The key to this principle is to understand who the relevant stakeholders outside the Club that need to be communicated with are. The Management Group should then establish how and when it needs to engage with these stakeholders. 

A stakeholder is anyone with an interest in your Club. They can be individuals, groups or other Clubs that are affected by the Club’s activity, including funders, members, and suppliers.  

External stakeholders are groups outside the Club, for example, the wider rugby league community such as Leagues, other Clubs and the RFL, and partners such as Sport England the Local Authority and commercial sponsors.  

Communicating effectively with stakeholders is important to build up trust, accountability and will improve a Club’s reputation in the local community and the sport more generally.  

This should lead to better relationships with these stakeholders and improve the strategic and financial opportunities available.