Noad taking over from Mortimer. The controversy was considered a major public relations nightmare for the club with significant media coverage. The NRL announced that the Bulldogs would be fined $150,000, and an additional $350,000 if there were any other allegations of off-field misbehaviour before the end of the 2004 season. NRL chief executive officer David Gallop said that the fine had been imposed because during the months of media scrutiny the club had failed to behave "in a way which protected the game's image". In 2006, Bulldogs chief executive Malcolm Noad said that the allegations had led to the loss of millions of dollars of sponsorship money, and to continuing negative beliefs in the community about Bulldogs players and supporters. He said that even two years after the events, Bulldogs fans were sometimes taunted as 'rapists' at matches. 2004 Premiers The Bulldogs endured a nightmare start to the season, but a string of good results culminated in defeating the Sydney Roosters 16–13 in the Grand Final. The Bulldogs season started slowly but they worked their way into being genuine Premiership contenders, which included big wins against the Sydney Roosters, Penrith Panthers and Brisbane Broncos to finish the regular season on equal standing with eventual runners-up the Roosters, however due to points differential the Bulldogs were deemed to have finished second. Finals newcomers North Queensland Cowboys upset the Bulldogs 30–22 in the first week of the Finals. The Bulldogs powered past the Melbourne Storm 43–18 in the second week of the Finals. Three tries and five goals from Hazem El Masri saw the Bulldogs topple 2003 Premiers Penrith Panthers 30–14 in the Preliminary Final. The Grand Final against the Sydney Roosters was always going to be a tense battle with neither club having much affection for the other. The Bulldogs came from 13-6 down at halftime to triumph 16–13. This victory saw desperate Bulldogs defence absorb much punishment and keep the Roosters scoreless for the entire second half. It was a sweet result for the Bulldogs after enduring a number of nightmare seasons on and off the field. It showed the great character in the club and the values that can't be bought or manufactured. To defeat the Roosters made it even sweeter considering the rivalry and backgrounds of both clubs. Matt Utai scored two tries with Hazem El Masri also scoring. Willie Mason was named Clive Churchill Medal Winner.