Marketing the Rabbitohs

The sell-out event saw businesses pay up to $250 for four sessions spread over six hours, covering both the normal business conference motivational and marketing fare delivered by businesses close to the club, as well as some sessions focused more specifically on the Rabbitohs’ own business.

The on-field side saw Rabbitohs players David Peachey, David Kidwell and Dean Widders introduce the speakers, including NRL CEO David Gallop and Souths coach Jason Taylor.

Gallop addressed the broader NRL issues including the observation that, under the salary cap restraints, a club’s edge comes from its support services and the way it links to the community – two areas clearly in Souths’ business plan.

Taylor drew on some insights from both his own playing career and from his role as Souths’ new coach to emphasise the importance of team building and integrity in dealing with people within the club and in broader business.

The luncheon speaker, Peter Holmes à Court, introduced everyone to the Rabbitohs’ Brand Universe. From the core of the club’s logo and identity through all the relationships the club holds with the community, sponsors and others in the South’s family, he mapped out the club’s activities and brand opportunities.

From the introduction of the Rabbitoh Rabbit Hunter on the Armani players’ suits to a variety of Rabbit logos for different purposes including a possible yin-yang rabbit and Chinese character logo, those attending received an insight into the brand marketing possibilities being identified for the Rabbitohs.

Part reality and part aspiration the presentation was entitled ‘The most loved brand in Australian Sport.’ Business supporters got a clear idea of how Holmes à Court and Russell Crowe are planning to build the Rabbitohs brand, and like the ABC TV audience the night before, the applause indicated they liked what they saw.

Photo: ABC TV - Russell Crowe and Peter Holmes à Court in a scene from the documentary, South Side Story (ABC TV Tuesdays 8pm)

Source South Sydney Herald September 2007 - www.southsydneyherald.com.au