The 2009–11 Super League licences were announced in May 2005 by the Rugby Football League (RFL) as the new determinant of the Super League competition's participants from 2009 in place of promotion and relegation. The licences were awarded after consideration of more factors than just the on-the-field performance of a club in the previous season. After 2007 automatic promotion and relegation was suspended for Super League with new teams admitted on a licence basis with the term of the licence to start in 2009.
The RFL stated that clubs applying to compete in Super League XIV in 2009 would be assessed by criteria in four areas (stadium facilities, finance and business performance, commercial and marketing and playing strength, including junior production and development) with the final evaluations and decisions being taken by the RFL's board of directors. These final deliberations were informed by the findings of a range of experts at the RFL and from external advisors such as KPMG.
Successful applicants would be licensed for three years of Super League competition. Three-yearly reviews of Super League membership will take place to ensure ambitious clubs lower down the leagues can still be successful.
Motivation
The RFL's in-house lawyer, Rod Findlay, explained, "The basis for the licensing process was established in May 2005 when the RFL, in full consultation with member clubs, drew up a strategy document for Super League which basically said 'This is what we want the league to look like and this is what we want the clubs to look like,'". Findlay continued, "The document concluded that the competition should be expanded to 14 clubs and said it was not felt the heartland would be able to sustain that number of Super League clubs. We do not have 14 clubs who satisfy all the Super League strategy aims. The board needs to decide whether those clubs that are not currently satisfying the aims can satisfy them in the future."
Commenting on the implementation of three-year licence cycles, the RFL's chief executive Nigel Wood stated, "We hope to capture all of the advantages of a closed competition like the NRL without the disadvantages of having perennial under-performers that sometimes you get in a closed competition."
Club development
It is thought that the removal of the annual threat of relegation will prompt clubs to invest in developing their infrastructure, such as junior development and facilities, rather than spending on short-term fixes to avoid the drop. "The aim is that clubs direct some of their resources into medium-term development rather than the short-term panic of trying to hire a player, invariably from overseas, who will make the difference against relegation but leave without any long-term legacy," said the RFL's Wood.
The RFL have stated their belief that the benefits of licensing would grow the collective business strength of Super League (Europe) Limited. Alex Byars, senior manager in the Sports Business Group at Deloitte believed that licensing system had the potential to bring more money into the sport: "The greater stability could lead to more investment from outside of the sport as the removal of dramatic revenue changes due to relegation could also increase investor confidence."
International competition
Richard Lewis said he expected that "licensing will galvanise the sport, stimulating clubs into addressing the issues of facility improvements, spectator comfort and the production of more players".
The changes brought forth by licensing are intended to strengthen the competition and British rugby league. The strengthened competition, it is hoped, will lead to the development of more players able to compete successfully at international level. "The thinking is that if we have a more intense competition we will produce battle-hardened footballers," said Wood.
Expansion to 14 clubs The RFL have said that there is no upper limit on the number of clubs that may be accepted into the competition if more than fourteen strong applications are received as long as any additional entrants are "not detrimental to the overall quality of the competition and depth of playing talent".
In June 2008, the RFL confirmed that Super League would be expanded from 12 teams to 14 in 2009. Richard Lewis, the RFL's executive chairman, said it was "as good a time as any for the sport to go to a 14-team Super League competition" with "television income, sponsorship income and crowd figures - so much going well" and the international game growing. Expansion to 14 teams had been an aim of the RFL and its member clubs since the licensing was agreed upon in a 2005 strategy document.
Applicants Nineteen applications for Super League licences were received. Each of the 2008 season Super League clubs applied as well as several National League One sides and Toulouse Olympique of the French Elite One Championship.
In recent seasons and leading up to the submission deadline, several clubs submitted 'dummy' applications to the RFL - on which they received advice and feedback - in preparation for their official one. This 'dummy' application facility run by the RFL has been praised by clubs including Castleford and its chief executive, Richard Wright.
The applicants were: Applicants Club Location Stadium Capacity* League Bradford Bulls Bradford, West Yorkshire Odsal Stadium 27,000 Super League Castleford Tigers Castleford, West Yorkshire Wheldon Road 12,000 Super League Catalans Dragons Perpignan, France 13,000 Super League Celtic Crusaders Wrexham, Wales Racecourse Ground 15,000 Super League Featherstone Rovers Featherstone, West Yorkshire Post Office Road 9,850 National League 1 Halifax Halifax, West Yorkshire The Shay 15,000 National League 1 Harlequins Twickenham, London Twickenham Stoop 14,000 Super League Hull F.C. Hull, East Yorkshire KC Stadium 25,000 Super League Hull Kingston Rovers Hull, East Yorkshire Craven Park 12,225 Super League Huddersfield Giants Huddersfield, West Yorkshire Kirklees Stadium 24,000 Super League Leeds Rhinos Leeds, West Yorkshire Headingley Stadium 21,000 Super League Leigh Centurions Leigh, Greater Manchester Leigh Sports Village 12,000 National League 1 Salford City Reds Salford, Greater Manchester The Willows 11,363 National League 1 St. Helens St. Helens, Mersyside Knowsley Road 17,500 Super League Toulouse Olympique Toulouse, France Elite One Wakefield Trinity Wildcats Wakefield, West Yorkshire Belle Vue 12,000 Super League Warrington Wolves Warrington, Cheshire Halliwell Jones Stadium 15,000 Super League Widnes Vikings Widnes, Cheshire Halton Stadium 13,000 National League 1 Wigan Warriors Wigan, Greater Manchester DW Stadium 25,000 Super League
Application eligibility
Current Super League clubs were required to submit applications justifying their continued membership of the competition.
Non-Super League clubs based in the United Kingdom had to be participants in The Co-operative National League One during the 2008 season to apply.
Clubs based outside the UK and not competing in either Super League or National League One were able to apply, with applications to be judged by "the independent RFL board under the same process as UK based applications".
The deadline for the completed licence applications of clubs was the end of March 2008.
Decision process
The licence application process was designed to have the confidence of clubs being assessed as to the rigour of analysis of the business plans produced. The RFL and the clubs did not want the process to be a "leap of faith".
The process had three stages: Each applicant clubs was assessed to ensure they met minimum standards for Super League already in force. Using a simple points system, the clubs were divided into one of three categories, A, B or C. A detailed analysis of each club was undertaken examining their structure and business plan. The results of each analysis were detailed in separate reports and submitted to the RFL board for their consideration.
Expulsion from Super League
Clubs that are awarded a Super League Licence are not protected for the three years of the contract from removal from Super League due to the absence of relegation. The RFL Board will have powers enabling them to revoke a club's membership if necessary at any time, with the failed club being replaced by another from outside. The reasons, yet to be finalised and published, are "likely to include insolvency, contractual breach, persistent under performance and possibly persistent rule breaking".
Licence criteria
Stage two of the licence decision process saw the clubs allocated the points used to decide licence grades according to their strength in several areas.
Facilities
Teams will get one point for having a stadium with a capacity of 12,000 or more. Another point will be awarded if the ground meets the standards of a premier competition in the 21st century.
Attendances
A point will be awarded to clubs with an average attendance of around 10,000 spectators. Another point will be awarded if stadiums are operating at 40 per cent capacity.
Finances
Teams will receive a point if they are solvent. Another point will be awarded if their turnover is more than £4 million.
Player strength
Teams earn one point if they are considered to have made a contribution to the competition - that means averaging a place in the top eight over each of the last three seasons. Another point is available to clubs who make a contribution to home-grown player development. That means at least eight members of a first-team squad of 25 should be discovered, trained and developed in the team's home country (United Kingdom or France).
Salary cap
One point is on offer to teams who have not committed a major breach of the salary cap in the last three seasons.
Geographical expansion
The final point goes to clubs who do not have another rugby league club within a 20-mile radius.
Total score
The scores attained by each club (out of ten) are translated into a Licence grading. 8 or more points - A licence 5-7 points - B licence 4 points or less - C licence
Sky Sports report that it is believed teams who achieve an A or B Licence will be awarded a place in Super League, while those who achieve a C Licence will undergo further scrutiny before the RFL decide who makes the final cut.
Results
Predicted Sky Sports Boots 'N' All, the magazine programme broadcast on Sky Sports, the primary Super League broadcaster, sent a reporter to each of the nineteen applicants to evaluate them.
Sky Sports LicencesA licenceB licenceC licence Hull F.C. Bradford Bulls Castleford Tigers Leeds Rhinos Catalans Dragons Celtic Crusaders St. Helens Harlequins Featherstone Rovers Warrington Wolves Huddersfield Giants Halifax Leigh Centurions Hull Kingston Rovers Salford City Reds Wakefield Trinity Wildcats Toulouse Olympique Widnes Vikings Wigan Warriors
Code 13 Monthly British rugby league magazine Code 13 also evaluated all the licences, apart from Toulouse, in their April 2008 issue.
Code LicencesA licenceB licenceC licence Bradford Bulls 8 Harlequins 7 Castleford Tigers 4 Leeds Rhinos 9 Huddersfield Giants 6 Celtic Crusaders 3 Catalans Dragons 8 St. Helens 6 Featherstone Rovers 2 Warrington Wolves 9 Widnes Vikings 5 Halifax 4 Hull F.C. 8 Hull Kingston Rovers 3 Wigan Warriors 8 Salford City Reds 4 Leigh Centurions 3 Wakefield Trinity Wildcats 3
Outcome The 19 applicant clubs met with the RFL's board of directors at 0945 BST Tuesday 22 July 2008 to be told the outcome of their bids for licences.
The executive chairman of the RFL, Richard Lewis, publicly announced the 14 clubs to be licensed at 1000 BST. The press conference had been described by some as British rugby league's most significant since the switch to a summer Super League was first mooted in 1995. An announcement of this kind was a first for British sport.