1 Genesis - 5 Years On

2 Today’s Fixture… My Favourite Sport - RFL Australia’s Favourite Sport - Cricket? RFL Community Board - 5 Years On

3 You’re My Favourite!

Australia’s Favourite Sport …or are they?

5 Australian Cricket - Strategic Framework : ‘From Backyard To Baggy Green’ Cricket - Australia’s favourite sport Reinforce and celebrate cricket’s place in the Australian community Thrive at the Elite level Substantially increase Participation in cricket Grow the Financial resources available to invest in the game Work efficiently in our Federal system Vision Goals Interest > 61% Australian men’s team is the favourite team in Australian sport Senior teams number one in all formats 680k participants Attendances: Intern’l > 5m Dom T20 > 1m Free-to-Air Ratings : Test > 1m ODI > 1.3m T20 > 2.0m $300k pa benefit to Australian cricket from collective services KPIs

6 Optimise our media rights position to maximise value and remain relevant to changing consumer preferences 1 Providing cleaner sponsorship properties 2 Capturing more value from international tourism 3 Establishing a national database 4 Rolling out our Brand Strategy 5 Developing and implementing a national participation strategy 6 Increasing understanding of the financial model 7 Implementing the Females in Cricket Strategy 8 Key Strategic Initiatives Five broad themes: Protect and grow our revenue Customer Community Grassroots Work together effectively

7 The Brand in the Backyard…

Thoughts from the Islands! The Genesis Challenge

9 Good2Great: Potential Gaps? Increase the quality of demand and levels of innovation throughout the sport - Athletes, coaches, volunteers, professionals International Leadership of the game of Cricket - Your position on T20? - In the lead or following? The next skill level at Cricket - Visioning - Building - Use of AIS - new Performance Programme Coaching - new CPD programme

10 Good2Great: Potential Gaps (2) Building an even greater Performance culture - On and off the field - Athletic and Business Build ‘followership’ within the current structure, getting them to embrace their own change Challenge your great metrics - Inputs and outputs - collect evidence if it is not measurable Creating the Cricket Australia experience

11 Pointers for Community RFL

12 Keep Spinning the Flywheel! What you can be Best in the World at the World at What drives your Resource Engine What you are Passionate about BUILD STRENGTH DEMONSTRATE RESULTS BUILD BRAND ATTRACT BELIEVERS Source: J. Collins (Stanford)/Genesis Analysis

13 Over to a real Sheila…

14 The Community Game In 2004 we reviewed the organisation of the developing community game, through: Project/steering group meetings Interviews Consultation meetings Options evaluation Open forum Our recommendations were accepted then… So where are you now – 5 years on?

15 RFL Boards RFL Board Super League Board Super League Board Championship Board Championship Board Community Board Community Board

16 The Community Board Community Board BARLA Students Combined Services Schools Other Forums Other Forums RFL Executives Non-Exec Directors

17 Community Strategy Vision Key Action Areas Structure and method of working Partnerships Direct communication to players and clubs Player focussed approach Helping clubs to help themselves

18 Growth of the Community Game 46,000 registered players 3,620 clubs, including schools and community clubs Champion Schools competition 1,470 boys’ teams 208 girls’ teams New growth areas e.g. SW

19 Elite Performance Great Britain Community Lions Senior and U18 GB Head Coach Working with Head Coaches of Representative Squads

20 Service Areas Currently under review New service areas established Recruitment of professional coordinators

21 Youth Rugby Emerged as an area of concern in 2004 Working group set up National Youth League Academy fully professional Representative management group Youth and Junior Forum Representative on the Community Board Some increase in participation of year olds New areas of activity

22 Members of the Community Board Retain their autonomy within the constitution of the RFL Constituent members present development plans to the Community Board Student Rugby League English Schools Rugby League Rugby League Services BARLA has yet to present their plan

23 Rugby League Services Rugby League Services department fully established and resourced Offers wide range of services to supporters, players, coaches, clubs and volunteers Clear objectives set and published annually Paid staff spread across GB and Ireland

24 Rugby League Congress Held annually Around 150 attendees Presentations and workshops Satisfaction levels high Fostering the sport and improving two-way communication

25 Affiliation Options Through constituent organisation and/or directly with RFL New club and league affiliation schemes developed in consultation with Community Board and Rugby League Council Range of benefits offered June 2009: 156 clubs and 14 leagues have taken up affiliate status

26 And Finally… You have done as we agreed! Progress is exciting and on-going May your sport continue to go from strength to strength

27