Former Brisbane Broncos chief executive Bruno Cullen has been recruited by the NRL to co-ordinate further fund-raising and assistance packages to flood victims in both Queensland and NSW.

Cullen started as Broncos CEO in 2003, before resigning at the end of last season.

The respected administrator has been involved with the Brisbane club since 1989 and has a close affinity with the city which has been left devastated under the deluge of water.

The NRL began their aid on January 6 when they partnered the QRL in donating $100,000 to assistance programmes. Individual clubs have also announced fund-raising measures and direct community assistance in sending players to work in local clean-ups.

League chief executive David Gallop says the need for support will be ongoing and the NRL will work with government and community authorities to be there for the long road ahead.

"This is part of a long-term commitment," said Gallop.

"Rugby league is a major part of these communities and the need of those communities is being felt across the game.

"It requires a structured response and the NRL has enlisted the services of Bruno to co-ordinate a game-wide approach that compliments the government and community priorities."

Cullen said on Thursday he would work with the clubs, the NRL and the leagues to ensure that the good intentions of all parties could be harnessed to ease the pain many are feeling as the crisis continues.

"As bad as it is at the moment, we still do not know how devastating the final outcome will be," he said.

"There are many ways the game can help and certainly fund-raising plays a big role, but we need to go well beyond that in helping people rebuild communities as well as homes and businesses.

"We will need to work in with both the authorities and the communities themselves.

"Making sure that kids still have the chance to play footy, that they can support their local teams and see that their NRL heroes are playing for them isimportant as well.

"It's just as important that the NRL players whose own families are affected know that they are contributing.

"Already it's great to see clubs getting in from the start and hopefully we can coordinate things in a way that means we are creating opportunities over the long haul."

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