V'landys sees $1 billion export business for NRL in US

Peter V’landys has predicted the NRL can make itself a $1 billion overseas exporter, as officials eye off locking in an exclusive wagering partnership in the US.

Fresh off being re-elected as ARL Commission chairman, V’landys on Wednesday laid down his vision for the next three years of growth during his term.

Included in that is expansion to the west in the US, east through a bigger footprint in the Pacific and at home with the acquisition of further hotels and cash assets.

At Wednesday’s AGM, the NRL outlined a $103.1 million increase in profits to $701.1 last year, after a 25 per cent rise in crowds and 14 per cent jump in linear TV audiences.

The 2023 surplus was marginally down at $58.2 million after significant funding increases, but the league’s net assets are now beyond $260 million and with a goal of $500 million by 2027.

But it is the US where V’landys and NRL CEO Andrew Abdo want to see the biggest growth, with the inaugural season-opening Vegas double-header next week.

The league has unashamedly put wagering dollars at the front of that and have three companies in their sights for a deal in the coming months.

Once an excusive deal is signed, the NRL will receive a cut of all bets made on the competition with the company with some games to also be live-streamed on their app.

“Sports betting is becoming legalised in America in every state,” V’landys, who is also CEO of Racing NSW, said.

“In the Super Bowl last week they generated $23 billion in turnover. I’d love to have $23 billion in 10 years in racing, let alone in one game.

“It just shows you the difference in the markets.

“We’ve got three major organisations in sight. And we’re going to try to do the best deal we can from those. It’ll hopefully be done straight after Vegas.”

Head office also sees benefits beyond wagering money.

An exclusive deal with a betting company would also give the NRL access to a database of punters, whom they will be able to advertise the sport to.

An NRL video of Russell Crowe explaining rugby league rules to Americans was viewed one million times on X this week, while the season-opening double-header will be shown on Fox Sports 1 in America.

The NRL will also target subscriptions through the WatchNRL app, with only around 3000 subscribers in the US at this stage.

The league also want to market the game in England in the same way and shore up greater return on international broadcast rights.

All up, V’landys claims this year’s venture to the US will cost only a little more than the $1.2 million previously spent on season launches.

But it is later in the five-year deal to play in Vegas when the NRL hopes to reap rewards.

“It’s a big strategy, it’s a big risk. I’m not hiding from that,” V’landys said.

“However, the return is significant if we achieve it. It could be a game changer, not just for rugby league, but for all sport in Australia.

“If we can get one per cent of the market in America ... that’s three million subscribers. That’s $650 million in additional revenue.

“Combined you could turn it into a billion-dollar export business because it’s such a big market.”

V’landys also revealed he saw further growth in the Vegas project, wanting to add women’s games and invite English Super League clubs to grow audiences.