Come 8:05 pm tonight, Australia’s biggest rivalry will be reignited. Often described as “mate against mate and state against state”, rugby league’s State of Origin brings together the game’s best players for a high-intensity series that captures the attention of fans across the nation.
The series is famous for its bone-rattling hits, pure emotion and unforgettable moments, with supporters backing their state with unwavering pride.
On a media and marketing front the series is also a chance for brands to capture the limelight, creating their own little rivalries against one another. Last year’s Game One drew a Total TV national reach of 5,449,000 and an average audience of 3,755,000 on Nine, eclipsing the 2024 opener by nearly 10 per cent. It’s this platform that makes Queensland vs New South Wales a perfect battleground for brands.
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Without further ado, let’s look at how brands are leveraging the hype of State of Origin:
Go blue for the Blues
As anticipation built for the 2026 Ampol State of Origin series, GIO Insurance boldly showed its true colours early, unveiling a campaign that saw the insurer ‘Go blue for the Blues’ before the women’s series on 30 April.
The campaign is grounded in a simple fan truth around Origin: real support isn’t subtle, it’s colourful, visible and unmistakable. When it matters most, NSW fans show their true colours proudly and back their state without hesitation, obviously. And you will see that tonight with the Blatchys Blues—NSW’s die-hard supporter base.
That idea springs to life in the hero TVC, which sees Blues players – Dylan Edwards, Isabelle Kelly, Yasmin Meakes and Isaah Yeo – come together to change the red “I” in the GIO logo to NSW blue. It’s a simple but powerful act that mirrors how supporters show their allegiance every Origin: by making their support unmistakable.
Westpac NSW Blues coach Laurie Daley makes a cheeky cameo, reinforcing the campaign’s connection to the team, the rivalry and the pride that define Origin.
The TVC leads a broader campaign that will see GIO lean into ‘going blue’ across multiple touchpoints throughout the Origin series, deliberately making the brand’s support for the Blues hard to miss.
Executive general manager of brand and customer experience, Mim Haysom, said that GIO wanted to show up in a way that genuinely resonated with NSW Blues supporters.
“Origin is built on NSW pride and passion, and GIO has been proudly part of the state since 1927. After almost a century of backing New South Welshmen, we wanted our support to be unmistakable – not just seen, but felt,” Haysom said.
“Going blue for the Blues is about leaning into the moment and backing the team and the fans in a way that feels true to Origin.”
Launched ahead of the Women’s State of Origin series, the campaign reflects a growing expectation that sponsors don’t just surround the game but actively participate in its culture and rituals.
NSW Rugby League CEO David Trodden said the campaign captured what genuine Origin support looks like.
“Origin is built on rivalry, pride and identity, and the Blues’ supporters wear that blue with enormous passion. GIO’s campaign captures that spirit perfectly,” added Trodden.
“By fully embracing the colour and the moment, GIO is showing what it means to be a valued partner – one that doesn’t sit on the sidelines, but stands shoulder-to-shoulder with our teams and our fans during Origin.”
The ‘Going blue for the Blues’ campaign was developed by Gemba as lead creative agency, with creative oversight from Leo Australia, and produced by Publicis Production and Finch.
The campaign is live now across television, paid media, social and out-of-home throughout the 2026 Origin series.
Queensland Gold
XXXX launched its latest State of Origin campaign aggressively by flying giant branded cans over Sydney Harbour ahead of game one in NSW.
In a stunt designed to get under the collar of New South Wales fans, four giant XXXX GOLD ‘Postcode’ cans were flown across the harbour via coordinated drone formation on Monday morning, turning the harbour skyline into what the brand described as a display of “Queensland Gold”.
The activation marks the latest instalment of XXXX’s postcode campaign, which celebrates Queensland communities and the brand’s connection to the Maroons through hometown postcodes displayed on player jerseys.
This year’s airborne stunt featured the postcode ‘4064’, representing the Milton brewery and Suncorp Stadium, the home ground of the Queensland Maroons.
Karen Sterling-Levis, brand director of core beer at LION, said the campaign was designed to showcase Queensland pride ahead of Wednesday night’s opening clash in Sydney.
“XXXX has always been the heartbeat of Queensland pride, and there is no more iconic representation of that than our partnership with the QLD Maroons,” said Sterling-Levis.
“The postcode campaign is about celebrating the sunshine state and all of the communities that make it great. By bringing postcode 4064, representing the home of XXXX and Suncorp Stadium, the home of the Maroons, directly into the heart of Sydney, we’re allowing that pride to flow over the border as the series gets underway.
“It’s classic Queenslander mischief to spark some friendly state vs state rivalry before the game one showdown.”
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Ex-QLD back-rower Sam Thaiday said the activation reflected the rivalry and humour that surrounds the State of Origin series.
“I’ve been part of some legendary Origin rivalries, but watching four-metre XXXX cans soar over the Sydney Harbour takes the cake,” he said.
“It’s exactly the kind of bold, larrikin spirit that makes our state the best. It’s about letting the Blues know we’re here, we’re loud and proud. Seeing that 4064 postcode in the sky is enough to charge up any Queenslander to bring home the win.”
Youi Origin Verified
National insurance provider Youi has called on Rugby League fans to prove their State of Origin loyalty with the launch of ‘Youi Origin Verified’.
Youi Origin Verified gives NSW and QLD fans the chance to earn an Official Fan Verification by completing a series of fun challenges designed to test their knowledge and passion for their state.
Across the series, a live NSW vs QLD leader board will track which state has the most verified fans, with participants competing to unlock exclusive rewards, prizes and arguably more importantly – bragging rights.
An exclusive State of Origin experience awaits Youi Origin Verified’s Top Fan – including a trip for two to Game 2 of the 2027 State of Origin at Eden Park in Auckland, New Zealand. This historic match – the first State of Origin clash to be held outside Australia since 1987 – includes two Diamond tickets valued at $1500.00, two flights from the winner’s closest capital city airport, and two nights’ accommodation valued at $1500.00.
How Youi Origin Verification Works: NRL State of Origin fans visit Youi Origin Verified and create an account.
By completing a series of fun challenges – such as State of Origin trivia and discovering a code word – fans earn points towards their Official Fan Verification. Every fan’s final score will earn them an Origin Verification Fan status: “bandwagoners”; “casual fans”; “Loyalists”; “Diehards”; and “The Immortal”.
Once fans have earned their Fan Status, they’ll get access to their Official Fan Verification graphic – a shareable social tile – that they can post proudly, regardless of whether they’re jumping on the Origin bandwagon for the very first time or they’re a veteran Origin fan.
Along with bragging rights, fans have a chance to win prizes, including $50 NRL Shop vouchers and commemorative Youi Origin Verified pins that they can wear with pride.
Youi chief marketing officer, Angela Greenwood said the program is designed to put fans at the centre of the game while anchoring in Youi’s ‘Footy. Made by Fans’ platform.
“At Youi, we believe footy exists because of the fans who live and breathe it,” Greenwood said.
“Youi Origin Verified turns fan passion into something tangible. It recognises the loyalty, knowledge and rituals that set true Origin supporters apart, and gives them a way to wear that with pride.
“This is about showing up for fans in a way that’s never been done before – putting them at the centre of the Origin story and recognising them as the heartbeat of the game.”
To launch the platform, Origin legends, Brad Fittler and Kevin Walters have partnered with Youi and the NRL to encourage fans to put their allegiance to the test. Fittler played 31 games for NSW and captained eight series victories, while Walters represented QLD across 20 State of Origin appearances.
“State of Origin is built on pride, passion and rivalry and that’s what makes it so special,” Fittler said.
“Youi Origin Verified gives fans a chance to put their loyalty to the test, have a bit of fun with their mates and prove they really know their footy. Origin fans love backing their state and this is a fantastic way to be a part of the competition throughout the series.”
Boarding the bandwagon on socials
Uber, Hyundai and McDonald’s have all taken to social media to get involved in the Origin conversation. Both McDonald’s and Hyundai are major partners and the social media posts form broader campaigns.
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Where as Uber’s was a standalone organic social video executed by ANZ Social Lead Haley El Hassan. The video involved Blues outside backs Stephen Crichton and Brian To’o getting an Uber to training. The pair who have unwavering chemistry created a funny post that helps Uber join the Origin chat.
It’s important to note that Uber is not a partner of the NSW Blues and it connected with the players independently to film the organic social video.
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