Broncos bring in Australian firm to revive club

The London Broncos have teamed up with Australian business Freshwater Strategy to create a new ownership structure and “catapult” the franchise back to the top of rugby league.

Gary Hetherington, the Rhinos’ current chief executive, will step down at the end of the current season.

In addition to reestablishing an academy as part of a five-year “rebranding” plan, the Broncos will remain based at AFC Wimbledon’s stadium.

Due to a new grading system, the club lost its Super League status at the end of 2024, and owner David Hughes sold it in September.

At an event held at Australia House in London, Hetherington claimed that “London needs to be a part of rugby league because it is at a significant time both nationally and internationally.”

The importance of rugby league in terms of our ties to Australia and the South Pacific is acknowledged by Stephen Smith, Australia’s high commissioner to the United Kingdom, and his team.

A statement from Freshwater Strategy states that their involvement is aimed at making the London Broncos a “world-class franchise under new ownership.”

In 1997, the Broncos reached the Challenge Cup final, where they placed second in owner Hughes’ first year of office, and they placed second in Super League.

According to Freshwater director Jonathon Flegg, “Our partnership with London Rugby is centered on growing sponsors and investment supported by NRL [National Rugby League] partnerships and an exciting and contemporary club rebrand.”

With the strongest brand, membership, merchandise, venue, sponsorships, governance, and on-field competitiveness, our goal is to help catapult the club back into the Super League.

The Broncos are currently tied for second place in the championship with just two victories out of their nine league games this year.

Director of rugby and performance Mike Eccles stated that “it is obvious that the team for 2025 needs to be strengthened, which is active and growing.

Rugby league reporter for BBC Sport Matt Newsum

Although this isn’t the Broncos’ first rodeo in terms of new ownership and grand plans, the identity of those involved in this endeavor definitely gives it some credibility and gives the hope that this won’t just be another sign of disappointment.

Gary Hetherington has lived at both ends of the rugby league world and helped to establish Sheffield Eagles from scratch. His knowledge and experience will be invaluable.

The urgency of restoring the academy is crucial because it benefits a club with a strong focus on producing players and a sizable catchment of athletic talent that can be drawn upon by other teams in the city if their development strategy is executed.

A thriving Broncos team is seen as essential to both their and their strategic partner IMG’s hopes for the game because Freshwater’s involvement highlights both the interest in and lure of London from the Australian perspective and the National Rugby League’s interest in investment in the game as a whole.