Raising Awareness of Club Support for Grassroots Rugby League
Grassroots rugby league represents the next generation of stars, giving them an opportunity to thrive to the elite level of the game. At a grassroots level, rugby league also benefits the community by providing a platform for social inclusion, change and an opportunity to unify people within our diverse communities.
From Wollongong to Wauchope and everywhere in between, clubs are one of the biggest supporters of grassroots rugby league, donating more than $40 million across over 370 grassroots rugby league teams every year.
Throughout the 2023 NRL Finals Series and Grand Final, ClubsNSW launched an ad campaign to raise awareness and promote the level of support clubs provide to grassroots rugby league. The spokesperson for the campaign was Parramatta Eels great and ClubsNSW ambassador Nathan Hindmarsh and the advert was shown on social media, Nine Digital and in-stadium on the big screen before, and at half-time, of every NRL finals game this year including the Grand Final.
The campaign featured 15- and 30-second ads served to more than 116,300 unique users achieving 287,459 total impressions and 283,452 completed views on Nine Digital. On social media a still image post generated over 2,180 engagements and delivered a reach of 38,072 with 66,359 impressions.
The TVC video post was played 78,247 times and delivered a reach of 64,166 with 104,181 impressions. In-stadium, the campaign gained even more exposure, playing to total crowds of 342,972 including a sell-out crowd of over 80,000 rugby league fans at the Grand Final.
The excitement of the NRL finals was the optimum time to deliver the message and reinforce how the support of clubs is crucial to keep the game of rugby league going. The level of audience interest during the series engaged audiences and brought the focus towards grassroots rugby league as the epicentre of this great game. It showed how the support provided extends to all aspects of the team including player equipment and kits, ground maintenance and game day management.
This funding is crucial to ensure grassroots rugby league continues to grow and build strong community engagement throughout all regions of NSW.
Early next year, ClubsNSW will once again be embarking on the Road to Regions campaign with our friends at the NRL, which will which see current NRLW players and former NRL stars visit regional and remote areas of NSW to grow the game of rugby league, promote healthy lifestyles, and improve the mental and physical wellbeing of those communities.
Related
