Cronulla Sutherland Sharks Football Club - Case Study Example

ASSESSMENT 3b: Critical Incident Report Critical Incident Report 2 Student’s Name: Tutor’s Name: Course Code: Date of Submission: Introduction The Cronulla-Sutherland club is an old club in the Rugby world. For the five decades (1963 to date) the club has been in existence, it has been gearing towards attaining better results year after year through talented players. However, success has not always been forthcoming. The club has tasted both successes and losses but it has been always forward looking. This has been challenging and opportunistic. However, the doping challenge has been threatening of all. The club has been connected to doping issues in the past (2009) which lead to banning of a player for 2 years. The current doping challenge is even bigger with more players and probably management being part of the ghost. The discussion intends to review why the drug-related doping issue is critical, how the club reacted and an evaluation of the issue. This is intended to create understanding around the issue in relation to the club’s past performance. Company Background Cronulla Sutherland Sharks Football Club has existed for five decades now. Its long history started in 1963 when the club was initially founded as Cronulla Carinbah at Sutherland Oval. The club is based in the Sutherland-shire suburb of Sydney’s city. From the club’s initiation, it just required 4 years of proven performance to join the New South Wales Rugby League (NSW-RL) in 1967 although they had lost severally in the finals. The NSW-RL was transformed to the Australian-Rugby-League (ARL) and the current National-Rugby-League (NRL). Historically (1968), in the Australia’s Rugby League, Cornulla was the first club to possess its own grounds. In 1973 and 1978 the Sharks went to the finals with Sea Eagles but were defeated in both. However, the club was able to win a trophy, its first in the 1st grade competition in 1979 when it won the mid week Amco-Cup-Competition. By 1983, the Sharks went on their knees financially being now at the mercy of NSWRL for support. The league association consequently appointed an administrator and offered a loan to Cronulla. In the midst of its financial struggles the club saw Andrew Ettingshausen’s emergence who won Rookie of the year and had a bright career (Cronulla Sharks, 2012a; Cronulla Sharks, 2012b). The 1990’s were no different for the Sharks financially and had to further endure it. Notwithstanding the situation, the club was able to reach to the semi-finals six times between 1994 and 2001. The crowd numbers were now back, with this performance and ultimately their financial standings improved. However, during this period Cronulla had severed ties with the NRL for 3 years from 1995 to 1998, when it rejoined the league. The Sharks had opted to join the Super League (SR) competition which had short existence. In 1997 under the SR, Cronulla lost in the finals to Brisbane, it lost again in 1999 to the Dragons under the NRL and also in 2001 to Newcastle. Upon return to the NRL, Cronulla won two trophies in 1999; the premiership (minor) and J.J Giltinan-Shield (Cronulla Sharks, 2012a; Cronulla Sharks, 2012b). Down to controversies and underperformance was experienced again after 2001. This consequently led to quick changes in the club, financial difficulties, player misdemeanours and poor match results. The later seriously affected the club’s financial outlay since the crowds had again withdrawn. In 2006, Cronulla experienced 10 consecutive losses. In this difficult period, the club’s chief executive officer (Steve Rogers) was found dead in a drug-alcohol related bizarre in January 2006. In 2007, the club finished in the 15th position but this improved the following year when the club reached the preliminary final but lost. In 2010, the coach (Ricky Stuart) quitted from increasing pressures. Shane Flanagan took over but dismal performance saw the club at the 13th place in 2011. However, in sensing the continued underperformance, the coach and the club’s management adopted a new strategy of signing numerous recruits which was rewarding in 2012, it finished 7th which was a substantial improvement while Melbourne storm worn the NRL in 2012 (Cronulla Sharks, 2012a; Cronulla Sharks, 2012b). The club is currently undertaking a redevelopment which is foreseen as a way strengthening the club while broadening its revenue base instead of relying on the traditional sources. The club has proposed to develop retail, medical and services zone due to rising undersupply in the Sutherland Shire. It also proposes to start bus services, starting as shuttle services and eventually transforming to public service. Environmentally, the club proposes Woolooware Bay rehabilitation. The club also proposes to establish a 600 unit estate (residential) and foster youth development and training. This will benefit the club but also a corporate social responsibility initiative. The redevelopment is estimated to cost the club $300 million (Cronulla Sharks, 2012). Critical Incident In early 2013, there emerged claims that the Cronulla-Sutherland Sharks players had been involved with doping. The Australian Sports Anti-Doping Authority (ASADA) had started investigations in February 2013 but the news came to the limelight in March 2013 where Stephen Dank is said to be involved (Koch and Read, 2013). In this doping incident, 15 players of the Sharks club were claimed to have been involved in doping. This incident at the Sharks is critical since if it’s true then the club has been competing unfairly (gaining advantage such as muscle strength, more endurance and enhanced energy uptake) in the NRL against other competitors who have not used strength enhancing substances. The doping issue is critical because it’s not the first time the club has been associated with doping. This was its second time. The doping scandal happened for the first time in 2009 when Reni Maitua (plays forward) accepted a 2 year ban when he tested Clenbuterol (banned substance) positive. Even though Rein has moved on to Parramatta, his case serves as a reference and progression point. This trend is critical. The issue can be considered to be critical because there were crowds or fans who had developed their trust by believing in the ability of the Sharks team. This is therefore a shot on the foot of the Shark’s fans (Read and Honeyseit, 2013). It is also critical because the management team who included the club’s coach (Shane Flanagan), the medical doctor (David Givney) and physiotherapist (Konrad Schultz) were said to have been well aware of the happenings of the incident (Crawford and Pentony, 2013). Therefore, the management was involved in furtherance of the doping plan. In this regard the issue is critical because if proven true it will affect the reputation of the club. The reputation the club has enjoyed from cheering crowds may reduce, potential and existing players may distance themselves from the club, sponsors may withdraw or fail to support the club and the club’s financial performance may deteriorate. Notably, the players may be banned from playing paid/competitive rugby which may shatter their careers and perhaps their families and also the club may also be banned from NRL. Additionally, the incident is critical since it is against doping is illegal in many nations across the globe. The doping drugs are addictive and may lead to more use in future thus becoming dependent. Further, the doping claim of the Sharks players may have long term health risks on them. Finally, this issue is critical because of the rising cases in the use of doping substances in sports by athletes. If the issue is swept under and not given the attention and action it deserves athletes will take doping lightly and enhance in their use. Addressing of the doping issue through punitive actions would act as deterrent to potential users (Erwin, 2012). Company response/actions In response to the critical claim, the management-board of Cronulla Sharks announced what they referred to as “major changes.” To start with, Bruno Cullen (former Brisbane CEO) was appointed as the interim CEO due to what the deputy chair of Cronulla calls “front-office failures.” Secondly, the board of Sharks club stood down the club’s coach, Shane Flanagan, though on full pay until the claim had been substantiated. He was said to be the eyes of the management in making such daring decisions that would affect the club and player’s reputation. Shane was replaced by Peter Sharp who was an assistant coach. Thirdly, the employment of Darren Mooney (the football manager) and Mark Noakes (head sports-trainer) were ceased. These were crucial decision makers in the management of the club and the welfare of the players. Fourthly, the medical team who supervised or had a hand in the doping claim were shown the door that is the David Givney (Sharks doctor) and Konrad Schultz (Sharks physiotherapist). In regard to contract negotiations, the club announced that they would be reviewed on a case-by-case basis with player’s dealings with ASADA being factored (Crawford and Pentony, 2013). Finally, the Sharks chairman (Damian Irvine) claimed that his players were injected with TV-500, a horse muscular growth, vigour, and endurance drug (Rothfield, 2013). On his defence the chairman claimed that the club’s staff had not taken the initiative to inform the board about the doping allegations. However, Irvine eventually stood down as the Sharks chairman (Meldrum-Hanna, 2013). Evaluation and position statement In regard to this critical incident, it is clear that the club has been faced with the doping issue in the past but not in this magnitude. With the likely consequences that the club might face, instead of shelving investigations, the club’s management should have quickened the investigations of the ASADA. This would show their commitment to transparency. In complementation, the club should have further sought the involvement of the World Anti-Doping Agency (WADA) instead of self-invitation when the ASADA investigations stall. The board of Cronulla should have stepped aside instead of employing ‘blame transfer’ or ‘seemingly in action’ tactics. The board should have been on the lead to take responsibility and accountability for failure to enhance bottom up communication. This would have ensured that in the event of such critical issues happening they have been among the first people to know. The appointment of Bruno Cullen on an interim capacity (Crawford, and Pentony, 2013) at the club is a questionable move. The club had remained without a CEO for so long. Its only when the club is faced with doping challenges that they name a CEO. This can only be explained by a move to cover up the inefficiency in the club with a performer in sports. The move is intended to paint a ‘reform oriented’ club thus counteracting the weight of the claims the club faces. The club management should have stepped out not only in pure reaction but should have at least been apologetic to the stakeholders of the club, fans, sponsors and the society. These parties had suffered disappointments for the partly failure of the management. Conclusion The doping issue experienced at the Cronulla club is not unique. Doping issues have been increasing in sports whether athletics, rugby or cycling. Perhaps, the past tribulations of the club could be the drivers towards using drugs in enhancing the club’s performance. This is a critical issue that should be addressed with great care and attention and eventually taking far reaching punitive measures against the users and the administrators. ASADA and WADA should be left to carry out doping investigations independently in conjunction with the government of Australia and other such government across the world. This would strengthen WADA’s capacity to deliver on curbing the issue. The Sharks club management should take steps towards deterring the occurrence of the issue since it’s on an increasing trend. These measures would assist to uphold the reputation of the club from the perspective of the fans, sponsors, investors, players and the society as a whole. Reference List Crawford, A. and Pentony, L 2013, ‘Sharks clean house as drug probe deepens,’ ABC News, Viewed on 28th May 2013 from http://www.abc.net.au/news/2013-03-08/sharks-clean-house-amid-asada-fallout/4561834 Cronulla Sharks 2012, Major Tick of Approval for Sharks’ Club Redevelopment, Viewed on 28th May 2013 from http://www.bluestonegroup.com.au/wp-content/uploads/2012/07/120703-MEDIA-RELEASE-Sharks-tick-of-approval-2.pdf Cronulla Sharks 2013, Sharks Football Club Records, Viewed on 28th May 2013 from http://www.sharks.com.au/stats Erwin 2012, Why is doping illegal? Viewed on 28th May 2013 from http://www.knowswhy.com/why-is-doping-illegal/ Koch, D. and Read, B 2013, ASADA probes Cronulla Sharks over Stephen Dank link, Viewed on 28th May 2013 from http://www.theaustralian.com.au/sport/nrl/asada-probes-cronulla-sharks-over-stephen-dank-link/story-fnca0von-1226591529204 Meldrum-Hanna, C 2013, ‘Aussie sport doping details emerge as Government responds’, Australian Broadcasting Corporation, Viewed on 28th May 2013 from http://www.abc.net.au/7.30/content/2013/s3724824.htm Read, B. and Honeyseit, S 2013, ‘Doping scandal engulfs Cronulla,’ Viewed on 28th May 2013 from http://www.theaustralian.com.au/sport/nrl/doping-scandal-engulfs-cronulla/story-fnca0von-1226591928256 Rothfield, P 2013, ‘Cronulla Sharks chairman Damian Irvine claims players were injected with horse drugs,’ Daily Telegraph, Viewed on 28th May 2013 from http://www.dailytelegraph.com.au/sport/nrl/cronulla-sharks-chairman-claims-players-were-injected-with-horse-drugs/story-e6frexnr-1226593894057 Sporting-History 2013, Cronulla Sutherland Sharks, Viewed on 28th May 2013 from http://sportinghistory.com.au/cronulla-sutherland-sharks/ Word count (1943) Read More