Gary Hetherington has today presented a five-year plan to realise a new vision for Rugby League in London and the South-East of England.
Hetherington today hosted a media event at Australia House on The Strand in London, where he outlined plans to develop a new ownership group, launch a new brand for the 2026 season, and committed to reinstating the London Player Academy. He also said the club will remain based at AFC Wimbledon and confirmed a new partnership with international sports advisory firm Freshwater Strategy to revitalise the club.
“Rugby League is at a significant moment both nationally and globally, and London needs to be a part of that,” explained Hetherington, whose career in Rugby League administration has spanned four decades beginning with the foundation of the Sheffield Eagles club and then since 1996 the revitalisation of the Leeds Rhinos.
“Stephen Smith, Australia’s High Commissioner to the United Kingdom, and his team recognise the importance of Rugby League in terms of our links to Australia and the wider South Pacific – and in a year when we will see the return of the Rugby League Ashes for the first time since 2003, with the First Test at Wembley on October 25, this is the perfect time to consider how best to maximise that potential.
“The sport may have been born in the North, but its links to London stretch back more than a century – even before the decision to take the Challenge Cup Final to Wembley in 1929.
“This year, Wembley will stage two major Rugby League occasions – Betfred Challenge Cup Finals Day on June 7, followed by the first Ashes Test in 22 years.
“That’s a timely reminder of the importance of the health of the sport in London and the South as we continue to stage our major occasions in front of a national audience.
“One of the purposes of holding the launch event was to illustrate that London has continued to deliver for Rugby League, even with the Broncos club out of the Super League.
“There are products of the London Academy scattered around other clubs, from Mike McMeeken at Wakefield Trinity to Kai Pearce-Paul at the Newcastle Knights in Australia.
“London Broncos Women reached the Quarter Finals of the Betfred Women’s Challenge Cup this season, and London Roosters will play in the Final of the Betfred Wheelchair Challenge Cup for the first time next month after beating Leeds Rhinos in Saturday’s Semi Final.
“The quality of the community teams in the Southern Conference League should not be underestimated, as Wests Warriors showed in their run to the Third Round of the Betfred Challenge Cup and a highly creditable performance against Leeds Rhinos at Headingley.
“There is so much to work with – and the Rugby League environment is receptive, with the NRL thriving in the southern hemisphere, and IMG’s strategic plan for Reimagining Rugby League in the UK and Europe gathering momentum.”
The London Broncos and international sports advisory firm Freshwater Strategy are also pleased to announce a partnership to revitalise the iconic London rugby league club. This partnership will leverage London’s dynamic sports market to build a world-class franchise under new ownership and propel the Broncos back to the Super League. Freshwater has a proven track record of driving team transformations through market-leading sports advisory services, delivering success across a wide range of sporting codes.
“Freshwater Strategy is pleased to be leveraging our global offices in Sydney and London, and strong pedigree in the Australian game to turn London’s flagship rugby league team into a beacon of growth in the UK”, said Freshwater Director Jonathon Flegg.
“Freshwater's partnership with London Rugby is focused on growing sponsors and investment underpinned by NRL partnerships and an exciting and contemporary club rebrand. Our aspiration is to help catapult the club back into the Super League, with the strongest brand, membership, merchandise, venue, sponsorships, governance and on-field competitiveness.”
London Broncos Director of Rugby and Performance Mike Eccles has spoken on today’s announcement and his vision for continuing to discover and nurture talent in the south of the country.
“There is an obvious requirement to strengthen the team for 2025 which is currently active and ongoing. However it is our ambition to ensure we build not only a competitive squad for the present, but also a squad that is built largely on homegrown talent for sustained and lasting success for the future.
“We remain committed to providing professional Rugby League opportunities for young players from London and the South of England. To do so we plan to work closely with the RFL to resurrect professional academy structures and begin to rebuild a system that taps into the games largest and most diverse talent pool. We recognise the incredible work that goes on at junior league level in the south and within the Southern Conference League. We hope to work closer than ever before with all clubs in the South in an attempt to support player and coach development.
“Recent history has shown that both London Broncos and the wider game benefit from strong junior development structures in the South. It is our commitment to ensure these structures are resurrected and the quality work from the past is built on to create an unrivalled talent pathway. The journey to producing the next Kai Pearce-Paul, Mike McMeeken or Bill Leyland begins now.”
