NRL fans lead Australian sports travel trends ahead of Las Vegas season opener
Martin Ansell: 'NRL fans are the most likely to travel overseas for major sporting occasions.'
As the NRL season opener in Las Vegas on 1 March approaches, new insights reveal that NRL fans are the top overseas sports travellers among all Australian sports fans.
According to MKTG Sports + Entertainment’s Decoding 360 research, NRL fans are 98% more likely than the Australian population to travel internationally for major sports events, positioning them ahead of A-League Men, BBL, and F1 fans. The data highlights the deep passion and commitment of Australian sports audiences, both domestically and internationally.
NRL fans: A key audience for travel and tourism brands
Beyond their dedication to live sports, NRL fans are highly engaged travel consumers, making them an attractive target for tourism and travel brands. Key findings show:
• 71% of NRL fans find holiday and travel advertisements appealing
• 70% have taken a holiday flight in the past year
• One in three NRL fans is willing to pay up to 10% extra for sustainable travel products and services
• NRL fans are 36% more likely than the average Australian to book travel or purchase travel-related products through social media
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Martin Ansell, head of strategy & insights at MKTG Sports + Entertainment, said, “NRL fans are the most likely to travel overseas for major sporting occasions, and their enthusiasm presents an exciting opportunity for travel and tourism industries to engage with a highly motivated audience.”
Interstate and overseas travel trends by sport
The research also reveals the most mobile Australian sports fan bases:
Top five sports fans who have travelled overseas for a sporting event in the past year
1. NRL (8%)
2. A-League Men (8%)
3. BBL (7%)
4. F1 (7%)
5. Tennis (Men’s and Women’s) (6%)
Top five sports fans who have travelled interstate for a sporting event in the past year
1. AFL (12%)
2. A-League Men (12%)
3. BBL (11%)
4. Golf (Men’s and Women’s)
5. NRL
With AFL and BBL fans 87% more likely than the average Australian to travel interstate for games, the data reinforces how deeply ingrained sports tourism has become in Australia’s sporting culture.
The intersection of sport, travel, and economic impact
The NRL’s expansion into Las Vegas isn’t just a historic move for the code, it’s a watershed moment for Australian sport on the global stage. Beyond the on-field action, the venture highlights the economic and cultural impact of sports fandom as a powerful driver of tourism and brand engagement.
With major sporting events increasingly influencing travel decisions, the opportunities for marketers, tourism bodies, and travel brands to capitalise on highly motivated sports audiences are bigger than ever.
Leveraging its growing client base and recent industry recognition, MKTG Sports + Entertainment continues to innovate in fan engagement, helping brands connect with sports audiences through data-driven, fan-first campaigns.
These insights come from Decoding 360, MKTG’s proprietary fan insights platform, which provides a deeper understanding of how and why fans travel for sport, and how brands can meet them there.
