Peter V’landys has unveiled his first strategic plan as NRL executive chairman, revealing the code is set for $1 billion in revenue and outlining his vision for a 22-team league by 2035.
And the newly-minted executive chairman told this masthead he is putting a succession plan in place, saying there is a possibility he could walk away from the NRL at the end of his three-year term.
In his most extensive interview since being appointed the code’s first executive chair, V’landys says more expansion is coming with a turbocharged plan to add more teams after the 2032 Brisbane Olympics.
“We’ve got to keep moving forward,” he said.
“If you don’t evolve, you perish.”
GROWTH SPURT
V’landys will preside over a triple expansion strike when the Perth Bears enter the NRL next year, followed by Papua New Guinea (2028) and a 20th franchise slated for the 2029 premiership.
It was widely expected that the NRL would stop at a 20-team league, but a fortnight after his formal coronation as executive chairman, V’landys is hungry for more.
The ARL Commission boss wants to ensure stability by keeping a 20-team competition for the final five years of the NRL’s new $5.3 billion TV rights deal, which expires at the end of 2034.
It’s at that point that V’landys believes the NRL will be able to sustain another ambitious growth phase with a 22-team league in line with a future broadcast deal.
“There’s no doubt in my mind we will go to 22 teams in the next broadcast cycle,” V’landys said.
“The game is going so strongly that I believe we will be in a position to have more teams.
“It may not happen in my time, but we’ve got to keep moving forward and the interest is there (from the expansion bid teams).
“By having 22 teams, you can do a lot of things with the game. We can bring in conferences, and you can play around with the number of rounds to reduce the workload on players.
“It would allow us to also look at fitting in State of Origin and the international calendar.
“The irony is the more teams you have, the more flexibility you can have with the schedule and the draw.”
Asked when the 20th team will be announced, he said: “I’ll be looking at an announcement before we go on Christmas break. The plan is still 2029 (for the 20th team to enter).
“We’re on track.”
PVL THE KING
The installation of V’landys as executive chair has given him unprecedented power.
He is the kingpin of rugby league; able to make executive decisions for the NRL while still having powerful tentacles as chairman of the ARL Commission.
There is a view there should be a separation of powers between the ARLC and the NRL, but V’landys hit back at suggestions he could abuse his position of authority, saying he is driven by the code’s best interests.
“I wouldn’t have taken this role on without the support of the clubs,” V’landys said.
“It was great that it was unanimous.
“I think the clubs appreciate the hard work that’s gone in to get the game to where it is. Their support is crucial and the truth is I wouldn’t have done it otherwise.
“The biggest factor is there’s so many things that haven’t been completed, and you need the corporate knowledge to get it done, especially with negotiations.”
While he’s played a role in negotiating those deal, he wants to implement them.
“Experience is everything,” he said.
“You can’t just put someone in there (as NRL CEO) and expect them to know every aspect of the operation and every aspect of the deals that have been negotiated.
“I have first-hand knowledge and I’ll always do the best thing by the game.”
HIS FUTURE
V’landys served for 22 years at Racing NSW but the crack administrator who saved rugby league from bankruptcy is candid about his future.
His three-year term as executive chair expires in 2029. He revealed he will preside over a succession plan to prepare for his eventual exit.
“At this stage, it’s a three-year arrangement, but it doesn’t mean I have to stay the whole three years,” he said.
“I don’t know what I’m doing tomorrow, so I’m not going to plan three years away. It depends if I’ve been successful. If I haven’t been, well, I shouldn’t be there.
“I’ve got to deliver. If you don’t deliver, you don’t deserve to stay in the job.
“So if I don’t deliver, I don’t deserve to be there.”
His aim is for three years and have a succession plan.
“I haven’t got any specific names (to succeed him), but I’ll be looking at getting the best people possible,” he said.
“Whatever happens, if I was to leave, the organisation would have the corporate knowledge and the necessary talent and experience.
“My biggest objective is to have a really great succession plan and a really great management structure within the NRL, having it as a cost-efficient and effective organisation.
“It’s now a billion-dollar sport. It’s more than just knowing about rugby league.
“You’ve got to be very commercial.”
SUPER LEAGUE SALE
V’landys has set a deadline of October 15 – the day of the World Cup kick-off – for England’s Super League clubs to agree to a $57 million investment package from the NRL.
The executive chairman has one non-negotiable: the London Broncos must be promoted to Super League next year for the rescue package to go ahead.
That request took a dramatic turn on Friday, when England’s RFL ranked the Broncos 16th in their gradings for 2027, behind even Barrow Raiders.
The Super League currently has 14 teams.
“We’re in the final legs of negotiation,” he said.
“It will either happen or it won’t. I’m still hopeful it will happen.
“The sticking point at the moment with the other clubs is London Broncos. We believe they should be in, so that’s the only disagreement we’ve got among us, really.
“We want the Broncos in because there’s 750,000 Australians at any one time in London – a ready-made audience – and they know the Brisbane Broncos.
“All our business models and our analysis requires London Broncos to be part of it. We take a bigger risk if they’re not in the Super League.”
NRL REVENUE
The NRL posted record revenue of $845.6 million this year, but V’landys isn’t satisfied just yet. It is understood the code’s revenue will go north of $900 million next year before recording its first $1 billion turnover in 2028.
It’s a remarkable fiscal revival for a sport that had no assets (it now has $387m) and was two weeks from possible insolvency during the Covid crisis.
“Once the new broadcast deal starts in 2028, we’ll be well over a billion dollars (in revenue),” V’landys said.
“I’m ecstatic for the game. This is not about me. All credit goes to the players and the clubs. They’ve united and put on a show. We always have the best game. We just have to show it.
“Over the next period, I want to return as much money to players as possible and continue investing in junior rugby league, investing in pathways and investing in kids.
“I want more children having the opportunity to play a sport.
“Our expansion into Papua New Guinea is going to be bigger than people realise – the Chiefs will be a superpower of the NRL.”
THE CRITICISM
Amid the bouquets, V’landys has copped his share of brickbats.
He has been described as a dictator who pushes some to breaking point with his unbridled passion and unyielding work ethic.
Potplants have been removed from League Central in place of Steedens. Ties are now compulsory attire, and the staff have a strict 8.30am arrival time.
V’landys admits the stress of public backlash can take a toll, but he makes no apologies to critics whose attacks can get personal.
“Someone said to me, ‘If they’re not talking about you, you’re not doing anything’. So I take it sometimes as a compliment,” he said.
“The only thing that really does perturb me at times is when they get personal about your appearance. I can’t help that. That’s the way I am. I was born that way.”
He recalled how someone on radio recently called him a bogan.
“Well, I’m proud to be a bogan,” he said.
“My dad worked in the steelworks and my mum worked in a cafe. If that’s bogan, well, I’m proud to be a bogan because they provided the work ethic for me.
“I don’t want to be some elitist who looks down their nose at people. One of the things I most cherish in myself as a person is that I treat everyone equally, no matter who they are.
“Since I’ve been doing this role, it’s been seven days a week, 12 hours a day.
“It’s been full-on.
“When I do things, I give it my all. If you want to get the results and the outcomes, you’ve got to put the work in, you’ve got to put the time in and whatever it takes.
“I’ll do whatever it takes to make rugby league a better sport.
“I’m not going to change.”
https://www.dailytelegraph.com.au/sport ... 315a0dc87f
