Rugby league has a fraught history with expansion. However, as the NRL looks to add an 18th club, this season’s Grand Final reminds us that there is a strong model for expanding the game in the Southern Hemisphere beyond the shores of the Tasman. Salary cap scandal notwithstanding, the Melbourne Storm have been a model club since their establishment in the heart of AFL country.
The results on the pitch have been spectacular. 2024 is their 11th Grand Final appearance, with the club boasting 6 Major Premierships, 9 Minor Premierships, and 4 World Club Challenge victories. Craig Bellamy is a superb coach, having brought through a host of elite talent, including Cameron Smith, Billy Slater, Cooper Cronk, Josh Addo-Carr, and now Xavier Coates. (the list is far longer, but I’d rather not have everyone outside of Victoria throw their phones)
Even more important for the sport’s growth is what the Storm have accomplished off the field. Storm averaged 20,389 fans a game this season, a hair ahead of the NRL average of 20,332. Both these numbers are up over recent years. For most of the last decade NRL averaged 15,000 fans a match, while 16,000 to 17,000 fans turned out for a typical match in Melbourne. The highest Storm attendance at AAMI of 29,315 is a testament to their ability to bring Victorians to NRL year in and year out.
It is more than just winning that has built such a loyal following. Melbourne have a strong brand identity and distinctive kit, both of which are huge assets for their marketing department. Perhaps most importantly, they’ve done it without declaring war on AFL. Storm have avoided scheduling clashes with major AFL events, especially during the Finals. Their social media team quickly seized on the first AFL Grand Final in 18 years to not feature a Victorian club with a series of posts targeting AFL fans. My personal favourite was an Instagram post featuring fans with scarfs of 4 Melbourne AFL clubs – including Essendon and Carlton – as well as Storm with the caption, “Your AFL team out of the Finals? No worries, we’ve got you, Melbourne! ⚡” Cross-code marketing is essential to growing rugby league beyond its NSW and Queensland heartlands, especially given – let’s be honest with ourselves – AFL is the most watched football code in Australia.
So, as the NRL plans its continued expansion, it could do far worse than look to Melbourne for ideas on how to spread the game across Australia. Take a strong, business-savvy approach, give people something to cheer for, and don’t insult their other leisure activities. It’s the Melbourne Model of Success.
