NEDERLANDSE RUGBY LEAGUE BOND BOARD APPOINTS CRAIG FRANKLIN IN ADVISORY ROLE
Updated: Sep 4
The Nederlandse Rugby League Bond (NRLB) is delighted to announce the appointment of OXEN Sports Brand Director and former Hull KR Chief Operating Officer Craig Franklin in an advisory role.
Franklin brings an outstanding track record in professional sport, brand development and commercial growth to Rugby League in the Netherlands, having held senior positions with some of the most recognisable organisations in British sport.
He is currently Brand Director at OXEN Sports, where he is responsible for the sportswear brand’s identity, creative direction and strategic marketing as it continues to grow internationally.
Franklin will undertake his role with the NRLB on a consultative basis alongside his existing full-time position at OXEN Sports, bringing his experience and expertise to support the long-term commercial development of Rugby League in the Netherlands.
Prior to joining OXEN, Franklin spent more than 12 years with Hull Kingston Rovers, ultimately serving as Chief Operating Officer and playing a significant role in the club’s transformation, both commercially and off the field.
During his time at Hull KR, Franklin was closely involved in the club’s commercial growth, brand development, fan engagement and international projects such as the 2025 Amsterdam Challenge and Super League in Las Vegas in 2026, as the Robins developed into one of Rugby League’s most progressive organisations.
Earlier in his career, Franklin also worked as Digital Marketing Manager at Manchester United.
His appointment represents a significant statement of intent from the NRLB as it looks to strengthen the commercial foundations of Rugby League in the Netherlands and accelerate the sport’s development nationally.
Franklin will work alongside the NRLB Board to develop the organisation’s commercial strategy, attract new partners and sponsors, create new revenue opportunities and strengthen the proposition offered to businesses wanting to become part of the growth of Rugby League in the Netherlands.
NRLB President Craig Shepherd said:
“This is a huge appointment for the Nederlandse Rugby League Bond and, frankly, a real coup for us.
“Craig has operated at the highest levels of the commercial side of professional sport. His experience with Manchester United, the transformation he helped deliver at Hull KR and now his role helping to grow OXEN internationally give us access to knowledge and expertise that can make a genuine difference to where we take Rugby League in the Netherlands.
“We have never hidden our ambition. We want to grow our domestic competition, create more opportunities for men, women and young people to play the sport, strengthen our national teams and establish the Netherlands as one of the leading Rugby League nations in Europe.
“To achieve that, we need to become stronger commercially. Craig understands how to build brands, engage supporters, create value for partners and turn ambitious ideas into commercially sustainable programmes.
“Most importantly, he believes in what we are building here. I’m incredibly excited to have him as part of our team.”
Franklin said:
“I’m delighted to be joining the Nederlandse Rugby League Bond Board.
“Having brought Hull KR to Amsterdam for a game in 2025 and delivered a record crowd for the sport in the country, I’ve seen first-hand the huge amount of potential for Rugby League in the Netherlands.
“As part of that project, I was excited to see so many people pick up a rugby ball for the first time during the extensive community work we delivered, and to see the joy on the crowd’s faces as they witnessed the incredible sport of Rugby League for the first time. I’m excited to dedicate some of my own time to joining the team of people who can continue that work.
“I’ve been impressed by the ambition and energy surrounding the organisation. The opportunity is to build a commercial proposition that reflects that ambition, creating partnerships that deliver genuine value while directly supporting the growth of the sport.
“I’ve always enjoyed working with challenger brands and organisations that are prepared to think differently. As the globalisation of the sport continues, there is a real opportunity to build something exciting here.
“I’m looking forward to getting started.”
The appointment forms part of a wider strategy by the NRLB to strengthen its leadership and operational capability while creating the foundations required for sustainable long-term growth.
With a developing domestic competition, growing participation ambitions and an increasingly ambitious representative programme, the NRLB is working to establish the Netherlands as a significant force within European Rugby League.
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