New CEO Robert Elstone has major plus points to work with as he plans Super League's future
Get daily updates directly to your inbox + Subscribe Thank you for subscribing! Could not subscribe, try again later Invalid Email
Robert Elstone starts his new job as Super League’s chief executive on Friday — and I think it’s a great appointment.
We’ve signed somebody who has a proven record within sport and has been at the top end of the Premier League for the last few years with Everton.
He also has a knowledge and understanding of rugby league from his time at the RFL, and those two things together should mean that he’s a success.
We need some leadership at the top, because we still have a great on-field product when the sport is at its best.
(Image: PA Wire)
I always go back to rugby league’s unique selling point, which is how close the players are to the community.
There’s probably only two degrees of separation for most fans from them being able to get in touch with a player from their favourite Super League club. Not many other sports can say that.
We need to make sure that businesses understand that, and the fact that rugby league supporters have been proven to be more loyal to brands than in other sports.
(Image: PA)
The other key area is making the most of the stars in our competition — the likes of Kallum Watkins and George Williams.
Our top players are among the best athletes in the country but they’re also very humble, and promoting them is key.
We’re now in an age where people support an individual as much as a team.
(Image: PA Wire)
We saw when Sonny Bill Williams came over for the World Cup that people went to watch matches to see him, and fans flock around Sam Burgess regardless of what team he plays for.
What Elstone’s appointment also does is gives the game some direction, which we’ve needed since Nigel Wood stepped down from the RFL and some of the Super League clubs have looked to pull away.
Because the RFL still has to appoint its own new chief executive, there is going to be a period of crossover and deciding how everything will work.
(Image: Getty)
But I think the clubs are more aware now that the sooner all of this is sorted out and we know where we are going as a sport, the better.
We need somebody to decide what Super League will look like in three, five and ten years’ time — a clear plan.
I think in Elstone, with his combination of business acumen and inside knowledge of rugby league, we’ve got the right man for the job.
* Betfred — Passionate about Super League