Rugby league icon Darren Lockyer is embarking on what many consider the sport's 'mission impossible': turning London Broncos into a genuine powerhouse. The Australian legend, having conquered the world on the field, now faces the formidable off-field challenge of making rugby league resonate in the UK's capital.
From Super League Struggles to a Championship Rebuild
The Broncos' last stint in the Betfred Super League was a tough one. In the 2024 season, they managed just three victories from 27 matches. Their standout performance was a convincing 29-4 win over Hull FC during the celebrated Magic Weekend. Following that campaign, the club faced relegation and, despite ambitious plans, missed out on a place in the expanded 14-team Super League for 2026 under the sport's new IMG grading system.
This setback means Lockyer and his business partner, Grant Wechsel, must navigate the second-tier Betfred Championship for at least the 2025 season. They are the only full-time professional operation among the 20 teams in the division, a factor they hope will give them a significant competitive edge as they aim for an immediate return to the top flight.
Lockyer's New Challenge: Learning the Ropes of the UK's Second Tier
For a player accustomed to facing the Melbourne Storm and the Sydney Roosters in iconic stadiums, Lockyer's focus has shifted to unfamiliar towns. "I'm about to get stuck into all that aspect of finding out more about our opponents: it's all part of the fun," Lockyer admitted ahead of the season opener against Widnes Vikings. He acknowledged the unique nature of the journey, stating he is looking forward to visiting places he's "never been or even heard of," like Goole, Swinton, and Batley.
Despite operating in the Championship, the club has used Lockyer's stature and fresh investment to pull off some impressive signings. The most notable is Australian international prop Reagan Campbell-Gillard, a player considered elite enough for Super League. They have also secured the services of former South Sydney Rabbitohs head coach Jason Demetriou to lead the team, signalling serious intent.
Aiming for a London Breakthrough with New Strategies
Lockyer is acutely aware of the club's turbulent history, including the high-profile ownership by Richard Branson in the 1990s which ultimately did not lead to sustained success. "It's going to be a real challenge, and we understand how big a task is ahead of us," he said. The core difficulty remains attracting the attention of London's vast sporting public.
The new regime believes it has a fresh approach. Their strategy involves aggressive marketing, leveraging celebrity influence from figures like former England rugby union star James Haskell, and targeting London's large expatriate Australian community. There are also plans to capitalise on the club's contingent of Papua New Guinea internationals by beaming matches back to the Pacific nation to build a global following.
Looking ahead, the club is widely expected to secure a Super League place for 2027, giving them a "bigger runway to build," as Lockyer puts it. Before then, with their strong squad, they will target a deep run in the Challenge Cup. Their resurgence comes at a critical time for the sport, with Super League negotiating a new broadcast deal. A strong, viable London club is seen as essential for boosting the league's commercial appeal and profile.
The talking and planning phase is now over. For Darren Lockyer and the reborn London Broncos, the long and arduous journey to reshape rugby league's place in London begins in earnest on the field this Sunday.
