Luke Doherty, Sports reporter for Sky News Australia and regular contributor to The Roar.

So, the NRL owns Sydney’s west. Who would’ve thought? I usually like it when the NRL does a bit of chest beating. In past columns I’ve detailed how I believe the code constantly sells itself short. But this latest bit of fist pumping and chest bumping has me concerned.

The NRL’s season launch was held at the Casula powerhouse in Sydney’s south west on Wednesday afternoon. It looked as though the NRL was trying to reinforce its position as the big dog in the region. The fireworks, the Bon Jovi song and Benji Marshall and co were all on hand.




The only problem was the message was something that we already know. The message was that the NRL is popular with the people in the area and the AFL, in the form of the GWS Giants, will have to be at their very best to compete for the merchandise and turnstile dollar.

For some that’s inspiring and exactly what they want to hear. For others, like me, it falls well short of the mark.

The choice of location is both irrelevant and significant at the same time. Stay with me here.

It’s irrelevant because the same message probably would’ve been trotted out regardless of where the launch was held. The script would’ve been the same if it was on a boat on Sydney Harbour or overlooking the Brisbane River. But in another sense it’s extremely significant. If you draw a ring around Campbelltown, Penrith, Parramatta and Bankstown then Casula would almost be in the middle.

It’s the centre, geographically anyway, of the most sought after piece of sporting real estate in the country.

Of the major football codes in Australia only soccer is yet to lay down a significant marker.

The GWS Giants are already creating the platform of what should be a successful existence in the region.

I don’t subscribe to the theory that they want to take over that territory. That would be foolish and not even the AFL’s biggest corporate dreamer would think it possible. But what is achievable is becoming a much-loved part of the sporting landscape.

The Eels, Panthers, Bulldogs and Tigers will never be significantly damaged by the Giants. They’ll learn to co-exist in time, but the relationship doesn’t need to be hostile.

Rugby League is religion in the region and always will be.

The code is on the verge of an exciting new era. An independent commission is on its way and expansion is on the agenda. Why not make that the message on the eve of the 2011 season?

Why not make the AFL think about the emerging threat of the NRL for once?

The code will never poach a high profile AFL player, but it can move in on their turf and boast about giving local juniors in Perth and Adelaide another option. GWS coach Kevin Sheedy was extremely vocal after he took charge of the Giants about doing just that. He wants to give kids in their catchment area another choice.
It was almost as if they posted the famous “We Want You” Uncle Sam posters around the area.

It doesn’t have to be rugby league. The AFL is in town, have a sherrin and give it a try. We’ll even give you two more posts to aim at!

If the NRL is serious about striking back then defending turf it already owns isn’t the answer.

Maybe the launch of the 2012 season will prove to be more inspiring.

Clip: 2011 NRL Ad Campaign - Bon Jovi "This Is Our House"

What are your thoughts? Does it some up the season ahead for you, or does it fall short?