The Australian Rugby League Commission has yesterday fired not one but two shots across the bow of its rival code, signalling the beginning of a renewed assault on the Kiwi market, TVNZ sports presenter Scotty Stevenson writes.
First came the news that Eden Park, the so-called "fortress" of the All Blacks, would play host to the maiden State of Origin fixture in New Zealand in 2027. That was swiftly followed by the revelation that the ARLC would also change a key rule that has long prevented Kiwi Internationals from being selected for the clash, even if they met all other eligibility criteria.
The timing of both announcements is not coincidental, coming as they did on the Monday morning following the opening round of Super Rugby Pacific. Lord, what that organisation would give for a little breathing room. Its opening weekend was sandwiched between the ongoing All Blacks coaching circus and rugby league’s latest power play.
Commission chairman Peter V’Landys is never one to miss a moment, although he was happy to miss yesterday morning’s announcement. Instead, two popular rugby league personalities, Jonathan Thurston and Ryan Hoffman, appeared at Eden Park to announce the news alongside New Zealand Prime Minister Christopher Luxon and Auckland Mayor Wayne Brown.
His Worship hailed Auckland as “a great sporting city”, while the Prime Minister recalled his parents letting him stay up in the 80s, presumably to watch State of Origin. For his part, V’Landys claimed via press release that “State of Origin isn’t just a football match, it’s a cultural phenomenon”. Even opposition leader Chris Hipkins was keen to discuss this cultural phenomenon, but then refused to pick a side, thus representing a phenomenal failure to grasp the culture in the first place.
New Zealanders will pick sides, and the Cultural Phenomenon at Eden Park in 2027 will be a sellout. According to Auckland Council estimates, 10,000 Australian visitors will pour into the city to assist with cultural understanding, and the economy will be boosted to the tune of $17.4 million, which will, by that point, equate to three craft beers and two alternative milk flat whites per visitor (adjusted for inflation).
This column has no doubt that Australians will come. I mean, Auckland is closer to Australia than Perth is, anyway. This column also has no doubt that a State of Origin clash is the Trojan horse for NRL expansion, just as it was for Perth, which will officially enter the NRL under the Bears banner in 2027. A sold-out Eden Park for a rugby league game between two Australian States would make a convincing business case for a second New Zealand team.
That’s what it comes down to, really: Business. Rugby League at NRL and Origin level is a big business, and like all big businesses, this one wants increased access to raw materials (read: our school talent), and more customers to purchase its product. Oh, and if it can get the Australian Government to supply, say, $600 million in public funds to subsidise a team in Papua New Guinea, or the New Zealand Government to roll out Auckland’s welcome mat and pin it down with road cones, then that’s quite handy too.
By all accounts, the New Zealand Government was not nearly as keen to underwrite Super Rugby’s ‘Super Round’ in Christchurch, presumably because it cannot (yet) claim cultural phenomenon status, nor attract 10,000 Australian rugby fans.
It will be fascinating to see how this plays out over the next 18 months. The NRL does not have to compete against rugby union in Australia, either financially or for eyeballs, but it will have to duke it out with the Rugby World Cup in 2027. A hearts and minds quest across the ditch ahead of that tournament beginning, and New Zealand’s inevitable descent into All Blacks obsession, is a legitimate way to minimise audience churn and advertise its dedication to growing the league fanbase here.
V’landys has made no secret of his desire to see the game increase its global footprint, but appears simultaneously committed to building regional strength to underpin any international aspirations. Opening the Origin door for Kiwis, on and off the field, is illustrative of that approach. New Zealand may not be the biggest market, but today’s news suggests it is still an important one.
It would pay not to take it for granted.
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