How Russell Crowe, Hugh Jackman and a Rabbitohs’ billionaire can kickstart league in America
The NRL will be counting on its glamorous celebrity stakeholders and league-loving Australians to help take the game to America next February.
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In a glamorous publicity blitz, the NRL will ask Hollywood stars Russell Crowe and Hugh Jackman to promote February’s historic double-header in Las Vegas by appearing on US breakfast programs, news bulletins, late-night talk shows, television advertisement and social media platforms.
And this masthead can also reveal tech billionaire, South Sydney co-owner Mike Cannon-Brookes, has revealed a desire to help the American experiment through his part ownership of NBA franchise, Utah Jazz.
The NRL has made contact with Crowe, South Sydney’s co-owner, and Jackman, a diehard Manly fan, through their clubs ahead of next season’s round zero American weekend featuring the Rabbitohs, Sea Eagles, Broncos and Sydney Roosters.
Crowe and Jackman also want to bring their own creative promotional ideas to the NRL.
While the exact contribution of Crowe and Jackman is to be determined, the pair will essentially attempt to complete a mass media campaign.
“I haven’t had any direct contact with the NRL but I have been made aware of the event,” Crowe said.
“Any assistance I could give would be based on what interest in the games the NRL can generate within America. I haven’t been consulted or involved in creating the plan to this point.”
The Sea Eagles and Roosters are the two home sides for a week-long event which will include other Australian events and activities.
There is a suggestion Manly will play Souths in Vegas, pitting Crowe’s team against Jackman’s side in a match-up which would be a strong promotion tool in America.
“It could be they (Crowe and Jackman) are interviewed on Fox Sports, it could be social media, it could be the creation of adverts, marketing and promotion in all forms, live appearances and helping with creativity about how we can actually market in America,” said NRL chief executive Andrew Abdo.
“It is about using their following and popularity in the States to point people toward, effectively, Australia week during the last week of February and to get people excited about this whole week of activities and the games as well.
“There could be appearances on the late night talk shows, news and their equivalent to the Today morning show on the American networks.
“They have a keen interest in the NRL and their clubs so it’s about using that to promote the whole week’s events and not just the games.
“We will work with them on how they want to bring this to life and their creativity as well. They want a creative say as opposed to us telling them what to do.”
Manly’s major sponsor, PointsBet, is US-based and has used former NBA superstar Shaquille O’Neal in its previous Australian television campaigns.
Crowe (2.9 million followers) and Jackson (14.9 million) have a combined total of 17.8 million followers on Twitter alone. The Utah Jazz have a further 1.2 million Twitter followers.
The most popular US late-night hosts which may be targeted include Jimmy Fallon, Jimmy Kimmel and Stephen Colbert.
Cannon-Brookes, said to be worth $19.5 billion in Australian dollars, may use his influence at Utah to help promote the two NRL matches.
Souths’ third owner, James Packer, hasn’t yet expressed a desire to be involved.
Crowe wants to attend the game but has several projects on hold due to Hollywood’s actors’ and writers’ strike. His plans may change late depending on when the action is resolved.
The two games will be played at Las Vegas’ Allegiant Stadium, which accommodates around 65,000 fans.
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Originally published as How Russell Crowe, Hugh Jackman and a Rabbitohs’ billionaire can kickstart league in America
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