London Broncos one step closer to Super League return

London Broncos have partnered with Australia firm Freshwater Strategy to develop a new ownership group and "catapult" the club back to the top of rugby league.

Leeds chief executive Gary Hetherington, who is stepping down from the Rhinos at the end of this season, is currently advising the Championship club.

The Broncos will remain based at AFC Wimbledon's ground and will also re-establish an academy as part of a five-year plan to "rebrand" the club.

The club lost their Super League status at the end of 2024 because of a new grading system and, in September, owner David Hughes put the club up for sale after 27 years.

"Rugby league is at a significant moment both nationally and globally, and London needs to be a part of that," said Hetherington at an event at Australia House in London.

"Stephen Smith, Australia's high commissioner to the United Kingdom, and his team recognise the importance of rugby league in terms of our links to Australia and the wider South Pacific.

"And in a year when we will see the return of the Rugby League Ashes for the first time since 2003, with the first Test at Wembley on 25 October, this is the perfect time to consider how best to maximise that potential."

Freshwater Strategy is a sports advisory firm and their involvement aims to turn London Broncos into a "world-class franchise under new ownership", a statement said.

Broncos finished second in Super League during owner Hughes' first year at the club in 1997 and also reached the Challenge Cup final in 1999.

"Freshwater's partnership with London Rugby is focused on growing sponsors and investment underpinned by NRL [National Rugby League] partnerships and an exciting and contemporary club rebrand," Freshwater director Jonathon Flegg said.

"Our aspiration is to help catapult the club back into the Super League, with the strongest brand, membership, merchandise, venue, sponsorships, governance and on-field compe­titi­veness."

Broncos currently sit second bottom of the Championship, with just two wins from nine league games played this season.

"There is an obvious requirement to strengthen the team for 2025 which is currently active and ongoing," said director of rugby and performance Mike Eccles.

"However, it is our ambition to ensure we build not only a competitive squad for the present, but also a squad that is built largely on homegrown talent for sustained and lasting success for the future."