The new Bulldogs brand

Posted: June 4, 2012 by rosementon in Deakin University, Social Issues, Sport
Tags: , , , , , , , , , , , , , , , ,

By Rosalina Menton

Todd Greenberg is the newest NRL club CEO in the current game. In 2008, he inherited a club that had a tarnished image both on and off the field. Scared by controversy over salary cap breaches, membership decline and the tag “Bad Bulldogs”, Todd Greenberg wasted no time in redefining the Canterbury- Bankstown Bulldogs brand.

In a 2008 article with the Herald Sun, Greenberg acknowledged the disarray of the club saying, “We can’t lie to ourselves any longer – perception is reality. People’s perceptions about the club need to change and the only ones that can do that are us.”

Todd Greenberg Canterbury-Bankstown Bulldogs CEO
Image courtsey of bulldogs.com.au

In the years following, Greenberg’s leadership has seen a revolution in the Bulldogs culture. The club now works closely with Camp Quality as their single jersey and shorts community partner. Bulldogs corporate staff and players are still to this date enrolled as “buddies” with a sick child from the Camp Quality organisation, a move that was unprecedented.

Greenberg’s influence has reached amazing levels with supporters of the club as well. Images of brawls and police vehicles are no longer a staple on news organisations sport updates. Instead, supporters are often seen roaming entry gate areas before a game collecting donations for the charity being supported at that particular home game (2012 will see 6 charities featured).

The Bulldogs Army is the main supporter group of the club which comprises of some the league’s most passionate fans. The Bulldogs Army members are often called upon by the club to participate in community events with the players. The Bulldogs Army seem to be very willing participants to the leadership values of Todd Greenberg. Seeing the changes Greenberg has made in such a short time, Bulldog Army members are grateful of the inclusion they receive from the Club. Tina Landayan, an Army member says “We all want to feel important, and being part of the decision making about what happens to supporters is exactly what the club needed.” Eleanor Salao a fellow Army member agrees, “It is so much more than just coming to a game, the players give us everything they have on the field and now with the relationship we have with the club, we can finally give something back.”

Image courtsey of bulldogs.com.au

Bulldogs players show their support for the Sydney Children’s Hospital
Image courtsey of bulldogs.com.au

The Bulldogs new image and brand is a force to be reckoned with. While communication between fans and the corporate leadership team remain open, fans will continue to embrace the Bulldogs as their NRL team of choice. It stands for much more than just the leader-board.

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Comments
  1. Ross Stevens says:

    It is a wonderful thing that the players, supporters and managers are working so well together for such a great cause as Camp Quality. It gives us all a strong idea of how we can help in our own lives. Each of us have within us the potential to do something special. Sporting players are looked upon as heroes and to have their personal contact with children is a mighty thing.

    Well done Canterbury Bulldogs! Inspirational stuff.

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