2016 SEASON REVIEW
CONTENTS 2016 The Year in Review 3 Footy Milestones 4 2016 Conference 5 Key Player Signings 6 Partner Family 7 2016 Infographic 8 Corporate Engagement 10 A New Home - AAMI Park 11 Marketing & Comms 12 Events 13 Membership 14 Fan Profile 15 Audience 16 In the Community 17
2016 THE YEAR IN REVIEW A new era for the Melbourne Rebels kicked off in 2016. As we reflect on the first season under private ownership, I m pleased with the progress to establish a stable and sustainable Super Rugby franchise for Victorians. A historic Super Rugby season on the field was supported by a record breaking year off it. On field, head coach Tony McGahan, along with the best support team in Super Rugby, guided the Rebels to their most successful season in the club s short history with a record equalling seven wins and best winning percentage. The Rebels continued to establish themselves as a premier Super Rugby team, winning five of six games this season against Australian opposition, including a maiden victory over the Waratahs in Sydney. Rising star Reece Hodge was unearthed in spectacular fashion when he broke the club s scoring record in his debut season en route to Wallabies selection, alongside teammates Sean McMahon, Toby Smith, James Hanson and Lopeti Timani The future of the Melbourne Rebels is exciting after the Rebels Under20 s reinforced the organisation s development program to reach the inaugural Grand Final of the Super 20 s Championship. Off the field, the club continued to go from strength to strength. Reinvigorated corporate engagement saw the club welcome 12 new sponsors, including three major partners, along with growth in membership, attendance, merchandise, digital traffic and community engagement. Membership increased by 61 per cent to a record 9,726, including an 84 per cent growth in the premium Weary Dunlop category, a 17.9 per cent increase in game-day ticket sales and a rise in average attendance on 2015. A redeveloped website focused on Australian and Japanese markets drove a 38 per cent increase in traffic while merchandise sales grew by 20 per cent. In the community, the club was proud to launch the Road to Rebels initiative, partnering with local Rugby clubs and schools, to actively engage and inspire Victorian junior players. Thank you to our fantastic partners, including Land Rover, Massey Ferguson and Fuso, our loyal members and passionate supporters for their incredible support in 2016. The first year of an exciting future for the Melbourne Rebels.
FOOTY MILESTONES Winning Percentage Our final round victory over the Queensland Reds secured a record equaling seventh win of the season and eclipsed the club s previous best winning percentage for a Super Rugby season. Waratahs Win & Tokyo Trip The Rebels historic season included the club s first victory over the NSW Waratahs in Sydney and became the first Australasian team to defeat the new Sunwolves in Tokyo. Five out of Six Aussie Wins The Rebels continued to establish their standing as one of Australia s premier Super Rugby team, winning five of six games this season against Australian opposition. Reece Lightning The Rebels unearthed rising star Reece Hodge, who scored a club record nine tries in his debut Super Rugby season. The 21-year-old s performances were rewarded with his maiden call up to the Wallabies squad mid-season ahead of the three-test series against England. Record-breaking Tries The Melbourne Rebels broke the club s record for tries in a season when captain Nic Stirzaker scored the 46th try of the year in the final round against the Reds, eclipsing the previous record of 45 set in 2013. 100 Tries The Rebels recorded the club s 100th try at AAMI Park when Dom Shipperley opened the scoring against the Hurricanes in Rd 8.
2016 CONFERENCE
KEY PLAYER SIGNINGS Marika Koroibete The Melbourne Rebels have lured exciting league star Marika Koroibete to Rugby from 2017. The 23-year-old, regarded as one of the most electrifying talents in the National Rugby League (NRL), will swap codes. The Fijian winger has scored 44 tries in 65 games with the Wests Tigers (2014) and Melbourne Storm (2014-) since he made his first grade NRL debut in 2012. Koroibete, considered one of the fastest players in the NRL, finished last year as the Melbourne Storm s leading try-scorer (16 tries) and has scored five tries in eight appearances this season. Sefa Naivalu The Rebels have retained Sefa Naivalu after the Fijian committed to the club until the end of 2019. Naivalu, affectionately known as Super Sefa, has scored ten tries in 23 appearances and was last year honoured with the Rugby Union Players Association Newcomer of the Year and Rebels Rookie of the Year awards. The Fijian-born speedster moved to Melbourne in 2013 and has risen through the ranks of Victorian Rugby, initially with Box Hill Rugby Club and Melbourne Rising before signing with the Rebels and now a member of the Wallabies extended squad. Sione Tuipulotu/Rob Leota The Rebels re-signed homegrown players Sione Tuipulotu and Rob Leota until the end of 2019. The pair became the first Victorians players to graduate from the local elite pathway to sign their first professional contracts and make their Super Rugby debut in 2016. Tuipulotu made five appearances for the Rebels this season while Leota recorded his first cap against the Crusaders in Round 16. Both represented Australia at the 2016 World Rugby Under-20 s Championship in Manchester. Amanaki Mafi 2015 Rugby World Cup star Amanaki Mafi will add international experience to the Rebels backrow. The powerful No.8 continues the club s tradition of attracting quality international players to the club. Mafi, who s made nine appearances for Japan, scored two tries at the 2015 Rugby World Cup and played a crucial role in the team s historic 34-32 victory over the Springboks. Dominic Day Welsh international Dominic Day will call Melbourne home for the next two years. The 30-year-old will make his Super Rugby debut with the Rebels after 200 games over a ten-year professional career in the Pro12 (Europe), England Premiership (England) and Top League (Japan). Day, who made three international appearances since his Test debut against Ireland at Millennium Stadium in August 2015, featured for Wales at the 2015 Rugby World Cup. Pama Fou Australian Sevens star Pama Fou will add attacking depth to the Rebels backline in 2017. The 25-year-old former Australian Institute of Sport (AIS) volleyball scholarship holder will provide unique aerial skills and a point of difference. The speedster, a Commonwealth Games bronze medallist (2014), is Australia s third highest Sevens try scorer with 80 tries and 410 points in 121 games since his debut.
PARTNER FAMILY The Melbourne Rebels commercial and community partnership family comprises of 32 organisations who all support Victoria s own professional Rugby Union team. The Rebels are fortunate to be involved with the following key partners: Fuso, Land Rover and Massey Ferguson. The Melbourne Rebels are one of Australian sport s most hard-working and exciting brands, and provides partners with opportunities across New Zealand, South Africa, Japan and Argentina. The Rebels offer a range of assets and programs that provide access to consumer and business to business markets, including the local, national and international landscapes. CONSUMER Player Apparel Branding Signage Opportunities (bolsters, LED, grandstand, fence-line) Match Day Sponsorship (Concourse Activation, Ground Activation) Digital Opportunities (Web Advertising, Video Content Integration, e-newsletter, Electronic Direct Mail, Social Media) Player Ambassadors Money Can t Buy Fan Experiences Open Training Session Opportunities Fan Day Opportunities BUSINESS TO BUSINESS Access into Rebels corporate groups (Local, National and International) Business Rebels (Networking Events, Corporate e-newsletter) Corporate Hospitality Opportunities (Match Day, Rebels Events, other Major Events) Major Event Sponsorship (Player Awards Night, Season Launch) Inner Sanctum Client Experiences Player Appearances Direct Sales Rebels Resource
CORPORATE ENGAGEMENT Chairman s Function A Chairman s Function was hosted at each of the Melbourne Rebels seven home games at AAMI Park providing an opportunity to entertain guests amongst Melbourne s business elite. A highlight was hosting 320 guests at the Rebels game against the Brumbies in Round 12. Weary Dunlop Rugby Club An exclusive membership option for traditional Rugby enthusiasts taken up by 354 individuals in 2016. The mix of coveted premium seating and catered casual corporate events pre and post-game allowed the chance to socialise with Melbourne Rebels corporate partners and supporters as well as players, coaches and executives. Corporate Suites Melbourne Rebels corporate suites provided a unique and intimate atmosphere for companies such as Coca Cola Amatil and Ernst & Young to watch Rugby while entertaining guests. To strengthen ties with Victorian School and Club Rugby and assist with their fundraising initiatives, clubs were provided with access to any suites that remained unbooked for Rebels home matches. International Experiences The Melbourne Rebels offered three Supporter Tours in 2016; international trips to Japan and New Zealand, and a local tour to Brisbane. Each experience included inner sanctum access to players and coaches, networking functions and premium seating at the match. Over 150 people joined the Rebels in Japan for the historic Round 4 win against Sunwolves while 120 ventured to Auckland for the Round 10 match against the Blues at Eden Park.
A NEW HOME - AAMI PARK The Melbourne Rebels joined the city s sporting elite when the club moved into a new headquarters at the state of the art AAMI Park in May. The facility, at Melbourne s Olympic Park precinct, has united the club s commercial and football departments, along with the Victorian Rugby Union, for the first time in the organisation s history. The new home boasts an elite environment which includes training, rehabilitation, recovery and medical amenities on site, along with a world-class gym and pool next door at Collingwood Football Club s newly renovated Glasshouse. Rebels HQ features: Administration offices for the football and commercial departments, along with the Victorian Rugby Union. High standard training surface Private athlete locker room, complete with plunge pools. Dedicated recovery, rehabilitation and physiotherapy room. Medical room. Analysis hub featuring state of the art review hardware and software. Staff and athlete lounge, complete with full kitchenette and entertainment technology. Theatrette Cafe AAMI Park also provides access to sports science and athlete performance facilities in the major sports hub of Melbourne.
MARKETING & COMMS 2016 saw a digital first approach for marketing and communications at the Melbourne Rebels, leveraging an international audience and key market growth. Developed and launched a new Melbourne Rebels website that is mobile responsive and designed around the fan s needs Developed and launched the Melbourne Rebels Japanese Website Created bespoke video content integrating partners and affiliated brands Significant increase in print and digital media exposure throughout the 2016 Season, featured in the Herald Sun several times a week Social Media strategy focused on increased reach and engagement with a content first approach Ongoing testing, assessment and refinement of electronic direct marketing systems and processes with a significant improvement in engagement and commercial outcomes. Digital first advertising reaching rugby fans and targeted prospects
EVENTS 2016 Asteron Life Super Rugby Season Seven home matches plus an International Trial Match against Samoa at AAMI Park and an Exhibition Match against the Hurricanes at a community ground. Coordination of all aspects of stakeholder experience including delivery of football requirements, fan engagement, sponsor integration, external concourse activations, in-stadia show presentation and entertainment, corporate functions across four spaces, volunteers, officials and contractor management. 2016 Melbourne Rebels Season Launch Over 700 of Melbourne s elite corporate network were introduced to the 2016 playing squad and Super Rugby season at a long lunch held at The Peninsula, Docklands. Melbourne Rebels Fan Day Approximately 1500 members and supporters enjoyed a free day of entertainment, kids activities, rugby clinic skills and drills, food stalls and player signings. Rebel Army Japan Supporters Tour Over 150 loyal and passionate Rebels members and fans joined the team for the the historic maiden fixture in Tokyo against the Sunwolves. The three day tour included access to Captain s Run, a networking function attended by Japanese industry leaders and international delegates, an inner sanctum Coaches address prior to the match, premium viewing at the Prince Chichibu Stadium in Tokyo and a post-match function with players. Rebel Army Auckland Supporters Tour 120 members and corporate guests joined the Auckland tour which coincided with the Rebels Round 10 match against the Blues. The tour included a networking function harbourside at Britomart Auckland and premium viewing for the match at Eden Park. Weary Dunlop International Test Luncheon Over 850 members and corporate guests were hosted at Crown Palladium for a long lunch with Michael Cheika, coach of the Wallabies on the eve of Australia s second Test against England in Melbourne. Rebel Army Brisbane Supporters Tour 60 sponsors, members and guests accompanied the Rebels in Brisbane for the final match of the 2016 season against the Reds at Suncorp Stadium. The tour included a pre-game networking function attended by players and seating in two corporate suites as well as extra platinum seating for 40 guests. Business Rebels A networking series of breakfasts, dinners and inner sanctum experiences held at multiple venues across 2016.
MEMBERSHIP 2016 saw record growth in Melbourne Rebels membership including an 84% increase in the premium Weary Dunlop category and significant investment in club and school participants. Membership Category 354 757 2307 4734 724 851 Weary Dunlop Rugby Club Platinum Gold Silver Stars Blue Rebel Army Other
FAN PROFILE Latest data on the Melbourne Rebels fan reveals an over indexation in high net worth professional individuals. 68% of our audience earn over $100,000 per annum 1000 900 800 700 600 500 400 300 200 100 0 800 800 700 700 600 600 500 500 400 400 300 300 200 100200 0100 0 Game Day Attendees Age 42% 30% 14% 11% 3% 1% 14-17 18-24 25-34 35-49 50-64 Over 65 Game Day Attendees Income Game Day Attendees Income 44% 44% 24% 24% 12% 9% 6% 12% 9% 2% 2% 6% 2% 2% <$20k $20-$40k $40-$60k $60-$80k $80-$100k $100-$150k >$150k <$20k $20-$40k $40-$60k $60-$80k $80-$100k $100-$150k >$150k Game Day Attendees Family Profile 1200 47% 1000 800 31% 600 400 4% 7% 11% 200 0 Couple, no kids Family with kids Group of adults Other family Single adult
AUDIENCE A new era for 6 The Melbourne Rebels audience is made up of a diverse and vibrant group of fans. It includes traditional Rugby supporters, expatriate fans and cultural groups encompassing the Pacific Islands, Japan, UK, USA and South Africa.
IN THE COMMUNITY Road to Rebels In 2016 the Melbourne Rebels launched the Road to Rebels Partnership Program to support and further engage with the Victorian school and club Rugby community. All school and club Rugby participants aged 17 and under were rewarded with their very own Melbourne Rebels membership and Road to Rebels Member Pack with 3,274 joining the program. Charities The Melbourne Rebels have undertaken work in the community in 2016 with several different charities including the Royal Children s Hospital, Very Special Kids and the Robert Connor Dawes Foundation (RCD Foundation). During the International Test Break the Rebels hosted the Hurricanes for an Exhibition Match with some proceeds from the ticket sales going to the RCD Foundation to assist with brain cancer research. School and Clubs In 2016 every Melbourne Rebels player was aligned with a local Rugby Club to provide a grassroots connection. Rebels players were also eligible to play in the Dewar Shield Rugby Competition if not selected to play for the Melbourne Rebels. All Rebels players were also associated with a Victorian Rugby school to engage with during the season by attending training sessions and School Rugby functions.
Melbourne Rebels Rugby Union Pty Ltd 2016 MelbourneRebels.com