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Tag: Las Vegas

NRL Games in America: Opportunities, Challenges, and the Path Ahead

Posted on by Athelo Group

By Robert Yardley

Athelo Group

The National Rugby League (NRL Telstra Premiership) is a top-tier professional rugby league in Australia and New Zealand, captivating fans since 1908. Now, the NRL is focusing on expanding to the United States, aiming to attract American audiences with the fast-paced action of NRL games and minimal padding compared to American football.

Quick Highlights:

  • 4 NRL games hosted in Las Vegas, Nevada, during the first weekend of March 2025
  • 45,209 spectators attended, a significant increase from last year’s crowd
  • New Zealand’s audience surpassed 300,000 across SKY Sport platforms, tripling the previous year’s viewership for the Las Vegas matches.
  • England and Australia’s Women’s teams faced off in the inaugural Women’s sporting contest at Allegiant Stadium, drawing attention for its historical significance
  • Around 10,000 English fans traveled for a Super League fixture between Wigan and Warrington, showcasing the growing international fanbase

Fan and Media Reactions from Las Vegas

The NRL has been received very warmly by American fans and spectators.

Premiership winner Michael Ennis highlighted several aspects of the game that are likely to captivate U.S. audiences, particularly the differences from the NFL: “[Americans] love the no stoppage. They’re fascinated by the no pads and no helmets.”

This was widely confirmed on matchday. One Vegas Raiders fan who attended the showcase described the experience as, “Exciting, amazing, incredible, non-stop action. [The players] aren’t padded up, which surprised me a lot.”

The raw athleticism on display also left a strong impression. UNLV Football Foundation Director and former Iowa College football player noted, “The power of the hits is unbelievable… there’s no way I would do this. It’s just a different level of athletic ability, I love it.”

Growing the Game of Rugby

Fox Sports has made a significant investment in the NRL’s U.S. expansion. This marks the second year of a five-year partnership between the league and the broadcaster, which allows select NRL games (including the Las Vegas matches) to be aired on FS1 in the United States.

Fox League’s Braith Anasta emphasized the importance of this move: ““This is our showcase event. This is big for us. To bring it to the United States of America, to get your fans hopefully on board.”

Foxtel CEO Patrick Delany added: “We come from this little island at the bottom of the world. The images that went back to Sydney and Melbourne and everywhere last year, Australians were just knocked out.” Delany also noted the success of the venture, pointing out that the visibility in the U.S. has made a significant impact in attracting American interest in the league.

Expanding Viewership and Engagement

The crowd of 45,209 exceeded last year’s turnout, and two new global sponsors—Red Bull and JD Sports—joined the event. Although American TV viewership numbers are still pending, broadcasting the event on Fox introduces the sport to millions of new potential viewers.

Other broadcasters are also eager to tap into this growing audience. Kayo Sports is promoting their membership for streaming the 2025 NRL Telstra Premiership live, offering new customers the chance to stream every game with no ad breaks in play, including shows like NRL 360 and The Late Show with Matty Johns. For a limited time, Kayo is offering their standard and premium memberships for just $1 in the first month, down from the usual $25 and $40, respectively.

Why America?

The U.S. presents an attractive market for the NRL, with a population of 316.67 million—a whopping 14 times larger than Australia’s. This gives the league a significant potential audience for growth.

The massive U.S. population has a strong appetite for both sports and sports betting, which has been a significant revenue source for the NRL through Australian sportsbooks. While American sportsbooks currently don’t support the same revenue model, the NRL sees the U.S. betting market as a major growth opportunity.

Americans regularly place bets on a wide range of events, even low-level sports, and when broadcasts are available, bettors tend to stay engaged throughout the game, often placing additional bets as the event unfolds. The NRL is positioning itself as a “non-traditional” sport for U.S. sportsbooks, aiming to generate more revenue from American audiences by leveraging live broadcasts.

Key Challenges Ahead

The UK’s Super League already broadcasts its rugby matches on FanDuel, directly competing with the NRL for the same audience. However, due to the significant time zone difference between the UK and Australia, overlapping broadcasts are unlikely to be a major issue.

One challenge that has emerged is the length of the showcase. The NRL is considering shortening its Vegas event to three games in 2026. While the Women’s Test match between Australia and England and the Super League fixture between Wigan and Warrington attracted thousands of spectators from England, the four back-to-back matches proved too lengthy for many fans.

Crowd size began to dwindle after the second game (between NRL teams Canberra and the Warriors), with noticeably fewer supporters attending the final match (Cronulla vs. Penrith), despite it being the most highly anticipated game of the day.

Many suggested spreading the games across two days, but this would increase costs significantly, making it an unlikely solution.

What the Future Holds

The growing popularity of rugby and the NRL in the U.S. presents unique opportunities for players, teams, and leagues to connect with fans through broadcasts and social media.

Between January and September 2023, NRL clubs saw significant growth on social media, adding nearly 400,000 new followers on Instagram—an increase of almost 12%—and more than 90,000 new followers on Facebook.

At Athelo Group, we recognized rugby’s growing appeal among American audiences when we signed U.S. rugby player Christian Dyer in 2023—and we’ve believed in its rise ever since. We align athletes with scalable, emerging sponsorship opportunities that have international appeal. As social media engagement grows and the sport expands into new markets, rugby provides a powerful platform for players and brands to collaborate and reach a wider global audience.

WNBA’s Internal Struggle: Uphold Fairness or Chase Money?

Posted on by Athelo Group

By Jason Marino

Athelo Group

The WNBA has recently experienced drastic growth through superstar players like Caitlin Clark and Kamilla Cardoso making their debuts. The 2024 draft saw an unprecedented average viewership of almost 2.5M, more than quadrupling the figures from the previous year. With a wave of momentum carrying the WNBA into the spotlight, organizations have been making moves to capitalize on its heightened popularity. The deal making the most headlines revolves around the Las Vegas Aces.

las vegas aces

Inside The New Las Vegas Deal

The Las Vegas Aces have struck a new deal with the Las Vegas tourism authority that grants each player an additional $100K every season. Initially designed to support a successful local team, the deal is now facing backlash from both fans and players. It has even triggered an investigation into the Aces organization. Critics argue that the deal undermines the spirit of salary cap rules and creates an unfair advantage by retaining Aces players and attracting new recruits. Although the deal does not technically violate salary cap regulations, many view it as unethical. While it could help grow the WNBA, this growth could come at the expense of the league’s values and competitiveness.

An Enticing Offer

When comparing WNBA salaries to their male counterparts in the NBA, the deal seems inconsequential. After all, NBA players’ inflated salaries are no secret. Stars like Devin Booker, Kevin Durant, and Anthony Edwards earn nearly $250M over just five years. Compared to these figures, $100K seems like a drop in the bucket, hardly enough to retain a player. However, WNBA contracts are significantly lower. For instance, Caitlin Clark, arguably the best women’s college basketball player in history, has a salary of just $75K. The Aces’ Jackie Young earns a team and league-high of $252K, highlighting why an additional $100K is unquestionably a game changer.

las vegas aces

The Ethical Dilemma

Although the deal does not violate WNBA salary cap rules, it has raised concerns among players and fans about its impact on recruiting. The uniqueness of this deal, unmatched by any other team or city, makes it particularly notable. Critics worry that it promotes a pay-to-play atmosphere, which could be problematic if confirmed by the WNBA’s investigation. The Las Vegas Convention and Visitors Authority (LVCVA) argues that the money functions as a sponsorship, requiring players to wear Las Vegas-related gear off the court. Since all Aces players are paid equally regardless of fame or court value, the money could be viewed as a bonus, thus not violating any rules. LVCVA President and CEO Steve Hill countered the pay-to-play criticism by noting that if the Aces win the title this year for a three-peat, players will receive more money, indicating the deal is performance-based.

Those in Favor

Some land on the other side of the coin, stating that the deal will aid in the advancement of the league and is a side product of its expansion. Reflecting on the fact that her organization has been investigated several times before, Aces’ star A’ja Wilson was adamant in her beliefs that investigation cannot always be the go-to. She feels that the deal will help grow the game and benefit both the franchise and its players. Aces coach, Becky Hammon, seconds the notion. She explains that the LVCVA “wanted the whole team.” Like a true sponsorship, LVCVA reached out to individual players and agents and “the Aces have nothing to do with it.”

las vegas aces


Despite an ongoing investigation, the future is not written in stone. Perhaps the deal will prompt other cities to similarly support their local players and teams, pouring more money into the sport. Maybe the deal will remain one-of-a-kind and attract the best players to the Aces, creating a dynasty like never before. In a different turn of events, the deal could be found to violate regulations and be terminated immediately. Whatever the outcome may be, we will find out what is more important to the WNBA– upholding fairness or chasing money.

Sources:

  1. https://www.sportspromedia.com/news/wnba-las-vegas-aces-tourism-sponsorship-payments-investigation/#:~:text=The%20Women’s%20National%20Basketball%20Association,the%20arrangement%20on%2017th%20May.
  2. https://www.nytimes.com/athletic/5503533/2024/05/18/wnba-investigation-aces-sponsorship/
  3. https://www.sportico.com/law/analysis/2024/wnba-aces-investigation-sponsorships-1234779579/
  4. https://www.sportingnews.com/us/wnba/news/caitlin-clark-tv-ratings-wnba-viewership-records/4f55c44f4a0965aa14e72fa7#:~:text=Behind%20No.%201%20pick%20Caitlin%20Clark%2C%20WNBA%20Draft%20sets%20TV%20record&text=An%20average%20of%202.45%20million,draft%2C%20which%20averaged%20572%2C000%20viewers.
  5. https://www.sportingnews.com/us/wnba/news/wnba-10-highest-paid-players-2024/1104a976fdfdbd322602b4c4

Trend Alert: Team Relocations in North American Sports

Posted on by Athelo Group

By Tanner Steffy

Athelo Group

The landscape of North American sports is undergoing a significant transformation, marked by a notable increase in team relocations over the past decade. Owners across various leagues are leveraging relocation to bolster their franchises, often in tandem with the construction of state-of-the-art venues. Since 2016, five major teams have relocated, and two more are currently in process. These moves signify more than shifts in geographical location; they are strategies to maximize revenue streams, enhance fan engagement, and solidify longevity in a competitive sports market. Among these, the Oakland Athletics are currently transitioning to Las Vegas, and the Arizona Coyotes are working on a move to Salt Lake City.

team relocations

The Athletics

The impending relocation of the Oakland Athletics marks the end of an era as they leave their long-time home at the Oakland Coliseum. The Coliseum’s outdated facilities no longer meet the needs of modern sports entertainment, prompting the Athletics to seek a new venue. Additionally, they could not agree on a lease extension with the Coliseum. Preparing for their move to Las Vegas in 2028, the team plans to temporarily play at Sutter Health Park in West Sacramento for the next three seasons, beginning in 2025.

The Athletics’ future home in Las Vegas promises to revolutionize the fan experience with cutting-edge amenities. Set on the site of the Tropicana hotel, the new stadium will seat 33,000 people and feature improved sight lines with a tiered-seating system. Highlights include a fixed roof with overlapping layers, the world’s largest cable-net glass window behind the outfield, and an 18,000-square-foot jumbotron—the biggest in the league. The venue will also address logistical concerns with 2,500 onsite parking spots, making it easy for fans to attend games. This ambitious project highlights the Athletics’ dedication to creating a top-notch sports environment and marks a new chapter in the team’s history.

The Athletics aren’t the only professional sports franchise to leave Oakland. In 2020, the Raiders also made the transition to Las Vegas, where they now play in the domed Allegiant Stadium. This move was driven by the desire for a more modern facility and the opportunity to tap into the lucrative Las Vegas market. Additionally, the Golden State Warriors, who played their home games in Oakland for several decades, relocated to San Francisco in 2019. They now play in the brand new Chase Center, an arena designed to enhance the fan experience and provide greater revenue opportunities. These moves reflect a broader trend among sports franchises seeking to upgrade their facilities and capitalize on new markets.

team relocations

The Coyotes

The Arizona Coyotes are at a crossroads as they prepare to leave their temporary home at the 5,000-seat Mullett Arena, which they share with the Arizona State Sun Devils hockey team. The NHL and the players’ association have raised concerns about staying in this venue for a third season. In response, team owner Alex Meruelo began exploring new options. A major development followed when the NHL Board of Governors unanimously approved the sale of the Coyotes for $1.2 billion to Ryan and Ashley Smith, owners of the Utah Jazz. This sale paves the way for the team’s relocation to Salt Lake City, where they plan to temporarily play at the Delta Center, home of the Jazz.

Locals are big fans of the impending move, with Salt Lake City Mayor Erin Mendenhall considering it a transformative moment for the city’s identity and future. With a shared vision of community integration and enhanced opportunities for residents and visitors alike, the Coyotes’ relocation represents not only a strategic maneuver for the franchise but also a catalyst for growth and revitalization within Salt Lake City’s downtown core.

team relocations

Looking Ahead: Sports Relocation Trends

Beyond these specific cases, the broader landscape of North American sports has witnessed several high-profile relocations in recent years. These relocations are often due to old stadiums, changing local populations, and the lure of more money. Team owners aim to set up their franchises for long-term success in a competitive sports market. A recent example is the Kansas City Chiefs, who may leave Jackson County after voters turned down an $800 million request for stadium upgrades. With an aging stadium and the need for updates, the Chiefs may leverage the threat of moving as a way to secure funding. Looking ahead, we can expect to see similar relocation bids arise as negotiations heat up between sports franchises, local governments, and communities over stadium financing and improvements.

Sources:

  1. https://athlonsports.com/mlb/pro-sports-franchise-relocation-every-pro-team-to-move-since-2000
  2. https://bleacherreport.com/articles/10111821-athletics-unveil-updated-renderings-of-planned-las-vegas-stadium-ahead-of-relocation
  3. https://apnews.com/article/arizona-coyotes-salt-lake-city-relocation-f847c9206632db191463128b01347857
  4. https://www.kron4.com/mlb/as/as-fail-to-reach-deal-with-city-of-oakland-over-coliseum-future/

Shaping the Future of Ads: The Las Vegas Sphere’s Impact on Marketing

Posted on by Athelo Group

By Josephine Belcher

Athelo Group

Ever since the $2.3B Las Vegas Sphere launched in September 2023, it has rapidly become a marketing and advertising sensation. Known as “The Exosphere,” this architectural phenomenon is the world’s largest spherical structure, reaching 366 feet and 516 feet wide. Illuminated by over a million LED lights, it cast a mesmerizing glow over the Las Vegas skyline, drawing the attention of consumers and visitors. Advertising on the Sphere is a hefty investment with costs ranging from $450K a day to $650K a week. Despite this, the Sphere has hosted innovative brand campaigns and high-profile engagements, heavily impacting social media. The diverse collection of brands that have utilized the Sphere has transformed it into a hub of creativity and a new benchmark in digital advertising.

Las Vegas sphere

YouTube was the first to capitalize on this unique opportunity, promoting their NFL Sunday Ticket package by transforming the Sphere into giant football helmets. This highlighted YouTube’s partnership with the NFL in a distinctive way. Following YouTube, the NBA leveraged the Sphere’s capabilities to turn it into a massive basketball, reinforcing its brand in an eye-catching combination of sculptural and graphic advertising.

Microsoft’s Xbox campaign, featuring huge “X” logos circling the structure, mirrored the futuristic spirit of gaming. Sony also promoted its game, using the Sphere to promote Spider-Man 2 for the PlayStation 5. Autodesk and Marvel Studios teamed up to showcase Autodesk’s significant contributions to filmmaking and visual effects. This collaboration resulted in a compelling advertisement highlighting the intersection of technology and creativity in the movie industry.

Major players in the beverage industry have also utilized the Sphere to capture audiences. In their campaign, Coca-Cola’s use of generative AI presented a futuristic vision, promoting their Y3000 Zero Sugar soda. Heineken, aligning with the Formula 1 Grand Prix, transformed the Sphere into a spinning disco ball that turned into ice blocks before collapsing to reveal their new Heineken Silver beer. This created a buzz and expanded brand visibility while fascinating a broad audience of event attendees. 

According to Sussex Innovation, the Sphere has an estimated 4.7 million daily impressions and has skyrocketed its social media presence. The follower counts on the Sphere’s Instagram and TikTok saw a dramatic increase in just the first week after the opening, and they continue to rise as more innovative events and brand campaigns are introduced. These impressive statistics highlight the Sphere’s effectiveness in driving significant return on investment (ROI) for brands, achieved through its innovative content delivery and trendsetting capabilities in digital advertising.

Las Vegas sphere

The Las Vegas Sphere is at the forefront of a transformative shift in Out-Of-Home (OOH) marketing and advertising, challenging and redefining traditional approaches with cutting-edge technology and scale. Its digital canvas elevates advertisements to new heights of vibrancy and detail, surpassing standard displays. The Sphere’s unique spherical shape opens up endless creative possibilities, allowing brands to envelop the entire structure with their message for a 360-degree experience that blends art and cinematic elements. This innovation sets the stage for future OOH advertising trends. Its success inspires the integration of architectural innovation with digital marketing, potentially leading to the emergence of similar structures globally.

Looking ahead, the future of the Las Vegas Sphere is filled with exciting prospects. It’s even venturing into the world of live sports with plans to host a UFC event in 2024. This indicates a new era for the venue, where its unique blend of advanced technology and innovative design will provide immersive experiences across various events. Whether it’s high-energy sports matches, captivating concerts, or groundbreaking digital advertising, the Sphere is set to reinvigorate Las Vegas entertainment, promising every visitor a blend of sensation and innovation.

Sources:

  1. https://www.marketingbrew.com/stories/2023/11/16/sphericals-happen-las-vegas-s-largest-roundest-billboard-explained
  2. https://www.thedrum.com/news/2023/11/16/bleeding-money-gaining-advertisers-sphere-the-story-so-far
  3. https://lasvegasweekly.com/news/2023/oct/05/vegas-sphere-primed-to-be-game-changing-marketing/
  4. https://www.adweek.com/brand-marketing/inside-f1-las-vegas-grand-prix-sponsors-sphere/
  5. https://www.billboard.com/music/concerts/vegas-sphere-msg-venue-u2-darren-aronofsky-1235427196/
  6. https://www.sussexinnovation.co.uk/news-resources/las-vegas-sphere-the-future-of-marketing-or-just-another-trend/#:~:text=The%20impressions%20comprise%20of%20300K,the%20Sphere%20on%20social%20media.
  7. https://ftw.usatoday.com/2023/11/ufc-vegas-sphere-live-sports-2024

SlamBall Makes a Comeback in Highly Anticipated Las Vegas Debut

Posted on by Athelo Group

By Zach Siegel

Athelo Group

SlamBall, once popular in the early 2000s, is making a grand comeback this summer 2023 in Las Vegas. Considered a sport ahead of its time, the demand for its return has swept across social media, with the hashtag #BringBackSlamBall garnering over 200 million views, according to ESPN. Targeting a younger audience, social media is facilitating in-game highlights and more for fans. With a breath of fresh air instilled in this beloved sport, there is immense excitement to see SlamBall take off again. 

Created by Mason Gordon, SlamBall was wildly popular in 2002. It originally aired on The National Network, which later became known as Spike TV, airing for two seasons before the league disbanded due to a disagreement between Gordon and the network partner. It briefly returned in 2008, but only stuck around for one season and has not been seen since. The contact sport is played by 4 players on each team resembling basketball, but is played on 4 trampolines with a 20 minute time limit. Blocks, collisions and rough physical play are a legal part of the game, similar to elements of American football and ice hockey. 

In order to return to the arena, SlamBall completed an $11 million Series A funding round led by Roger Ehrenberg’s IA Sports Ventures and Eberg Capital. Some investors and partners that were included in this deal were the likes of David Blitzer, co-founder of Harris Blitzer Sports & Entertainment, David Adelman, co-owner of the Philadelphia 76ers and New Jersey Devils, Michael Rubin, CEO of Fanatics, Gary Vaynerchuk, Entrepreneur, and Blake Griffin, Boston Celtics power forward and six-time NBA All-Star. Now that the capital was raised, SlamBall needed to be seen. 

SlamBall 2023

In a strategic move, the SlamBall league has relocated its operations to Las Vegas, a city known for sports, entertainment, gambling and mind blowing spectacles. This move will have a significant positive financial impact on the league. Tapping into the Vegas tourism industry by hosting live SlamBall tournaments, this adrenaline filled sport is guaranteed to have people paying for their seats. The influx of visitors attending SlamBall matches is projected to boost ticket sales, drive merchandise revenue, and attract potential investors. 

SlamBall has joined with media giant, ESPN, ensuring widespread coverage and exposure for the sport. On July 21 from 7-9 p.m. EDT, SlamBall returns live from Las Vegas. Over five evenings and weekends ESPN, ESPN2, and ESPN+ will broadcast more than 30 hours of live SlamBall coverage, with the SlamBall Playoffs and SlamBall Championship Game taking place from August 17–19. Ticket sales will start on June 27 and all games will be played at Cox Pavilion in Las Vegas. ESPN’s vast networks will provide unparalleled access for SlamBall’s premier matches to reach a global audience.

Through this partnership, viewers can expect extensive live coverage of games, highlights, analysis, and engaging storytelling showcasing the sport. The collaboration with ESPN elevates SlamBall and puts it as a top sporting event.  According to Gordon, “SlamBall just kind of fits the bill. They’re 20-minute games, television half hours,” Gordon added. “People always really gravitated to the action, and it’s this incredible mash-up between basketball, football, hockey, little bit of gymnastics, little bit of video games. That’s just SlamBall, you get a whole lot in one neat, tidy little package.”

As SlamBall reinvents itself, it promises to dazzle audiences worldwide, and tap into a whole new area of sports and entertainment. This, without a doubt, will generate a whole new group of athletes and fans. The comeback of SlamBall is a testament to the unwavering spirit of innovation and the power of collaboration within the sports industry.

Sources:

  1. https://espnpressroom.com/us/press-releases/2023/06/slamball-espn-announce-exclusive-two-year-broadcast-partnership-for-the-2023-and-2024-seasons/
  2. https://www.sportico.com/leagues/other-sports/2023/slamball-revival-funding-1234716783/
  3. https://variety.com/2023/sports/news/slamball-return-season-las-vegas-1235560331/
  4. https://frontofficesports.com/slamball-return-series-a-investment-round-las-vegas/
  5. https://www.cnn.com/2023/07/14/sport/slamball-making-long-awaited-comeback-spt-intl/index.html#:~:text=With%20incredible%20dunks%20like%20George,SlamBall%20has%20huge%20viral%20potential.&text=As%20a%20result%20of%20this,able%20to%20watch%20or%20play.

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