NRL Aims for American Glory: Unveils Ambitious US Expansion and Strategic Leadership Appointment
In an audacious move to globalise rugby league, the National Rugby League (NRL) is setting its sights on the United States. The recent historic double-header in Las Vegas showcased the full potential of the league’s US ambitions. This strategic push is spearheading the appointment of John Vellis, a seasoned executive with a rich media, sponsorship, and sports management background, as General Manager of US Expansion.
The NRL’s Las Vegas season-opener, a sport and entertainment spectacle, began an ambitious five-year journey to plant rugby league firmly on US soil. The event attracted a crowd of 40,746, setting a new benchmark for rugby league audiences in America. Beyond the field, the event’s reach was equally impressive, with significant viewership numbers and digital engagement, suggesting a growing appetite for rugby league among American sports fans.
Metrics from the event paint a picture of success, with the games receiving unprecedented coverage on Fox Sports 1, breaking viewership records in the US and Australia. NRL CEO Andrew Abdo’s comments highlight the early successes and the long-term vision of making rugby league a staple in the competitive US sports market.
John Vellis, newly appointed General Manager of US Expansion, brings a wealth of experience from his tenure at Tabcorp, where he led substantial growth initiatives in media and sponsorship. Vellis’ track record of strategic partnerships and commercial management will be invaluable as the NRL seeks to establish a sustainable presence in the US.
The NRL’s US strategy goes beyond just games; it encompasses supporting events and initiatives to foster a rugby league culture. From the Vegas 9s competition, which attracts teams and players from across the globe, to the NRL Vegas Combine, which identifies and nurtures new talent, the NRL is investing in the grassroots development of the sport.
The league’s commitment to a long-term approach is evident as the NRL gears up for an even “bolder and bigger” Las Vegas Round in 2025. Rugby League’s strategic placement on Fox Sports Media Group’s flagship channel and engagement across the NRL’s digital platforms underscores a planned expansion into the US market.
John Vellis’ appointment clearly signals the NRL’s commitment to its US expansion. With his deep understanding of media dynamics and sponsorship synergies, Vellis is poised to lead the NRL’s American odyssey. As the league navigates the complexities of introducing rugby league to a new audience, his leadership will be crucial in establishing the NRL in the US sports landscape.
