{
  "id": 12275042,
  "title": "How to build an expansion club: the challenges and opportunities for the new NRL and AFL teams",
  "url": "https://urgent.news/2026/10/06/how-to-build-an-expansion-club-the-challenges-and-opportunities-for",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-06T00:48:00.000Z",
  "source": {
    "name": "The Conversation AU",
    "slug": "the-conversation-au",
    "url": "https://theconversation.com/how-to-build-an-expansion-club-the-challenges-and-opportunities-for-the-new-nrl-and-afl-teams-290144"
  },
  "original_language": "en",
  "account": "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.\n\nBuilding 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.\n\nWinning 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.\n\nFan 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.",
  "summary": "Three new clubs are about to join Australia’s two major winter codes. Research shows they face astronomical challenges – and opportunities.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}