Richard Hibbard believes the “sky is the limit” for rugby league in Wales ahead of the new domestic season.

The new campaign kicks off this weekend with a new title sponsor, new trophy and fresh optimism.

It is all part of a clear aim to grow the sport under former British and Irish Lions hooker Hibbard, recently appointed the new chief executive of Wales Rugby League (WRL).

It is 13 years since the then-called Celtic Crusaders pulled out, firstly from Bridgend and then from Super League altogether.

Crusaders, now based in Colwyn Bay, continue to compete in the British game’s third tier and there is an ambition for south Wales to once again host a top team.

Hibbard believes that begins with growing the conference to build the game from the grassroots up, a failing of the previous Celtic Crusaders experiment.

“I guess there was a feeling that when the Crusaders were formed, there was nothing underpinning it,” said Hibbard, who was once part of the St Helens academy.

“The game grows from the bottom up by getting the community game in good health and right now, the sky is the limit.

“We can’t just look at four-year fixes for the national team ahead of a World Cup.

“Now is the time for rugby league in Wales. It’s such an athletic and exciting game to watch in the sun that we have a real chance to build this league.

“It’s fantastic to see how many kids are now coming along to play. That will help look after the future of the senior game.”

Rather than rival rugby union in Wales, Hibbard believes he embodies the mutual enjoyment for both, having begun playing for Aberavon Fighting Irish and coming close to going professional before signing for Swansea in the 15-a-side code.

Many of the players for the eight teams in the Welsh conference appear for their local union side during winter.

However, there is also a sense that the game could benefit from the slump in Welsh rugby union fortunes.