By PHIL CAPLAN
THERE was a boost for journalists waiting outside the National Football Museum in the watery winter sun for half an hour while the Super League branding was adhered around the entrance, prior to the formal competition launch.
It came in the form of a free isotonic sports drink of that name handed out by PR people from AG Barr, whose commercial partnership with the competition had been announced that morning.
The venue again highlighted the desperate need for a stalled Rugby League Museum, but a number of the scribes and media outlets had come over by train, some along with head coaches Mark Applegarth and Daryl Powell, the Wakefield honcho sneaking into first class.
The former Urbis building, from which Channel M used to broadcast Championship matches, is a decent drop kick away from Manchester Victoria station, adorned now with portraits of Super League players on barriers, walls and floor.
It was a double event, celebrating the new campaign but also 30 years since the move to summer kicked off, albeit then at the end of March.
A model of the Eiffel tower and replica Sheffield and PSG shirts reminded all of the kick off, vying with the archetypal ‘Welcome to Las Vegas’ sign as SL heads there for the second time in 2026.
The first couple of hours allowed for material gathering, the second part – due to kick off promptly at 5.30 but, this being rugby league, late – Sky’s homage to three decades and encompassing 73 venues, seven countries, 2,500 players, seven title partners and 24 clubs.
Robbie Hunter-Paul and Keith Senior, Paul Sculthorpe together with Sam Tomkins, Chris Joynt and Ryan Hall and Mikey Lewis, Jake Connor, Junior Nsemba and Guillermo Aispuro-Bichet were brought on stage to tell the story of the eras, Ellery Hanley, James Roby, Adrian Morley and Phil Clarke among others with star billing in attendance.
RL Commercial MD Rhodri Jones in his opening address commented: “A particular welcome to Sky Sports, a committed and passionate broadcaster, they have been there all the way.”
The thought that this might be a farewell to them, with a renegotiation in the offing, was never far from the surface.
“I cannot wait, I’ve flipped the switch in my head and very much looking forward to it,” said Sky presenter Brain Carney of the 2026 season, before he shaved for the stage.
“I’ve told myself that you’ve got to allow Bradford, York and Toulouse their day in the sun and opportunity to shine and that has to be embraced. It’s happening, we’ve expanded the comp and gone into a new territory.
“In week one you’re going to have a sell-out at York, Warrington are going to go close as will Leigh, and over 17,000 will see the Bulls’ return in Hull. That’s before we get to the sold-out World Club Challenge and roll into Vegas after that.
“I expect that to be bettered this year by fans of Hull KR and Leeds, so absolutely it will still have a freshness to it,” he said of the US venture he will again attend for the host broadcaster.
“Let’s not get complacent here, Super League is in Las Vegas. The easiest thing in the world would be to go we’ve ticked that box. It’s a huge moment so let’s sit back and enjoy it.
“Going to Paris will bring back so many memories for likes of Eddie and Stevo, Neville Smith and all the people who were broadcast pioneers of Super League at Sky, and we should embrace that occasion in June.”
Then there’s Magic Weekend at Everton, with record ticket sales of over 50,000 five months out, previously unheard of.
“You can’t keep loop fixtures down, can you!” sparkled Carney. “We thought we’d got rid of the blasted things, or so I was told on air in no uncertain terms, but we all sprinkle salt and pepper sometimes.”
It’s an event that suits the broadcaster and he is convinced his paymasters will still be involved after this season.
“I don’t think I’m revealing any state secrets in saying that Sky will be interested. To suggest that they wouldn’t be is nonsense.
“It is a special and unique relationship and it’s for people on far higher pay grades than mine to comment on, but as far as I’m concerned there’s plenty of talking still to do but I’d be very surprised if they weren’t.”
So to the horse’s mouth and a significant guest, Jonathan Licht managing director and chief sports officer for Sky Sports in UK and Ireland, who leads the overall strategy, vision, rights acquisitions, and channel plans.
“It’s absolutely worked out, format changes like the grand final, Magic Weekend, video referee, always thinking about how we can move the story forward, pound for pound the rugby league production team have brought forward more innovations than any other and we’re totally proud of that and everything we’ve done together,” he told the assembled.
“That storytelling’s evolved into the women’s game and wheelchair and together we’ve entertained millions of sports fans and showcased rugby league, and we look forward to the future.”
He added: “Competition for attention and relevance has never been harder and more intense and through the players, you can have a different relationship now with fans through social and digital media.
“You can be talking directly to them around and away from the live match and we would encourage that.
“Sky Sports has an enormous social media following and we would be happy to work with them to build them up as icons and get more excitement around the game.”
The event couldn’t have had a more encouraging finale with those sentiments – and then the Prosecco, canape bowls and ABK beer – who have extended their sponsorship – were broken out.