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‘We’d like to go further’ – Slow IMG progress hinted at by Wigan Warriors CEO

It was confirmed in the summer of 2022 that global sports marketing agency IMG would work with the sport to try and make Rugby League more “commercially viable”, and two years later it’s a process that has somewhat alienated fans. Wigan Warriors chief executive Kris Radlinski has now given his take on the partnership, admitting it has been slower than he would have liked.

In May 2022, IMG confirmed that they had partnered with the RFL and Super League, intending to “strategically reposition the sport to maximize its long-term commercial growth potential, build deeper relationships with fans and attract new audiences”.

The two years since then have seen a lot of change, but there have still been questions from fans, and even pundits lately, about the progress the sport is making under this new partnership.

Scoring criteria will determine the make-up of Super League in 2025, a completely unpopular decision in the opinion of many fans, however the company’s involvement in securing a TV deal which means every Super League match is broadcast has been essential and has allowed more eyes to watch sports.

Despite the unpopularity of the rating, it is a measure that requires all teams to raise their standards and safeguard the future of their clubs by ensuring stable foundations are in place, which Wigan Warriors CEO Kris Radlinski praised during the review of the first two years of the clubs. the sport being aligned with IMG.

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Wigan Warriors CEO praises IMG’s commitment to raising standards

Wigan Warriors Kris Radlinski Matt Peet

Credit: Imago Images

Kris Radlinski has had a lot of success on the field, but as a CEO, he’s also had a pretty spectacular, albeit short, career. The 48-year-old spent his entire playing career with Wigan Warriors and has worked with the club since retiring in 2006.

It wasn’t until 2023 that he became CEO, but since then the club has lifted every trophy available, starting with the League Leaders Shield and Grand Final in 2023, before adding the World Club Challenge and Challenge Cup this year.

Preliminary notes have revealed that Wigan Warriors are one of seven A-grade clubs and CEO Radlinski has now spoken about the deal with IMG while appearing as a guest on The Eddie and Stevo Podcast.

Radlinksi explained: “Well, it’s a 12-year arrangement. I probably went through the first couple of years where it was consulting and understanding the challenges. Obviously, the biggest project they’ve unveiled so far is grading.”

“I think it is at the end of this year that we will find our grading results for next year and ultimately what is noticeable is that people have had to work in the clubs to raise the standards to get to that level. It’s without a doubt and I think that was their main objective.”

“Grading was a challenge” – Radlinski explains why IMG’s progress has been so slow

Wigan Warriors Kris Radlinski

Credit: Imago Images

There is no doubt that introducing a criteria and scoring system has been the main focus for IMG and while it may be unpopular with fans, it certainly goes a long way to ensuring clubs are financially stable.

In a sport that has seen both the West Wales Raiders and the London Skolars in the last two years, which Newcastle Thunder were on the verge of doing last season, rugby league must strive to protect its own , which explains why IMG has put so much emphasis on asking clubs to raise their standards through scoring.

Despite this, Wigan Warriors CEO Kris Radlinski accepted it was still a bit too slow for his taste.

He explained: “I would say from our point of view, and I think IMG would accept, there’s probably a few things they’d like to be further along at the moment, but the scoring was a challenge to get over the line.

“And I think it’s a couple of weeks after the Grand Final when we find out where everybody is at that point and then I think it’s going to shake everything up again and if that’s a good thing and it’s what’s going on next.”

However, he continued to defend the company, explaining that scoring sound isn’t all that IMG intends to do and that there is room for growth once the clubs have reached an appropriate level, even if it took some time.

“I think they’ve said all along that scoring isn’t the answer for 12 years, it’s a case of ‘Let’s get to a stage and then we’ll say what we need to do next to take us to the next level.’ . so it’s been two years, but I’d still say it’s early days.

“You can say you’re dealing with executives who know what they’re doing in the sport, which is great, and I think our club would still have faith in the process, but I think we’d all agree that we’d probably like to be . further than where we are at the moment.”

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