Fan experience in the spotlight as NRL lands in Las Vegas
The NRL’s much-anticipated event in Las Vegas represents a significant milestone in expanding rugby league’s global presence, as part of an international growth strategy that includes the UK and Papua New Guinea.
Dr Jess Richards, a leading researcher in fan engagement from the School of Business, is attending the historic game on Saturday, 1 March, to analyse its impact and explore how fans experience rugby league in a new market.
“I'm most excited to see how American and Australian sporting cultures come together in one event. This will be a unique blend of traditions, showcasing the best of both worlds. Game day atmospheres are quite different between the two countries, and I think there will be valuable takeaways on both sides,” she said.
Over the past decade, Las Vegas has transformed from a gambling and entertainment hub into a major sports capital. From hosting the Formula 1 in 2023, featuring a unique track that incorporates the iconic Las Vegas Strip, to the Super Bowl in 2024, marking the first time Las Vegas held the NFL's championship game.
“Once known solely for its casinos, Vegas is reinventing itself as a global sports and entertainment capital. 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.”
One of the most exciting elements of this event is the inclusion of NRLW, which presents a fresh opportunity for female contact sports in the U.S.
“Women’s contact sports opportunities in the U.S. are pretty limited, with few chances for fans to see elite female athletes compete at a high level. I think the NRLW is the best female contact sporting competition in the world, and our Jillaroos are set to showcase their skill and intensity on the U.S. stage. Their debut in Las Vegas will not only attract new fans but may also inspire female athletes to explore rugby league—perhaps even pursuing their NRLW dreams here in Australia.”
As part of her research, Dr Richards will conduct on-site observations and interviews, capturing insights into how fans experience the game and what lasting impressions they take home.
“I can't wait to explore the stadium precinct and soak up all the activities and events. After more than a decade of researching fan engagement, I know every game has its own unique atmosphere or vibe. I'm especially excited to hear from fans once they’re back home—it’ll be fascinating to get their different perspectives on the experience.”
Beyond research, this firsthand experience will also enrich Dr Richards’ teaching, bringing real-world insights into her sport marketing unit.
“My students expect me to stay connected with the industry so I can bring real-world insights into their sport management degree. What I see and learn in Vegas will feed straight into my sport marketing unit, giving students a real look at how events like these come together.”
ENDS
24 February 2025
Ali Sardyga, Senior Media Officer
Photo credit: Unsplash, Rocker Sta
Latest News
ABC RN transcript: Vice-Chancellor Professor George Williams discusses higher education sector, student support, and the impact of AI
The following is a transcript of an interview that aired on ABC Radio National Saturday Extra between presenter, Nick Bryant and Vice-Chancellor, Distinguished Professor George Williams AO.
Western Sydney University are the number one Australian solar car team at the 2025 Bridgestone World Solar Challenge
Western Sydney Solar Car team has crossed the finish line placing preliminarily sixth in the world overall, and the number one Australian team in the world’s most prestigious solar car challenge.
Western Sydney University Statement on Cyber Incidents
Western Sydney University has issued an update to its community following confirmation that previously stolen personal information was published online, including on the dark web.