One of the best barometers for the health of rugby league is at one of its highest points.
The Net Promoter Score (NPS), an index that measures customer satisfaction based on a fan survey, is up 20 per cent on the previous season. That can be largely attributed to the relatively good off-field behaviour of the players and the NRL wants to keep it that way.
With half the competition preparing to engage in traditional Mad Monday celebrations, there is an increased risk that the game’s stars could be making headlines for all the wrong reasons. That was never more evident than during the “Summer from hell”, otherwise known as the 2019 preseason in which the game endured 25 separate off-field incidents. Those scandals caused the NPS to drop from a positive score of three per cent at grand final time to minus seven per cent by January.
While there has been the occasional exception, such as Penrith winger Taylan May being found guilty of assault in Maroochydore Magistrates Court on Wednesday, for the most part, recent player behaviour has been exemplary. Their conduct, coupled with the quality football they are producing in the run to the finals, has resulted in an NPS score in the mid-positive 20s, among the highest ratings ever.
“It is up, which is great,” said NRL CEO Andrew Abdo.
“We use an independent agency that compiles survey data. It’s statistically significant, so the population size is representative and then they extrapolate that out over what the overall sentiment is.
The NRL has urged the players to behave during Mad Monday celebrations.Credit:Fairfax Photographic
“Any time the brand health is up indicates that fans are generally having a net positive experience and would advocate for others to become fans of the game. That’s a good sign, that fans are happy.
“[The NPS] is made up of a lot of things, what happens on the field and what happens off the field. You can never pinpoint any particular issue or incident or say that’s the reason [for the score], it’s an accumulation of things and it’s trending up, which is a really positive sign that fans are proud of the game.”
The timing of the positive NPS score couldn’t be any better for the players. The Rugby League Players’ Association is currently locked in collective bargaining association talks with the NRL amid expectations the salary cap will rise significantly from next year.
ARLC chairman Peter V’landys praised the players for being good role models off the field and urged them to continue to behave during Mad Monday festivities and their traditional holiday period.
“That’s a good sign, that fans are happy.”
NRL CEO Andrew Abdo
“Because of the excellent behaviour of the players, and because there have been few off-field incidents, the Net Promoter Score is high,” V’landys said.
“What players have to do is use common sense. Ultimately, they only affect themselves if they damage the game. If you damage the game, you damage the revenue capability you bring in for yourselves.
“We are in a fortunate position where we are negotiating an increase for them and that’s only because the game is in a good position. They don’t want to tarnish that.
“The players have been excellent during Covid, they have been professional, you couldn’t ask more of them. I just hope that now that the off season is coming that they realise they can still damage the game.”
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