NRL 2023 Health Check figures: Brisbane Broncos’ off-field dominance over rival clubs revealed
Brisbane’s charge to the finals can only be matched by its performance off the field. This masthead has compiled a health check of every NRL club, analysing crowds, memberships, social media reach, TV viewership and merchandise sales.
The Brisbane Broncos have not just emerged a genuine premiership threat on the field.
They are an unstoppable force off it as well.
This masthead has compiled a health check of every NRL club, analysing crowds, memberships, social media reach, TV viewership and merchandise sales.
Rarely in NRL history has a club dominated their rivals in the manner in which the Broncos are right now in all key performance indicators on the back of Kevvie Walters’ premiership charge.
Independent commission boss Peter V’landys is even describing superstar fullback Reece Walsh as “Justin Bieber and Harry Styles mixed into one”, such is the depth of a new and younger audience.
SCROLL FOR FULL BREAKDOWN OF KEY OFF-FIELD PERFORMANCE FIGURES FOR EVERY NRL CLUB
An analysis of the 17 premiership clubs reveals the Broncos:
• Have the highest social media audience on Facebook, Instagram, TikTok and Twitter of all sporting organisations in the country, including the most popular AFL clubs;
• Recently became the first football club in Australia to top 1.5 million followers on social media, ahead of NRL rivals the South Sydney Rabbitohs (1.2 million) and Melbourne Storm (1.2 million);
• Are also the No.1-ranked team on TV viewership numbers, average home-ground attendance (33,322) and club memberships (40,207); and
• In merchandise sales, they are second only to the mighty Penrith Panthers, who have had the advantage of sales from playing in the last three grand finals and winning the last two premierships.
But it’s not positive for all teams. The likes of the Wests Tigers, Gold Coast Titans, Cronulla Sharks and St George Illawarra Dragons are way behind their rivals across a number of key areas.
THE REECE WALSH EFFECT
No player in the game can attract a young audience like the superstar Broncos fullback with the film star looks and the spectacular skill.
Just ask V’landys.
“I have a 12-year-old daughter who has limited interest in rugby league,” V’landys said.
“But whenever Reece Walsh is playing, she watches the Broncos.
“He’s got so much charisma and he’s attracting a new generation of viewers.
“He’s like Justin Bieber and Harry Styles mixed into one.
“Everyone will buy tickets to watch their shows and Reece Walsh has the same effect in rugby league.”
THE DOLPHINS FACTOR
V’landys says the competition and rivalry between the two Brisbane clubs has not only strengthened the NRL’s foothold in Brisbane, but grown the Broncos brand rather than be a threat to them.
“We always expected the Dolphins would reinvigorate the rugby league market in Brisbane,” he said.
“One of the intentions was to produce a Brisbane derby and it’s created enormous interest.
“Competition breeds excellence. You go harder and try harder when there’s a new opponent in town. The rivalry has been great for both clubs.”
While the Broncos have maintained their dominance in the market, in their inaugural season, the Dolphins are already third in home attendance (21,758) and fourth in memberships (28,700).
THE BRONCOS BOSS
Chief executive Dave Donaghy says: “I’ve never seen a buzz around rugby league in Brisbane like it is right now.”
Winning and playing such an attractive brand of football obviously helps.
The Broncos will this year break their all-time attendance record for Suncorp Stadium.
“We had some lean years but our fans stuck solid and we’re grateful for it,” he said.
He agrees with V’landys regarding the Dolphins.
“If there was ever complacency, it’s been quickly removed,” Donaghy said.
“Having them in Redcliffe has actually strengthened rugby league and the Broncos. We’ve sharpened up across the board.”
He says the social media numbers show a younger audience is now engaged with the club.
“We recruit on talent and character first and foremost but without doubt having the players with such appeal to a younger audience … it’s great,” he said.
“We see it at Suncorp on game day. Our audience is definitely younger and that’s really important for the future of the footy club.’
THE NEGATIVE
The problem for the NRL is that there is such a divide between the top and the bottom clubs.
Cronulla have the lowest average crowds (10,950) because Shark Park can hold only 12,000 fans.
The outdated facilities affect ticket sales, membership numbers and corporate support.
The Gold Coast Titans are also struggling in key areas. They are 11th for social media followers, 16th in TV ratings and membership, and last in merchandise sales.
The analysis also reflects badly on St George Illawarra, who have the least members of all Sydney clubs (19,655) and the second-lowest average crowds (12,394) of all 17 clubs.
Once a giant of the game, the Dragons are now 12th placed for TV viewership. The study also shows Manly has work to do in fan engagement, with only 502,000 followers across all platforms - the lowest of the established clubs and only ahead of newcomers the Dolphins (349,943).
The Sea Eagles are 13th in memberships (16,332) and 14th in home crowds, with an average attendance of 13,214 at their 18,000-person capacity Brookvale Oval.
THE VERDICT
The analysis shows it is such an uneven playing field.
Brisbane were, for so long, a one-team town. Even the arrival of the Dolphins’ hasn’t diluted their dominance. It’s why the Dolphins chose to play the majority of their home games at Suncorp Stadium — to take advantage of the immense corporate opportunities that a lot of their established rivals don’t have.
There are enormous challenges for the nine Sydney based clubs, although western Sydney powerhouses Penrith and Parramatta are in great shape.
It helps that Penrith in 2026 will play out of a new stadium, the Eels have CommBank and the Roosters are locked in at Allianz Stadium.
You wonder about the long-term viability of the smaller clubs playing out of suburban grounds – and the fight to survive and compete with the likes of the Broncos.
Not next year or the year after – but 20 years down the track.
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