Jessica Gardner
United States correspondent
Feb 27, 2026 – 8.50am
https://www.afr.com/world/north-america ... 26-p5o5kc
Rugby union is rising in the US. That’s bad news for the NRL
Hosting season openers in Las Vegas was supposed to help the NRL grab a slice of the world’s biggest sports fan and betting market. It has not been so simple.
Washington | Sports betting analyst Brett Smiley says the NRL has a steep hill to climb before cracking the United States, but it should take heart from the sports’ growth at the college and high school level.
There is just one problem. He is confusing rugby league with rugby union.
“Ah,” he says when alerted to the mix-up. “I appreciate your explanation there, because I’m not that well-versed on rugby, but I understood that there’s a couple of different types.”
This weekend, the NRL will open its season with a costly jaunt to Las Vegas, Nevada, for the third year in a row. Canterbury meets St George Illawarra and North Queensland takes on Newcastle on Sunday (AEDT) as part of a five-year deal with the Nevada Tourism Commission.
The Vegas play was the brainchild of Australian Rugby League Commission chairman Peter V’landys, who reckoned it would allow the NRL to crack the world’s biggest fan market and take a slice of soaring wagering volumes. But it has not been that simple.
“It’s certainly much harder than I expected it to be,” V’landys told The Australian this week.
Interviews with sports industry observers suggest three key hurdles, and the first one might sting.
Rugby union is certainly a niche proposition in the US, but it already has greater recognition than league. Major League Rugby is in its ninth season, and the USA Eagles will host the men’s World Cup in 2031 (and the women’s two years later). In the women’s game, Ilona Maher has become a breakout star with millions of social media followers, lucrative sponsorships and a muscular Barbie doll in her image.
Could the NRL’s first hurdle in the US be that it is confused with union? David Hampian, managing director of marketing consultancy Field Vision, asks for a quick primer on the difference before answering that question.
“Okay, okay, that is the version my father-in-law watches,” he says of the union games watched by the Fijian-heritage fan. “I think that your average American consumer does not know the difference right now.”




