Tony Rea Brings Richard Branson Publicity Playbook to Perth Bears
Coen Crevels
Key Takeaways
- ›Tony Rea has been appointed chief executive of the Perth Bears, taking over from Anthony De Ceglie.
- ›Rea previously managed the London Broncos under Virgin founder Richard Branson, overseeing high-profile promotional campaigns.
- ›The 60-year-old administrator plans to use bold community engagement and publicity strategies to establish rugby league in Western Australia.
When the Perth Bears enter the competitive sporting landscape of Western Australia, newly appointed chief executive Tony Rea will not be relying solely on traditional rugby league marketing to capture the public's attention.
Rea, 60, has taken the reins of the expansion franchise following Anthony De Ceglie, bringing with him an administrative philosophy forged under Virgin tycoon Richard Branson during the late 1990s and early 2000s at the London Broncos.
smh.com.au: London Broncos owner Richard Branson waves to the crowd as he leads out his team at Wembley for the 1999 Chalenge Cup final. PA Images via Getty Images
The London Broncos Blueprint
During his time running the Broncos in the United Kingdom under Branson's ownership, Rea embraced an unapologetic approach to securing cut-through in non-traditional rugby league territory.
Under Rea's leadership, the London club orchestrated a series of bold promotional moves to build profile, including:
- Arranging for Broncos players to pose nude for glossy magazine features.
- Becoming the sole sporting outfit across the United Kingdom to take the field on the day of Princess Diana's death.
- Organising for players—including young forward Anthony Seibold—to perform on stage as drummers during the opening act of the 2000 Brit Awards alongside acts like the Spice Girls, Robbie Williams and Tom Jones.
"Every day was like that. From my point of view, it created a great feel and great vibe," Rea said of his time in London. "The Branson stuff was great, very different, which was great moulding for me. As a chief exec, I spent about 20 per cent of my time at Virgin opening-of-envelope-type stuff and participating in everything across a very diverse business."
smh.com.au: Tony Rea during his playing days with the North Sydney Bears. Craig Golding/Fairfax Media
Breaking Through in Western Australia
Rea's extensive sporting background spans both rugby league and rugby union as a player, captain and coach, as well as an administrator. His current task with the Bears involves establishing a firm cultural and commercial presence in an AFL-dominated Perth market.
Rather than relying purely on on-field performance, Rea believes engaging the broader community requires unconventional initiatives and proactive public visibility.
"You’ve got to be relevant to the people to attract them," Rea explained. "The players enjoy doing those things, going to different events. People talk about culture, environments and communities—that’s part of being in the community. You’re a bit stiff if you just think you’re going to run out, play good every time, and they’re just going to watch you."
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FAQ
Who is the chief executive of the Perth Bears?
Tony Rea is the chief executive of the Perth Bears, having been appointed as the successor to Anthony De Ceglie.
What is Tony Rea's background with Richard Branson?
Rea served as CEO of the London Broncos in the late 1990s and early 2000s under majority owner and Virgin founder Richard Branson.
What promotional stunts did Tony Rea oversee at the London Broncos?
Promotional events included having players pose nude in glossy magazines, playing on the day of Princess Diana's death, and organising players to perform as drummers at the 2000 Brit Awards.
