Rugby league, Melbourne Storm recording record growth in crowds, participation

Storm’s mission to “convert AFL fans one-by-one” is yielding record match attendance and a grassroots participation boom, ahead of Melbourne’s State of Origin blockbuster.

Victoria is riding a wave of rugby league love at all levels as Melbourne prepares to host the sport’s showcase State of Origin at the MCG next week.

As tens of thousands of fans prepare to descend on Melbourne for a decisive State of Origin clash between Queensland and NSW, the city’s sole NRL team, as well as grassroots boys and girls participation, are flying high.

Despite being based far from league heartland in the thick of AFL territory, ladder-leading Storm is attracting the fourth-highest NRL crowd numbers in Australia to home games this season.

The Storm’s average home game attendance of 20,800 in season 2024 is the highest ever recorded by the club, up from 18,264 in 2023 and 16,127 in 2022.

That ranks the Storm behind only Brisbane Broncos, New Zealand Warriors and Sydney Roosters for fans through the gates, with this year also marking the fastest Storm ever reached more than 30,000 members.

And rugby league participation in Victoria is up 21 per cent year to date – well ahead of Queensland (up 5.99 per cent) and NSW (up 5.33 per cent).

Melbourne Storm has been attracting a record attendance at AAMI Park. Pictured: Nick Meaney celebrates during the club’s round 14 home match against Newcastle Knights. Picture: Kelly Defina/Getty Images

Melbourne Storm's Xavier Coates and Harry Grant are in the Queensland squad for State of Origin 2 at the MCG. Picture: One-Image Photography

Storm chief executive Justin Rodski – a former Essendon footy club executive – told the Herald Sun rugby league was making big strides in an AFL stranglehold.

“The game of rugby league is flying at the moment in Victoria,’’ he said.

“You only need to look to the suburbs, the clubs and participation numbers to get a really clear picture in the growth and interest in the game.’’

Mr Rodski said the Storm was to the NRL what premiership favourites Sydney was to the AFL, with on-field success and passion for the club at all-time high.

“When you think about our culture, where we sit on the ladder, the system we have in place and the respect we have in the sporting landscape, we absolutely consider ourselves the Sydney Swans of the NRL,’’ he said.

“And it’s something we are very proud of.’’

The Storm is on track for its 14th consecutive finals series and coach Craig Bellamy is 13 wins away from becoming the second NRL coach to record 400 wins.

Mr Rodski said Melbourne staging game two of the three match Origin series would further bolster the sport’s growth in Victoria.

Storm’s Xavier Coates in action for the Maroons, trying to break through a tackle by Jarome Luai and Isaah Yeo of the Blues during game one of the 2024 Men's State of Origin series. Picture: Matt King/Getty Images

Guitarist Joel Wheeler performing AC/DC's Thunderstruck live at Melbourne Storm home games at AAMI Park. Picture: supplied

“As we start to build our academies, participation and pathways it’s only going to translate to more Victorian kids playing the game and ultimately playing for the Melbourne Storm,’’ he said.

“And having Origin here, the showpiece event that it is, the exposure and the eyeballs that it generates, is only going to help.’’

Mr Rodski said the Storm tried to put on a show at each home match, having a guitarist perform Thunderstruck live as the players run out and fostering a “home Colosseum feel”.

“I keep saying that we are trying to convert AFL fans one-by-one to come and have a look and enjoy the experience and once you’ve seen how good it is,’’ he said.

“You might not completely convert over to rugby league but you will definitely come back to experience it again because it’s such a good product and experience watching Melbourne Storm at AAMI Park.’’

Origin 2 will be staged at the MCG on June 26 and Storm’s next home game is against Canberra Raiders on June 29.