How Rugby League can expand its fan base? Views from a Union convert

Growing and expanding the number of fans of the game is one of the biggest priorities that the sport faces today. With the sport showing a decline in number of fans through the turnstiles and the finances of other sports such as football that rugby league simply can’t compete with, it’s key that the sport continues to expand it’s base.

Serious About Rugby League spoke with one new fan on what attracted them to the sport and what the sport itself can do to engage a new audience, here’s what they said.

“I am relatively new to Rugby League. Growing up in the West Country, the sporting sphere is dominated by Union, and I grew up watching and playing the code.

“When I first moved up to Leeds, I lived directly behind Headingley Stadium, and thought I would give the Rhinos a chance as I lived so close. I now regularly attend matches and watch every game I can on TV. So what attracted me to the sport after my first game?

“Rugby League does a lot of things well. I got into the game because of the pace, the ball in play time, the athleticism and the atmosphere. The quality on the pitch is fantastic. This year’s World Cup was a great example of that quality in all aspects of the game, men’s, women’s, wheelchair and PDRL all showed the sport in its best light.

“Off the pitch is good too, with an atmosphere that rivals Football, but still holds the core values of Rugby, the unity between fans in the Rugby family. The good aspects of the sport make it a fantastic thing to be a part of.

“So if I can get into the sport, what is stopping other people like me getting into it? There are two main factors that are blocking the growth of Rugby League; the lack of professional clubs in the south and the overall promotion and marketing of Rugby League, especially to a younger audience.”

Growing the sport in the south

“The lack of exposure to Rugby League is a big barrier stopping fans like me getting into the game. Super League is renowned for the ‘M62 corridor’, and there only three teams below the midlands in the professional game; London Broncos, who haven’t competed in Super League since 2019, London Skolars and Cornwall RLFC, who had their inaugural season in League One in 2022.

“The south is already a huge Rugby market, so there would be plenty of appetite for professional League clubs to be created. Rugby League will fill the gap of live sport for many fans across the south. Cornwall have reaped the rewards of this as they pulled in big attendances this summer, despite the form of the team.

“This is definitely something that can be replicated by a potential new club in the south, and this will only be a positive thing for League. It will draw in more fans to the sport and make the professional game stronger.

“There is currently a vacancy in League One, after West Wales Raiders pulled out of all RFL competition this season. The RFL have already declared their interest in growing the sport in South Wales, which could open up a possibility of a team in that region. This would be huge for the game.

“South Wales not only covers major cities like Cardiff, but is also attracts several places in England like Bristol, Weston-Super-Mare and Bath. These cities and towns already have a great appetite for Rugby, with incredibly successful Union teams there. It would be a fantastic opportunity to grow the game and attract these fans into the game.”

Promotion of the sport

“Rugby League is missing a trick with the promotion of the game, and hopefully the new partnership with IMG will address this. The marketing of the sport needs improving, it’s too busy targeting its current fan base and not trying to bring fans from outside into the game.

“The World Cup was a great starting point for advertising the game outside of its existing fan base, especially with the promotion and coverage of the wheelchair game. However people still had to go out of their way to get information.

“Clubs have started to use social media, especially TikTok, very well recently. This is exactly the sort of thing they need to do. This appeals to a much younger audience and also can help expose the game to people outside of the existing fan base. The clubs are pulling in great viewing figures on their TikTok pages, which will boost the game’s perception amongst younger fans.

“The season taking place in the summer could also be massively utilised in the games promotion. People often associate sport in this country with people shivering in the terraces, however for most League games, fans are able to go in t-shirt and shorts. This could be a great way to promote the sport to a new audience.

“A lot of clubs are also in big student towns with Leeds, Salford and both Hull teams firmly within the radius of big student communities. Students are a massive market that could really grow the game. As a student, I pay £15 for my Rhinos tickets; I can have a few beers and enjoy watching the match. Leeds Rhinos have got a very good connection with the local universities. Leeds Varsity is played at Headingley Stadium, and this year the tickets to the Rugby League Varsity match included a ticket to the Rhinos game afterwards. This was a fantastic initiative in order to get students to stay and watch a Super League game with their friends, and can help student players relate to the game.

“Other clubs could really take advantage of this untapped market. Offering double header clashes with student teams as a curtain raiser, or advertising the discounted student prices more widely could really help draw in students, which could then also help grow the game in areas like the South, with students coming back home and talking about the game to friends or family.

“Rugby League is a fantastic sport, but it suffers from limited audience. If it is to achieve its full potential it needs to expand its fan base across the country.”