‘Time to Challenge the Norms’: Bulldogs CEO Advocates for Player Names on NRL Jerseys in Revamp

The Canterbury Bulldogs aim to elevate the Belmore-based club’s profile by featuring players’ surnames on the back of their jerseys, but they will require backing from all 17 NRL clubs.

Since the Super League era in the 1990s, players’ surnames have been absent from the backs of jerseys in professional rugby league across Australia, with advertising sponsors filling any available space around the numbers ever since.

However, the Bulldogs are keen to instigate a change that would align them with other high-profile sports competitions globally.

Canterbury CEO Aaron Warburton has urged the NRL to give this idea thoughtful consideration and revealed that the club is nearing completion of a proposal to participate in the Las Vegas games in 2026, with hopes that players’ names will be displayed on their jerseys should they compete in the US.

“It’s about pushing the boundaries… It’s about getting the Bulldogs known,” Warburton shared with SEN.

“We’re currently in talks with the NRL because we believe it’s the ideal time to reintroduce surnames on jerseys.

“We feel that even a small change like this could significantly engage our fans.

“There’s been considerable discussion among our supporters online about wanting to see names like Burton, Kikau, or Mahoney on the back of jerseys alongside their numbers.

“The feedback indicates a strong desire for this change, and we’re fully receptive to it. We would need to negotiate this with all clubs, especially concerning the primary jersey sponsorship to see how we can accommodate the surnames.”

Although there is support for the initiative within certain sectors of the game, the NRL is believed to be open to considering it only if all 16 other clubs agree to the modification.

One significant hurdle is the potential loss of advertising space on the back of jerseys needed to fit the players’ names.

Warburton acknowledges that garnering support from all clubs might prove challenging, but he insists that the Las Vegas games should serve as a trial for the proposal.

Conversely, some may argue that high-profile events like the games in Las Vegas should prioritise maximising rather than minimising advertising space. Nonetheless, Warburton is confident that his club can collaborate with any sponsors affected by this proposition.

“We’ve initiated discussions internally and are assessing the metrics involved,” Warburton explained.

“Our aim isn’t to approach any specific sponsor stating, ‘We are reducing your brand visibility.’

“Preliminary research indicates it could actually enhance visibility in terms of interest and exposure in that space.

“Modifying the logo size, in any manner, would potentially decrease its visibility.

“However, we believe there is significantly more to consider in valuing sponsor visibility than mere exposure. By enhancing the match day experience, the exposure could multiply exponentially in a different context.”

Player names were previously displayed on jerseys during the State of Origin matches but have not been seen in the national competition since 1998 when Melbourne Storm debuted with names on their jerseys in their first season.