64 SUNDAY, SEPTEMBER 4, 2011 THE SUN-HERALD

Compiled by Wayne Covell, an entertainment lawyer SportsSunday THE 2011 RICH LIST and trademarks attorney with worthyofthename.com From a humble little footy club to Collingwood are on top in more ways than one. The Australia’s top 10 most valuable football clubs AFL ladder leaders are also Australia’s most valuable football club, writes Daniel Ramus. Collingwood Magpies (AFL) 1 $344m t was Eddie McGuire’smeeting ling Stones concerts a year, we’re the Geelong Cats (AFL) with the New England Patriots biggest restaurant in Australia with 2 $257m I five years ago that signalled 2500 or 3500 plates per week at our Collingwood had arrived as a games, we’re No.1 for ratings, and I Essendon Bombers (AFL) world sporting power. think last year we had four or five 3 $224m ‘‘They were basically paying us lip games over 90,000 people,’’ he said. service for the first 20 minutes and ‘‘From a humble little footy club St Kilda Saints (AFL) were being very nice and polite,’’ the that started off in the worst socio- 4 $209m Magpies president recalled. ‘‘Then economic area of Melbourne, it’s they said to me, ‘What’syour aver- been fantastic. On a world scale, it’s Carlton Blues (AFL) age crowd?’ and I said, ‘Just a tick big-time.’’ 5 $208m under 80,000,’ and they nearly fell Earlier this year, Forbes magazine over. Suddenly they sat down and we released a list of the world’stop 20 Fremantle Dockers (AFL) went for dinner and we had about most valuable soccer clubs. Ger- 6 $200m four hours with them.’’ The AFL premiers have been West Coast Eagles (AFL) named Australia’smost valuable 7 $192m football club by entertainment and trademark lawyer Wayne Covell, It’s been fantastic. Hawthorn Hawks (AFL) who compiled a table of the top 10 8 $187m across the four codes. Covell was On a world scale, it’s astonished at the comprehensive St George Illawarra Dragons (NRL) Eddie McGuire nature of Collingwood’sdominance. big-time. 9 $183m ‘‘For a team that was in doldrums just over a decade ago, they have Broncos (NRL) really risen from the ashes,’’ Covell man club Hamburg SV (14th) were 10 $178m said. ‘‘It’sone thing to win a grand valued at $US340m, which is just final, but it is really another to turn below Collingwood, and Manches- that performance into brand value.’’ ter City (15th) were also less than Collingwood also finished first on the Pies at $US291m. How the list was compiled Covell’stable last year and were val- AFL’schief executive, Andrew 1. The top 10 list is based on six and the franchisee (the club). ued at $263million – their nearest Demetriou, was full of praise for key indicators – TV rights, 4. The AFL’s TV deal was sponsorship, merchandise, renegotiated in 2011 and is rivals Geelong at $238million. This McGuire and the Magpies for turn- hospitality, membership and year the Pies have surged to a valu- ing the tables on what looked to be a reported to be worth $1.25 ticket revenue projections for billion. The next NRL deal is ation of $344million – a whopping bleak future not so long ago. the next five years. being negotiated and is reported $87million ahead of the second- ‘‘Collingwood’ssuccess has come 2. Four football competitions to be worth at least $1b. placed Cats. about through more than a decade were considered: AFL, NRL, 5. The clubs’ proportionate The following factors have given of hard work, which is often forgot- Super Rugby and the A-League. share of TV deals is based on McGuire’sclub the edge over all ten by many sections of the football 3. Each valuation is based on the Television Audience Comparison others in the land: community,’’ Demetriou told The value of the sports team to the figures provided by Repucom ❏ The most-watched Australian Sun-Herald. ‘‘When Eddie McGuire trademark owners (AFL or NRL) International. football club on television in 2010, took over the club in the late 1990s, replacing the Brisbane Broncos in the club was in severe trouble with 2009 with a cumulative audience of its books and was also struggling on 27million; the field. Over the last decade, the ❏ A long list of ground-breaking Collingwood administration has Long-awaited premiership success propels sponsorship deals, including the worked extremely hard in building reported seven-year $14million its financial position and re- Daniel Ramus Kilda. Dragons chief executive Peter side in 31 years was crucial to their ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● jumper deal with insurance giant connecting with all sections of its Doust said his club might have fared off-field success. “It’s no surprise, I CGU. The club also enjoys long- fan base. THE mantle of the NRL’s most val- even better if the AFL teams had not suppose, that we have been judged a term partnerships with Westpac ‘‘On the field, the coaching staff uable club has been taken by St squared off in a second title decider. lot on our lack of achievement on the (five years), adidas (10 years) Emir- led by Michael Malthouse has built a George Illawarra. “If they hadn’t have played two field over three decades,” Doust said. ates (since 1999) and McDonald’s side over a six to seven year period The Dragons were listed ninth on grand finals it might have been a “To put that one down on the on- (since 2006). that is now as strong as any team in trademark lawyer Wayne Covell’s different score,” he said. field scoreboard was a significant ❏ Significant members’ discounts the recent history of the game.’’ table of Australia’s most valuable St George Illawarra’s merchandise achievement for the club and it does with sponsors, including on flights, A major factor that allowed football clubs, overtaking last year’s revenue was particularly strong – drive business, there’s no doubt clothing, mobile phones, theme Collingwood to increase their lead NRL top dogs, Brisbane. superior to that of Geelong, Essen- about it, success on the field.’’ parks, movies, retail stores and fast- at the top of Covell’stable was their According to figures from Rep- don, St Kilda and Carlton. Its 2010 Doust believes the Dragons have a food outlets. premiership last year, which ucom International, the Dragons sponsorship revenue was slightly national reach unrivalled in the McGuire said the club was not just included the dramatic sub-plot of had the third-highest television above Hawthorn’s at $6.1 million. NRL. “The tradition of St George, a giant on the Australian sporting having a drawn grand final against audience share of any football club Their first premiership as a joint where there’s a lot of people around landscape. ‘‘We run basically 11 Rol- St Kilda that was replayed. last year, behind Collingwood and St venture and the first by a Dragons Australia and internationally that do

TENNIS Stosur edges Petrova in her own New York marathon

Gillian Tan The 24-year-old Russian trails Stosur big names, too,” Stosur said. “Even women’s tennis at the moment. ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●● 2-3 in their career meetings. Jarmila stung by abuse though Maria’s gone doesn’t mean it’s There’s a lot of good players out NEW YORK: In-form Australian Stosur’s coach Dave Taylor New York: She’s ranked 31 in the a walk in the park and that’s the same there that, I think, aren’t scared any Samantha Stosur believes she has acknowledged his charge would be world and has amassed $1.5 million when any big seed loses.” more and no one has that aura of what it takes to win her maiden the favourite. “I think she has to in prizemoney but Australia’s “As Sam has said, it’sreally invincibility like you used to see.’’ grand slam title at the US Open. really play her style of tennis, a lot of second-highest ranked tennis player a waste of energy to look Taylor said he was impressed with Brimming with confidence after big serving, setting her forehand up Jarmila Gajdosova is far from happy. anywhere beyond your Stosur’s ability to maintain her grinding out a gutsy three-set win in off her serve, staying in points with The 24-year-old — who was upset in next match because you position in the top 10. the longest women’s US Open her backhand, all the things she the second round of the US Open by don’t control anything “I think the great thing is that Sam’s match in the open era against 24th does well and the reason why she’s a American Vania King — announced other than that,” Tay- made huge steps forward to being a seed Nadia Petrova, the ninth seed top player,” he said. she would be shutting her Twitter lor said. “When legitimate contender at grand slams said she was keen to keep the Having bowed out in the third account after receiving offensive you’re really to then not living up to her own momentum rolling. round of the Australian Open and tweets, which she shared with her winning a big expectations, but then, at the end of “Now I think I’m really playing well, French Open, and the first round of 7000 followers. The worst volume of the day, she’s still No.10 in the world,’’ I’ve got this great belief and confid- Wimbledon, Stosur was glad to be sledge said: “You’re a matches you do he said. ‘‘She really hasn’t had a major ence behind me that I can win and finally living up to her ranking at a f---ing joke, get out of look towards the dip and she’s still around so now’s the I’ve got to keep believing that in the major. She is the second-highest Australia and go home you pointy end of the time to learn from that and put it to next match,” the 27 year-old Queens- seed remaining in her half of the refugee”, while others draw, but there’s good use. She’s obviously doing a lot lander said. “I’ve got to expect a tough draw, following early exits by 2006 described her straight-sets loss as nothing taken for more things at a higher level to be match,” she added of her fourth- champion Maria Sharapova and “gutless” and “pathetic”. Gajdosova ranked that high for that long.” round clash against 25th seed Maria 12th seed Agnieszka Radwanska. said she slept for only three hours Victory at last ... smh.com.au Kirilenko, who is into the final 16 at “Even though some of the big after reading the insults from com- Samantha For all the overnight action from Flushing Meadows for the first time. names are out, someone beat those plete strangers. Gillian Tan granted in Stosur. Photo: AFP Flushing Meadows 2HERSA1 0064 THE SUN-HERALD SUNDAY, SEPTEMBER 4, 2011 65 THE 2011 RICH LIST SportsSunday ‘Soccer is boring’: why high-rise $344m giant Harry puts his money into league

Daniel Lane ●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●●

HARRY TRIGUBOFF,one of Austra- lia’s richest men and the Wests Tigers’ major sponsor, will never funnel any of his billions into foot- ball because ‘‘soccer is boring’’. The Tigers have surged into third among rugby league teams in the annual list of most valuable football clubs in Australia and just missed out on a berth in the overall top 10. Triguboff aired his view as sup- porters of the A-League hailed the recruitments of Socceroo pair Brett Emerton and Harry Kewell as a masterstroke that would ensure the competition gained unseen levels of corporate and media support. Triguboff – who as boss of property group Meriton has poured $1 mil- lion this season into the Wests Tigers on top of the money he ploughed into the club since he Brand exposure ... Harry Triguboff’s company, Meriton, is prominently became a Balmain supporter many displayed on the Wests Tigers’ best-selling jersey. Photo: Jon Reid years ago – said nothing could entice him to invest in football. they ask what I can do about it? The Tigers have invested a lot of ‘‘I think soccer is boring,’’ he told ‘‘It’s as though I am running the time in designing this year’s jump- The Sun-Herald. ‘‘I look at it all day team. I’m very happy I can talk to er so the sponsors would be prom- and [the players] pretend to get [supporters]. They are very happy inently displayed. Last-minute hurt, they get a penalty and maybe with my knowledge of rugby adjustments to ensure the spon- – somehow – they score. In league, league. I have got to know other sor’s happiness meant a delay in the players are always on the go. I teams, so I can talk to them on stocking this year’s design. can see the flow of the game; it’s their level. I like it.’’ ‘‘We designed ours with the exciting to watch. I am sure soccer Repucom International, a brand sponsors at the forefront of our is skilful, but it is slow.’’ analysis specialist, estimated that thinking. We positioned Meriton Triguboff, 78, said he was con- through their sponsorships of the higher on the chest so it won’t be stantly amazed by the ability of Wests Tigers, Meriton and motor lost in the fold-over, Hyundai rugby league players to back up received a black panel to ensure from pummellings. He revealed their brand wasn’t lost in a mish- part of the appeal in his being a mash of colours. We weren’t happy sponsor stemmed from a deep with the first batch of jumpers, and admiration for the courage players In league, the while the redesign meant delays in needed to display. getting it into shops, this year’s ‘‘They have guts; that’s very players are always jumper has been our fastest-ever Coach and the Collingwood team celebrate in 2010 important,’’ he said. ‘‘To stand up seller,’’ Clarke said. after winning the club's first premiership in 20 years. to all the people against me in busi- on the go. Harry Triguboff Tigers players have been told not ness is courageous; sometimes to fold their arms for photo shoots more courageous than clever. Guts to ensure their sponsors get invalu- is important in life, and they have vehicle manufacturer Hyundai had able exposure. Dragons ahead of Broncos it. I like that.’’ enjoyed at the halfway point of the Wests Tigers chief executive While he is an astute business- season $2.15 million worth of expos- Stephen Humphreys said any com- know our brand, has I think helped bright with new stadium improve- man, Triguboff said proof his sup- ure via match footage, television pany that sponsored a sporting in that respect and underpinned our ments at Kogarah and Wollongong,” port for the Tigers came from the news reports, coverage in metropol- team made their objectives and brand development. That St George Gallop told The Sun-Herald. heart was that he actually doubted it itan newspapers and ‘‘peripheral’’ expectations clear from the outset. Illawarra brand across that region in The Broncos increased in value by encouraged sales of his apartments. avenues, such as online media. It ‘‘Clubs are under a scrutiny,’’ he NSW has given us a good solid core $9 million this year, but slipped ‘‘It depends what business was the most by an NRL or AFL club said. ‘‘And that’s good for everyone. of support. I think those two go from fifth to 10th on the list. Broncos you’re in,’’ he said of the benefits in an apples-for-apples comparison, It means we’re under a clear under- together to put us at the forefront of chief executive Paul White outlined of sponsorship. ‘‘I don’t think that and the figure was expected to standing of what we are trying to rugby league and sport.” the importance placed on the club’s in my business, where I mostly sell increase dramatically as a result of achieve for one another and that NRL boss David Gallop was gen- relationship with its members. “You to Chinese, it helps me a lot. We the Tigers’ charge into the finals. leads to good business practice.’’ erous in his praise of the premiers. can’t say [members are] valuable have to convert them [to league]. ‘‘This is a glowing endorsement Triguboff, who joked the more “They are pretty unique in terms and not provide the right service for But generally, in public, it is very of our brand,’’ said Brett Clarke, the the Tigers won the more he shelled of their history – 11 straight premi- them or supply forums where you’re important because people come club’s general manager of sales and out, insisted his expectation had erships, their present state – they able to listen to them,” he said. up to me and talk about the team. marketing. ‘‘There’s no doubt the not changed since he ‘‘signed on’’ hold all the silverware in the game at The and Wests If the team is going good, they are best model for sponsorship is again at the end of last year. ‘‘Win,’’ the moment and their future looks Tigers were just outside the top 10. happy. If the team is going bad, retention and not acquisition.’’ he said. ‘‘I expect them to win.’’

BBEE FFIRSTIRST FFOROR FFINALSINALS TTICKETSICKETS OONN MEMBERS MONDAY. TICKETED NRL CLUB NRL.COM MEMBERS: GENERAL PUBLIC: MEMBERS: ON SALE FROM ON SALE FROM ON SALE FROM 10AM 10AM-6PM TOMORROW 8PM MON-8AM TUES TUESDAY

Ticketed Members of participating teams get first shot at seats to Week 1 Home QyQualifyingg Finals from 10am tomorrow.

Tickets from nrl.com/fi nals NRTP0584

2HERSA1 0065