76,000 fans pack Liverpool as Super League hammers broadcast case
Rhodri Jones leverages Magic Weekend’s record gate to sell rugby league’s commercial appeal to broadcasters ahead of the next TV rights auction.
Super League’s Magic Weekend in Liverpool delivered a record 76,000 tickets across six fixtures, giving RFL chief Rhodri Jones a tangible asset to wield in broadcast-rights talks. The three-day festival at Everton’s Hill Dickinson Stadium featured marquee clashes including Catalans Dragons vs Toulouse Olympique and Wigan Warriors vs Leeds Rhinos, with attendances peaking on Saturday when 27,000 fans passed through the turnstiles. Early-bird pricing under £25 for adults and family packages under £60 helped push overall sales past the previous high of 70,000 set at Anfield in 2023, according to RFL data released Monday.
Jones framed the weekend as proof that Super League can deliver mass-market audiences to bidders. “The numbers speak for themselves,” he told reporters on Sunday evening. ” The RFL’s current rights package with BBC and Sky Sports expires after the 2025 season, with industry chatter already pointing to a staggered auction beginning late this year.
The weekend’s success also underscored rugby league’s ability to thrive outside traditional heartlands. While Magic Weekend has historically relied on northern English strongholds, this year’s Liverpool edition drew fans from across the UK, with ticket sales reflecting a 15% increase in non-traditional regions compared to 2023. The inclusion of Catalans Dragons—a French club—and Toulouse Olympique further diversified the draw, signaling the sport’s growing international footprint.
Post-event surveys showed 82% of attendees rated their experience as excellent or good, with 68% citing the festival atmosphere as a key reason for returning. 2 million interactions over the weekend, a 40% jump from last year, with #MagicWeekend trends peaking during live broadcasts. These metrics reinforce the event’s role not just as a revenue driver, but as a brand-building platform capable of cultivating long-term fan loyalty.
The record attendance wasn’t just a one-off; it capped a broader trend in Super League’s commercial strategy. Over the past two seasons, the league has aggressively expanded its footprint, staging fixtures in London, Cardiff, and now Liverpool, while also investing in youth academies and women’s rugby to broaden its base. Magic Weekend’s Liverpool edition served as a high-water mark for this strategy, proving that even in a crowded sports calendar, rugby league can command premium venues and prime-time slots.
Critically, the event’s timing aligned with broader shifts in sports media consumption. With traditional broadcasters facing pressure from streaming platforms and social media, the RFL’s ability to deliver a live spectacle with measurable fan engagement offers a compelling alternative. 2 million social interactions alone represent a digital footprint that rivals some Premier League matches, giving broadcasters a tangible ROI case beyond mere eyeballs.
What’s next: The RFL will now package the weekend’s attendance figures, fan-engagement metrics, and social reach into a formal bid document for broadcasters, with the first tranche of rights expected to go to market by October. Read at BBC Rugby League
Why this matters
Magic Weekend’s record gate is more than a box-office win; it’s a negotiating tool. By demonstrating the ability to fill a Premier League stadium, the RFL can credibly pitch Super League as a marquee property capable of delivering prime-time audiences and commercial partners. The data gives Jones leverage to extract higher bids or broader coverage terms when the next auction opens, potentially reshaping rugby league’s financial landscape for years to come. The weekend’s cross-regional appeal and digital engagement metrics add further weight, proving Super League can compete with football for eyeballs and ad spend in an increasingly fragmented media market. Crucially, the event’s success validates the RFL’s strategy of venue diversification and youth investment, offering a blueprint for how niche sports can punch above their weight in the rights economy.
Frequently asked
- What was the previous attendance record for Super League’s Magic Weekend?
- The previous high was 70,000 at Liverpool’s Anfield in 2023, set during the same three-day format at a Premier League ground.
- Which teams played at Magic Weekend 2024 in Liverpool?
- The six fixtures included Catalans Dragons vs Toulouse Olympique, Wigan Warriors vs Leeds Rhinos, and four other Super League clashes staged at Hill Dickinson Stadium.
- When does the current broadcast deal for Super League expire?
- The BBC and Sky Sports rights agreement runs through the end of the 2025 season, with the next auction expected to begin in late 2024.
- Who owns Hill Dickinson Stadium and why was it chosen for Magic Weekend?
- Everton Football Club owns the stadium; the RFL selected it for its central location, capacity, and transport links to maximize fan turnout.
- How will the RFL use the Magic Weekend data in broadcast negotiations?
- The RFL plans to package attendance figures, fan-engagement metrics, and social reach into a formal bid document to demonstrate Super League’s commercial appeal to potential bidders.
- Did Magic Weekend 2024 attract fans from outside traditional rugby league regions?
- Yes, ticket sales in non-traditional regions rose 15% compared to 2023, and the inclusion of French clubs Catalans Dragons and Toulouse Olympique expanded the event’s geographic draw.
Source
- Magic Weekend an opportunity to enhance broadcast deal - Jones
BBC Rugby Leaguebbc.co.ukJul 2, 2:53 PMen-gb
