I will say it one last time
In any well run business marketing is a function with boundaries established by normal governance. Marketing should only do what is defined by the strategy - if the business fails to do that effectively then it is not marketing that is the only issue.
Marketing is really a business discipline (others include accounting, HR, logistics, PR, Communications, etc); if you've received a wholistic (tertiary) Marketing education you're in a good position and well-qualified to be actually deciding what the business strategy of your organization will be.
Marketing is often confused with advertising. Advertising is a specific channel strategy (or tool) which may be used by Marketing in a given situation.Direct sales is an example of another channel strategy or too to reach your goals. Promotion of product or service can be done in many ways, dependent upon B2C (business to consumer) or B2B (business to business) markets.
MWDRLFC / the Penn conglomerate is a B2C-directed organization; operating under the guidelines of the NRL. The NRL is promoting itself / positioning itself versus other competitors in the Australian winter sports segment (i.e. AFL, Rugby Union, etc). Manly, on the other hand, are competing for a sub-segment: the Rugby League fan/potential fan. To appeal to these fans / potential fans, you must be at least these three things:
1. New
2. Unique
3. Differentiated
The above (NUD) rings true if you launch any product or service. Those in marketing at Manly are well aware of thinking of Manly as a 'product', and all that goes with it.
The Dolphins are the only club that can believably claim to be 'new'.
Everybody else is working out how they can be 'Unique' and 'Differentiated'. Winning a lot more than everybody else will do that for you. If you're not, you work on other things. The Pride Jersey looks suspiciously like Exhibit A in an attempt to be 'Unique' and 'Differentiated' as a Rugby League Club.
No doubt publicity for the club was a big part of the aim in this. That was certainly achieved, but just not the kind that they had planned.