In the past day, the NRL has decided to discontinue 100% privately funded team models. It seems they’ve been observing the challenges faced by GWS in Western Sydney—a core area for rugby league. Despite GWS having a strong development pathway, they struggle to get media coverage and attract young talent away from sports like rugby league, soccer, and basketball. This situation mirrors what a team in Western Australia might face.
GWS is exceptionally well-organized, with Dave Matthews—a top AFL executive—serving as their general manager. They handpicked a highly connected board, received substantial draft concessions, and AFL funding for their facilities. The AFL also brought in Kevin Sheedy to create a strong football culture. Despite these advantages, including an on-field record as a consistent top-four team, GWS is still far from profitable and may remain that way for decades. A Western Australian NRL team wouldn’t have the same level of support, making profitability even harder to achieve, even with a familiar brand like the Bears. At some point recently, the NRL likely recognized that private investor-led models won’t survive long enough to reach profitability. If GWS can’t do it with all their backing and success, it’s doubtful any team could. The AFL’s recent expansion efforts are either majority or wholly owned by the league itself, like Gold Coast, GWS, and Hobart.
The NRL has two key advantages here: a brand they desire and a TV timeslot. Currently, Peter V’Landys and Andrew Abdo are exploring options. The best outcome may be an NRL-owned and operated franchise, with minority investment from WA and the Bears, along with WA Government and potentially Federal support. The NRL could oversee board appointments, with some WA and Bears representation, and bring in a top-tier coach and CEO. This model could be the only viable path forward. Future NRL bids will likely require state government backing and a location the NRL is comfortable managing, or they won’t progress. The AFL may even consider a third team in WA in the future.
With an expansion-focused NRL leader, a league-supportive WA Premier, and an established brand interested in moving to WA, this opportunity might be once-in-a-lifetime. If the NRL passes and the AFL quickly moves to place a team in Perth, the NRL may lose the chance to expand nationally. So, I’m optimistic this will happen. After waiting so long without a top-tier team, a few more weeks should be manageable for both fan bases.
