Commercial Update - May

In 2013, through Roosters.com.au, we want to take Sydney Roosters Members and Supporters to places theyve never been before. We want to open the doors to our Moore Park office to our loyal fans and let them in on what were doing and why were doing it.


Ted Helliar, Chief Operating Officer Commercial, will provide updates for our Fans on all commercial aspects of the club and any major news or updates.


CROWDS

Weve been overwhelmed so far this season at the amount of support the Club is receiving and our record breaking crowds are a reflection of the fantastic amount of passion that our Members and fans have.


Theres no questions that we have some of the biggest superstars in the competition and that their efforts on the field are assisting in this, but with some serious hard work, new marketing strategies and resources we have been able to achieve some wonderful results early in the season with a vision of a record season gate taking.


A quick look at our crowd numbers for the season so far:


Home Crowds 2013

Rabbitohs Rd 1 - 35,592

Broncos Rd 3 - 13,047

Parramatta Rd 4 - 18,014

Bulldogs Rd 6 - 22,252

Dragons Rd 7 - 40,752

Panthers Rd8 - 11,176

Season Average (as at Round 8) 23,472


This is up 10,000 from our season average in 2012


The highlight, without doubt, so far was our record-breaking ANZAC Day clash with the Dragons. Not only was it the largest ever ANZAC Day crowd since the game became an annual fixture, but it was also the biggest ever Sydney Roosters crowd at Allianz Stadium. It was a thrill to able to put up the sold out sign, before kick off, a huge achievement for all involved on the day. An enormous amount of work goes into selling out the ground with many stakeholders to manage. We thank the Trust and NRL for their support, the Dragons for theirs also, but I cant speak highly enough of the work that each employee at this club put in to ensure that we could make that happen.


A Best on Ground award was also introduced at this game, recognising the contribution of late Roosters legend Ferris Ashton who passed away earlier this year and the Dragons last remaining member of the 1941 Premiership side, Bill Collier. The inaugural Ashton Collier Spirit of Anzac Medal was awarded to our young back rower, Boyd Cordner, who was honoured to be presented with the award.


Anzac Day 2013 was the most rewarding day in my professional career... winning both grades helps too!


Following some criticism our club received in the media at the beginning of the year, its been a great satisfaction to see our crowds in such a healthy state so far currently tracking 3rd in the NRL


However, we arent celebrating the end of the year just yet and there are still six home games including huge clashes with the Storm and Sea Eagles to come and we need to ensure that this support continues.


MEMBERSHIP

In addition to this fantastic crowd support we have received, the same if not more can be said for the record breaking year we are experiencing in Membership so far in 2013.


Our target of 11,000 for the season was broken before we had even finished the first month of the season and just last week we surpassed the 13,000 mark.


Our strategies put in place over the pre-season are showing fantastic results so far, with our Bronze Membership hugely popular as it should be being such great value. Our Chook pen has never looked fuller and never been louder and I know all of the players, coaches and employees here at the Roosters are so proud to have you on board and REPRESENTING with us in 2013.


The Loyalty Program has really been an outstanding addition to our membership program. Its great to see the Membership Club patches being worn with pride on game day. Last week we saw 250 members attend our first Legends BBQ hosted by Brad Fittler, one of the great new benefits for our loyal supporters


This week we launch the Mini Season Ticket, which affords you tickets to any four of the six remaining home games plus full membership benefits and all the kit. Now is the time to get on board if you havent already this season, with the team tracking well so far its a great time to be a Roosters member.


SPONSORSHIP

Our Sponsorship is tracking brilliantly so far this season, like crowds and Membership, and credit must go to the enthusiastic Sponsorship Team here at the Roosters for the long hours theyre putting in.


We are currently at almost 95% of our 2013 budget, which like various other areas of the business, is at record levels for this stage in the year.


A huge thank you must go to our Major Partners; Steggles, ISUZU Ute, OPEL Australia, ACFS, Sportsbet, Travelex, ISC, Crinitis, Schweppes, VB and of course the Easts Group.


Along with these we must also thank all of our other partners, player sponsors and all involved in this area of our business. The support weve received from the top to the bottom has been amazing over the years and continues to be the boost that this proud club needs as we strive to be the best.


In what has been a key focus for the Club since 2010, The Steggles Sydney Roosters Charity Nest has hit the million dollar mark following Sundays round 8 match against the Penrith Panthers at Allianz Stadium.


The Roosters headed into the match requiring a six point winning margin to reach $1 million and surpassed that with the final 30-6 score line resulting in a $30,000 contribution to the Charity Nest. The clubs win in the Under 20s Holden Cup added a further $1,000 to the days tally, taking the total amount raised for the Charity Nest to $1,023,686.


Established in 2010, the Charity Nest sees Steggles, major sponsor of the Sydney Roosters, donate $1000 for every point the Roosters beat the opposition by in 2013, while the Roosters contribute $250 per point. In addition, the Sydney Roosters contribute $1,000 for each win by their Under 20s Holden Cup team.


The funds raised go towards supporting four childrens charities Childrens Health Foundation Queensland, Childrens Cancer Institute, Lifestart and the 2013 Charity of Choice the Royal Institute for Deaf and Blind Children (RIDBC).


GAME DAY EXPERIENCE

As I mentioned above, each week we aim to make the experience you have at Allianz Stadium that little bit better. One of our key objectives over the off-season was to create a home ground advantage that other clubs envy and we truly feel that we are well on the way to making that happen, but like everything else we are always looking to improve and know that theres more to come.


Weve invested heavily in theming a very large and blank stadium with Roosters colours, history and messaging that truly captures the emotion of our Members and supporters but, most importantly we want to send a very clear message to our opposing teams that this is our house.


Game Day Live, hosted by Jimmy Smith and are very own Roosters TV superstar Jared Coote, has been a great success and weve taken feedback on board from all of those who have shared their views and are constantly looking to improve this to ensure you are engaged from well before kick off at each game. This includes working with the SCG Trust in seeing the speakers being updated and adding different segments to the pre-game show that are all about you, the fans.


Weve had some insightful and informative pieces from panellists such as Brad Fittler, Craig Wing, Bryan Fletcher and well known Roosters fans in Amanda Keller and the Rooster-mad Gus Worland from the Triple M Grill Team. Being able to hear from names like this pre-match and at halftime is something that weve never offered before but have been so happy to see added to our run sheet each week.


Our game day graphics, music stings and on-screen activity was outlined as major priority for the 2013 season and we hope youve enjoyed what weve offered up so far. From the player profiles to the team run out song, all of it builds the excitement and atmosphere we want to see at Allianz Stadium and we hope that all of it is getting you as fired up as it does when we see it here at Roosters HQ!


Were always striving to be better, as with everything, and hope that you are enjoying your game day at the Roosters so far in 2013.


ONLINE

The Digital doors at Roosters HQ are always open and we are always striving to engage with and hear from our fans. We love the build up to each match just as much as we do the 80 minutes out on the field, and we really hope that the content were delivering pre and post-games is something that youre logging on to enjoy each Round of the competition.


Were fortunate in having some of the biggest personalities in the game within our playing ranks and our Digital team are working on some weird and wacky ways of bringing you exclusive content, interviews and thoughts of those that you want to hear from.


We also know we arent the biggest club in cyber-space but that doesnt stop us wanting to be.


We have recorded the biggest ever start to a season on our website, with just under 2 million website hits already in 2013, our Facebook page has seen just under 10,000 people Like us since January and our @sydneyroosters Twitter account has seen nearly 6,000 new Followers get on board in the same period.


We have an active group of players across the social space as well and are constantly encouraging them to engage with our and their fans. They love hearing from you and they love being able to share their journeys and experiences as Roosters with you, so get online and engage with them as this is a family club and you are as much a part of this family as they are.


PREMIERSHIP PENNANTS

Following a research trip to the USA in 2012 where the major sporting franchises spend millions of dollars on promotional items to drive bums on seats, we came up with the idea of Premiership Pennants to entice more fans to the selected games that yield a smaller crowd in our NRL calendar.


The 1975 Pennant was launched with much success, at our Parramatta Eels match in Round 4, and over the next 18 months we will release a new pennants at selected home games (12 in total) and youve got to be at the game to get one.


Maybe one day theyll appear on the racks at the Roosters Team Store but for now this is the only way to build your collection, with just 5,000 given out at key games.


There are six up in the office at the moment and they look fantastic alongside one another, so make sure youre at the matches we announce as Pennant games, as here at the Sydney Roosters we play for Premierships.


SUMMARY

The culture and spirit within the walls of our Moore Park office is something special. When Robbo or the players are heard speaking of that culture in the media they arent telling you anything but the truth. It is truly a special place to come in and work every day.


Things are travelling pretty well so far in 2013 but there is still plenty of improvement on and off the field, but the one thing that is certain is that its an exciting time to be a Rooster.


Ive been a life-long Roosters fan and to be able to have input and assist in the success of rugby leagues greatest and oldest club is amazing. Its an honour to make a difference.


From chatting with Sonny Bill Williams about his latest sneaker purchase, to having a coffee with Mini chatting about his haircut, to discussing with Robbo on where the game will be won in the next Round, to hearing our Digital teams latest crazy idea, its a buzz and we are a tight knit and close group all striving for the common cause.


There is a lot of work to do, we arent shying away from that and look forward to the challenges ahead. Hard work is the only way forward


Bring on the rest of the season!


Ted Helliar

Chief Operating Officer Commercial


Follow Ted on Twitter @ted_helliar for some genuine insights and behind the scenes at The Sydney Roosters.