Vegas Confidential: Roosters board member Mark Bouris tips NRL to rival UFC in bloodthirsty US

Rugby league has been tipped to enjoy similar growth in the US to UFC due to its brutality. Plus, what the 13 clubs missing in Vegas are up to in Vegas Confidential.

WEEKEND TELEGRAPH 1ST MARCH 2024 Pictured at Telstra flagship store on George Street in Sydney are representatives from each of the teams competing in the 2024 NRL season launch ahead of round one. Picture: Richard Dobson

The NRL could soon become America’s new UFC.

Sydney Roosters board member Mark Bouris, a high-profile businessman and boxing aficionado, claims America’s love of physical, brutal sports will ensure the country falls in love with rugby league.

Bouris said UFC’s immense popularity in the US and the way it has marched past boxing in approval, shows Americans will be startled at the sheer power and force of NRL.

“Boxing has been around forever and everyone thought the UFC wouldn’t work,” Bouris said. “When it comes to UFC, relative to rugby league, there is a sense of voyeurism.

“Everyone wants to see men and women hurt each other – I don’t want to sound brutal but people love that stuff. It’s one of the reasons the UFC has become so successful.

“If you don’t like that, fair enough, don’t watch it but a lot of Americans will like the brutality of rugby league, which is no-holds-barred. The attitude of ‘I don’t care what happens to me, I will run at you a thousand miles an hour’.

“I don’t want that to sound irresponsible because we don’t want anyone getting hurt but, at the same time, I think that is what the Americans are going to like.

“It’s like the way UFC has overtaken boxing in terms of popularity. I know people who will never watch boxing but they’ll watch UFC.

“We don’t want to do what these players do but we do wonder what it’s like to experience it and the best way is to watch real, fundamental, basic brutality.

“UFC does that. Rugby league is much more physical and brutal, in my opinion, than NFL. We don’t have protection, we don’t stop, the game keeps going. It’s all-in, do your best, survive.”

Bouris said rugby league’s brutal image in the US will further enhance Australia’s tough-guy global image.

Aussie UFC fighter Tom Nolan of Australia elbows Bogdan Grad of Romania.

“Americans love Australians and rugby league is a representation of everything people think about us as Australians – it epitomises Australia’s exported character,” Bouris said.

“It’s hard, tough, fast and free-flowing and Australians are flamboyant with great athletes. ‘We don’t need that helmet or shoulder pads’. We will play as we are, we don’t really care what happens to us.

“Some guy smashes you, you get up and you smile at them. That’s the Aussie attitude. Rugby league is a devil-may-care game to them.

“The same blokes doing attack and doing defence. We don’t have a special kicker, everyone does everything.

“Those characteristics epitomise what people think of us. That’s not the typical Australian but that’s what a lot of overseas people think about us. To them, we’re exotic.

“The NFL is very structured, you need time and patience whereas rugby league looks like the game is rule-less compared to the NFL. The NRL is ‘go-for-it’. They are the hallmarks of a successful brand and will be novel to Americans.

“I know a lot of Aussies are now watching the NFL. A lot of rugby league fans have adopted the NFL so I can’t see any reason why it can’t happen the other way.”

Bouris praised the NRL for showing the “courage” to take official games to the US.

Bouris says the brutality of rugby league will appeal to US sport fans. Picture: Cameron Spencer/Getty Images

And he had confidence the inaugural venture would open rugby league to America.

“The US venture is courageous – unless you exercise some courage nothing new ever happens. I like the courage of the initiative and that they have the steps to execute it. If it works, it is going to be fantastic,” he said.

“We take the game for granted because we have lived our lives around rugby league. But rugby league is appealing and I actually think Americans, more than likely, will like the game once they become aware of it and actually get exposed to it.

“You don’t market these (events) overnight – these things have a long tail. If we’ve got the firepower to continually stick with it, market it and take the content back to them and play in great grounds, like we are in Las Vegas, then the game and players have all the characteristics to make it work.

“And I think it can work. Like the financial statisticians will tell you, for this to work financially, you only need a very small percentage of a very large market. That is logic but logic doesn’t always prevail.

“But once Americans know about it, they will eat it up, they will love it.”

FORGOTTEN 13 LAUNCH NRL SEASON AWAY FROM VEGAS

They are the forgotten 13 NRL clubs who came together to launch the new season.

Unlike the bright lights and fanfare of Las Vegas it was a low-key event for the remainder of the NRL teams who met at major sponsor Telstra’s headquarters in the CBD on Friday afternoon. While no expense has been spared to try and sell the game to the US market, this was as subdued as a season launch can get.

Minus the glitz and glamour the likes of Isaah Yeo, Stephen Crichton, Ben Hunt, Tyran Wishart, Api Koroisau, Dale Finucane, Wiremu Greig, Jayden Brailey, AJ Brimson, Tom Dearden, Sebastian Kris, Luke Metcalf and Mark Nicholls tried to take centrestage but naturally most of the focus was on the four teams who weren’t there.

The other guys at the other season launch. Picture: Richard Dobson

Metcalf’s microphone stopped working while he was being interviewed on stage by Matt Russell and Emma Lawrence.

“I must’ve been boring everyone,” Metcalf joked.

It had that sort of vibe.

ABDO REVEALS NRL’S 2024 CATCHCRY

NRL boss Andrew Abdo produced a video and ended it with “Let’s go” which is now the NRL’s 2024 catchcry.

James Tedesco, Tom Trbojevic, Pat Carrigan and Damien Cook also provided a message from Las Vegas, giving those in the audience an insight into what they were missing.

Fans also took their seats with a strong Cowboys contingent among those in the auditorium and also fired some questions to the players. One Canberra supporter received an accidental microphone to the face before he was able to get his question out.

PANTHERS TO BRUSH VEGAS SPECTACULAR

The Panthers won’t watch Sunday’s double-header instead they are scheduled to train ahead of their match against Melbourne on Friday night.

Penrith have had a hectic pre-season as they went to the UK for their failed attempt to finally win a World Club Challenge, and don’t want to alter their training plans, even if there is a history making double header on the box.

Captain Isaah Yeo joked that teammate Liam Martin could be the one to catch Vegas fever if Penrith are able to kickstart the season in 2024.

Former teammates Isaah Yeo and Stephen Crichton. Picture: Mark Evans/Getty Images

There was a little bit of envy from those in the room too at seeing what is transpiring in America.

“I am hoping the Knights get a call up next year,” Jayden Brailey said with a smile. “It’s unbelievable and nothing that I ever thought would be on my radar.

“The promotional stuff the game is doing is great. All the boys in the lockeroom are talking about it.”

For some though they are just happy to be part of week one action regardless of what country they are playing.

“(The launch was) a bit different because of the hype that’s going on over there,” said Dragons skipper Ben Hunt. “It’s different for me this year because we had the bye in round one last year. We were sitting back watching to see how everyone went.

“I’m just excited that we don’t have the bye.”

Originally published as Vegas Confidential: Roosters board member Mark Bouris tips NRL to rival UFC in bloodthirsty US