Lexi Webster
Rugby in Australia is facing a challenging period. While rugby league is the more popular format, with almost double the number of spectators than cricket, rugby union is struggling to attract viewers and is far behind cricket in terms of national interest. Rugby union is facing a downward spiral of poor on-field performance, declining audiences, and a lack of investment in grassroots development. The sport is also facing competition from other leagues, such as the AFL and NRL, which offer more professional opportunities and higher salaries for players. Rugby union's future in Australia is uncertain, and it remains to be seen what can be done to revive its popularity.
| Characteristics | Values |
|---|---|
| Rugby's popularity in Australia | Rugby is more popular in New South Wales, the Australian Capital Territory, and Queensland. |
| Rugby's position among other sports in Australia | Australian Rules Football, NRL, and cricket are more popular than rugby in Australia. |
| Rugby Union's popularity in Australia | Rugby Union is not in the top 10 sports in Australia. |
| Rugby League's popularity in Australia | Rugby League is more popular than Rugby Union in Australia. |
| Rugby Australia's focus | Rugby Australia has historically focused on the men's national team. |
| Rugby Australia's semi-professional women's rugby program | Rugby Australia's semi-professional women's rugby program is behind other national rugby unions and domestic women's leagues. |
| Rugby Australia's expenditure on community rugby in 2001 | 13.76% of Rugby Australia's expenditure (A$7.06 million) was related to community rugby in 2001. |
| Rugby Australia's expenditure on community rugby in 2015 | 2.65% ($2.37 million) of Rugby Australia's expenditure was related to community rugby in 2015. |
| Number of registered rugby players in Australia | Australia has 230,000 registered rugby players. |
| Rugby Union's attendance numbers in Australia | Rugby Union barely makes the top ten most-watched sports in Australia. |
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What You'll Learn
Rugby Australia's financial performance
However, in 2024, Rugby Australia posted a $9.2 million deficit and anticipated a challenging year ahead. This deficit was attributed to various factors, including the financial burden of integrating and exiting different rugby teams and their associated costs. Despite this, Rugby Australia remained optimistic about the future, with expectations of a commercial boost from the British and Irish Lions tour.
In 2025, Rugby Australia reported a $36.8 million deficit while awaiting a financial windfall. This deficit was influenced by the poor performance of the Wallabies at the 2023 World Cup and challenges in the commercial program. Nonetheless, Rugby Australia forecasted a record surplus for 2025 and anticipated exiting a credit facility with Pacific Equity Partners (PEP). The organisation also secured a valuable five-year broadcast deal worth up to $240 million, reflecting a positive trajectory for the game in Australia.
Rugby Australia has demonstrated resilience in its financial performance, navigating through challenging periods and achieving surpluses. The organisation's financial health is closely tied to the success of its commercial ventures and the performance of its national teams. With upcoming major events, such as the Lions tour and the Rugby World Cup, Rugby Australia is poised to capitalise on these opportunities and strengthen its financial position.
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Rugby Union's popularity in Australia
Rugby Union has a long history in Australia, with a history of organised competition dating back to the 1860s. While it has traditionally been most popular in New South Wales, Queensland and the ACT, it is played throughout the nation.
However, in recent years, rugby union's popularity in Australia has been in decline. Competition from other sports, including soccer, Australian rules football (AFL) and rugby league (NRL), has seen rugby union's grassroots participation, television audiences and match attendance fall. The AFL and NRL have made significant inroads into New South Wales, the state in which rugby union has historically been most popular.
Rugby union's perceived association with Australia's upper class has also been a factor in its decline, with its professional teams relying largely on elite private schools to supply talent and fans. Additionally, the lack of investment in grassroots development has impacted the sport's popularity, with Rugby Australia's expenditure on community rugby hitting a record low of 2.65% in 2015.
Despite these challenges, rugby union still has a following in Australia. The Wallabies, Australia's national rugby union team, have a dedicated fan base, and international fixtures in the country maintain good match attendance and high television viewership. The popularity of women's rugby is also growing, with females accounting for approximately 27% of total playing participation as of 2019.
With Australia set to host the 2027 Rugby World Cup, there is an opportunity for the sport to boost its popularity and engage new fans.
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Rugby League's popularity in Australia
Rugby League is one of the most popular sports in Australia, with a rich history in the country dating back to 1908. It is the dominant winter football code in New South Wales, Queensland, and the Australian Capital Territory, which constitute 55% of the country's population. In these states, Rugby League viewership figures surpass those of any other sport, and crowd numbers exceed those of other popular sports such as cricket and Australian rules football.
In 2024, it was reported that there were 174,343 adults and 93,287 children playing Rugby League across five states, with a participation rate of 0.8% per capita. Notably, almost half of the adult players are female. The sport is governed by the Australian Rugby League Commission, with the National Rugby League (NRL) being the premier club competition. The NRL features teams from four states/territories, with ten teams from New South Wales, four from Queensland, and one each from Victoria and the Australian Capital Territory.
Rugby League has been described as "an iconic Australian sport," with prominent Australian writers such as Banjo Paterson, Thomas Keneally, and Kenneth Slessor incorporating it into their literary works. The sport has also been featured on television, in newspapers, and through other media outlets, contributing to its widespread popularity.
However, it is worth noting that Rugby League's popularity varies across different demographics in Australia. Historically, Rugby League has been associated with the working class, while Rugby Union has been more prevalent among the upper and upper-middle classes, particularly in private schools. This class distinction has influenced the sport's popularity and audience.
Despite its overall popularity, Rugby Australia, the governing body for rugby in the country, has faced challenges in recent years. There has been criticism regarding the focus on the men's national team, gender inequalities, and underfunding at various levels, including the community, domestic professional, and women's games. These issues have contributed to a decline in on-field performance and a struggle to generate sufficient revenue to keep up with competitors.
In summary, Rugby League holds a prominent position in Australian sports culture, particularly in key states, and has a strong following among participants and spectators alike. However, it also faces some challenges due to class associations and the need for better governance and investment in grassroots development.
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Rugby Australia's focus on men's rugby
Rugby Australia has historically centred its efforts on the men's national team, which has not yielded the desired results. This focus has drawn sharp criticism from athletes in the women's national team, who have called out gender inequalities and broken promises by Rugby Australia. The semi-professional women's rugby program now lags behind other national rugby unions and domestic women's leagues.
Rugby Australia's focus on the men's game has resulted in a lack of investment at the grassroots level, which is vital for producing the next generation of players and ensuring the sport's longevity within local communities. This has contributed to a decline in the organisation's financial performance, with a significant divestment from grassroots development in the past two decades. In 2001, 13.76% of Rugby Australia's expenditure was dedicated to community rugby, but this had decreased to a record low of 2.65% by 2015.
Rugby Australia's focus on the men's game has also led to a decline in on-field performance, adding to a downward spiral of pressures. The Wallabies, the Australian men's rugby union team, have struggled in recent years, with poor performances in international competitions. They lost all their games in Britain, including comprehensive defeats to Scotland, Wales, and England. In 2022, they lost the test series against England, falling to sixth in the world rankings.
Rugby Australia's focus on the men's game has contributed to a decline in the sport's popularity and performance in Australia. With more lucrative opportunities in other sports and rugby codes, aspiring athletes are drawn away from rugby union. The growing financial superiority of the NRL and the lure of higher salaries impact Rugby Australia's ability to retain talent.
Despite the challenges, Rugby Australia has secured emerging stars like Joseph-Aukuso Suaalii, although it required one of the largest contracts in Australian sport. Australia has a rich history in rugby union, having competed in all ten Men's Rugby World Cups, winning twice and finishing as runner-up twice. The Wallabies have also had individual successes, with more than a dozen former players inducted into the World Rugby Hall of Fame.
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Rugby Australia's future
Rugby Australia has been facing a challenging period, with a decline in on-field performance and commercial valuation. The organisation has historically focused on the men's national team, neglecting grassroots development, which has resulted in sharp criticism and a perceived lack of gender equality.
To secure a successful future, Rugby Australia must address these issues and invest in grassroots rugby, following the example of the AFL, which understands the importance of embedding the sport in local communities. This is especially important considering the highly competitive nature of Australia's sporting landscape, with many other leagues offering more lucrative opportunities for aspiring athletes.
Rugby Australia should also focus on the women's game, which has seen strong participation growth in recent years, and work to address the concerns of female athletes regarding inequalities within the organisation.
Additionally, Rugby Australia must find ways to improve commercial revenues, with the current broadcast deal valued at $30 million per year, far below that of the AFL, which will generate $643 million annually from 2025.
Despite the challenges, rugby remains a loved sport in Australia, and with the right strategies and investments, Rugby Australia can work towards a brighter future, building on the passion of its fans and the talent of its players.
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Frequently asked questions
Rugby is more popular in Australia than in many other countries. It has been estimated that 230,000 people play rugby in Australia, which is more than in all but three other countries. However, rugby is not in the top 10 most popular sports in Australia, and Australian rugby has been described as being at a "low point". Australian Rules Football, or AFL, is the most popular sport in Australia, with rugby league and union more popular in New South Wales, the Australian Capital Territory, and Queensland.
The most popular sport in Australia is Australian Rules Football, or AFL, with over 7 million spectators in 2022. Rugby league has almost double the number of spectators in Australia as cricket, but only around half the number of AFL spectators.
No, rugby is less popular than cricket in Australia. 59% of the Australian population have an interest in cricket, far ahead of any other sport.
Rugby league is more popular than rugby union in Australia. There are 16 Australian NRL clubs compared to just four clubs in Union. Salaries are higher in rugby league, and it is also easier to watch on television, as it is shown on terrestrial channels, unlike rugby union.
