Bastion Finds The Name on the Front of the Jersey Matters More than the Back
The upcoming State of Origin series promises another chapter in Australia's fiercest sporting rivalry. But with a few big names missing from the State of Origin squads, there’s been a bit of commentary about what impact this might have on interest in the series and whether fans will tune in.
The 3x Men’s Origin fixtures typically rate in the Top 5 highest viewed broadcasts in Australia each year. The Women’s game also continues to prosper, with Game 1 this year driving more FTA viewership than any AFL or NRL game so far this season (according to Nine and nrl.com).
The State of Origin is a chance for 34 (or 36 with 2x reserves) of the best players to take the field and go head-to-head, and with a few key players ruled out, Queensland and New South Wales have brought some new faces into camp for Wednesday night's game.
Bastion Agency’s Experience and Insights team surveyed Aussie footy fans to understand how they feel about this year’s match, viewer numbers, and the impact of missing players on fans' enjoyment of the game.
What they uncovered:
Familiar faces matter. 46% of avid Rugby League fans agreed they are more interested in watching a game if they are familiar with the individual players. However, 80% of the same group also disagreed that they have no interest in watching if their favourite players aren’t involved.
People still want to watch Origin. 19% of all Rugby League fans surveyed said they are less interested in the State of Origin than they were last year, but 69% agreed they would still be watching.
Blues fans are more willing to tune in, but Queenslanders care more about the result. Rugby League Fans in New South Wales are more likely to watch the game this year than Queensland fans. (72% vs 67%). Despite the intent to watch the game, Queenslanders are 27% more likely to agree they are passionate about the result (69% of fans vs 54%).
Passion for your state matters most. The Insights survey found 65% of Rugby League fans with pride in their state agreed they would watch the State of Origin (more than 2 times higher than the average respondent and almost 1.5 higher than ‘casual’ fans).
What this means:
While injuries might stop a few die-hard fans from grabbing a selfie with their favourite players, we’re expecting another year of strong broadcast and engagement results for SOO and the National Rugby League this series. The State vs State, and Mate vs Mate rivalry gets people fired up. The Maroon and Blue colours inspire fans just as much as the players.
The opportunity:
While familiar faces might make the needle waver slightly, Bastion Insights data suggests the spirit of State of Origin remains strong. Millions of Australians will still tune in and broadcast exposure during the games (through a media buy, or partnership with the NRL, QRL, or NSWRL) will still generate significant value for brands. Brands who can authentically become part of that environment and unlock that passion can take their investment and exposure to the next level.
For brands who do choose to invest in the game, understanding fan motivations is paramount to creating genuine impact. There’s a culture and rivalry that makes Origin special, regardless of who takes the field. The names on the front of the jersey mean more to fans than the names on the back.
The data and insights discussed in the above article were sourced from a poll of 306 Australians conducted in late May (during the Origin build-up, after several injuries to incumbent players). Our sample represented a balanced split of age ranges, skewed slightly towards females, and deliberately engaged more Queensland and NSW respondents to better understand their perceptions of the game and the rivalry.
