It's a story of one - but - I watched the game on Saturday with 4 mates and our families. We each have 14 year old boys that play rugby at school, none of them have ever played League.
The boys popped in and out to check the score periodically but otherwise chose to sit around the fire and chat rather than watch the game. The same group were glued to the SOO a few weeks ago even though none of them have any direct connection to League.
I was trying to understand why and could only put it down to the fact that rugby, and even the Lions series as a spectacle, aren't in the face of the casual sports fan, or being talked about by their mates at school, in Australia because of our recent performances. crowded market, pay TV, insert 8 more reasons here.....
Part of this is the failure of rugby to participate in modern media, e.g. podcasting and on short-form entertainment platforms (e.g. TikTok, Instagram Reels etc.)
I find myself increasingly interested in the NRL (and the NBA for that matter) because I'm constantly fed podcasts and highlights on these platforms, which serve to build
narratives. There is almost no concerted attempt at narrative building in Australian rugby, but it's something that they could look for inspiration in other sports (e.g. the UFC of yesteryear was incredible at this, studying someone like Ariel Helwani would be grea too).
In terms of new media we only really have the KOKO boys. After that, the greatest servants to new rugby media in this country are legitimately Hello Sport (originally an NRL podcast who occassionally
mentions Union) and The Betoota Advocate.
Outside of that? Nada.
If you look at the NRL, seemingly every ex-player has a podcast, and every current player has a YouTube channel.
Rugby Australia has to find a way to involve (or better yet, incentivise) players to take responsibility for growing and communicating the game -- every other sport has moved in that direction, but we still completely rely on centralised media arms and comms teams that are woefully behind the 8 ball.