The National Rugby League (NRL) recently made a foray into the United States, packaging a season-opening double-header in Las Vegas to attract new viewers.
The NRL hailed the venture a success and has vowed to return next year, but is the gamble doomed to fail? Read on as we take a closer look.
Low US ratings cast serious doubts
There was a boisterous and lively atmosphere during the Las Vegas showcase, but the television ratings left much to be desired and fell short of baseline expectations.
The South Sydney Rabbitohs vs Manly Sea Eagles match garnered 61,000 average viewers, while the Sydney Roosters vs Brisbane Broncos game attracted just 44,000 viewers.
These numbers are dwarfed by those recorded when established American sports are aired, leaving serious questions about the NRL’s strategy.
The numbers recorded pale in comparison to juggernauts such as the NFL, which garnered over 120 million viewers during the 2024 Super Bowl.
Jon Lewis of SportsMediaWatch.com insisted that the NRL’s fledgling numbers are not enough to cultivate a fanbase.
Even when Fox Sports attempted to spin a positive take on the uninspiring numbers, highlighting a viewership increase compared to 2020’s regular-season broadcast, it was easy to see through the facade.
Despite the discouraging numbers, NRL CEO Andrew Abdo remains optimistic. “These are positive signs in the first year of the long-term venture,” he said.
“We are proud of what we achieved this year in Las Vegas and have been blown away by how positively Americans have responded to rugby league.”
It is worth noting that while the US ratings were quite disappointing, the initiative was a massive hit in Australia, clinching record domestic viewership figures. The games were the most-watched NRL games ever on Fox Sports Australia.
A Balancing Act: American Exposure vs Established Leagues
The NRL aired the games on Fox Sports One, but that plan had its pros and cons. The Saturday evening slot offered more visibility but clashed with existing programming.
For example, college basketball drew a larger audience on the same channel at the same time. The fact that the NRL could not beat amateur basketball is quite worrying, but it only goes to show how competitive the American market is.
Several established leagues are already vying to dominate airtime. Newcomers will find it difficult to break into the scene and gain a foothold.
Some experts have suggested shifting the timeslot to May when the television calendar is clearer, but it will not guarantee success.
International rugby union has an established global presence and has garnered decent ratings on NBC. They are a prime example that airtime is not the only factor that will help increase viewership.
Can the NRL Stand Out in the US?
The NRL presented rugby league as an action-packed alternative to the NFL, attempting to capitalise on America’s love for physical sports.
While there are similarities in the structures of rugby and American football, the differences are just as stark. Rugby can be complex, and this may alienate first-time viewers.
In football (soccer), the objective is straightforward – put the ball in the net. This simplicity makes it easy for new viewers to catch on. But rugby league has several intricacies that pose a barrier to entry.
It could be argued that American football is even more complex than rugby, but Americans have played it from childhood and know the rules by heart. Even people who have never played the sport know terminologies such as first down.
There are also popular video games that have further solidified the sport’s cultural standing. Rugby league does not have such a strong foundation to stand on and will struggle to compete.
There have also been inevitable comparisons with rugby union. Fox Sports airs Major League Rugby, further saturating the market and complicating competition.
However, the NRL can take consolation from the fact that even Australian rules football, despite its unique features, has found a niche audience in the US through ESPN.
Potential Participants for 2025
The NRL has faced some early challenges but remains committed to making this US venture successful. With its population and openness to new sports, America has massive potential.
There are already discussions and debates about which teams will participate in the 2025 season. The NRL’s top brass want to decide early to allow for better planning by clubs and fans.
The possibility of a winner-stays-on system has been floated, which would hand spots to the Roosters and Sea Eagles. However, there are concerns about giving teams repeated opportunities over others.
Two other potential participants for 2025 include the Penrith Panthers and Melbourne Storm. The Panthers are under consideration mainly due to their stadium redevelopment plans.
Sending the Panthers could spark more interest in the US, with fans there often favour successful teams to the detriment of others.
Their involvement would potentially have a knock-on effect in the betting industry, which reported solid turnover on the first matches staged in the US.
The first two games generated a ton of activity on the top betting apps in Australia and sending the NRL’s top team to the US would create an even greater buzz.
Melbourne Storm narrowly missed out this year but are front-runners for 2025, while the New Zealand Warriors are also exciting candidates.
The NRL clearly has some important decisions to make as it bids to demonstrate that its US gamble can pay dividends over the next few years.
