NRL advertising campaign a lie: Kent

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THIS is for you, in seat 17B ... For you in 36, 37 and 38J.

For the ones who make them feel stronger when you march into the stadium. Who make them hurt less after a defeat, because they know you share it with them.

This is for you ... for you ... for you ...

Because the clubs are really about me, me, me.

A week in and the NRL's advertising campaign is in tatters.

Not just a failure, but revealed as a lie.

Despite a concerted campaign to drive membership figures and make it about the fans, NRL fans stayed away to record the worst opening round figures since 2004.

Dragons fans show their support during the round one match between the St George Illawarra Dragons and the Wests Tigers at ANZ Stadium. Source: Getty Images

The question is, why?

Why did the South Sydney-Sydney Roosters game draw just 27,000, when pre-game estimates had the crowd somewhere between 35,000 and 50,000?

The game's two biggest names were Sonny Bill Williams and Sam Burgess, in a photo finish from Greg Inglis.

Yet I can't remember seeing them promoting the game.

What did they do to make us aware that two heavyweights were coming together?

Burgess spoke to South Sydney's website. The Rabbitohs knocked back a Channel Nine request for a Burgess interview on his behalf, even though Nine wanted to promote the game around Burgess v Williams.

And Williams did no interviews.

Not one.

This is despite his massively broad appeal, one of less than a dozen NRL players who can be recognised by non-NRL fans.

There are people all around the world famous for being famous. Kim Kardashian, Paris Hilton, the Real Housewives living next door to the Big Brothers.

The game's two biggest names were Sonny Bill Williams and Sam Burgess did not promote the round one clash between their rival sides. Source: News Corp Australia

They flourish because we live in a celebrity driven culture, which bows to one absolute truth: fans want stars.

Sport and entertainment are competing for the same consumer. Sport's advantage is the tremendous achievements of their athletes. At least they've done something.

So give us the names, like those on the NRL ad, asking for our money.

But no, the clubs treat us with contempt. They all say they're happy to promote the game ... just so long as it's someone else promoting it.

It didn't get any better for the Rabbitohs after the game.

Inglis, scorer of three tries, emerged as the story of the night. But he declined to be interviewed. Sam played brilliantly, and happily walked out the front. But he did not stop for interviews.

So fans don't know what Sam thought of the game, or Inglis or even SBW.

The following night, Bulldogs against Brisbane, the Bulldogs refused to let media in the dressing room after the game, a direct contravention of NRL media rules, so no players were interviewed.

The Bulldogs refused to let media in the dressing room after their game against the Broncos. Source: Getty Images

Finally, under club protest, Trent Hodkinson was brought out of the dressing room - at the same time Ben Barba was gladly facing the press conference. So all but a few media was there, anyway.

They're too clever, the Dogs.

Clubs still behave as if they are talking to the media, when they are really talking to you.

Their fans.

But what sort of relationship is it, really, if it only ever goes one way?

The following night Brett Stewart failed to return from half-time and dressing room cameras showed him icing his hamstring.

Fox Sports asked Sea Eagles assistant Steve Georgallis for an update on Stewart.

"He'll be back,." Georgallis said.

He wasn't.

Don't you deserve the truth?

What was Georgallis trying to achieve by concealing the injury when the game was half over?

This weekend's blockbuster is South Sydney against Manly on Friday night.

Manly's Brett Stewart was injured during the clash against the Storm. Source: Getty Images

On Monday an email from the Telegraph's director of sport Tim Morrissey to Rabbitohs media manager Jeremy Monaghan said: "Can we get an interview with George Burgess and set up photo for our League Central cover story."

Monaghan's response, the following day: "Doesn't really work for us this week. We'd prefer to look at something like this down the track when we have a home game."

In other words, we have nothing to sell fans this week. We'll take their money when it goes into our pocket, not Manly.

By the way, this weekend is billed as Member's Round. Promise to dig deep, the clubs would be hurt if you didn't.

ROOSTERS UPSET OVER SBW

ANYBODY who bothered to compare Sonny Bill Williams' hit on George Burgess with his shot on Willie Mason last year can see why the Rosters are upset.

There is hardly a difference, yet Williams faces a 350-point grading for shoulder charge against the 175 points he faced last year for dangerous contact.

The NRL has subtly changed its interpretation, so the Roosters have a reason to be upset.

For different reasons, we should be happy.

Sonny Bill Williams will miss three weeks for this shoulder charge on George Burgess. Source: Supplied

On Sunday I said Williams should have been put out for longer, which you can imagine ruffled a few at the Roosters.

This was based on the fact he shoulder charged Ben Lowe earlier in the game despite clear warnings from the NRL to all players that, starting last year, the shoulder charge was banned.

As we fight to save concussions, players will begin to take notice only when their coach taps them on the shoulder and says "We can't afford you sidelined for that long".

It's Players Night on NRL 360 tonight with Knights prop Willie Mason and Wests Tigers captain Robbie Farah joining Ben Ikin and Paul Kent to dissect all the big issues from Round 1 - from 7.30pm on Fox 1.

BLOG WITH PAUL KENT BELOW FROM 1PM TODAY

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