How the Pacific Championships Are Redefining Digital Storytelling in Rugby League
The Pacific Championships have become one of the most powerful digital moments in rugby league, and it’s not match outcomes that are driving engagement.
International Rugby League, once viewed as post-season filler, has evolved into a cultural phenomenon. The energy online is electric, and it’s built on identity, not the on-field product.
Teams like Rugby League Samoa and Tongan National Rugby League - Mate Ma'a Tonga are showing what authentic connection looks like. Their content isn’t about drills or prep, it’s about belonging. Kava circles, laughter, prayer, song, community. It’s proud, warm, and deeply human.
✨ Samoa’s media-day post of Brian To'o passed 50k reactions.
✨ Tonga’s “Back to the Village” video passed 100k
Importantly, across most posts, shares are outpacing comments. That’s rare, because shares mean something deeper. They signal ownership. When fans share, they’re saying, “This is us.” You can feel it in the comments too, people aren’t just reacting, they’re asking for more. Fans want behind-the-scenes moments, arrivals, chants, and family content. They don’t want to miss a second. It’s the kind of emotional buy-in brands spend years trying to build, created here in just a few short weeks.
And that’s the remarkable part. These teams don’t run year-round campaigns or operate from slick content hubs. They come together for a few fleeting weeks, often wearing multiple hats and still create digital moments that move millions. Last week, Tonga’s squad announcement hit 1.3 million views in 24 hours.
Even National Rugby League clubs are entwined in this moment. With so many players representing their heritage nations, the digital storylines don’t sit apart from club brands; they extend them. The Sydney Roosters replying in Samoan to Toa Samoa’s post wasn’t just engagement; it was alignment. It worked because it spoke the right language, literally and emotionally.
That’s the lesson.
This connection shouldn’t just peak in October. It shouldn’t live in a Multicultural Round or end-of-season content window. It should exist all year. With 52% of NRL players being Pasifika, the communities that follow them reflect that. Yet too often, culture is treated as a seasonal theme, not a living part of a club’s identity.
Imagine if clubs worked alongside these federations year-round, learning languages, understanding traditions, and getting pronunciation right across their socials. Imagine if the same care shown during the Pacific Championships flowed through every story a club tells.
Because this isn’t about ticking a diversity box, it’s about belonging. Players don’t step in and out of their culture depending on the round. It’s who they are. When clubs recognise that, they don’t just connect with players; they connect with families, villages, and entire communities.
The Pacific Championships show what happens when storytelling starts with identity. Culture isn’t a campaign. It’s the heartbeat of the game.