Rugby League Rebranded
An unlikely success story
Anttrailsramblings blog, August 2023
The Rugby League Challenge Cup Final wasn't on our original itinerary but was quickly added when we discovered that the Leigh Leopards (nee Centurions) had made the final for the first time since their glorious victory of 1971. I should explain that Leigh is Tracy's childhood home town so, previously unaligned to any English Super League team, I instantly became a Leigh fan. (Any suggestions that this was seen as a way for a Tottenham fan to be able to celebrate a trophy are roundly rejected.) Leigh Leopards (nee Centurions) also gained a second new fan with the happy coincidence that my daughter Anna had arrived in the country two days before and is actually a rugby league fan herself.
When I was a kid I didn't take much notice of rugby league. It was the game played in places 'up north' that I'd never been to, and showed by the BBC on a Saturday afternoon to fill the time before the football results came in. That is to say real football, soccer, you know my Aussie friends, what the Matildas play. I would take a bit more interest once a year when the Challenge Cup Final came on, mainly because it looked very much like the FA Cup Final played by the real footballers. Taking place at Wembley, preceded by a rendition of Abide With Me and culminating with a presentation at the Royal Box. One differentiating factor was the commentator Eddie Waring, known for his catch phrase "it's an up and under". I actually thought that this was a real thing in rugby league but it seems that it was his own personal way of describing when a player kicks the ball high into the air (the up) and everyone runs to try and catch it as it falls (the under).
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Waring went on to become a co-presenter of the wonderfully shambolic but nonetheless entertaining international version of Its a Knockout alongside Stuart Hall, he of the infectious laugh, poetic sports reports and Savillesque proclivities. Possibly not the best career move for Waring and certainly not for Hall who went on to contemplate his decisions at Her Majesty's pleasure.
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In preparation for the big day Tracy and I sought out the Leigh Leopards (nee Centurions) merchandise store when we were in Leigh recently, visiting Tracy's mother Elaine. This turned out to be a stall in the town centre market, organised by a man who had previously been the club's stadium announcer. Probably not the best preparation for a career in marketing. Something of a contrast to our recent visit to the Spurs shop, the biggest merchandise store in Europe. Despite being the lead up to the biggest day in the club's history since 1971 the best we could buy were three red caps and a giant grey foam hand. It was quite embarrassing, given that Leigh don't play in red any more and their opposition at the final, Hull Kingston Rovers (HKR), do.
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This is the point at which I should explain why I am referring to Leigh as the Leopards (nee Centurions). Leigh was founded in 1878 and from 1995 were known as Leigh Centurions. At the beginning of this season the owner took the bold decision to rebrand the club and change the club strip to reflect the new 'Leopards' brand. The club 'colours' are now a black and goldy brown leopard print, not red. Somebody must have got confused because the baseball caps were delivered to the market in red but with leopard eyes, perhaps the reason that they were the only merch left at the stall.
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My personal brand design and marketing expert Anna (proud Dad boast - recently completed double degree) declared the Leopard branding dreadful. A sports team needs a dominant colour - Manchester United, The Reds!, Chelsea, The Blues! Tottenham Hotspur, The Lillywhites! Leigh, The Black and Goldy Brown Leopard Print...er no. And most amusing of all was the club mascot, a real life leopard, well one with a person inside. We were informed by the lady sat next to us that the leopard person is a woman. I would like to make it clear that the gender of the leopard was not important to us, it was this lady that raised the gender question. As long as he/she/they identifies as a leopard, we don't care.
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Despite the brand looking like it had been designed as a school project down at Leigh Primary it seems to have had the desired effect. The new brand coincided with promotion to the Super League and the owner felt that it would help spur them on to success. Incredibly this seems to have worked! In addition to yesterdays cup final appearance Leigh currently stand third in the Super League.
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And so to the game. A war of attrition between two well matched teams. With a minute to go the Leopards had it in the bag but after an 'Up and Under' from HKR led to a disputed try, and a video referee decision that must have worn out the replay button, scores were levelled. How was this fine encounter to be decided?
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When I was a kid I used to play (real) football with a group of friends in the park on a Sunday afternoon. As the sun started to go down and it was nearly time to go home the cry would go out 'next goal wins'. This was regardless of any goal tally that might exist at the time. It was a sure fire way of an exciting denouement to proceedings. Would you believe it but it turns out that 'next goal wins' is how rugby league matches are decided when there is a tie! It's super exciting! After a couple of failed attempts Leigh put one over for a drop goal to seal victory and mayhem ensued.
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The success of Leigh's rebranding got me thinking about how rugby league itself could do with a rebrand. After all, it is always getting confused with that other rugby that the posh people play and too many of the games are not close enough to generate the sort of excitement we experienced. Inspired by my childhood football, my idea is that all games should finish with 'next goal wins' regardless of the scoreline. The sport would henceforth be called 'Its a Golden Point Knockout'.
On our summer sporting crusade to date the winning drop goal was the single most exciting moment. I can even see why my daughter has become a rugby league fan. Next week though we are going to the real thing. I'm hoping my team will put in a performance that surpasses that of the Leopards. Possessing Europe's biggest merch shop is all very well but to be honest I'd rather have a market stall down Tottenham market and a trophy in the cabinet. You know, like Leigh.