Rugby league can’t keep doing the same thing and hope for a different outcome, according to Jason Robinson.
The former Great Britain and England international believes the game can’t simply sit back and expect people to keep pouring their money in.
When asked what the sport needs to do over the next few years, Robinson told Love Rugby League: “Marketing is the biggest thing. We know it’s a great product but one of the key things over the years has been, it’s not getting the exposure, it hasn’t been getting the exposure in the national newspapers as it should do.
“IMG coming in will be a breath of fresh air because sometimes if you’re doing what you always did, you’ll get what you always got. I’m hoping that’s going to be the case. With any sport, you’re always looking to improve the game, to make it appeal.”
Robinson was speaking in association with Farah Menswear, the off-field clothing partner of the Jamaican Rugby League World Cup team.
Robinson: We have a fantastic product, we just need to make the most out of it
The 48-year-old believes creating an exciting product is key in brining people back to the sport.
He said: “You look at how cricket has brought the Hundred in and made it appeal to a younger audience. We can’t just sit back and think people will keep paying the money to keep watching the same thing.
“We have to make it entertaining, we have to make it value for money. And we have to do something to make them want to come back.
“If you create something really exciting, people will come. People will find the money to come and watch and come to have those experiences. IMG are now tasked with putting those things into place, the marketing, the league structure. Just creating better revenue streams.
“The great thing about it is it’s a fantastic product which we all love. It’s just making sure that we make the most of that product and get it out to as many people as possible.”
Farah Menswear has been entwined with Jamaican culture since the 1970s and has continued that tradition, as the official off-field clothing partner for the Jamaican Rugby League World Cup team.