Why a Hand-Painted Sign was the Warriors’ Smartest Content Play
Robert Harris, better known as the sign guy from Bay 26, is a regular fixture at Warriors games. If you’ve watched any National Rugby League over the past few years, you’ve probably seen him - handmade sign in the air, cheeky slogan in red/white paint, often reacting to the opposition, the moment, or the club's rollercoaster journey (my personal favourite 'where did all these fans come from?) He’s not front row. He’s not in the corporate box. He’s just always there, consistent, loud, loved.
So when the One NZ Warriors used his sign to declare Round 22 officially sold out (27th time in 30 games), it wasn’t just a sellout announcement, it was a nod to the fans who show up, week in, week out
Here’s the interesting story: these images weren’t taken this week. They were shot back in February, originally planned as part of a draw release concept. The campaign never quite made it. But the idea, to centre a real fan, doing what he always does, never left.
Fast forward to this week. The team is coming off a loss to the team who is likley to win the wooden spoon in 2025. Top four is at risk. Sentiment is mixed, and fan energy is fragile. And this is what they chose to lead with. No hype reel. No branded flashy content. Just Rob, holding his sign, same style, same vibe, same fan. It’s not just a sellout announcement. It’s a sentiment shift.
Here’s why that matters:
✨It’s a campaign move that centres belonging over branding. The sign looks exactly like Rob’s usual ones, not a slick replica, not over-designed with Warriors logos. That subtlety matters. It tells fans: this isn’t performative, it’s reflective.
✨ It leans into relationship marketing over product marketing. At a time when on-field performance wavers, it’s the relationship between club and community that holds firm. And right now, that’s what people need reminding of.
✨ It reminds us that fans carry the momentum, especially in the tough weeks. Rob’s face in these comments is being celebrated not just because he’s recognisable, but because he’s one of them. Whether you (actually) know him or not, you know him.
✨ It shows how rituals can become campaign assets. Rob didn’t need to be turned into something new; his existing presence was the content. That’s the magic of emotional equity: it doesn’t need to be invented. It just needs to be recognised and released at the right time.
This is a strong, emotionally intelligent move by the Warriors content team, not because it’s big, but because it’s human. And because it meets fans where they are. Clubs often talk about creating “authentic content.” This is what that looks like in practice.