Even gymnastics and trampolining have the jump on rugby league

The latest Australian Bureau of Statistics' survey of children's activities found the most popular organised sport for children was swimming with a participation rate of 17 per cent, followed by soccer (13 per cent) and netball (9 per cent).

The organised sports that attracted most boys were soccer (22 per cent), swimming (16 per cent), and Australian Rules football (14 per cent).

Where is rugby league you say? Well it rates only a paltry 2.9 per cent with 77,000 children playing. Compare this to the 439,000 children swimming, the 356,000 playing soccer, the 205,000 playing basketball, the 193,000 playing Australian Rules or even the 129,000 participating in martial arts.

Sport is now a competitive business. Attracting participants and audiences, not to mention precious sponsorship dollars, require sophisticated professional marketing and promotion consistent with community standards.

Organisations seek to align their involvement and sponsorship with sports and other activities that reinforce good community values and a positive corporate image.

When their corporate image is damaged by a negative association, they are quick to end the relationship. Just ask the Bulldogs and Knights management about the loss of sponsorship support they suffered after their players' indiscretions.

It's also not rocket science as to why the Commonwealth Bank stopped its sponsorship of a national school rugby league competition after an all-in brawl between players and supporters a few years ago. Do you think these schoolboys were trying to emulate anyone?

In negotiating the broadcast rights, the NRL should be looking to have a TV network that wants to show the game, its skill, athleticism, tactics and professionalism. Having has-been footballers who long for the days of thuggery, brutality and boofhead behaviour host league's premier shows is no way to promote rugby league in an increasingly competitive sports market.

It's hardly the image for a sport trying to promote a more family-friendly environment, attract broader support, particularly from women, and secure much-needed corporate support.

Sport, business and community standards have moved on. It's time the NRL sent the boneheads to the sin bin.