2020 - 2022 FEMALE STRATEGY
1 CONTENTS
A message from the chairman 4 and managing director
Our ambition 6
Our vision 8 Strategic plan pillars 8
Unite 10 Excite 12 Inspire 14
Participation Pathway Map 16
Queensland Rugby Football League Limited
83 Castlemaine Street, Milton QLD 4064 Locked Bag 3000, Paddington QLD 4064
P +61 7 3367 6000 F +61 7 3367 6085 E [email protected] W qrl.com.au
2 3 Rob Moore - Rugby league is A MESSAGE FROM a great game for BRUCE HATCHER AND many reasons. Those with long experiences it would undoubtedly be the share with your network as ROB MOORE in the game have their own opportunities that exist to we embark on delivering our unique story to share, whether capitalise on the extraordinary strategic priorities together. it be as a player, coach, referee, growth in female participation. volunteer, administrator or fan. I look forward to working with Bruce Hatcher - When I pause to reflect on our partners, participants, We are currently my own involvement, I find it players, coaches and volunteers Rob Moore particularly satisfying when to support the growth of the QRL managing director experiencing I think about the community female game for many years unprecedented aspect of the game. to come.
interest in female In short, no other sport in In a short period of time, rugby league. Queensland brings people we have made some strong together like rugby league. advancements, however there is From participation numbers to In developing this strategy, It’s a very special trait the a lot of work still to be done. television ratings and media the QRL has consulted with game has; and one that makes coverage, female rugby league stakeholders, both in and you immensely proud when Improving the work-life balance is booming. outside of the game across you visit remote and regional of our female stars, as well as sport, government, and communities during feature their remuneration and access The challenge for us now is to business. rounds like ‘Get in the Game’ to welfare and professional provide equal opportunity for Country Week. development services, are key females across the game. Our goal is to provide an targets moving forward. informative resource for all, Here at Queensland Rugby For the first time, the highlighting our vision for the League, we’re proud of the fact In closing, it is heartening to Queensland Rugby League future with annual updates. that we are here to shape the see so many people involved in has put in place a Female delivery of the game. our sport. Our wish is for this Strategy, outlining our core This includes many facets, participation base to grow, not development pillars that have from upskilling coaches and just on the field, but off it as been recognised as critically volunteers to how the game is well. important in achieving our Bruce Hatcher marketed, promoted, consumed overarching goal to grow female QRL chairman and enjoyed across the state. For this to happen, it is participation at all levels of the important that we come game. Like all sports, rugby league together and take the time to faces its challenges as society understand our vision for the This strategic plan has been evolves. future. designed to provide each of our core business units with key Some of these challenges This vision is outlined in this drivers over the next three years are extremely exciting; and Female Strategy 2020 – 2022 to increase participation and if I had to nominate one that document which I strongly commercial engagement of the fits in this category right now, encourage you to explore and female game.
4 5 GROWTH ACROSS THE FEMALE GAME 2019 BY 2022
7459 8578 female registered players +15% female registered players OUR AMBITION. in Queensland in Queensland
389 448 female +15% female coaches coaches
176 202 female +15% female officials officials
5884 +15% 6766 volunteers volunteers
240,000 page impressions 276,000 page impressions
152,800 sessions +15% 175,720 sessions
110,000 users 126,500 users
6 7 STRATEGIC PILLARS
EDUCATION PARTICIPATION
Investing in educational tools AND PATHWAYS and resources to enable players, volunteers, coaches, support staff and Creating sustainable participation
OUR VISION. match officials to reach their potential across the state supporting pathways in the female game. for female players, coaches, and match officials from community to elite level. TO GROW FEMALE ENGAGEMENT AT ALL LEVELS OF THE GAME LEVELS ALL OF AT GROW FEMALE ENGAGEMENT TO
RESOURCES AND SUSTAINABILITY BRAND
Securing a pipeline of investment in Tailoring promotion of the female the female game to ensure long-term game to increase fan engagement. facilities and resources for our regions, local leagues and clubs.
OUR PEOPLE PARTNERSHIPS Fostering equality by supporting females into leadership and Partnering with organisations that governance roles. actively promote growth in the female game.
8 9 Strategic pillar Education Strategic pillar Resources and sustainability
Investing in Key priorities Key priorities UNITE. UNITE. educational tools • Provide access to educational tools and • Build long-lasting relationships with local, state Securing a pipeline and resources to resources for match officials, coaches, clubs and federal government bodies to secure long- of investment in enable players, and teams. term financial commitment. volunteers, the female game • Encourage clubs, local leagues, teams and staff • Develop educational tools to provide additional coaches, support to ensure long- to share proven approaches. support for staff and volunteer network to staff and match term facilities secure grant funding. officials to reach and resources for their potential in the our regions, local • Work alongside the Australian Rugby League female game leagues and clubs Commission (ARLC) and National Rugby League (NRL) to ensure long-lasting financial investment that is an accurate and realistic reflection of our future game across the state. Key stakeholders
Regionally remote stakeholders Players Key stakeholders
Match officials Volunteers Local leagues Clubs Board of Directors Local, State and Federal Government National Rugby League National Rugby League Australian Rugby League Commission
10 11 Strategic pillar Partnerships Strategic pillar Participation and pathways EXCITE. EXCITE. Key priorities Key priorities
• To increase the overall audience of the female Creating a • Provide clear information to communicate the Partnering with game across our owned channels by partnering sustainable female participation pathway at all levels. like-minded pathway for female with broadcast and digital commercial partners. • Identify current gaps in female rugby league organisations that players, coaches • To increase revenue from our owned female pathways to create sustainable opportunities in actively promote and match officials commercial assets and opportunities. Queensland. growth in the from community to female game • Partnering with like-minded organisations that the elite level • Promote contact and non-contact game options share our passion for supporting females in to attract female participation. sport and the growth of the game.
Key stakeholders Key stakeholders Players Local and State Government Match officials Queensland Academy of Sports Commercial partners NRL clubs Broadcasters Intrust Super Cup clubs Coaches Regionally remote stakeholders Clubs Technology partners Media industry Government bodies Australian Rugby League Commission Local leagues Non-contact sporting bodies Schools National Rugby League National Rugby League Correspondents network
12 13 Strategic pillar Brand
Key priorities
• Develop and implement a distinct brand to
INSPIRE. Tailoring promotion increase fan engagement and wider support of INSPIRE. of the female game the female game. to increase fan • Promote public brand ambassadors who engagement champion the female game in the media, schools, communities and our local leagues and clubs.
Key stakeholders
Regional and remote stakeholders Clubs Local leagues
Corporate brand ambassadors
Strategic pillar Our people
Key priorities
• Create sustainable pathways for females in Fostering equity by leadership and decision making positions within supporting females the game. into leadership and governance roles • Review board governance and eligibility requirements across local leagues and clubs to encourage females in leadership positions.
Key Stakeholders
Clubs Local leagues Regional and remote stakeholders
Australian Rugby League Commission National Rugby League
14 15 FEMALE PARTICIPATION PATHWAY
COMMUNITY PATHWAY ELITE UNITE. EXCITE. INSPIRE. UNITE. EXCITE. INSPIRE.
Local club Entry level State junior QAS Performance National Youth NRLW Harvey Norman Australian and school QRLW Premiership programs carnivals Programs Championship Premiership Queensland Jillaroos competition Maroons
16 17