Dave Craven: Hetherington right to explore expansion of World Challenge

Apparently, according to business parlance, if you stand still you will be perpetually moving backwards.

It is a concept difficult to grasp given the simple physics of it all but one which has almost become an adage; you have to continually advance or you run the risk of deterioration.

Some people shrug it off as another worthless piece of jargon but when it comes to the World Club Challenge it is becoming increasingly apt.

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Do not get me wrong, tonight’s contest between Leeds Rhinos and Manly Sea Eagles I’m sure will be a captivating occasion.

More so given the host club is hoping to recreate at a raucous Headingley the same sort of patriotic atmosphere we saw at Elland Road for last year’s Four Nations final between England and Australia.

The organisers will also be hoping to see a vintage encounter which will remind supporters of that epic inaugural event which saw Wigan and Manly slug it out at a booming Central Park 25 years ago. Indeed, a full house under the Headingley lights on a Friday night has all the essential ingredients for such a classic.

But there is still something missing. The occasion deserves to be more grandiose.

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This, after all, is the coming together of the finest clubs in the northern and southern hemisphere, champions versus fellow champions to decide who is the greatest of them all.

There needs to be more gravitas and elan to proceedings.

Leeds chief executive Gary Hetherington understands this. He has long been an advocate of advancing the World Club Challenge into something more elaborate and opulent.

That vision sees expanding the competition to an entire weekend where Super League’s three leading clubs battle it out with the NRL’s top trio in a feast of football truly fitting of the title.

It was mooted by him three years ago but met with little appetite.

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However, Hetherington has revealed there is now a growing interest in the concept and, crucially, not just on these shores but Australian too.

“I’ve recently had three weeks over there and spent time with seven or eight clubs,” he said.

“Those included not only Manly themselves but Gold Coast, Brisbane, Newcastle and three days in Auckland.

“I also spoke with Souths and the Roosters. At chief executive level there is definitely an appetite for expanding the World Club Challenge into a larger event.

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“Although theirs is a very vibrant competition, at the end of the day they only have one winner of the NRL Grand Final.

“They don’t have a Challenge Cup like ourselves so there are the champions and nothing else.

“There’s no recognition for anyone below that but having six clubs all playing in the World Club Challenge would offer that.”

Hetherington recognises the manner in which club sport thrives when it is enhanced by an international flavour. Football’s Champions League has swelled beyond measure, while the Heineken Cup has had a similar impact on European rugby union.

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Undoubtedly, the prospect of three of Australia’s finest clubs playing here over a weekend instead of just one team, is enthralling. The majority of Super League’s leading sides would command huge crowds for such events. Leeds, Wigan, Saints and Warrington, for certain, but also imagine how both Hull clubs would welcome such an opportunity and, likewise, the die-hard RL people of Perpignan?

Hetherington insists the World Club Challenge could be revolutionised as early as next season. Support for the idea is increasing but firm plans need to be put in place. It is the 13th consecutive year the competition has taken the simplistic format of a one-off battle to decide who is the sport’s finest club side.

Many feel its lustre is currently waning and they would be right. The World Club Challenge cannot afford to stand still so let’s move things on. It warrants more.