Las Vegas is becoming a fixture on the National Rugby League (NRL) calendar, but the question remains: has the gamble paid off? Three years into a five-year commitment to host NRL games in the entertainment capital of the world, the league is seeing positive signs – record attendance in Australia and a modest profit – but the long-term success of the venture hinges on expanding its footprint in the United States and unlocking new revenue streams.
The NRL’s push into the US market began in earnest in 2023, with the ambition of showcasing rugby league to a new audience and boosting the sport’s global profile. NRL Chairman Peter V’landys and CEO Andrew Abdo envisioned a strategy centered around television viewership in the US, believing it was the key to attracting new fans, securing lucrative broadcast deals, and tapping into the American sports betting market. Abdo predicted the league could generate $60 million over five years through US broadcasting rights, according to the Australian Financial Review. V’landys as well suggested the US expansion could yield as much as $200 million in gaming revenue.
Building Momentum: Attendance and the Fan Experience
The initial foray into Las Vegas in 2024 saw a crowd of 40,746 attend a double-header at Allegiant Stadium, marking the largest attendance for a rugby league game ever held on American soil. However, figures released by the Las Vegas Stadium Authority (LVSA) showed a lower actual attendance of 31,927, due to differing counting methods – the NRL figure included tickets sold, staff, media, and VIP guests, while the LVSA counted only scanned tickets. This discrepancy highlighted the complexities of measuring success in a new market.
The 2025 event expanded to four games, including matches from both the NRL and the English Super League, as well as an international women’s test between Australia’s Jillaroos and England. This expansion drew a record crowd of 45,209, an 11% increase from the previous year, boosted by over 10,000 traveling fans from England. For 2026, the event scaled back to three games, dropping the women’s international but retaining the Super League fixture, attracting 45,719 fans – another attendance record, with an estimated 10-12,000 English supporters making the trip.
Domestic Ratings Soar, US Viewership Remains a Challenge
While breaking into the US market has proven challenging, the Las Vegas games have been a resounding success in Australia. In 2024, the two NRL matches were the most-watched league games ever on Fox Sports, with the first match attracting 838,000 viewers and the second 786,000. The simultaneous broadcast on Channel Nine drew 796,000 viewers. In 2025, the two NRL matches collectively reached over 2 million viewers in Australia, although viewership on Channel Nine dipped slightly to 715,000, a 10.2% decrease. The Jillaroos v England women’s international on Channel Nine drew a record 353,000 viewers, becoming the most-watched women’s international match of all time. The 2026 event continued this trend, with 2.1 million viewers tuning in, a 7% increase, despite a 9.5% decrease in viewership on Channel Nine to 647,000.
US television ratings, however, inform a different story. In 2024, the first match on Fox Sports 1 averaged 61,000 viewers, while the second game drew 44,000. 2025 saw a significant jump with the opening NRL match on Fox attracting 371,000 viewers – a 508% increase – but this was largely attributed to the game being broadcast on free-to-air Fox, rather than a pay-TV channel. The other two NRL matches on Fox Sports 1 averaged 54,000 and 33,000 viewers respectively. By 2026, viewership had declined, with the opening Super League and first NRL matches on Fox Sports 2 averaging only 12,000 and 6,000 viewers, respectively, while the final NRL match on Fox Sports 1 reached 19,000.
The Betting and Streaming Puzzle
One key component of the NRL’s US strategy – generating revenue from sports betting – has yet to materialize. As of 2026, the league has not partnered with a US wagering operator. Unlike Australia, where the NRL receives a “product fee” based on betting activity, US sportsbooks are generally reluctant to pay direct fees for data or betting rights, particularly for a sport with limited recognition in the American market.
Subscriptions to the NRL’s Watch NRL streaming service have reportedly doubled since the first Las Vegas matches in 2024, indicating increased engagement with the sport, but specific subscription numbers have not been publicly released.
A Profit, But Long-Term Growth Remains Key
Despite the challenges in the US market, the Rugby League Las Vegas venture has established itself as a major event on the NRL calendar. After initial losses, the venture reportedly delivered a $2 million profit after three years. The event has turn into a destination for fans worldwide, generating significant media exposure and driving viewership in Australia.
The NRL’s commitment to Las Vegas extends through 2028. The league will likely focus on strengthening its partnerships with broadcasters, exploring potential sports betting opportunities, and continuing to build its fan base in both the US and Australia. The next key step will be evaluating the impact of the 2026 event and refining its strategy for the remaining years of the commitment. Fans and industry observers can expect further updates on the NRL’s US expansion plans in the coming months, as the league seeks to solidify its presence in the American sports landscape.
The NRL’s Las Vegas experiment is ongoing, and its ultimate success will depend on its ability to translate the enthusiasm generated by the event into sustainable growth and revenue. For more information on the NRL and its international initiatives, visit the official NRL website.
