress - IMG are now at the wheel driving the sport forward.

 

And just when this thread was making me feel really positive. 

[Pie tries]

Just a thought - bring back the Ashes…

[redjonn]

On 06/02/2025 at 20:33, Worzel said:

Yes, and step by step it’s working as you can see in the data.

What rugby league needs now is money to invest in matchday experience and promotion, and that is slowly coming too. Inward investment is the greatest it’s ever been. 

Doomsayers have been writing our sport off for over 100 years. Sometimes outsiders, but often myopic insiders. I refuse to accept their pessimistic, defeatist, reductionist worldview. 

Oh I don't know, it's part of my wellness emotional therapy.  Somewhere to focus my gloomy and negative thoughts and emotions so in that in all other aspects of my life I am seen as that.... cheeky happy scouser chappy always full of the joys of spring.

Its marvelous therapy you know.... 

[The Masked Poster]

I've seen a couple of high profile advertisements for the upcoming St Helens-Salford game on the BBC.

One was straight after Newcastle FA cup game and one was after Call the Midwife, which are both high rating programmes. It was a good upbeat advert too, good to see.

[Lucy_1873]

1 minute ago, The Masked Poster said:

I've seen a couple of high profile advertisements for the upcoming St Helens-Salford game on the BBC.

One was straight after Newcastle FA cup game and one was after Call the Midwife, which are both high rating programmes. It was a good upbeat advert too, good to see.

Sounds like it will be a tasty game - all the better to have it free-to-view to get some new viewers

[The Masked Poster]

6 minutes ago, Lucy_1873 said:

Sounds like it will be a tasty game - all the better to have it free-to-view to get some new viewers

Well I'll be watching, which wasn't always the case in the last couple of years. 

[Lucy_1873]

Just now, The Masked Poster said:

Well I'll be watching, which wasn't always the case in the last couple of years. 

Any particular reason?