COUNTING THE COST OF A CRISIS
Forget Hayne v Henry. The bigger issue facing the Gold Coast Titans is what happens after the dust settles on what has been the latest storm to engulf the club. Sport and business insiders share their views on the all-important next chapter.
EACH morning this week the Gold Coast has woken to headlines that paint the bleakest of pictures for its rugby league team.
“It’s me or him.” “Hayne ousts Henry.” “Titans lose sponsor.” “Sack him or we walk.” Not to forget the ultimate critique – “Titanic fail”.
The unedifying spectacle of the Hayne v Henry showdown has some seasoned observers concerned for the long-term damage being inflicted on the Gold Coast Titans at a critical time in the club’s evolution.
Then there’s the alternate view presented by someone who knows all about navigating sporting clubs and businesses through rocky times – “I actually think their brand will come out enhanced and they’ll be stronger for it.”
They are the words of a man with years of experience as a director of high-profile organisations, including national sporting teams.
Like many approached for this story, he requested anonymity given the sensitive nature of the Titans saga and his ties to key combatants.
He doesn’t know who will or won’t be sacked in coming days but, like all those who spoke to the Bulletin, he gave a compelling insight into an even more important question than the immediate futures of coach Neil Henry and star player Jarryd Hayne.
What happens next for the Titans?
THE BRAND
Some pundits have mocked the Titans board for not making a quicker call regarding Henry and Hayne’s futures at the club. Our source is inclined to applaud them.
“It’s not this week or next week that matters,” he said. “It’s getting the decision right.
“The reality is they’re facing quite complex issues. Has there been a breach of contract by either party? If not, do the costs of making the decision (to sack one of them) justify the brand benefit?
“That’s a hell of a decision and it can’t be taken without some advice. It’s easy for the outside world to say ‘Just make a decision’ but the law is designed to ensure that irresponsible approach doesn’t occur.
“The Titans had a history of behaving in that way but I think this board is different. They’ll take the criticism on the chin and focus on making the right call.
“Immediate brand damage is a non-issue. The brand damage will occur if the decision is wrong or its implementation is handled poorly.”
SPONSORSHIP
For a club lagging behind NRL powerhouses when it comes to financial muscle, this week’s report that betting agency Ladbrokes is reconsidering its sponsorship of the club would have made for tough reading.
All the more so as it follows an earlier decision by principal sponsor Aquis to sever ties with the Titans at the end of the season.
“If you’ve invested hardearned dollars to get your brand exposure and you’re seeing these issues playing out, you’d have to be nervous,” said the owner of a sports company with a long sponsorship history.
“When they’re at loggerheads, there are less bums on seats and no positivity for your brand so you’d have to review what exposure you’d want with the club.”
That said, he was quick to note the importance of who is guiding the ship.
“You want confidence in the structures around the administration and I think they have a slick, sophisticated board,” he said. “That would give me confidence (as a sponsor).”
Our board source said a well-managed crisis could even benefit the club’s sponsorship potential.
“I’ve been at clubs where sponsors have actually said ‘This showed you’re clearly a competent organisation and we want to continue to be associated with you’.”
THE POWER BASE
A day hasn’t passed this week without a commentator or ex- footballer warning the Titans board not to succumb to player power when deciding the fate of Henry – and one player in particular.
“(Hayne) is such a dominant figure and that can intimidate people,” former star Scott Sattler said. “If you let players start driving issues, your club’s in trouble.
“Players should just worry about playing footy and do it with the same amount of passion they did as six-year-olds.”
Then there’s the role of the board itself.
“If Neil Henry gets sacked, the board needs to keep out of the incoming coach’s area,” foundation Titan Chris Walker said.
“The reason the Broncos, Melbourne and Roosters are successful is because their boards concentrate on running the business and let their coaches worry about football.”
Conversely, our source with board experience noted that this week’s dramas weren’t a case of Titans chairwoman Rebecca Frizelle telling Henry how to run his game plan.
“This issue is clearly a board decision,” he said. “You’re talking about a lot of money (to sever contracts) and the buck stops with the board.”
Should Henry be told to pack his bags, the question of his replacement will become league’s hottest talking point – as will the size of CEO Graham Annesley’s wallet.
“I think the Titans would be restricted by budgets,” a player agent said of a call for the club to entice Melbourne super coach Craig Bellamy north.
“I don’t care who your coach is – if you can get Craig Bellamy to your club, you’ve got a big tick. He’s one of the best coaches in the world but he’s not only contracted (for 2018), he also comes with a hefty price tag.”
Another theory is the Titans should get ahead of the pack and secure the services of a relative unknown (and cheaper) coach from a proven rugby league ‘system’.
“Successful coaches come out of good systems,” said the agent. “Bellamy and Paul Green came out from under Wayne Bennett. Michael Maguire and Brad Arthur came out from under Bellamy.
“As long as they have a good grounding and surround themselves with good people, there’s no reason a young bloke can’t make a good fist of it.”
Then he just needs to find success where so many have failed – getting the best out of Hayne.
RECRUITMENT
“Players make decisions (on clubs) based on three thingsngs – finances, lifestyle and com-mpetitiveness,” the agent said.
“The Gold Coast shouldn’t be too hard to advertise. Beautiful city, state-of-the-arthe-art stadium and facilities. If they get everything else right, , you wouldn’t be paying over market value for players.” .”
The only problem is thehe ‘everything else’ clearly isn’tsn’t right at Parkwood at present. sent.
“What you find is a lott of players will ring other playersayers they know there and findd out from the horse’s mouth what the lay of the land is,” he said.
“It sounds like someone’s going to get sacked but who ... the board needs to be assertive and make a decision quickly. Dragging it on isn’t good for anyone.
“They need to put it to bed long before preseason comes around ... but they have a lot to consider because they’re not fully operating on their own.”
OWNERSHIP
The fact the NRL not only owns the Titans but is looking to sell the club adds another layer to the “crisis” headlines.
While plenty of clubs go through these types of sagas, this one is unfolding as the NRL aims to get a fair price for its asset and rival consortia ramp up their bids to assume control.
After initially expressing disillusionment with the team’s on-field performances, board member Daryl Kelly has reasserted his consortium’s enthusiasm to buy the club.
Then there’s the North Sydney Bears, which has met with some of the city’s league powerbrokers to outline its case for rebranding the club.
“That would be a death by a thousand cuts,” said Sports Gold Coast chairman Geoff Smith, a passionate advocate for strong community ties to the city’s elite sporting clubs.
“It would be an absolute tragedy for the (city’s rugby league) brand.
“I really believe the Titans have a (bright) future. I really respect the people they’ve got in there. When things go wrong (like this week), everyone wants to criticise ... but they’ll make the hard decisions and start to build for a premiership.”