State Of Play : Bulldogs kicking on in 2011

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State Of Play : Bulldogs kicking on in 2011 Empty State Of Play : Bulldogs kicking on in 2011

Post by Redszone on Thu Mar 24, 2011 6:01 pm

The Canterbury-Bankstown Bulldogs have started 2011 in the best possible fashion on and off the field, with the Club setting new benchmarks commercially in addition to enjoying a winning start in the National Rugby League, Toyota Cup and NSW Cup.

After finishing 2010 in its strongest ever financial position, the Bulldogs Club has already surpassed the high water marks set last year in the areas of Membership, merchandise, corporate partnership and sponsorship.

Membership revenue has increased by 20% over and above the year-end result of last season, with 13,500 Members signed up as of Wednesday of this week with more expected to join in the days leading up to Sunday's Camp Quality match against the Sydney Roosters.

The Bulldogs will run out in special yellow socks in honour of the Bulldogs premium community partner, with a large contingent of Camp Quality children and their families to be at ANZ Stadium for the match.

In March, the Bulldogs merchandise programme is on track for its biggest month ever outside of the 2004 Grand Final, with response to the Club's new line of Canterbury International apparel resulting in a 55% increase in sales revenue.

Corporate Partnership revenue is up 15% on all of 2010 and Sponsorship revenue 12%, while across the board increases have been experienced in game day sales, website video streams, TV ratings, and events.

On top of this, the Club is on the up on the field with two wins from as many starts in the NRL in 2011, with head coach Kevin Moore and his staff, led by assistant coach Jim Dymock, moulding a new-look squad into a winning combination so far this season. The Club is also undefeated through two rounds in the Toyota Cup and NSW Cup.

"We are generating numbers that this Club has never yielded and it's a great source of encouragement for everyone who has worked hard, on and off the field, to make it happen," Mr. Greenberg said.

"The Bulldogs are well ahead of where we thought we would be in regards to the implementation of our strategic plan, and it's a tribute to the hard work and professionalism of the Board and of staff right across our organisation.

"With the progress that has been made under the direction of our General Manager of Marketing and Commercial Operations, Dirk Melton, these figures would suggest that the Bulldogs provide a great case study in how to rebuild a brand and in change management.

"The commercial results we are seeing this early in 2011 certainly show that we are well on the way to building a brand that is resilient to the week to week fluctuations on the playing field.

"We want to provide support to Kevin Moore and his team in every way possible, as that way they can focus entirely on the job at hand, which is winning football games for our Members as well as for the 400,000 or so other supporters that the Club has across Australia.

"The best way we as a business can do that is to keep striving to achieve better results off the field."

Since the implementation of the Club's strategic plan in 2008, under the guidance of a newly elected Board of Directors, the Bulldogs have experienced a period of unprecedented growth.

Highlights of this growth, up to the end of the 2010 financial year, include:

* Membership growth of 200%, leading to an increase of 90% in revenue. These results can be directly attributed to improved customer service and price. Research conducted by the Bulldogs indicated that 'value for money' is a key factor when engaging Bulldogs fans, prompting the introduction of a $95 General Admission season ticket (less than $8 a game).

* 150% growth in funds raised for our Community Partners. Again, our research indicated that a strong relationship with the community is one of the top two brand drivers for Bulldogs fans. As a result the Bulldogs in the Community programme was introduced in 2008 and in the 12 months to October delivered VIK (value in kind) of $1,092,192 and cash of $282,000. The relationship with premium community partner Camp Quality has been mutually beneficial with players drawing strength from their ideals of resilience and optimism.

* Growth of more than 200% in the number of Corporate Partners which has resulted in a 75% increase in revenue in this area. These results have been achieved through developing a more structured product portfolio for prospective partners at value driven price points and by offering more inner-sanctum experiences. Retention of corporate partners is also above the 85% mark.

* 40% growth in the merchandise programme - Bulldogs fans have responded to an improved distribution network and a greater range of products in key categories through a more strategic selection of products from licensees and the internal design of new 'Supporter' and 'Heritage' ranges. An increase in the volume of product bundles combined with more aggressive pricing has contributed to this promising result.

* Sponsorship growth of 40%. Recognising the Bulldogs' cost effective ability to reach a significantly large segment of 'middle Australia', consumer goods retailers: Jaycar, Autobarn and Harvey Norman, have all signed on as premium sponsors. Research that indicates a major improvement in the perception of the Bulldogs brand and a sponsorship proposal that is widely regarded as one of the most professional in Australian sport have been further factors behind this growth.

In 2010 the Bulldogs implemented several new initiatives to assist continued growth in key areas. Some of these include:

* Organisation structural changes that have lead to an increased number of staff in major revenue generating areas at a time when many organizations across a variety of industries have been down-sizing.

* Implementing a significant upgrade to the Club's CRM (Customer Relations Management) system.

* Taking a 'home' game to Adelaide, which proved a resounding success. With the team embracing a range of community, junior development, commercial and media commitments, we established a solid platform on which to return in July 2011, further enhancing the Bulldogs national 'paw print'.

* Inaugural SMS Luncheon: Todd Greenberg was joined by NRL Chief Executive Mr. David Gallop, Chief Executive of Fox Sports Mr. David Malone, CEO of Greening Australia Ms Pip Walsh and the Sun Herald's Ms Liz Hannan for a panel discussion on the important relationship between sport and media and social responsibility.

* Social Media: since its launch in mid-2010, the Bulldogs Facebook site has become the second most popular in the game with more than 53,000 users. Todd Greenberg became the first NRL CEO on Twitter and now claims more than 1,300 followers who receive regular updates on key Club developments and other whole of game initiatives.


The NRL is missing Western Australian representation. The WA Reds is a MUST for 2013.

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