Powerbrokers IMG believe London is a “sleeping giant” for rugby league’s growth - and fully intend on finally making it work.
The sport’s new strategic partner unveiled bold plans to develop the overall game in September. London, along with France and the international game, were seen as important to that. But, historically, numerous attempts to create success in the capital have failed.
London Broncos were relegated from Super League in 2019 and soon moved to part-time status while London Skolars remain in League 1. However, with their analysis now further down the line, IMG sports management vice-president Matt Dwyer says stats don’t lie. He explained: “The plans can work without a good foothold in London.
“But the thing that surprised us is when we looked at the data, took names off the cities and looked at participation, interest and a few other metrics, London was top. I don't think anyone would have guessed that. We're all sitting thinking ‘there's a sleeping giant here.’ We're not saying London for the sake of it because it's London.
“We're saying it because there's a future here and the metrics we've seen suggest it. We don't have a question mark over London, so there's a real focus to understand why it hasn't worked before. It's a long-term project: we're not going to be able to click our fingers and 20,000 will turn up to watch the Broncos. But it's got the right foundations.”
Dwyer was also encouraged that a “good” crowd of 40,089 witnessed England face Samoa at Arsenal’s Emirates Stadium in last month’s World Cup semi-final. He added: “We're at a point now where it's about what's going to be the right club structure for London.
"It's going to be a focus going forward. We're going to need a club that's competitive. I'm keen to work with both clubs. But for us the next step of what we're looking at now is revisiting the past; London hasn't worked out how people would have liked in the past and what could we learn from that?”
Meanwhile, IMG haven’t ruled out renaming Super League but any such move is not likely to take place for at least another six months. By February, they should be able to unveil the crucial criteria required for clubs to be awarded a Category A, B or C - the new grading-style system being introduced to help decide who plays in which league in 2025.
