The Sydney Roosters have reaffirmed their dedication to globalizing the National Rugby League (NRL) by forging a significant strategic alliance with the USA Rugby League (USARL). This collaboration, set to last for at least three years, designates the Roosters as the Game Development Partner for USARL. The initiative aims to enhance the development of rugby league in the United States through various targeted efforts.
Key Components of the Partnership
The landmark deal encompasses several critical elements designed to boost rugby league’s growth in the U.S.:
1. Roosters West Coast Rugby League Academy**: This academy will focus on identifying and nurturing young rugby league talent across the United States, providing elite coaching and training opportunities. It aims to foster a new generation of skilled players, contributing to the sport’s long-term development in the region.
2. Sponsorships and Branding**: The Roosters have secured major sponsorship rights, including the front-of-jersey sponsorship for the USA National Elite Youth representative team, featuring the Roosters West Coast Academy logo. Additionally, the Roosters will sponsor the back of shorts for both the Men’s and Women’s USA National Hawks teams. The Roosters’ logo will also appear on referee shirts and, in the partnership’s second year, on all footballs used in domestic competitions.
3. Club Development Fund**: Annual funding will be allocated to a Club Development Fund, supporting rugby league awareness and participation across four key regions: Pacific Coast Rugby League (PCRL), Utah, Rugby League United, and Florida Rugby League. This fund will help local clubs apply for financial assistance to grow the sport in their areas.
Leadership Perspectives
Sydney Roosters CEO Joe Kelly expressed enthusiasm about the partnership, highlighting its potential to expand rugby league’s reach and share expertise in game development with a passionate and growing U.S. rugby community. Kelly believes this collaboration will significantly impact the sport’s international growth and help unearth future rugby league talent in the U.S.
USARL Chair Matt Goschnick echoed this optimism, emphasizing that the Sydney Roosters’ investment could catalyze the sport’s growth in the United States. He noted the partnership’s potential to create unprecedented opportunities for male and female athletes, providing a clear pathway for aspiring players to achieve their professional dreams.
Goschnick highlighted the low transition rates from high school to professional sports in the U.S., stressing that this partnership offers a valuable alternative route for athletes to pursue professional rugby league careers.
Los Angeles Roosters
In addition to their investment in USARL, the Sydney Roosters will enter a team in the Pacific Coast Rugby League (PCRL) conference for the 2025 season. The team, named the Los Angeles Roosters, will be based between Newport and Long Beach and will be coached and managed by Emiliano Nash. Nash, who founded the LA Bandidos in 2023, expressed gratitude for the opportunity to rebrand his team and continue his mission of supporting youth from disadvantaged backgrounds through rugby league.
PCRL President Ady Cooney welcomed the Roosters’ involvement, emphasizing its potential to increase the game’s visibility, develop local talent, and create pathways to the NRL and NRLW. The Roosters West Coast Academy will provide essential support to coaches and players, including equipment, facilities, and skill-based development programs.
Impact of COVID-19 and Future Plans
Interest in rugby league has surged internationally, partly due to the COVID-19 pandemic, which saw the NRL as one of the few sports being played and televised globally. This increased visibility has spurred the NRL to further explore international expansion, with a keen focus on the United States.
In a historic first, the NRL’s 2024 season kicked off with two games in Las Vegas, broadcast live on Fox Sports One to U.S. audiences. NRL Chairman Peter V’landys emphasized that this initiative lays the groundwork for significant future growth. He envisions the U.S. market as a potential goldmine for the sport, setting a five-year goal to build on this foundation.
Following the successful Las Vegas games, the NRL announced that the event will return next year at Allegiant Stadium, with speculation that top teams like Penrith Panthers, New Zealand Warriors, Cronulla Sharks, and Canberra Raiders will headline the games.
**Conclusion**
The Sydney Roosters’ strategic partnership with the USARL represents a substantial commitment to growing rugby league in the United States. Through initiatives like the Roosters West Coast Rugby League Academy and various sponsorships, the Roosters aim to foster talent and increase the sport’s popularity. The involvement in the Pacific Coast Rugby League and the success of the NRL’s international broadcasts indicate a bright future for rugby league’s expansion in the U.S. As the sport continues to gain traction, these efforts could pave the way for a new era of rugby league, marked by increased participation and professional opportunities for American athletes.
