How to build an expansion club: the challenges and opportunities for the new NRL and AFL teams
Three new clubs are about to join Australia’s two major winter codes. Research shows they face astronomical challenges – and opportunities.
The 2026 Australian Football League (AFL) and National Rugby League (NRL) seasons concluded successfully for the Brisbane Lions and Sydney Roosters. Meanwhile, three new teams are set to emerge and transform Australia’s major football codes. In the coming 18 months, the Perth Bears (NRL and NRLW) will launch in 2027, the Papua New Guinea Chiefs (NRL) in 2028, and the Tasmania Devils will join the AFL/AFLW in 2028.
Building an expansion club presents numerous challenges and opportunities. The three clubs represent different landscapes. The Tasmania Devils face a unique situation due to lacking a contemporary stadium and critical mass to support a viable business model. On the other hand, the Perth Bears incorporate both expansion and resurrection, reviving the North Sydney Bears, while the Papua New Guinea Chiefs rely on the NRL’s national sport, rugby league.
Winning should be the primary focus for these new clubs. Success can paper over many cracks, build fan bases, attract talent, and secure sponsors. However, experienced teams in the leagues are determined to prevent this from happening. Another crucial aspect is developing a strong, stable, and supportive high-performance culture. New teams serve as open books, and early decisions can create an enduring culture, including attitudes towards accountability and leadership norms.
Fan and stakeholder expectations play a vital role in commercial revenues, which ultimately depend on a strong and engaged fan community. These elements might be in short supply for expansion teams in the beginning. Historical examples of successful expansion, such as the Melbourne Storms and Brisbane Broncos in the NRL, and West Coast in the AFL, provide encouraging signs for the Perth Bears, Papua New Guinea Chiefs, and Tasmania Devils.
However, their recruiting strategies, including high-profile players and coaches, demonstrate potential for success.
Written by urgent.news from The Conversation AU's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
