Since when did NZ Warriors get so big?

[The Daddy]

When I started watching RL they were a struggling team and had moments in their history where they were on the verge of collapse. 

Back in those days RU and the All Blacks were overwhelmingly the biggest sports brand in NZ. 

Now we're seeing sellouts all over the place including this weekend gone in Wellington where the crowd was 35,000 (rounded off). 

What's changed? How did they become so popular? 

Edited April 28 by The Daddy

[Damien]

They've always had their moments, and a lot of people traditionally talk about jumping on the Warriors bandwagon when they have their good runs, but its certainly jumped up several notches on that. Many people put it down to their exile during Covid and subsequent return and its all been up and up since that.

I also don't think you can discount the growth of Tonga, Samoa etc and the growth of RL and impact on those diasporas too as well as the growth and dominance of the NRL generally with Super RU going the opposite way.

[Worzel]

Cool question, I think it's a really interesting case study, here's my take FWIW

The Covid era, where the playing squad had to relocate to Australia at great personal sacrifice, moved the dial on the clubs' perception in New Zealand. They moved from sports club, to a symbol of national resilience. 

When they were able to finally return, that fed into a groundswell of "Warriors are home" goodwill, which has never really disapated. Crucially, from 2023 that was then embedded through consistent high performance under Andrew Webster. And importantly, with an exciting playing style. 

This increased demand led to consistent sellouts at Mount Smart, creating a great gameday experience in-person and on TV, and generating FOMO. "Up the Wahs" also became a local cultural language, moving the brand into the general entertainment mainstream. Club partners leaned in, and multiplied that. You get into a virtuous circle. 

The run to the finals in 2025 then showed that "real" success was possible, further elevating the brand, taking us to where we are today. 

[The British Lion]

35,000 - thats incredible and must be recognised and applauded! How can we help Catalans and Toulouse realise the same dream......and how could this have been Toronto too.

I dont say this with sarcasm. The opportunity was there for Toronto, and for the French, it exists. Still. Right now. But if history is anything to go by, im hoping for not a repeat of #makethem62greatagain club owners.

[Trebian]

3 hours ago, Worzel said:

Cool question, I think it's a really interesting case study, here's my take FWIW

The Covid era, where the playing squad had to relocate to Australia at great personal sacrifice, moved the dial on the clubs' perception in New Zealand. They moved from sports club, to a symbol of national resilience. 

When they were able to finally return, that fed into a groundswell of "Warriors are home" goodwill, which has never really disapated. Crucially, from 2023 that was then embedded through consistent high performance under Andrew Webster. And importantly, with an exciting playing style. 

This increased demand led to consistent sellouts at Mount Smart, creating a great gameday experience in-person and on TV, and generating FOMO. "Up the Wahs" also became a local cultural language, moving the brand into the general entertainment mainstream. Club partners leaned in, and multiplied that. You get into a virtuous circle. 

The run to the finals in 2025 then showed that "real" success was possible, further elevating the brand, taking us to where we are today. 

I think there were many different things that have fed into this story. In addition to what you have listed, NRL broadcast negotiations in NZ had a massive contra element to it and with the rise of the Warriors, Sky have more than fulfilled their comittment in promotion, cheap tickets for families at Mt. Smart helped particularly in the early days, the dying of Super Rugby including the loss of the Rebels and now Moama puts a bit of a sour taste on the sport, Under performance of the All Blacks and in a more subtle way, the financial issues at Rugby NZ.

As you said, an interesting case study with lessons for UK/France ?

Edited April 28 by Trebian

[Trebian]

1 hour ago, The British Lion said:

35,000 - thats incredible and must be recognised and applauded! How can we help Catalans and Toulouse realise the same dream......and how could this have been Toronto too.

I dont say this with sarcasm. The opportunity was there for Toronto, and for the French, it exists. Still. Right now. But if history is anything to go by, im hoping for not a repeat of #makethem62greatagain club owners.

I think Toronto was a massive loss when they exited SL. The Fresh thinking and willingness to take a risk was there and they were getting popularwith the locals. 

Thinking about it, I am surprised PVL/Abdo haven't run a rule over the opportunities there though I think the weather is a big downer.

[Pulga]

They've always had a decent following. I believe they and the Bulldogs sell the most merchandise and have for more than a decade. 

I think the culture has turned a corner where they seemed to have the players but not the right attitude. Now they probably have guys that are more effort players. People buy into that.

Not only that but the vehicle for the growth is there. The NRL is finally getting its house in order and the ceiling for clubs has never been higher. 

The NRL is seen as THE premium product. Super Rugby is seen as second tier which means the All Blacks jersey has lost a bit of shine.

[eal]

I am convinced the Warriors are ultimately cursed and will never win a premiership (like the Detroit Lions in the NFL), but they do seem to be winning off the field. The Pacific population have really got behind the team and the Covid exile really made the Warriors a respected team after many years of basically being viewed as a joke bar a couple of short periods.

[Trebian]

6 hours ago, eal said:

I am convinced the Warriors are ultimately cursed and will never win a premiership (like the Detroit Lions in the NFL), but they do seem to be winning off the field. The Pacific population have really got behind the team and the Covid exile really made the Warriors a respected team after many years of basically being viewed as a joke bar a couple of short periods.

They have a good chance of giving it a crack this year. Currently second on the ladder. If they can snag a top 4 spot they can give it a real shake.

[Trebian]

A stat I saw earlier had New Zealand Rugby celebrating a fantastic turn out of over 70,000 fans at the new Christchurch stadium (note 25k capacity). This was 70,000 over 3 days of games with the comment (in Stuff NZ I think) that this was fantastic and that Rugby would definitely be back in this fantastic stadium.

There was no mention of the Warriors match in Wellington having a mere 35,000 in attendance ..........

 

[Click]

23 minutes ago, Trebian said:

A stat I saw earlier had New Zealand Rugby celebrating a fantastic turn out of over 70,000 fans at the new Christchurch stadium (note 25k capacity). This was 70,000 over 3 days of games with the comment (in Stuff NZ I think) that this was fantastic and that Rugby would definitely be back in this fantastic stadium.

There was no mention of the Warriors match in Wellington having a mere 35,000 in attendance ..........

 

Well.. no **** - I can't believe that New Zealand Rugby didn't mention the Warriors match

[Douglas]

16 hours ago, The Daddy said:

When I started watching RL they were a struggling team and had moments in their history where they were on the verge of collapse. 

Back in those days RU and the All Blacks were overwhelmingly the biggest sports brand in NZ. 

Now we're seeing sellouts all over the place including this weekend gone in Wellington where the crowd was 35,000 (rounded off). 

What's changed? How did they become so popular? 

I’ve been a warriors fan ever since they entered the winfield cup in 1995 when dean bell lead the team out in front of huge flames of fire and 30k screaming fans and believe this current upwards trend the team is on is down to multiple reasons including like others have already said down to the teams exile to Australia during Covid era as well as better performance on the field with a steady production line of extremely talented young players breaking into the 1st grade team as well as the whole NRL competition in general becoming more popular throughout Australia, NZ and the pacific region.

it’s also no coincidence that all this is happening whilst super rugby and the local NPC domestic competition are on a steep downward trajectory.

its no exaggeration to say that you can see some games in the NPC attracting a couple of hundred fans when in the past most NPC games would be packed out and bursting at the seams.

one can only imagine what would happen in New Zealand if the warriors actually won the damn competition!!!

[Douglas]

32 minutes ago, Trebian said:

They have a good chance of giving it a crack this year. Currently second on the ladder. If they can snag a top 4 spot they can give it a real shake.

In true warriors fashion I actually had them down to finish in the bottom 4 this year after having them down for a top 4 finish last season!!

[Kayakman]

12 hours ago, Trebian said:

I think Toronto was a massive loss when they exited SL. The Fresh thinking and willingness to take a risk was there and they were getting popularwith the locals. 

Thinking about it, I am surprised PVL/Abdo haven't run a rule over the opportunities there though I think the weather is a big downer.

Toronto was a real tragedy since it was doable...SL shot itself right in the head with its lack of flexibility and lack of forward thinking....not everyone mind you but the ones that mattered....now a few years later and look where they are at....same damn place.  Oh what should have been!

Its been a long winter and cold spring....actually heading out to Alberta soon to build a full enclosure for a timber wolf....should be fun.

Missing the Pack!

[Trebian]

56 minutes ago, Douglas said:

I’ve been a warriors fan ever since they entered the winfield cup in 1995 when dean bell lead the team out in front of huge flames of fire and 30k screaming fans and believe this current upwards trend the team is on is down to multiple reasons including like others have already said down to the teams exile to Australia during Covid era as well as better performance on the field with a steady production line of extremely talented young players breaking into the 1st grade team as well as the whole NRL competition in general becoming more popular throughout Australia, NZ and the pacific region.

it’s also no coincidence that all this is happening whilst super rugby and the local NPC domestic competition are on a steep downward trajectory.

its no exaggeration to say that you can see some games in the NPC attracting a couple of hundred fans when in the past most NPC games would be packed out and bursting at the seams.

one can only imagine what would happen in New Zealand if the warriors actually won the damn competition!!!

I think the Origin game in Auckland this year will have quite an impact. NZR's financials are not good which is hampering them big time. Cannot beat off the new boys when the kitty is empty. Super Rugby has been a basket case on both sides of the Tasmen but neither country will give it up - Too costly to put something else in ?  But the NRL certainly seem to be winning hearts and minds over there.

[EastLondonMike]

I think the Warriors have finally found their identity - which in a country like NZ goes a long way. They do a lot of things on and off the pitch very well. Helps that they seem to be producing some real consistent talent also. I feel they are only a superstar half back away from a real tilt at the GF.

If you dont follow them on youtube do so - they're video content is excellent.

[Anita Bath]

21 minutes ago, Trebian said:

I think the Origin game in Auckland this year will have quite an impact. NZR's financials are not good which is hampering them big time. Cannot beat off the new boys when the kitty is empty. Super Rugby has been a basket case on both sides of the Tasmen but neither country will give it up - Too costly to put something else in ?  But the NRL certainly seem to be winning hearts and minds over there.

Origin in Melbourne this year. Auckland is next year.

[Douglas]

4 hours ago, EastLondonMike said:

I think the Warriors have finally found their identity - which in a country like NZ goes a long way. They do a lot of things on and off the pitch very well. Helps that they seem to be producing some real consistent talent also. I feel they are only a superstar half back away from a real tilt at the GF.

If you dont follow them on youtube do so - they're video content is excellent.

Halfback Jett clearly can’t be far away now from debuting in 1st grade and the warriors also have another talented young half they poached from NZ union schoolboys called harry inch currently playing in the jersey flegg(21) competition.

But the next big thing not only at the warriors but in the NRL competition itself I believe will be backrower bishop neal  who is already tearing it up in the reserve grade NSW cup aged only 17.

 

 

Edited April 29 by Douglas

[Trebian]

45 minutes ago, Anita Bath said:

Origin in Melbourne this year. Auckland is next year.

Sorry my mistake.

[EggFace]

2 hours ago, Kayakman said:

Toronto was a real tragedy since it was doable...SL shot itself right in the head with its lack of flexibility and lack of forward thinking....not everyone mind you but the ones that mattered....now a few years later and look where they are at....same damn place.  Oh what should have been!

Its been a long winter and cold spring....actually heading out to Alberta soon to build a full enclosure for a timber wolf....should be fun.

Missing the Pack!

On a side note do you follow the CFL ?

[CrushersForever]

https://thespinoff.co.nz/sports/28-12-2023/where-did-up-the-wahs-come-from-a-spinoff-investigation-2

[EastLondonMike]

2 hours ago, Douglas said:

Halfback Jett clearly can’t be far away now from debuting in 1st grade and the warriors also have another talented young half they poached from NZ union schoolboys called harry inch currently playing in the jersey flegg(21) competition.

this I believe will not only be the next warriors superstar but the NRL’s superstar already tearing it up in the reserve grade NSW cup aged only 17.

 

 

Yeah id heard about this kid Harry Inch and how NZ union were pretty disappointed he'd gone to the Warriors.

[Trebian]

5 hours ago, EastLondonMike said:

Yeah id heard about this kid Harry Inch and how NZ union were pretty disappointed he'd gone to the Warriors.

and the more kids see these defections and see what they can achieve, the more will follow suit.

[Douglas]

1 hour ago, Trebian said:

and the more kids see these defections and see what they can achieve, the more will follow suit.

It’s only natural as the NRL grows stronger and stronger with each passing year and domestic RU in New Zealand grows weaker more and more young schoolboy union talent will gravitate towards the warriors and other Aussie based NRL clubs.

Its no coincidence that every week there’s statements made by NZ union players, former players, coaches,officials and journalists etc bemoaning the rise and influence of the warriors and NRL in both Australia and New Zealand.

[Trebian]

25 minutes ago, Douglas said:

It’s only natural as the NRL grows stronger and stronger with each passing year and domestic RU in New Zealand grows weaker more and more young schoolboy union talent will gravitate towards the warriors and other Aussie based NRL clubs.

Its no coincidence that every week there’s statements made by NZ union players, former players, coaches,officials and journalists etc bemoaning the rise and influence of the warriors and NRL in both Australia and New Zealand.

Yeah, thing is though that the state that NZRU finances are in, there is little they can do about it. The smart thing the NRL did was that contra deal with Sky and as the Warriors popularity has grown so too has Sky and other media willingness to talk about Rugby League. That article in Stuff NZ about the Union games in Christchurch being so fantastic at 70k over 3 days when League got 34,000 in Wellington for one game will not have gone un-noticed. Stuff may not have drawn the comparison with the League game but others will have (I am a bit surprised that PVL hasn't highlighted it yet).

I think there is a good lesson in what has happened in NZ for the UK and France.  Promotion is king and maybe selling NRL games to say Bien sports in return for promotion of League in France is the way to go. The next few years will be interesting.

Edited April 29 by Trebian