‘Why?’: NRL’s Times Square ad raises questions amid US takeover

There’s just over a week until the NRL’s first foray in the US but as the final push begins, fans have pointed out an issue with its latest ad.

The NRL has taken over New York City’s Times Square as the sport continues its final push ahead of its season-opening Las Vegas double header.

Just over a week before the game, the NRL projected a giant virtual rugby league ball in one of the most visited tourist attractions in the world.

The only place to watch both games of the Las Vegas opening double-header live is Fox League, available on Kayo. New to Kayo? Start your free trial today >

Approximately 50 million tourists visit the location every year, while up to hundreds of thousands of people pass through Times Square each day with billboards as far as the eye can see.

The NRL hopes to secure a foothold in the US via its season-opener in Las Vegas including a five-year broadcast deal to screen matches via Fox Sports 1, which reaches more than 90m American homes.

The NRL has been active in promoting the game, including bringing in US celebrities such as The Rock, sending players to talk up the game during an NFL broadcast and an advertising onslaught as the game attempts to make waves in one of the most lucrative markets in the world.

The NRL has taken over Times Square. Photo: Twitter

The NRL was advertising in Vegas on the day of the Super Bowl.

However, the Times Square ad is clearly the most audacious.

B&T reported the ball, which was spinning on its axis, was projected using LED screens above the street line.

Appearing under a billboard which displayed promotional footage of rugby league, some fans questioned why the sport had a football with NRL sponsor Westpac and ball manufacturer Steeden given prime position, while the “Rugby League Las Vegas” logo was relatively small.

One fan said: “It’s great, but why are we advertising Steeden and Westpac in the USA? Surely make the NRL logo and a reference to rugby league more prominent??”

Another commented: “Looks like a giant ad for Steeden. Worth millions of dollars to them in a market they’re not in. Why is the NRL feature so small.”

Another wrote: “People in America Googling: What’s a W Steeden?”

A fourth commenter added: “This is pretty cool. Mind you I’m sure the Yanks are wondering what a Steeden is but looks great.”

Another person wrote: “At the end of the day, most Americans won’t give a stuff about. But, to promote the game in Times Square, have it promoted by Fox Sports US & to be in Vegas guarantees publicity for the game & its sponsors. It gets people talking.”

The NRL’s hitting Sin City. Photo: Grant Trouville

However, ARL Commission chairman Peter V’landys believes the NRL can become a $1bn exporter as it looks to lock in a wagering partnership in the US.

The game topped $700m in revenue for the first time in 2024 and the rugby league boss sees the US market as a way to continue to grow the game.

“Sports betting is becoming legalised in America in every state,” V’landys said.

“In the Super Bowl last week they generated $23bn in turnover. I’d love to have $23bn in 10 years in racing, let alone in one game. It just shows you the difference in the markets.

“We’ve got three major organisations in sight. And we’re going to try to do the best deal we can from those. It’ll hopefully be done straight after Vegas.”

The NRL will kick off on Sunday March 3 with Manly and South Sydney (1.30pm AEDT) and the Roosters and Broncos (3.30pm) playing at Las Vegas’ Allegiant Stadium.

Originally published as ‘Why?’: NRL’s Times Square ad raises questions amid US takeover