Crabtree tackles new era for Hurricanes

A former England rugby league star is spearheading the revival of a Midlands club after moving from the pitch to the boardroom.

Midlands Hurricanes, now led by former England rugby league international Eorl Crabtree, has established itself in the Betfred Championship following a period of rapid development.

Since becoming managing director in 2025, Eorl has overseen a significant turnaround, tripling commercial income, increasing season ticket sales and securing a 20-year agreement to play at Avery Fields in Birmingham. 

The move provides long-term stability and allows the club to build stronger community roots after its time at the Alexander Stadium, where the 18,000-capacity venue proved financially challenging due to high operating costs and limited revenue opportunities.

Eorl, the former Huddersfield Giants stalwart and one-club man, who played 423 Super League games and represented England 14 times, said: “The stadium was beautiful, but we couldn’t make it work financially.

“At Avery Fields, we control everything – the gate, the bar, parking, hospitality. 

“It’s allowed us to actually generate income and invest back into the club.”

The long-term venue deal provides stability and enables the club to strengthen its presence in the city, supporting ambitions to grow rugby league beyond its traditional heartlands.

Eorl, renowned for his uncompromising playing style and blonde ponytail, added: “This is about building something lasting for Birmingham. 

“Rugby league has always been seen as a northern sport, but we’re proving it can thrive here. 

“The 20-year deal shows we’re committed to this city for the long haul.”

Eorl’s transition into leadership followed his completion of the Help to Grow: Management Course at the University of Huddersfield, which gave him the confidence to pursue the Hurricanes opportunity when it arose.

Club owner Mike Lomas, an ex-sponsor of the Giants, approached Eorl about becoming managing director after seeing his commercial success at Huddersfield.

Eorl added: “I’m a rugby lad; I’d never considered myself academic.

“I had massive imposter syndrome sitting in a room with chief executives and business owners. 

“But the course taught me that my leadership style, built around trust, supporting people to do things their way, and learning from mistakes, actually works in business.

“Mike gave me the opportunity and I’ve tried to repay that faith. 

“But more importantly, I want to repay Birmingham. 

“This city has embraced us and we’re committed to giving back through community work, grassroots development, and providing entertainment and opportunities for local people.”

A key focus has been embedding the club within the local sporting community, including partnerships with Bournville Rugby Union Club and Warwickshire Cricket Club, creating opportunities for shared audiences and engagement.

The club has also begun developing grassroots pathways, including the launch of a wheelchair rugby league team to expand participation.

Eorl, the nephew of wrestling legend Shirley ‘Big Daddy’ Crabtree, added: “We’re not competing with other Birmingham sports, we’re collaborating. 

“These partnerships help us reach new audiences and show that we’re part of this city’s sporting fabric.

“Right now, to be competitive, we need northern players because that’s where the talent is. 

“But we’re working to change that. 

“We want Birmingham kids growing up playing rugby league, progressing through our system, and one day representing their home city professionally.”

Eorl has also introduced an innovative sponsorship model, targeting businesses within the supply chain of Mike’s company, Big Red Construction.

By offering sponsorship opportunities in exchange for commercial incentives, the approach has helped unlock new revenue streams and strengthen local business ties.

Eorl added: “These are Birmingham and Midlands businesses. 

“Instead of cold calling strangers, we’re working with local companies who already have relationships with our owner. 

“Everyone benefits.”

Despite his leadership role, Eorl remains hands-on, even helping prepare the pitch ahead of matches, reflecting his commitment to the club’s day-to-day operations.

He added: “I’ll do whatever needs doing. 

“That’s how you build a club that lasts – everyone mucks in together. 

“We’re not just trying to survive anymore; we’re building something Birmingham can be proud of for decades to come.”

With plans to establish a foundation and invest in local talent, Eorl is leading efforts to build a sustainable future for the Hurricanes and raise the profile of rugby league across Birmingham and the wider Midlands.

To learn more about the Help to Grow: Management Course, click here.

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