Illawarra for the first time had its own small leagues club but with an enviable major sponsor (BHP Steel) and sleeve sponsor combination - the Steelers making Rugby League history as the first club to have a sleeve sponsor, with MMI Insurance getting on board. A new coach by the name of Graham Murray turned Illawarra into an almost unbeatable force at the Wollongong Showground in 1991, losing only to the Penrith Panthers who went on to win the premiership. A crushing 44–4 win over Canterbury-Bankstown, an upset win over Manly in a Sunday match of the round as well as a big win over Brisbane, 19-2, were signs of things to come. A crucial refereeing decision by Bill Harrigan towards the end of the season in a game at Penrith Stadium put an end to their finals aspirations. Harrigan, much to his credit, apologised in the media after the game. Thus Illawarra missed out on a place in the finals by just two points, despite having a season points differential second only to eventual premiers, Penrith. The Steelers were able to avenge their 1989 Panasonic Cup Final loss to Brisbane by beating them in the 1992 pre-season Tooheys Challenge Cup, in a try-less final at Dubbo, 4-2. This sparked their successful 1992 Winfield Cup campaign, going to within one game from the Grand Final. Illawarra's first semi-final was against future merger partner St George, beating "big-brother" 18–16. Next a loss to the Broncos 22–12 and their last chance against St George, losing 4–0. However, Illawarra were denied tries on several controversial occasions leaving the Steelers with a bitter end to their successful season. During the 1992 season, the Steelers hosted the touring Great Britain Lions. In front of 9,500 fans at Steelers Stadium with the tourists winning a tight game 11–10, Illawarra resting several star players. 1993 was a season met by Steelers fans with high expectations, but crucial tight losses and games they were expected to win saw the side finish just outside the top 5. 1994 was better with the club putting together some great performances but three draws would end up costly, the Steelers finishing in 6th place, 2 points behind Brisbane. The club had established itself as a credible force in the Winfield Cup with many expecting a brighter future but things would soon be turned upside down. Super League hit in 1995 and the