The latest data from Roy Morgan shows the total NRL supporter base has grown to more than 6.3 million people aged 14 and over, presenting an ideal opportunity for car companies to get onboard a broadening fan base.

At this stage the opportunities seem to be wide open to car brands to get in front of big audiences concentrated (mostly) in NSW and QLD. Of the 16 teams, only four have car-makers as major sponsors, those being the Broncos (Kia), Cowboys (Toyota), Storm (Suzuki) and Warriors (Mazda).

Roy Morgan’s industry communications director Julian McCrann said the COVID challenges had not stopped the NRL from growing its supporter base.

He said the biggest winner over the past year was the 2020 premiership club Melbourne Storm – with major sponsor Suzuki – which recorded a massive increase in support, up 28.7 per cent to more than 1.2 million supporters to claim top spot ahead of the Brisbane Broncos (Kia).

“The Melbourne Storm have been clearly the most successful club of the last two decades making the NRL Finals for 11 years straight (2011-2021), winning three premierships in the last decade in 2012, 2017 and 2020, and featuring in nine of the 15 grand finals and winning five of them,” Mr McCrann said.

“In fact, the last time the Storm missed the finals after playing a full season without a points deduction (as in 2010) was in 2002 – nearly 20 years ago. The Storm’s success has been such that they are now the most widely supported NRL or AFL club for the first time.

“The Brisbane Broncos – Kia – is the only other team with more than one-million supporters despite the club’s first-ever wooden spoon year after finishing last in 2020 for the first time. 

“The Broncos have been atop NRL club supporter ladder for most of the last two decades however they are set to face a new challenge in the next few years with a second Brisbane-based club likely to enter the NRL competition in the next few years which may divide their supporter base.”

Mr McCrann said that in the competitive Sydney market, the most widely-supported club is also the club with the longest premiership drought – the Parramatta Eels with 454,000 supporters, up an impressive 18.5 per cent year-on-year. The Eels do not have a car-maker as a sponsor.

North Queensland Cowboys

“Despite their lack of premiership success since winning in 1986, the Eels have played finals in the last three years, so they have been in contention recently,” he said.

From an advertising perspective, Mr McCrann said the relocation of the competition mid-season has meant most fans have had to enjoy the sport on TV rather than at the ground this year, and for large parts of the 2020 season.

He said that more than 5.9 million (or 28.2 per cent) of Australians watch the NRL on TV, up 2.8 per cent compared to the same time last year.

Roy Morgan also found that the biggest jump in support over the last year was for the Sydney Roosters with an increase in support of 39.1 per cent to 384,000 – just behind the St. George Illawarra Dragons, up 10.6 per cent to 387,000.

“Other clubs to increase their support include the Canberra Raiders, up 19.2 per cent to 273,000; the Canterbury Bulldogs, up 20.7 per cent to 268,000; the Manly-Warringah Sea Eagles, up 3.9 per cent to 267,000; the Newcastle Knights, up 5.3 per cent to 220,000; and the New Zealand Warriors, up 27.2 per cent to 145,000,” the researcher said.

“Overall, 11 NRL clubs increased their support in the year to June 2021 including six clubs based in the NRL heartland of suburban Sydney.”

Brisbane Broncos

By Neil Dowling