NRL Magic Round could become Magic Week in bold plan to capitalise on its popularity

The NRL’s Magic Round could become ‘Magic Week’ for Brisbane, with bold plans to expand the multimillion-dollar blockbuster into one of Australia’s biggest events. Here’s what could be in store.

The NRL’s Magic Round could become ‘Magic Week’ for Brisbane with bold plans to expand the annual multimillion dollar rugby league blockbuster into a week-long festival, turning it into one of Australia’s biggest events.

Queensland events king Harvey Lister has called for Magic Round to be transformed into a festival featuring grand final-style parades and lunches with NRL stars, race meetings, concerts and cultural shows and exhibitions to pump up tourism and the economy.

But former tourism minister turned NRL commissioner Kate Jones has revealed that plans are already in the pipeline to make Magic Round longer and more spectacular.

“We are already working with our partners to make it a week-long celebration to encourage visitors to stay longer,” she told The Courier-Mail.

“Magic Round opens up huge opportunities to create more action throughout the week. A new Magic Week in Queensland off the back of our favourite game is where Magic Round should head.”

Brisbane Broncos Halfback Jake Turpin who will play his first game as captain against Manly at Suncorp on Friday night. Picture Lachie Millard

Magic Round, being held this weekend at Suncorp Stadium, currently attracts about 25,000 visitors and injects an estimated $20 million into the state’s economy.

But tourism and business heavyweights including Ms Jones and Mr Lister, whose ASM Global manages Suncorp Stadium and the Brisbane Convention and Exhibition Centre among 350 major venues worldwide, believe the footy feast has the potential to become even bigger and better.

His comments came as Queensland moves to extend its contract to host Magic Round - where Suncorp Stadium hosts all eight NRL matches in a single weekend - beyond 2023 when the current deal expires.

Mr Lister said turning Magic Round into a week-long festival would boost tourism and economic benefits, and help secure its long-term future against attempted poaching raids from rival states which have long jealously eyed Queensland’s packed major events calendar.

Queensland recently lost the long-running world surfing championship season-opener on the Gold Coast after NSW snared the coveted event.

Mr Lister said with the AFL flagging plans for its own Magic Round-style footy frenzy in Queensland on the back of the success of last year’s historic grand final at the Gabba, the NRL could ‘own’ Brisbane with an expanded rugby league festival.

Matt Ballin and Sam Thaiday at the NRL Magic Round Brisbane Welcome at King George Square. Pics Tara Croser.

“The potential is there for rugby league to own the city for an entire week,” he said.

“You could have parades, a goal post to goal post lunch at Suncorp Stadium, a race meeting, concerts and events at South Bank and QPAC, all packaged up and branded as Magic Round.

“It’s the nearly start of winter, the weather’s generally gorgeous and this is something that could really be promoted.

“You could have as many as 50 events as part of a Magic Round week. I think there’s a lot of opportunity for somebody to pull that together to make this into an event beyond just rugby league games.

Star Entertainment Group and Queensland Airports chairman John O’Neill, who was also the first chair of Events NSW, said a ‘masterplan’ was needed to grow Magic Round.

He said it needed to be held at the same time and same place each year to embed it as a ‘must attend, must watch’ event.

“Then you build a festival around it with multiple forms of entertainment including live concerts, exhibitions and other celebrations such as a dedicated race day,” he said.

Tahnia Pitt, 10, and Kaylene Hall, 10, at the NRL Magic Round Brisbane Welcome at King George Square. Pics Tara Croser.

Queensland Tourism Industry Council chief executive Daniel Gschwind said ‘homegrown’ events like Magic Round were key to driving mass visitation.

He said the event coincided with the start of the Brisbane Winter Racing Carnival, creating enormous cross-promotional opportunities.

“Magic Round can be turned into an experience with associated events whether they be culinary, cultural or sporting,” he said.

“We don’t have to buy events any more. If you put a homegrown event like Magic Round on the calendar and broaden its appeal, you can turn it into something special that people will want to put on their travel bucket list.”

Speaking at Thursday’s Magic Round launch, Tourism and Sport Minister Stirling Hinchcliffe said Brisbane was already seeing the benefit of hosting all NRL teams.

“More than 25,000 people have come from interstate or across the ditch from New Zealand to join us here in Brisbane for the excitement of this weekend,” he said.

“We model that and $20 million worth of input into the Brisbane economy will come from this event. That’s a great thing that’s needed, particularly by our CBD businesses and CBD hotels at an important time.”

Broncos supporter Tayla Sissons, 20, at the NRL Magic Round Brisbane Welcome at King George Square. Pics Tara Croser.

NRL chief Andrew Abdo said Magic Round, which started in 2019, was lost last year due to the pandemic and the game was ‘thrilled and excited’ to be back in Brisbane.

“You can see it. You can see all 16 clubs in and around the city,” he said.

“You can feel it, you can smell it and very soon we will hear it at Suncorp Stadium tomorrow night.

Brisbane Lord Mayor Adrian Schrinner said ideas like suburban pop-up venues with big screens showing matches could help Magic Round bigger and better.

“Brisbane is the spiritual home of rugby league and Suncorp Stadium is the best venue to watch football from in the world,” he said.

“Event tourism brings visitors to our city which is why we support not just the Magic Round but the array of other events that occur across the year.