The London Broncos have unveiled a new ownership structure, led by Gary Hetherington, aimed at revitalising the club and guiding them back to the Super League.
The London Broncos have outlined an ambitious five-year strategy designed to restore the club’s prominence in rugby league, with a focus on rebranding, youth development, and returning to Super League.
The plans were presented by new CEO Gary Hetherington on May 21, marking the start of what is being dubbed as a “new era” for the club.
At a launch event held at Australia House in London, Hetherington, a figure synonymous with the revitalisation of Leeds Rhinos, detailed the club’s forward-looking plans. The focus will be on rebranding for the 2026 season, the creation of a new ownership group, and reinvigorating the club’s youth development pathways.
“We’re at a significant moment in rugby league, not just in the UK, but globally,” Hetherington said. “London has always had an important link to the sport, and it’s time to build on that legacy. We want the Broncos to be at the forefront of rugby league development in the capital.”
A stronger identity for a stronger club
As part of this restructured vision, the club will adopt a fresh brand for the 2026 season. This rebranding effort will be focused on modernising the club’s image and making a stronger connection with the diverse sports community in London.
The hope is that a revitalised identity will help to expand the Broncos’ fanbase and attract more sponsors.
“The Broncos need to be a brand that resonates with Londoners,” Hetherington added. “We want our supporters to feel like this is their club, and we believe a fresh identity will be central to that.”
Central to the club’s vision is the revival of the London Player Academy, which will be at the heart of efforts to nurture local talent. The Broncos plan to focus on developing players from London and the South East, tapping into an often-overlooked resource of young rugby league players in the region.
“We want to build a team that reflects the diversity of London and develops talent from within,” said Mike Eccles, Director of Rugby and Performance.
“We’re committed to working with local clubs and the RFL to create a sustainable pathway for young players. The goal is to produce future stars of the sport who can go on to represent the Broncos and the wider rugby league community.”
The academy will seek to replicate the success stories of players like Kai Pearce-Paul and Mike McMeeken, who have gone on to play at high levels after coming through the ranks in London.
The London Broncos’ road to the Super League
Looking to the future, the London Broncos are determined to return to the Super League. Hetherington stressed that this goal was part of a longer-term plan, with a strong emphasis on sustainable growth rather than quick fixes.
While the club is currently competing in the Championship, the ambition remains to make a return to the top flight in the coming years.
“We are under no illusions about the work that lies ahead,” Hetherington said. “But our long-term vision is clear – to be back in Super League and to build a competitive team that can compete at the highest level.”
Placing sustainability front and centre
As part of their strategic plan, the Broncos will also work closely with Freshwater Strategy, an international sports advisory firm, to strengthen their sponsorship and financial base.
This partnership is expected to help the club secure the investment needed to implement the changes outlined in their new strategy.
“Freshwater’s expertise in the Australian game and sports market will be invaluable as we look to grow the Broncos brand,” said Jonathon Flegg, Director at Freshwater Strategy. “Together, we’re aiming to create a club that is not only competitive on the field but also financially stable and attractive to sponsors.”
