Warriors' sell-out Christchurch support makes compelling case for South Island NRL
Christchurch fans show their support for the Warriors at a sold-out game against the Knights at Apollo Projects Stadium on Friday.JOHN DAVIDSON / PHOTOSPORT
ANALYSIS: Commercial backers and political power brokers must surely see the potential for a South Island NRL rugby league team after another full-house for the Warriors in Christchurch.
A capacity crowd of 17,095 turned out for the
Warriors’ 26-16 Anzac Day win over the Newcastle Knights, staying long after the final whistle to sing and chant.
The support reinforced Christchurch’s status as, arguably, the best ‘home away from home’ destination for any NRL club. Interest in rugby league in the South Island has reportedly doubled since 2022, and a study shows that a
NRL franchise in Christchurch would return a $3 million profit from its first year.
Even Knights coach Adam O’Brien said on Friday it seemed obvious that Christchurch could support a NRL team.
New images of the look of Christchurch's Te Kaha/One New Zealand Stadium.SUPPLIED
The NRL has plans to expand the current 17-team competition to 20 clubs.
The Perth Bears have got the nod to enter in 2027, according to reports. A Papua New Guinea side is set to join in 2028.
The case for Christchurch to have the 20th team sometime in the future is compelling.
Three separate bids for a licence for a South Island club were rejected by the NRL last year.
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The hopeful bidders were the Southern Orcas (backed by Sir Graham Lowe and Andrew Chalmers), the South Island Kea led by former NRL and NZ Rugby chief executive David Moffett, and a SI NRL group, now spearheaded by former Warriors and Kiwis coach
Frank Endacott after three foundation directors withdrew.
All three bid groups emphasised the jewel in Christchurch’s crown - the 30,00-seat roofed
One New Zealand Stadium at Te Kaha - where the Warriors will bring a game for the next three years from 2026.
The groups, variously, had support in principle from the Canterbury Rugby League, the Christchurch City Council and Ngāi Tahu, the Canterbury Rugby League and other territorial rugby leagues, who could see the benefit of a second New Zealand NRL team to complement the Warriors.
The Orcas claim to have $60m in capital funding from South Island investors as part of a bid worth $360m, including a central hotel development, but
they have not yet publicly named their backer. The Kea also reported considerable commercial support.
The Warriors run out onto Apollo Projects Stadium for a pre-season game in 2023.JOHN DAVIDSON / PHOTOSPORT
Information released to
The Press by one of the bids (which requested anonymity), suggest the numbers would stack up for a South Island NRL team investor.
The bid team commissioned the Gemba Group, an Australian-based sports and entertainment strategic analysis firm, to prepare reports to support its 2024 application to the NRL.
The reports projected a $3m profit in the team’s first year in the league from a revenue base of $36.2m, with the surplus projected to reach $4.2m by the 10th year - provided NRL grant extension and maximum sponsorship targets are attained. (The NRL delivers a $21m grant annually to each club).
The Gemba reports showed a South Island NRL team would generate up to $29m a year to the NRL in additional broadcast revenue, deliver a viewership base of 259,000 and a potential market of 282,000 people in the South Island, including 36,000 “converted rugby union fans’’.
It could expect a membership base of 10,600 and an average game attendance of 8600 - both figures would be the lowest of existing NRL clubs
But the Gemba study emphasised the South Island team would be financially viable, despite not having the same gaming funding and food and beverage revenue sources as some Australian clubs.
It made comparisons with a South Island team’s estimated risk profile to that of teams based in Brisbane, Wellington, Perth and PNG. It found the South Island had the second lowest risk to Brisbane, a city where 42% of sports fans are passionate about rugby league.
The Gemba study - and the sell-out crowds for recent Warriors and Kiwis matches in Christchurch - affirm the
growing support for rugby league in the South Island.
Andrew Webster interacts with Warriors fans in Christchurch.JOHN DAVIDSON / PHOTOSPORT
Rugby League is the second most popular sport in New Zealand, according to Gemba, with 32% of the population "fanatics of the sport'' and 50% of the population are "not at all passionate about rugby league". Rugby union is most popular sport (43%).
League is the third most popular code in the South Island behind union and cricket. National interest in rugby league has grown 5% since 2020 and South Island interest has nearly doubled since 2022.
The Warriors are the most popular New Zealand sporting team at national and South Island level, but the Crusaders and Canterbury rugby teams and the Canterbury Kings cricket teams are the most popular in Christchurch. Among league fans in the South Island, 73% support the Warriors - the figure is 66% in the Canterbury region. A strong crossover of rugby union and rugby league fans - 26% support both codes.
So the support is unquestioned - and the economic benefits are also potentially attractive.
ChristchurchNZ released figures to
The Press from a report by Fresh Info on the economic impact from the March 2024 game between the Warriors and Raiders at Apollo Projects Stadium.
A packed stand at Apollo Projects Stadium for the Warriors’ win over the Raiders in 2024.JOHN DAVIDSON / PHOTOSPORT
It attracted 15,900 unique attendees, including 6250 visitors to Christchurch, resulting in 7000 visitor nights and $1.4m in visitor spend. Loren Aberhart, ChristchurchNZ’s general manager of destinations and attractions, said the high numbers of local and domestic attendees “show just how strong the demand in the South Island is for NRL games. For residents attending, 96% agreed events like this make the city a more enjoyable place to live.”
Frank Endacott, in presenting the SI NRL bid team’s submission to the city council in 2024, suggested a NRL team could bring in up to $50m in economic benefit to the region each year.
So, a NRL team in the South Island - population 1.3 million - makes dollars and sense.
But what did the Perth and PNG bids have that the South Island didn’t? Tangible political backing.
The Australian Government agreed to invest $600m over 10 years to set up the PNG franchise for geopolitical reasons largely aimed at countering
China’s growing presence in the Pacific. PNG’s government pitched in by agreeing to make players’ salaries tax-free - a sweetener worth up to $500,000 a year for a marquee signing.
Jackson Ford of the Warriors scores a try against the Knights at Christchurch’s Apollo Projects Stadium.JOHN DAVIDSON
Western Australia’s state government, led by premier Roger Cook, masterminded the Bears deal, reportedly worth $50m in the first instance.
Direct financial backing for a sports franchise is beyond the Christchurch City Council’s remit, although it did agree to make land available for a NRL team’s high performance centre.
It would be difficult to get Government funding in the high cost of living climate. Nor would it be fair when the Warriors have had to, largely, go it alone through private investment for 30 years.
It would help the Christchurch cause if there was one bid - not three - with heavyweight backing - both commercially and politically.
The Press understands some South Island companies and overseas interested were keen to back a NRL team if a licence was granted, but the trick lies in getting approval in the first instance.
There could be a case for a broker, say South Island Minister James Meager or Regional Development Minister Shane Jones, to swing in behind a Christchurch bid because of the potential benefits to the region.
Work continuing on the build of Te Kaha/One New Zealand stadium, due to open in 2026.PETER MEECHAM / THE PRESS
They could act as an intermediary between registered people in the Government’s new Active Investor Plus resident visa scheme - whereby investors are invited to invest a minimum of $5m in Growth category projects for a minimum of three years.
They might find there is someone like Bill Foley - the American billionaire behind
Auckland FC, the wildly successful start-up A-League club that has just won the Premier’s Plate round robin competition.
The Auckland FC example is pertinent to the South Island NRL bid case. The Auckland FC-Wellington Phoenix derby has already generated record crowds. Imagine the potential for two annual games between the Warriors and a South Island side?
Players and coaches seem in no doubt about the support in Christchurch.
Warriors captain
Mitchell Barnett spoke after Friday’s win over the Knights of his love of playing in Christchurch. “I was lucky enough to play down here last year with the Kangaroos. I was on the away team, but [the fans] cheered me, it was one of the best moments of my career…
“I love this crowd and with the Warriors they were twice as loud, it was awesome. The singing afterwards was incredible. It was just great we could get the result for them, it’s a special place, we are enjoying our time here”.
Adam O’Brien, the Knights coach, agreed. “For a lot of us, it’s the first time we’ve been here, but the local community has been unreal to us. And, the stadium, the atmosphere was awesome.”
Asked if he thought Christchurch could support a NRL team, O’Brien said: “Based on what I’ve seen here, yeah I do. The Warriors have done a tremendous job, but it’s a big enough country to support two, isn’t it?”
Tony Smith is a senior sports reporter at The Press.