NRL Aims to Expand US Fan Base Through Las Vegas Matches and UFC Partnership

The National Rugby League is leveraging crossover appeal with UFC and other sports to introduce rugby league to American audiences, starting with games at Allegiant Stadium in Las Vegas.

The NRL is hosting matches at Las Vegas' Allegiant Stadium to introduce the sport to American audiences, with efforts targeting regions like California, Nevada, Texas, and Utah.
The league is partnering with UFC for cross-promotion, leveraging shared working-class fan bases and the appeal of high-impact sports to attract US viewers.
Promotional efforts include appearances by NRL players at events such as NASCAR races, basketball games, and UFC shows, as well as collaborations with NFL and NHL teams for market insights.
NRL clubs are adjusting their strategies for the smaller field dimensions at Allegiant Stadium, with some teams training on narrower pitches and adapting their gameplay accordingly.
Marketing efforts also aim to engage Polynesian communities and women’s sports fans, with a women’s test match between the Jillaroos and England included in the Las Vegas event lineup.