Pacific Rugby League’s Content Is Driving Interest. Investment Needs to Follow.
With the Rugby League World Cupkicking off tomorrow, I have to admit that some of my excitement has come less from the upcoming matches and more from the content appearing on my social media feed.
The storytelling, creativity and even the competition between Rugby League Samoa, Tonga Rugby League and New Zealand Rugby League (NZRL)have become part of the entertainment in their own right. It has also got me thinking about who's actually doing much of the marketing for this World Cup...
I shared a post earlier from Justin Tafa on Instagram today, and I think he raises an important point about the role of the Pasifika teams and the people behind their digital content.
The creative approaches have been quite different, balancing polished productions with spontaneous, personality-driven content that reflects each team's identity. The Kiwis 'It's in Us' campaign draws on history, whenua, whānau and whakapapa, alongside entertaining player-led content. Tonga has leaned into humour and behind-the-scenes access, with fans actively requesting more. Samoa's on-island productions and coverage of community celebrations have been particularly impressive, with one reel attracting over 62k likes.
Of course, the passion surrounding Pacific rugby league isn't new, but the way these teams are capturing that connection and translating it into digital content deserves more recognition.
We are seeing that interest translate well beyond social media, from the sold-out Samoa v Tonga clash to the growing Dynasty Sport merchandise ranges and commercial opportunities surrounding these teams.
Theres also an important point here about story sovereignty. Its not simply about featuring Pacific culture in content, but who decides which stories are told, whose voices are heard, and how language, music and cultural references are used.
From conversations I've had with people across the sport, I know how lean many of these digital operations remain. People are wearing multiple hats, often working unpaid, driven by their love for the game and pride in representing their country. Yet the content they're producing creates value far beyond their national teams, benefiting the wider game, broadcasters and commercial partners.
There's a big question about how long we can continue relying on people's passion to deliver work with such significant commercial value.
It's particularly interesting in the context of Australia's A$250m 10-year Pacific Rugby League Partnership, supporting participation, competitions, player pathways and elite development across Samoa, Tonga, Fiji and PNG.
It's a significant investment in the future of Pacific rugby league, but I'd be interested to know where digital media and creative capability fit into that development. If their digital work is contributing so much to the wider growth and commercial appeal of international rugby league, shouldn't we be investing just as seriously in the people and creative infrastructure behind it?