Rare chance to tap new markets Cowboys eye global potential
CONTROVERSY and debate have followed the NRL since the competition launched its audacious bid for the season to resume.
But out of the harrowing coronavirus chapter that has plagued 2020, the light at the end of the tunnel is getting brighter for the code the closer it gets to May 28.
As one of the first professional sports to return to play, rugby league could have a window to exploit in which it can tap into overseas markets previously untouched.
North Queensland Cowboys football director Peter Parr said rugby league and its clubs had to think positively and find opportunities out of what has been a poor situation for the whole world.
While he alluded to the success of Tonga and its growing international presence prior to the pandemic, he said a venture into untapped markets would take time to harness.
“I think the first thing is you have to attract attention to the game,” Parr said.
“If we go to new markets, one of the things is not just showcasing the game but also delivering some explanation on how the game is played and the tactics behind the game.
“What Kristian Woolf and Jason (Taumalolo) have done for Tonga, as soon as international footy is back on the agenda they’ll put their hands up again and Tonga will go from strength to strength.
“That’ll be great motivation for other teams … they’ll have a great role model to show how to improve.”
From the showcase of a successful product comes not just a heightened presence of the game, but an economic flow throughout the nation.
The flow-on effect of a strong professional team to a region’s economy has been supported by Townsville Enterprise Tourism and Events director Lisa Woolfe.
Woolfe said the ability to promote rugby league would in turn give Townsville the chance to promote the Cowboys, and in turn the region, to a wider audience.
“The Cowboys brand is synonymous with Townsville and North Queensland. Through national and international media and broadcasting, the team returning to the field will keep people’s focus on North Queensland,” Woolfe said.
The presence of Valentine Holmes in a Cowboys jersey could also help North Queensland’s chances of attracting that broader market, particularly in the US.
The full-back’s stint with the New York Jets, while short-lived, presents an initial target for American fans to rally behind. Parr said it was a good starting point.
“If you get people watching the game and interested in the game, they may then choose a club to support,” he said.
“Having somebody who has been contracted to an NFL club playing for you in the NRL is not going to hurt you.”