Andrew Abdo Q&A: NRL CEO opens up on the league’s venture into the US market, biggest challenges

As the NRL’s Las Vegas roadshow comes to a close, CEO Andrew Abdo has revealled two of the biggest obstacles rugby league faces in attacking the US market.

The NRL’s Las Vegas roadshow is about to come to a close. NRL boss Andrew Abdo sat down with Michael Carayannis in the reception area of Resorts World Hotel which will house more than 100 players and staff in the lead-up to the round one double header next year.

Michael Carayannis: The question people ask is, ‘Why Vegas and why take games outside of Australia or New Zealand?’

Andrew Abdo: Rugby league is such a compelling game. It’s a compelling game to watch and it appeals to so many Australians and throughout the Pacific. This is an opportunity to showcase the game that we are extremely proud of. We are excited to take it to a market that loves sport but hasn’t had an opportunity to see or experience our sport.

Australia’s biggest sport in the world’s biggest sports market. It makes sense for us to have a red hot go. People love sport here but they haven’t had an opportunity to experience anything like us. Sure there is a competitive market and American’s love American sport. For us it’s an opportunity to show them something else. Yes rugby has had a presence but league offers a unique proposition. Something that’s quite compelling. It’s a long-term plan to acquire fans.

NRL CEO Andrew Abdo, centre, during the league’s Las Vegas roadshow. Picture: David Becker/Getty Images for NRL

MC:You mentioned rugby. Do we try to educate the US audience that rugby league is coming or do we just give-up and let them go with calling it rugby?

AA: The message is that rugby league is coming to Las Vegas and there is a huge difference between league and union. For us it’s about inviting any sports lover to have a look. If you follow NHL, baseball, NFL, rugby, it doesn’t matter. Have a look at rugby league. It’s not about competing, it’s about co-existing and collaborating.

MC: Have there been one or two things which have surprised you in their difficulty to organise that you perhaps didn’t think was going to be an issue?

AA: Two things. One is the sheer size of the market. We are quite small in Australia. We’d be a state in America in terms of population. Making a noise and having a presence is difficult because there is so much going on. On one hand, what a great opportunity for us, a huge population. A sports mad country with great facilities – particularly a rectangular stadium. On the other hand, quite daunted that we are a challenger brand in this market. We have to be disruptive and box clever in order to make a splash. We can’t outspend the local sports in this market.

The other aspect is the football logistics. The detail you have to go to, to make sure you have a great experience for the players and clubs. Things like training facilities and the set-up of the stadium. Everything is different. The change rooms and the way the players run onto the field. We want the games that we put on to be undeniably rugby league with a flavour that appeals to the US audience. We want something to recognise we are in America but it is rugby league.

Abdo handing out jumpers to UFC executives Lawrence Epstein, right, and Peter Kloczko. Picture: Grant Trouville

MC:You touched on partnerships. One of the key ones is with NFL team Las Vegas Raiders. How do you see that developing?

AA: It would be crazy for us to not work with a team who has a presence in this market. They have been so collaborate and so open to working with us. That is a key to our success. We are coming here with an element of ambition and an element of humility. Having an opportunity for us to showcase our players to the Raiders fans was priceless.

MC: What’s a barometer of success for game one?

AA: There will be short-term and long-term markers. Short-term markers will be the entire week. The relationships some of our clubs will make with other franchises where they will base themselves. Attendance and engagement and coverage of the game. We are fortunate that our partnership with Fox Sports means the games will be played on a national Fox Sports One channel which will get widespread reach in America. We want a full stadium which will look terrific. Long-term, who is following our sport throughout the season? How many ‘Watch NRL’ subscribers we can get and how many fans we can get engaging on our digital network and across the season. Much has been said and written about wagering … a partnership to enable us to provide content where fans can follow our sport as gambling is deregulated in America, that is a great way for us to reach fans. The long-term success comes when we do the next broadcast rights deal. For the first time ever, we can directly commercialise an American audience.

Abdo is excited but also daunted by the challenge of being a challenger brand in the US market. Picture: David Becker/Getty Images for NRL

MC: It’s been reported that you’ll land somewhere between losing $10 million or breaking even on this event. What is the forecast?

AA: Our commission has a clear focus and a bold vision about growth in America but equally we are fiscally responsible. I can tell you now we are already directly monetising this venture. We have sold 18,000 tickets. We already have millions of dollars of revenue in the bank.

Where it will end up we won’t know until the games are played. We are not going to be losing millions and millions of dollars.

MC: Is it guaranteed beyond this year?

AA: Yes. It’s a long-term vision. We hope to be playing here in perpetuity. The commission is committed to a five-year strategy at a minimum.

MC: Is the plan still to have four different teams here in 2025?

AA: Yes. We will obviously review everything at the end of this. The idea is to bring different clubs and give everyone an opportunity to get partnerships and acquire fans.