This weekend, arguably Australia's and the Asia-Pacific's No.1 sporting code, the National Rugby League (NRL), kicks off its 2025 season in Las Vegas.
Following the success of the 2024 opener, this year’s games mark the NRL’s second of five contracted Vegas season starters.
Together, eight teams from the NRL and the British Super League, along with the international women’s Test match, will showcase rugby league to a global market.
The venture is said to stimulate the Vegas local economy, generate appeal for fans at home, and create a unique experience for American sports fans.
However, it has been divisive among fans of the code and critics who believe it is not worth the “huge logistical exercise” it takes to get teams there.
“I think whether you agree with it or not, it certainly creates a lot of interest and buzz around the NRL. Last year there was a lot of excitement and external buzz about the game, so it really launched the season well,” recently retired Melbourne Storm player and ex-captain Christian Welch tells Azzet.
Welch has a keen interest in the business side of the sport.
During his time as a player, he earned himself a degree in commerce and a Master's of Business Administration (MBA).
“Sports is an interesting one, in the sense that it's a business, but there's often competing logics and priorities that intermesh,” Welch says.
“If you want to be the most profitable, and business is a priority for you, sometimes success on the field can come at a cost, but not always.”
ARLC chairman Peter V’landys said last year, there was a lot of unexpected success that came from the games played in Vegas, claiming “This year there's a possibility that we'll actually return a profit on Vegas and if not, it'll be a small loss."
Welcoming the NRL to Sin City
The Las Vegas Convention and Visitors Authority (LVCA) tells Azzet the NRL Vegas round held on 2 March, 2024, had an estimated US$77.6 million impact on the local economy.
It also drew in an estimated 22,560 visitors that generated 38,880 incremental room nights.
“We are pleased to see this exceptional event return to Las Vegas following its stellar debut in 2024 and are confident that the quadruple-header featuring even more countries and leagues will make this year’s appearance unforgettable,” says Steve Hill, President and CEO of LVCA.
Over the past decade, Las Vegas has become a major hub for sports and entertainment.
“Once known solely for its casinos, Vegas is reinventing itself as a global sports and entertainment capital,” Dr Jess Richards, researcher in fan engagement from the School of Business, told Western Sydney University.
Since 2023, the city has hosted a unique Formula 1 street circuit that incorporates the iconic Vegas Strip.
In 2024, the city hosted the National Football League’s (NFL) Super Bowl for the first time.
The championship game was played adjacent to the famous Vegas Strip at Allegiant Stadium, the fully enclosed and climate-controlled stadium with a capacity of 65,000 just weeks before the stadium hosted the NRL's historic visit.
“Now, rugby league is stepping onto that stage, playing a key role in the city's transformation whilst introducing a whole new audience to the game,” she added.
Economics of the game
The NRL recently released its financial results for 2024 which highlighted record revenue up 6.23% to $745 million.
The code says since 2019, revenue streams have grown by 34% and have doubled revenues generated in 2015.
Distribution to clubs, players, states, participation and development increased by $22.6 million in 2024, as the ARLC agreed to a long-term funding arrangement with NSW Rugby League and QLD Rugby League.
NRL said since 2019 distributions have increased by 50% and are 2.3 times those in 2015.
While these results speak volumes of the league’s financial growth, critics have questioned how much money has been spent to send the games to Vegas and whether or not the cost outweighs the benefits.
Both the NRL and the Australian Rugby League Commission (ARLC) have not disclosed the precise cost of the Vegas project.
“Until you have a full understanding of the numbers it's pretty hard to make an educated analysis about whether or not it's helping our game, or are we just wasting money that could potentially be redirected elsewhere?” says Welch.
However, The Daily Telegraph has reported high-powered figures in the sporting code have alleged last year’s maiden trip to Vegas cost more than $30 million.
V’landys has hit back at speculation that the sport’s Las Vegas venture is a financial disaster, going as far as to suggest that the venture could turn a profit as early as this year.
“Last year it (the inaugural event in Vegas) gave us momentum and it continued on for the whole year with attendances and record viewership," V'landys told the Telegraph.
“It all came via Vegas.”
The ARLC boss has also come under fire for inviting the United States President Donald Trump to the games.
“Mr. President, we want to introduce you to the toughest game on Earth, Rugby League in the world, Sport and Entertainment Capital, Las Vegas," said V'landys on Fox.
"We know you love physical, tough contact sports. There’s no sport more brutal than rugby league."
He went on to say Trump attending the launch would give NRL the “breakthrough” they need to put the league on the map in the U.S.
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