Tapping into PNG's Rugby League Market: A Missed Opportunity for QRL

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The Queensland Rugby League (QRL), through the Intrust Super Cup, has significant untapped potential in PNG—a country where rugby league is not just a pastime but a national identity. While the PNG Hunters serve as the country’s only representative team in the competition, the current structure severely limits fan engagement and commercial growth. A more inclusive and accessible broadcasting model, combined with strategic investment in regional infrastructure, could transform the Intrust Super Cup into a household name across PNG.

Wynnum Manly Seagulls building bridges through rugby league — proudly donating their former playing jerseys to a local Port Moresby team during their recent visit to Papua New Guinea. A great gesture that deepens ties between QRL clubs and PNG’s passionate rugby league community.

Currently, only PNG Hunters games are broadcast in PNG, and even that comes with restrictions. TV Wan, owned by Digicel Pacific, offers the games exclusively through its entertainment subscription package. This model alienates a large segment of the population, particularly in rural areas where most fans cannot afford pay-TV services. Telstra, which owns Digicel Pacific, is in a prime position to change this narrative by working with QRL and major Australian broadcasters such as Channel Nine or Fox Sports to expand coverage and reduce cost barriers.

A strong partnership between Telstra, QRL, and major networks could allow for the full Intrust Super Cup schedule to be televised in PNG. Broadcasting all games—not just those featuring the Hunters—would help build familiarity and emotional connection with other teams in the league. This would drive fan loyalty, merchandise sales, and viewership metrics that could, in turn, attract major advertisers and local sponsors from PNG's growing private sector.

Moreover, the QRL’s current reliance on Port Moresby as the only venue for Hunters home games is limiting its reach. The capital rarely attracts capacity crowds, despite having the best stadium in the country. Meanwhile, PNG’s Highlands—home to rugby league’s most passionate supporters—remain overlooked. Venues in Mount Hagen or Minj would draw enormous crowds from Jiwaka, Simbu, Enga, Hela, Southern Highlands, and Eastern Highlands. For many, it would be a rare opportunity to see top-level rugby league live.

Highlanders dominate the national team, the PNG Kumuls, and the Hunters squad. Hosting games in their home region would not only honour their contributions but also create a powerful fan experience grounded in regional pride. Fans would travel hours by road, filling up local venues, and turning games into social and cultural events. This energy is something that Port Moresby’s more metropolitan crowd rarely replicates.

To support this, Telstra and Digicel Pacific could invest in mobile broadcasting units and modest stadium upgrades to meet basic professional standards. This would include seating, security, lighting, and satellite linkups for live coverage. These are manageable investments that could have outsized impact—stimulating local economies, deepening fan engagement, and enhancing QRL’s presence in PNG’s regional centres.

Beyond game days, the QRL can expand its brand through regional fan activations: youth development camps, community outreach, and local merchandise campaigns. The more PNG fans feel connected to the league, the more commercially viable it becomes. With PNG’s population nearing 10 million and its youth increasingly tech-savvy, the market is rich with opportunity if given the right infrastructure and access.

In short, the QRL—with the support of Telstra, Digicel Pacific, and Australian broadcasters—stands to make more money and build a lasting legacy in PNG. All it takes is a shift in strategy: more accessible broadcasting, investment in regional venues, and a genuine commitment to making rugby league a national experience, not just a Port Moresby-based product.

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