wattWelcome to Super League 2.0: well, at least the latest version. Rugby League keeps trying to reinvent itself for what seems like an eternity. The Super League and the switch from winter to summer was the sport’s biggest shift, back in 1996, but since then there have been many other iterations, all designed to broaden its appeal.
Somewhere at Rugby League HQ, there’s a room full of marketing gimmicks – licensing, Super 8s, every minute counts – gathering dust, but this season perhaps there’s a sense that things are changing. Cautiously optimistic. At least 2024, with the full rollout of IMG’s revolutionary plans for a sport that craves mainstream attention more than any other, offers one of the most intriguing glimpses of the Chinese Super League’s long-term prospects.
When the new season kicks off with a mouth-watering Hull derby on Thursday night, it will be the first official game under the new classification system. Promotion and relegation are a thing of the past: from now on, the 12 clubs with the highest scores at the end of the year across numerous on- and off-field indicators will secure a spot in the Chinese Super League for next season. As part of IMG’s partnership over the next 12 years, it is hoped the uncertainty will spark interest in the sport.
“If there was a magic wand, we would sign a one-year deal, fix everything, and then I would do other things,” said Matt Dwyer, vice president of sports management at IMG. “But that’s not the case when you’re trying to grow a sport. Each of us knows where the sport is and what we’re trying to grow, and that takes time. I think the vast majority of people can see that now. to the changes happening before our eyes.”
Just having IMG steering the ship is reason for optimism, given the New York-based agency’s track record. The results will start to show this year, especially with more mainstream coverage in the Super League. Every game will be shown live on Sky Sports, with the competition also launching its own platform, SuperLeague+, to stream matches, but most importantly a ground-breaking free-to-air deal with the BBC for 10 games per season.
The Premier League has been promoted on Spotify, with branding on major rail networks and digital advertising boards in some of the country’s largest cities. It may sound simple, but it represents exciting progress for a sport that has long been stagnant. The goal now is that this unprecedented coverage will drive growth for the game. “There are a lot of other sports that would love for us to continue to have exposure…well, all of them except football,” Dwyer said.
Rugby League’s leadership is often criticized, but the sport itself is in good health: Super League 2024 is rife with layers of intrigue. The biggest opening night crowd for more than 15 years will watch Hull FC take on Hull Kingston Wanderers in a game that sets the tone for the next eight months of competition.
Defending champions Wigan started as favorites and have strengthened further in the off-season, but they are closely followed by St Helens and Catalonia Dragons who form a leading trio at the top of the table. A few points for the chaser. A further seven or eight teams will be hoping to reach the top six play-offs – with all eyes on Sam Burgess on his return to Super League as Warrington Wolves boss. If he can win his first league title since 1955, it will be another incredible chapter in his already illustrious career.
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The London Broncos are also back after qualifying for the championship last year. However, with them ranked 24th (well outside the top 12) according to IMG’s provisional rankings, this will likely be a season in the spotlight before they return to the tournament. Mike Eccles’ side start at St Helens on Friday but will be looking to grab a scalp or two.
IMG is committed to developing superstars from the top talents in football, like St Helens’ Jack Welsby, Wigan Miracle’s Jai Field and Hull KR’s quirky Mickey Mikey Lewis and others are hoping to become household names beyond the league’s traditional influence. In fact, the on-field talent and storytelling are all things IMG could capitalize on – but league fans have always considered their game to be the best-kept secret in sports.
For those who know it best, rugby league can often feel like the one person in your circle of friends who refuses to change with the times. But at some point, you either have to keep up or you get left behind. IMG is committed to dragging the kicking and screaming game into the modern era, and if it can’t, you really wonder who could change Super League.
