- NRL has signed a five-year deal to play matches in Las Vegas
- CEO Andrew Abdo, firm and bold, was a success
- The NRL is also targeting the lucrative US betting markets.
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When it comes to breaking into the highly competitive American sports market, rugby league is prepared to play the long game for five years in Las Vegas – and there is now evidence that that is exactly what they will have to do.
The dismal television ratings posted in the US following the NRL double-header in Sin City demonstrated just how far the code must go in its goal of becoming a global sport.
Ratings for US pay TV channel Fox Sports 1 showed an average audience of just 61,000 people tuning in to watch the season opener between the Sea Eagles and the Rabbitohs.
It was even more dire for the following clash between the Broncos and Roosters, with only 44,000 locals tuning in.
In stark contrast, the college basketball game between Xavier and Georgetown leading up to the NRL games was watched by 162,000 viewers.
When it comes to breaking into the American sports market, rugby league is prepared to play the long game for five years in Las Vegas, and they will have to do it.
Ratings for US cable network Fox Sports 1 showed an average audience of just 61,000 people tuning in to watch the first NRL game of the season between the Sea Eagles and the Rabbitohs (pictured, Manly midfielder Jason Saab) .
Despite the poor television numbers in the United States, it was a very different story on Australian shores.
According news corporation, Manly’s 36-24 victory over South Sydney attracted 838,000 television viewers on Foxtel, which included Fox Sports’ streaming service Kayo.
Then it was reported that 786,000 Fox League viewers tuned in to the Roosters-Broncos clash, a fraction ahead of Channel 9’s 784,000 viewers.
NRL chief executive Andrew Abdo stressed that patience is key when it comes to breaking into the US sporting market.
“The Las Vegas matches were watched by huge numbers of people around the world, including a record audience in Australia,” he said.
‘The average viewership on Fox Sports 1 (61,000) for the first game compares to some US Major League Soccer games.
‘The second match attracted an average audience of 44,000 people. These are the two most-watched NRL matches in the US on record.
Abdo added: “Viewership for the first game was three times bigger than the most-watched NRL games on Fox Sports in the last three seasons and more than 280 per cent bigger than the most recent Saturday games on Fox Sports 1 .
NRL chief executive Andrew Abdo stressed that patience is key when it comes to entering the highly competitive US sporting market.
“We are proud of what we achieved in Las Vegas and are impressed by how positively Americans have responded to rugby league.
‘The exposure the game received and the reviews of the matches from American fans and media will be a huge boost for year two and beyond. “We are very focused on the long-term opportunity this presents for the game.”
Australian Rugby League Commission chairman Peter V’landys anticipates the Las Vegas company will generate approximately $200 million in broadcast and betting revenue over the next five years.
He also revealed his audacious goal of eventually broadcasting one NRL game a week, via Fox Sports 1, into the homes of countless Americans.
“This is the beginning, this is the foundation, now we have to build the house,” V’Landys said.