Rugby League's Global Expansion: Abdo's Vision for International Growth
The NRL CEO, Andrew Abdo, has unveiled an ambitious plan to take rugby league beyond its domestic success, aiming for global dominance. With the league's popularity soaring in Australia and New Zealand, Abdo envisions a future where the sport captivates fans worldwide.
Speaking at the 2026 NRL Telstra Premiership launch, Abdo highlighted the league's current strength and popularity, particularly in Australia, where it's attracting new fans. He noted the impressive growth in New Zealand and the Pacific region, emphasizing the potential for international expansion.
The NRL's sights are set on some of the world's most iconic cities, including Japan, Abu Dhabi, London, and Hong Kong, as potential venues for future matches. This strategy builds on the success of the season-opening matches in Las Vegas, which marked a significant step towards global expansion.
Abdo believes that the key to success lies in showcasing the sport's inclusivity, high-quality competition, and the exceptional skills of its athletes. He stated, 'It's the greatest game for all, so to be able to take it and showcase it to new markets is strategically important for us.'
The NRL has already enjoyed record-breaking attendance figures in Australia and New Zealand, with an average of 4.55 million viewers tuning in for the grand final. The sport's growth in new markets is further fueled by the success of teams like the Storm and the impending expansion to Perth with the Bears joining in 2027.
The Warriors, a cultural phenomenon in Auckland and New Zealand, are also contributing to the sport's global appeal. The end of the year will see Australia, New Zealand, and Papua New Guinea host the World Cup, further showcasing rugby league's international reach.
Efforts to expand the sport have been ongoing for several years, with the NRL preparing for its third consecutive season in Las Vegas. The league aims to replicate the success of the season opener, which has attracted tens of thousands of fans to the US destination. Abdo mentioned the possibility of a Global Round, where multiple Round 1 matches are played across various cities worldwide, or international games throughout the season, similar to the NFL model.
During a recent trip to the US, Abdo and ARLC Chairman Peter V'landys met with NFL Commissioner Roger Goodell, seeking insights on generating an international fan base. Abdo emphasized the importance of considering player workload, time zones, and other factors when deciding on game locations.
While the NRL is eager to expand, it also focuses on traditional strongholds. The league has invested significantly in supporting the game in the UK and France, with the Kangaroos' record-breaking Ashes series last year. Playing games in the UK offers opportunities to cross-promote the Super League in a competitive market.
Abdo concluded, 'It's about where we think long term we can grow and acquire fans. We're hard at work looking at the business case, making sure this is viable, and then the Commission will engage with the clubs. We'll have more to say in the coming months.'
