Brisbane Broncos chasing Middle Eastern money after Arabian government interest in World Club Challenge
While Brisbane’s clash with Hull KR was ultimately unable to be played in the Middle East, interest from Arabian government officials has opened the door to a possible future partnership.
NRL premiers the Broncos are ready to expand their $81 million brand to the billion-dollar Middle East.
Code Sports can reveal the Broncos held high-powered talks with Arabian government officials to play English champions Hull KR in the Middle East in what was pitched as the richest game in rugby league history.
Broncos hierarchy were keen to accept the landmark proposal, which would have seen the 2026 World Club Challenge on February 19 staged in the Middle East in a history-making moment for the sport.
It is understood delegates were prepared to pay up to $1.5 million for the Broncos to come to the Middle East, with Saudi Arabia, Qatar and the United Arab Emirates slated as possible host countries.
Broncos bosses were supportive of the trip, but the deal fell through due to logistical issues for Hull KR, who will travel to America next February to play Leeds Rhinos as part of the NRL’s Las Vegas opener.
However, the left-field approach from Middle Eastern authorities has piqued the interest of the Broncos, who are primed to take their brand global in the wake of this year’s premiership win over Melbourne.
Broncos chief executive Dave Donaghy confirmed the NRL’s richest club wants to capitalise on the massive Middle East market after the surprise invitation to play Hull KR in Saudi Arabia, Qatar or the UAE.
“It would have been the richest rugby league game in the world,” Donaghy said.
“The Middle East approach came directly to us after the grand final (against the Storm).
“The World Club Challenge is quite unique, it’s two teams coming together to agree on the terms.
“The NRL and Super League are across it and help provide some facilitation but it’s one of those unique properties where clubs can provide some direction.
“We had an approach from a Middle Eastern venue that put forward an offer for us to play there. We were certainly interested.”
They spoke to Hull about moving the game offshore.
“Unfortunately, we weren’t able to achieve it because of their commitments with Vegas, but it shows there is an appetite for rugby league from new markets,” he said.
“In time, I’m sure it’s something the game would love to consider (playing NRL matches overseas).
“There is a lot of excitement in Brisbane around the Broncos which is something we don’t take for granted, but the opportunity to take the World Club Challenge to new markets has put the Broncos on a world stage.”
Several cashed-up countries in the Middle East have formulated an ambitious strategy in recent years to secure marquee sporting events.
Qatar hosted the World Cup soccer final in 2022, while in 2018, the Saudi Arabian government announced plans to spend $64 billion as part of a project, titled Vision 2030, to bring more than 500 sporting and entertainment events to the Kingdom.
Saudi Arabia’s General Entertainment Authority (GEA) oversees the funds.
The GEA’s chairman, Turki Al-Sheikh, has already bankrolled several mega boxing events in Saudi Arabia, including the $190 million two-fight blockbuster between Tyson Fury and Oleksandr Usyk last year.
Now the Broncos want a slice of the Middle Eastern sporting pie.
Donaghy said it’s unlikely the Broncos would take a home game from Suncorp Stadium, but an away premiership match, pre-season fixture or future WCC clash are bona fide options.
“I do think it’s pretty exciting to be honest,” he said of the Broncos playing in the Middle East.
“We want to make sure we always have a full home season in Brisbane because of the demand from our fan base and we want to provide a world-class sporting entertainment experience to our Brisbane audience every year.
“But if other opportunities open up we will certainly consider it.
“We will look at it and we will explore that provided the terms are right and it doesn’t impact on our performance.
“Playing a rugby league game down the track in the Middle East is certainly something we would look at.”
The Middle East has no shortage of world-class venues to host the Broncos or other NRL franchises.
It is understood Qatar’s Khalifa International Stadium, with a 45,000 capacity, and the 88,000 Lusail Stadium, which hosted the 2022 World Cup soccer final between Argentina and France, were options to stage the Broncos-Hull KR showdown.
Meanwhile, King Fahd Sports City Stadium, boasting a capacity of 70,000, is home to Saudi Arabia’s national team.
Donaghy believes the NRL could be a smash hit in the Middle East following the code’s record revenues and ratings under the leadership of ARL Commission boss Peter V’landys and NRL CEO Andrew Abdo.
“Everything has to be considered in its entirety,” Donaghy said.
“The game is in great shape. Peter and Andrew have done a terrific job.
“Peter and Andrew have put it on the agenda that international rugby league is something they want to invest in and explore.
“It has opened up other possibilities.
“Our World Club Challenge game sold out in 30 minutes.
“The interest and thirst for our game is something I have never seen before.”
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Originally published as Brisbane Broncos chasing Middle Eastern money after Arabian government interest in World Club Challenge
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