The National Rugby League (NRL) has unveiled an ambitious advertising campaign aimed at attracting American sports fans to rugby league during its upcoming 2026 season-opening matches in Las Vegas. Scheduled for March 1, 2026, the event features a double header between the Newcastle Knights and North Queensland Cowboys, followed by a match between the Canterbury Bulldogs and St. George Illawarra Dragons.
The campaign kicks off with a 30-second promotional video showcasing thrilling highlights from the sport, including remarkable tries and intense collisions. Airing on television and displayed on billboards across the United States, the advertisement encourages fans to embrace rugby league as a compelling alternative during the off-season of American football.
In the video, sports media personality Colin Cowherd narrates, capturing the excitement of the game with visuals of standout moments, including Reece Walsh‘s breathtaking try from last year’s grand final. The ad features NFL icon Rob Gronkowski, who previously appeared in NRL promotions, emphasizing the sport’s unique appeal. Gronkowski describes rugby league as “Football, but not as you know it. No pads. No armour. No timeouts.”
The highlights package also includes Xavier Coates‘s gravity-defying try, framed by a series of powerful tackles that exemplify the sport’s high-energy nature. Cowherd concludes with a powerful statement: “This is rugby league, and when you bring that energy into Las Vegas, that’s your off-season solved.”
This marks the third significant push by the NRL to penetrate the American market, a strategy aimed at building a dedicated fan base in a country where rugby league remains relatively unfamiliar. The league aims to capitalize on its growing international presence and attract sports enthusiasts looking for thrilling alternatives during football’s off-season.
The event at Allegiant Stadium, known for hosting major sporting events, is positioned as a pivotal moment for the NRL’s expansion efforts. With the 2026 season opener, the league seeks to establish rugby league as a staple of American sports culture, blending the excitement of Australian rugby with the glitz of Las Vegas.
As the NRL prepares for this landmark event, the league’s leadership remains optimistic about the potential for growth in the U.S. market. With a targeted marketing strategy and a compelling product, the NRL hopes to capture the attention of American sports fans and ignite a passion for rugby league across the nation.
