The New Zealand Warriors have embraced a strategy that focuses on affordable ticket prices and engaging younger fans, making them the best-supported club in New Zealand. This approach has led to impressive attendance figures, including a remarkable 33,000 fans at their game against the Dolphins on Anzac Day.
The Warriors have sold out all ten home games at Mount Smart Stadium in 2024. Their current performance is noteworthy as they sit second on the NRL table with six wins out of eight games.
Cameron George, the club’s CEO, emphasized the significance of keeping ticket prices accessible. “We’ve maintained a ticket price that is achievable for everyone so we haven’t through virtue of any success just put up the prices,” he stated. This strategy aims to attract a broader fan base and ensure that more people can enjoy rugby league.
The Warriors are also focusing on engaging with younger fans, specifically those aged 15 to 17, to cultivate future ticket buyers. George noted that these efforts are crucial for building a sustainable fan base.
A vital part of their community engagement involves reaching out to Pasifika communities. George expressed, “We want to inspire those communities; they are so important to us, so high engagement, we support where we can.” This commitment has strengthened ties between the club and its diverse supporters.
In addition to their fan engagement initiatives, the Warriors have collaborated with One New Zealand on the One Big Fan campaign. This partnership recently won the Creative Award for Best Use of Media at the 2026 IHAC Awards. The award recognizes their effective outreach and connection with fans.
The Warriors’ focus on affordability and community engagement appears to be paying off. As they continue this trajectory, it will be interesting to see how their strategies evolve and impact their standing in the NRL.
