Tyson Jackson: Why Australian sport is failing fans compared to the blockbuster NFL experience
Australian sports codes are missing millions in revenue by failing to match the spectacular fan experience that makes NFL games feel like major events, writes Tyson Jackson
A halftime performance by a legendary musician, special appearances by local celebrities, mariachi bands, cheerleaders, parties outside the stadium, and club greats mingling with fans.
No, this isn’t the line‑up for the NRL or AFL grand final; it was a regular season LA Rams game in the NFL.
Even if this was the line‑up for grand final day here in Australia, the sheer entertainment factor would blow away anything our sporting codes have put on.
So, what exactly are we missing on our shores?
I spent the week in Los Angeles covering the NFL and seeing first‑hand how American sports differ from ours. It feels like our biggest codes are leaving millions of dollars on the table.
It starts days out from the game.
All week, Rams and Seahawks jerseys flooded the streets of LA ahead of the weekend’s rivalry. Thousands travelled into town to watch. It was a shock.
I’ve covered sports in Australia for four years. Sure, NRL grand final week scatters fans across Sydney but, for perspective, the NFL’s big dance — the Super Bowl — is still three months away.
On game day, nothing here comes close.
In Australia, turn up an hour before kick‑off and you’re considered early. I arrived at SoFi Stadium at 8am for a 1.30pm kick‑off and the carpark was already full.
People were everywhere, not just sitting around but taking part in what Americans call a “tailgate”, where fans gather in the carpark, set up a gazebo, a TV to watch other games, fire up a barbecue, have a few drinks and mingle with friends and rival supporters.
I’m not suggesting weekly tailgates before an NRL clash — we simply don’t have the infrastructure — but our pubs and hospitality venues aren’t even that busy before games.
After spending hours in the carpark, you head into the stadium — and once you’re in, you don’t have to leave.
There are food vendors everywhere, free merchandise handed to fans, no queues for toilets or merch, short waits for food and drink, and plenty of room to socialise away from the field.
At your seat, you’ve got options: watch the teams warm up, take in cheerleader performances, or catch other live games on the big screen.
When the game starts, stoppages are filled by MCs, DJs and comedian Trevor Wallace hyping up the crowd and keeping fans in their seats.
Then there’s a 10‑minute halftime set by legendary rapper Warren G. There’s even a nightclub inside the stadium.
Stack that against the NRL or AFL and it’s hard not to feel a bit deflated. Fans usually arrive at kick‑off and often leave before the final whistle to beat traffic.
We don’t have what the Rams have – SoFi might be the best stadium in the world – but, on the things we can control, we lag.
Weekly games struggle to garner that much interest. Fans aren’t getting to games early because there is simply nothing for them to do.
Compared with the US, you can see why our fans aren’t as engaged. If we want people to turn up earlier, stay longer and spend more, we need to treat every match as an event, not just a game.
Australian sporting codes need to work out a way to follow in the footsteps of the NFL, not only to stay there until the siren sounds, but encourage teams to inspire their supporters to champion their cause in the days and hours leading up to kick-off.
Originally published as Tyson Jackson: Why Australian sport is failing fans compared to the blockbuster NFL experience
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