Sydney Roosters CEO Joe Kelly is set to help strengthen the NRL's association with the game in the United States after joining Bernie Gurr as an independent director on the new USARL board.
Kelly and Gurr, the former Roosters and Eels CEO, were appointed to the USARL board, which was recently elected following a lengthy governance reform process instigated by the International Rugby League.
The addition of Kelly and Gurr to the USARL board follows the NRL's recent appointment of John Vellis as General Manager - US Expansion in a sign of the organisation's commitment to North America.
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While Gurr, who was finance director for the 1994 FIFA World Cup in the United States, now resides in California, Kelly will continue in his role with the Roosters and believes he can assist with the development of the game in the US.
"It is an incredible privilege to be approached and nominated by the USARL Board to join them as an independent director," Kelly said.
"The US rugby league market should not be underestimated and hopefully through my roles at both the Sydney Roosters and USARL, I can assist to support engagement between the two governing bodies to grow the game in the US.”
The Roosters were one of four NRL teams to play in last month's historic season opening double-header at Allegiant Stadium and became the first club to sign an American player from the talent combine in Las Vegas.
US Rugby 7s star Liz Tafuna will join the Roosters NRLW team in June and the club is eying more North American talent.
“Joe’s leadership, strategic insight and passion for the growth and development of the game will contribute immensely to the growth and success of rugby league in the US,” Roosters chairman Nick Politis said.
“It’s fantastic for the Sydney Roosters to connect with rugby league in the United States. Down the track we see this as a wonderful opportunity to recruit up-and-coming American rugby league players.”
Kelly, who has been the Roosters CEO since 2017, boasts a distinguished career in sports management after previously holding senior executive roles with the Rabbitohs, Sea Eagles and Chelsea Football Club.
The governance reform process, coinciding with the NRL's Vegas venture, has inspired the game in the United States to come together and there are now up to 40 teams playing in four regions - Florida, Utah, the West Coast and North-East.
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Playing numbers are up by 80 per cent this year and the USARL is diligently working through the process for the Hawks men’s team to be eligible for the 2026 World Cup.
The USARL will host the women's Americas RLWC2026 qualifiers in Florida later this year, with the Hawks vying with Brazil, Canada and Jamaica for a place in the inaugural World Series.
“Rugby league is on a growth trajectory within the US and there is interest to add teams in multiple locations across the country in regions which have never had teams previously before," Kelly said.
“The recent endeavours of the NRL to take games to the US market with a long-term view can only assist that domestic interest and growth in participation.
“As the Sydney Roosters were one of the first clubs to play in Las Vegas, we saw first-hand that rugby league has enormous upside and potential in the US sporting market and I am looking forward to contributing to that through my appointment."
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IRL chair Troy Grant welcomed the appointment of Kelly and Gurr to the USARL board.
"I initiated the USARL governance reform to ensure that a critical market and exciting country was being run properly to maximise on the potential for rugby league in the US," Grant said.
“[ARLC Chair] Peter V'landys' and the NRL’s Las Vegas initiative couldn’t have occurred at a better time to accelerate that re-birth and it's been an amazing success.
“With the appointment of these two outstanding independent directors to the USARL board it’s the final piece to ensure the United States has a bright rugby league future.
“What was a fractured state of rugby league in America now has the chance to thrive thanks to Bernie and Joe's appointments, with the new USARL board members to be united in all things, including prosperity.”
Gurr, who was Roosters CEO for a decade from 1995 and returned to Australia to take charge of the Eels in 2016, is considered one of the game's best strategic thinkers.
"I am extremely pleased to have been appointed as an Independent Director of the USARL," Gurr said.
"With the recent governance changes, the USARL is well-positioned to make considerable progress on its mission to grow the game of Rugby League in the USA.
"I look forward to working with my fellow directors and all stakeholders of the USARL."
USARL director Matt Goschnick said the appointment of Gurr and Kelly marks a significant milestone in the USARL's ongoing efforts to enhance governance and advance the growth of rugby league in the United States.
"The appointment of Bernie and Joe to the board is a significant step forward and will greatly benefit the entire organization as their contributions will bring strong foundations and frameworks to help drive our goals forward," he said.
Fellow USARL director Miranda Barnard said Gurr and Kelly were expected to provide valuable contributions in advancing the mission and vision of the organisation.
"The growth of rugby league within the United States is undeniable as the domestic season is looking to triple in annual USARL individual memberships; leveraging the knowledge of both Bernie and Joe will allow the NGB to accelerate the existing efforts."