Wayne Bennett is one of the most respected figures in the game so when he says it's "absolutely vital" for the NRL to play matches in regional areas and support the bush, it's a comment that carries plenty of weight.
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The master tactician has spoken of his excitement about taking the South Sydney Rabbitohs' round 11 match to Apex Oval this weekend.
The Rabbitohs meet the Penrith Panthers at Apex Oval on Sunday, with a sellout crowd of more than 11,000 people confirmed for the first NRL match to ever be played at Dubbo.
"I think it's absolutely vital ... everyone tells me the town is pretty excited and looking forward to us coming," Bennett said on Saturday morning of playing games in the bush.
"I don't believe we can do enough of it, personally. I think we should all make the commitment each year.
"It's the lifeblood of the game. I hope we do more of it."
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With 16 teams in the NRL, Bennett said there was no reason at least eight games could be played in the bush each year to ensure every club gets outside the major centres.
It's been a real area of focus for the game this season, with Dubbo MP Dugald Saunders have chaired the NRL Regional Taskforce which secured six games for country areas this season.
Sunday's match at Apex Oval - which has the potential to be one of the games of the season - is the latest and Bennett said there was a real buzz around his squad during Saturday morning's final training run in Redfern before the flight west.
"I feel the same. I'm really looking forward to going, the players are," he said.
"It's a Sunday arvo and we don't get many Sunday games. I think this is only the second one I've played at Souths and we're going back to the bush where a lot of people come from. I love the country people and the atmosphere is going to be great there. It's exciting.
"We're playing an absolutely quality team so it couldn't be much better."
The Panthers come into the match sitting unbeaten on the top of the ladder.
They've produced one of the best starts to a season in NRL history, with their points differential sitting at a stunning 236 after 10 rounds.
The Rabbitohs are currently fourth, with their only defeats this year coming at the hands of Melbourne.
"It's what you want to do, challenge yourself against the best in the comp and they're certainly in that category," Bennett said of Penrith.
The Rabbitohs are boosted by the return of Latrell Mitchell and Josh Mansour and while they will provide the side with more of an attacking spark, Bennett said he's looking for his team to play more of "the South Sydney way".
"It's a team that doesn't usually give up," he said.
"They try extra hard, they're highly skilled, they've got a lot of good things going for them. I hope those come out and show tomorrow."
Kick-off is 2pm, Sunday.
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