Phil Thomson - Bullish Brumbies

Before Phil Thomson took over as CEO, the Brumbies were facing difficult times. They had posted a financial loss for both 2015 and 2016. Today, they boast a tidy profit and increased membership despite the pandemic. In this episode, we speak with experienced manager and Brumbies CEO Phil Thomson about his experience at the Brumbies’ helm and how the club is positioned to tackle the future. After sharing his career highlights, we ask Phil for his take on the Brumbies 2016 instability. We talk about how his time on the police force impacted his role as an integrity manager before he explains how team managers are responsible for everything that happens off-field. Phil discusses his relationship with sponsors and the need to align their interests with your team. On the subject of how the Brumbies increased their membership, Phil dives into the importance of connecting with their community, with added insights into how he’s engaged with this community during the pandemic. He also talks about sharing content that emphasizes the Brumbies’ story and how connecting players with their fanbase has been a key strategy. We explore how their local programs and academy provide pathways to play and Phil’s focus on investing in grassroots rugby. Near the end of the episode, Phil touches on how he’s growing women’s rugby, how the Brumbies make decisions based on their mission statement, and what Australian rugby needs to do to create a brighter future. Tune in to hear Phil’s perspective on the sport — brought to you straight from the CEO’s desk.

Key Points From This Episode:

• We share Phil Thomson’s many career highlights.
• Why the Brumbies has had such a high CEO turnover over the years.
• What the Brumbies did to turn their tricky financial circumstances around.
• Exploring Phil’s experience on integrity commissions and in the police force
• Phil’s journey as a team manager and what the role entails.
• Sponsorship struggles and the need to align your interests with your sponsors.
• Engaging with the Brumbies community and how this led to a membership increase.
• What the Brumbies have been doing to connect with their fans.
• Hear Phil’s take on what rugby will look like in 2021.
• Phil answers a looming question; will the Brumbies and the Rebels merge?
• What Brumbies community sport looks like and how it’s managed.
• Participation number and pathways to playing for the Brumbies.
• The importance of connecting your team with the local crowd.
• Investing in rugby at the grassroots level when funding is limited.
• Pandemic-related stand-downs and soldiering on despite reduced capacity.
• What the Brumbies have done to increase participation in women’s rugby.
• Allowing your mission statement to drive your decision-making.
• What Australian rugby needs; stability, a future-thinking vision, and unity.

“Our mission statement is to inspire and connect people — it brings people along on our journey and it’s how we tell our story to people.” — Phil Thomson [0:39:20]

Links Mentioned in Today’s Episode:
Phil Thomson on LinkedIn
Brumbies Rugby
Marist College Canberra
The Coalition of Major Professional and Participation Sports
Australian Federal Police
ACT & Southern NSW Rugby Union Limited Board
Canberra Kookaburras
Brumbies Rugby Foundation