#RLNewEra: An exploratory study into the marketing planning activities of rugby league clubs in the UK. European Association of Sport Management Conference, September 9-12, 2015. Dublin, Ireland: EASM.

#RLNEWERA: AN EXPLORATORY STUDY INTO THE MARKETING PLANNING ACTIVITIES OF RUGBY LEAGUE CLUBS IN THE UK Mackreth, K ¹, Bond, A¹, O’Keeffe, L¹ ¹ Leeds Beckett University, Leeds, UK. [email protected] AIM: The sport of rugby league in the UK has embraced a new ‘whole game’ philosophy following the 2013 Policy Review that restored promotion and relegation (RFL, 2015). The resulting 2015 season competition format included a 12 team elite Super League, a 12 team Championship, and a new 14 team League One. In its 2015-2021 strategic plan, the Rugby Football League (RFL) outlined its vision to increase the visibility and profile of the sport in the UK, through an integrated marketing and communication plan (RFL, 2015). The integration of all league competitions through promotion and relegation facilitates an opportunity to increase the the visibility and profile of Championship teams. The aim of this exploratory study was to investigate the marketing activities that Championship teams have implemented to take advantage of the RFL’s new era. LITERATURE REVIEW: The sport marketplace in the UK is currently saturated, with consumers having a wide choice of sport and leisure offerings to engage with. This competitive environment requires sport industry managers to realise the contribution that marketing in general, and strategic marketing in particular, can make to the success of their organisation (Brooksbank, Garland & Werder, 2012). Strategic marketing planning has been stated as an appropriate policy for a wide range of organisations, from large multi-nationals to not-for-profit and small to medium sized enterprises (Harris & Jenkins, 2001). Regardless of size, many sporting organisations now employ marketing specialists to manage the contribution of marketing in the planning process. Despite this, it has been suggested that the sports industry is guilty of complacency in relation to marketing and promotion of their product (Shilbury, Westerbeek, Quick & Funk, 2009). Unfortunately there is currently a limited understanding of the marketing activities that have been utilised within rugby football league. METHODOLOGY: A qualitative research design was employed to investigate the RFL’s marketing strategy and the marketing planning activities of Championship RFL clubs. A purposive sampling technique was used, with semi-structured interviews carried out between July 2014 and January 2015 with appropriate representatives who had responsibility for marketing activity within their organisation. The sample included 12 participants, comprising of 1 RFL Executive Officer, ten Championship Club representatives, and 1 League One club representative, who had been relegated from the Championship. An interview guide was developed in line with a strategic sport marketing planning framework (Shilbury et al, 2009). The interview guide facilitated the data collection of key areas including: identification of marketing opportunities, strategy determination, strategy implementation, evaluation, and the exploration of barriers and facilitators to planning activities. All interviews lasted between 35 minutes to 65 minutes and were recorded and transcribed. Transcripts were then analysed using MAXQDA11 qualitative software package. RESULTS/DISCUSSION: The RFL had a marketing strategy with clear objectives of how to grow interest in the sport. Despite this, results indicate that 7 out of 11 Championship League clubs did not have a formalised strategic marketing plan in place. Instead, there was a reliance on a range of reactive and short-term marketing tactics to engage fans and increase attendances. Primary barriers recognised as impacting a club’s ability to develop and execute a coordinated strategic marketing plan were organisational structure, limited staffing resource, limited expertise and limited finance. All 11 clubs welcomed the restructuring of the league as they believe promotion and relegation would reinvigorate interest amongst their supporters and present an opportunity to broaden their fan base. Clubs felt they would benefit from a more formalised approach to strategic marketing planning to maximise engagement and take advantage of the change in league structure. IMPLICATIONS/CONCLUSIONS: Due to the limited staffing resource, finance and expertise acknowledged within clubs, it is essential to develop shared expertise and resource across the sport. Without the development of shared resource there will continue to be a gap between the leagues and clubs off field performance. The findings support that greater commercial development is needed in Championship clubs to address the aforementioned barriers in the strategic marketing planning process. This will allow clubs to efficiently and effectively allocate marketing resources to engage supporters and generate a new fan base, especially within the restructured league format. REFERENCES: Brooksbank, R., Garland, R., & Werder, W. (2012). Strategic marketing practices as drivers of successful business performance in British, Australian and New Zealand golf clubs. European Sport Management Quarterly, 12(5), 457-475. Harris, L.C. & Jenkins, H, (2001) Planning the future of rugby union: a study of the planning activities of UK rugby clubs, Marketing Intelligence & Planning, Vol. 19 Iss: 2, pp.112 – 124. RFL. (2015). Strategic and Operational Plans 2015 – 2021. Retrieved from http://www.therfl.co.uk/the-rfl/about_the_rfl/annual_report__governance. Shilbury, D.,Westerbeek, H., Quick, S. & Funk, D. (2009). Strategic sport marketing,3rd ed. Crows Nest, N.S.W. : Allen & Unwin

Changing a League Structure: Marketing Implications for Rugby League Clubs in the UK

AIM The sport of rugby league in the UK underwent a Policy Review in 2013 that saw the sport move from a licensing system which was first introduced in 2009 to restore a promotion and relegation league system to be implemented in 2015 (RFL, 2015). In its 2015-2021 strategic plan, the Rugby Football League (RFL) outlined its rationale and vision to increase the visibility and profile of the sport in the UK (RFL, 2015). The resulting 2015 season new competition format included a 12 team elite Super League, a 12 team Championship, and a new 14 team League One. The integration of all league competitions through promotion and relegation presented a particular opportunity to increase the interest and attractiveness for rugby league as a sport product in the Championship division. The aim was to explore the impact of the new league structure on the Championship clubs marketing activities to reinvigorate fan interest ahead of the 2015 season

Changing the Sport Product : Marketing Implications for Championship Rugby League Clubs in the United Kingdom

Purpose: Professional sports teams and leagues operate in a crowded market, thus, occasionally change league structures to remain competitive in the marketplace. However, the implications of such changes on strategic marketing planning is seldom explored. Design: Semi-structured interviews with 11 second-tier Rugby Football League (RFL) club executives and 1 national governing body executive. Findings: Very few clubs had a marketing strategy, therefore, engaged in very little strategic marketing planning. Furthermore, the main barriers were resource and skills, and, organisation and leadership. Practical Implications: The RFL need to concentrate on making sustainable shared resources which develop capabilities. For example, developing a standardised yet mouldable strategic marketing package would reduce the financial and knowledge resource barriers. Research Contribution: d This paper makes theoretical contribution to sport management, specifically barriers to strategic marketing practices within professional sports organisations. It also brings lower-tier professional sport clubs into focus, which are often overlooked

A global perspective on collision and non-collision match characteristics in male rugby union: Comparisons by age and playing standard

This study quantified and compared the collision and non-collision match characteristics across age categories (i.e. U12, U14, U16, U18, Senior) for both amateur and elite playing standards from Tier 1 rugby union nations (i.e. England, South Africa, New Zealand). Two-hundred and one male matches (5911 min ball-in-play) were coded using computerised notational analysis, including 193,708 match characteristics (e.g. 83,688 collisions, 33,052 tackles, 13,299 rucks, 1006 mauls, 2681 scrums, 2923 lineouts, 44,879 passes, 5568 kicks). Generalised linear mixed models with post-hoc comparisons and cluster analysis compared the match characteristics by age category and playing standard. Overall significant differences (p &lt; 0.001) between age category and playing standard were found for the frequency of match characteristics, and tackle and ruck activity. The frequency of characteristics increased with age category and playing standard except for scrums and tries that were the lowest at the senior level. For the tackle, the percentage of successful tackles, frequency of active shoulder, sequential and simultaneous tackles increased with age and playing standard. For ruck activity, the number of attackers and defenders were lower in U18 and senior than younger age categories. Cluster analysis demonstrated clear differences in all and collision match characteristics and activity by age category and playing standard. These findings provide the most comprehensive quantification and comparison of collision and non-collision activity in rugby union demonstrating increased frequency and type of collision activity with increasing age and playing standard. These findings have implications for policy to ensure the safe development of rugby union players throughout the world.</p

Contact load practices and perceptions in elite English rugby league: an evaluation to inform contact load guidelines

Background: Athlete exposure to contact could be a risk factor for injury. Governing bodies should provide guidelines preventing overexposure to contact. Objectives: Describe the current contact load practices and perceptions of contact load requirements within men’s and women’s rugby league to allow the Rugby Football League (RFL) to develop contact load guidelines. Methods: Participants (n=450 players, n=46 coaching staff, n=32 performance staff, n=23 medical staff) completed an online survey of 27 items, assessing the current contact load practices and perceptions within four categories: “current contact load practices” (n=12 items), “perceptions of required contact load” (n = 6 items), “monitoring of contact load” (n=3 items), and “the relationship between contact load and recovery” (n=6 items). Results: During men’s Super League pre-season, full contact and controlled contact training was typically undertaken for 15-30 minutes per week, and wrestling training for 15-45 minutes per week. During the in-season, these three training types were all typically undertaken for 15-30 mins per week. In women’s Super League, all training modalities were undertaken for up to 30 minutes per week in the pre- and in-season periods. Both men’s and women’s Super League players and staff perceived 15-30 minutes of full contact training per week was enough to prepare players for the physical demands of rugby league, but a higher duration may be required to prepare for the technical contact demands. Conclusion: Men’s and women’s Super League clubs currently undertake more contact training during pre-season than in-season, which was planned by coaches and is deemed adequate to prepare players for the demands of rugby league. This study provides data to develop contact load guidelines to improve player welfare whilst not impacting performance

A global perspective on collision and non-collision match characteristics in male rugby union: Comparisons by age and playing standard.

This study quantified and compared the collision and non-collision match characteristics across age categories (i.e. U12, U14, U16, U18, Senior) for both amateur and elite playing standards from Tier 1 rugby union nations (i.e. England, South Africa, New Zealand). Two-hundred and one male matches (5911 min ball-in-play) were coded using computerised notational analysis, including 193,708 match characteristics (e.g. 83,688 collisions, 33,052 tackles, 13,299 rucks, 1006 mauls, 2681 scrums, 2923 lineouts, 44,879 passes, 5568 kicks). Generalised linear mixed models with post-hoc comparisons and cluster analysis compared the match characteristics by age category and playing standard. Overall significant differences (p < 0.001) between age category and playing standard were found for the frequency of match characteristics, and tackle and ruck activity. The frequency of characteristics increased with age category and playing standard except for scrums and tries that were the lowest at the senior level. For the tackle, the percentage of successful tackles, frequency of active shoulder, sequential and simultaneous tackles increased with age and playing standard. For ruck activity, the number of attackers and defenders were lower in U18 and senior than younger age categories. Cluster analysis demonstrated clear differences in all and collision match characteristics and activity by age category and playing standard. These findings provide the most comprehensive quantification and comparison of collision and non-collision activity in rugby union demonstrating increased frequency and type of collision activity with increasing age and playing standard. These findings have implications for policy to ensure the safe development of rugby union players throughout the world

Digestibilidade aparente da farinha de aguapé em tilápias-do-nilo Apparent digestibility of water hyacinth meal by Nile tilapia

Objetivou-se com este trabalho determinar e comparar as digestibilidades aparentes da matéria seca (MS), proteína bruta (PB), extrato etéreo (EE) e energia bruta (EB) e as disponibilidades aparentes de minerais das farinhas da biomassa emersa (lâmina foliar e pecíolo), submersa (raiz e rizoma) e total do aguapé em tilápias-do-nilo (Oreochromis niloticus). Foram elaboradas quatro rações marcadas com 0,10% de óxido de crômio-III (uma ração-referência purificada e três contendo 30,0% de cada ingrediente). As tilápias-do-nilo (125,5 &plusmn; 10,5 g) foram alimentadas até a saciedade e a coleta de fezes foi realizada pelo sistema Ghelph modificado. As digestibilidades aparentes da farinha da biomassa emersa (MS = 57,8; PB = 72,3; EE = 63,2 e EB = 62,0%) foram maiores que as das farinhas da biomassa total (MS = 45,7; PB = 57,3; EE = 50,3 e EB = 42,3%) e submersa (MS = 38,3; PB = 50,8; EE = 43,5 e EB = 32,0%). As disponibilidades aparentes de fósforo (P), cálcio (Ca), magnésio (Mg), manganês (Mn), cobre (Cu) e zinco (Zn) da farinha da biomassa emersa também foram maiores. A farinha de biomassa emersa do aguapé apresenta melhor digestibilidade e disponibilidade aparente dos nutrientes em comparação às farinhas da biomassa total e submersa.<br>This study was carried out to determine and compare the apparent digestibility of dry matter (DM), crude protein (CP), crude fat (CF), gross energy (GE), and the apparent availability of minerals (P, Ca, Mg, Mn, Cu, and Zn) of emergent (leaf and petiole), submerged (root and rhizome) and total biomass meal of water hyacinth for Nile tilapia. Four diets were prepared, containing 0.10% chromic oxide-III, one being the reference diet (purified) and the others containing 30% of each ingredient. The Nile tilapias (125.5 &plusmn; 10.5 g) were fed until satiation and the feces were collected by the modified Guelph system. The apparent digestibility of emergent biomass meal (DM = 57.8, CP = 72.3, CF = 63.2, and GE = 62.0%) was higher than the apparent digestibility of the total biomass (DM = 45.7, CP = 57.3, CF = 50.3, and GE = 42.3%) and submerged (DM = 38.3, CP = 50.8, CF = 43.5, and GE = 32.0%) biomass meal. The apparent availability of P, Ca, Mg, Mn, Cu, and Zn of emergent biomass meal was also higher. The emergent biomass meal had higher apparent digestibility and apparent availability compared to submerged and total biomass meal