Thousands of rugby league fanatics flocked to Sydney’s scenic International Cruise Terminal yesterday to get a glimpse of their grand final heroes on day one of NRL Fan Fest. The event also proved to be a masterclass in activations from the league’s major sponsors. B&T went down to investigate.
The NRL Fan Fest is a two-day event smack bang in the middle of school holidays, where punters can come down to the activation zone to meet their favourite players.
An extension of NRL grand final day—described by the code as the biggest day in Australia and the Pacific’s sporting calendar—brands on show had “the opportunity to be part of the hero and iconic milestone of our sporting calendar,” an NRL spokesperson told B&T.
“We want brands to be as interactive as possible in order to be part of the emotion and to be part of the atmosphere…. our game is all about the fans, touching on ensuring that our game is highly presented, high quality and something that everyone wants to be part of, for people of all ages,” the spokesperson continued.
Eight major partners were on show while fans waited for a chance to meet Broncos and Storm stars (the two teams playing on Sunday’s grand final), including Chemist Warehouse, Harvey Norman, Hisense, Red Bull, Kia, Arnott’s Group, Asahi Beverages and Telstra.
Brands On Show
Chemist Warehouse Fan Zone: Chemist Warehouse brought fans an unforgettable experience with its Tackle Course and NRL Freefall Wall. All fans had the chance to see if they encompassed what it takes to dominate the league field. Bouncing through the course and smashing blow up obstacles consumers were having a ball (including our roving B&T reporter).
Fans also had the chance to win exciting prizes through the Freefall Wall.
Harvey Norman: Fans were given the ability to kick summer in style at the Harvey Norman pop up. Footy skills were tested with a blow up passing activity, where free homemade sorbet samples were given out to the winners. And the most popular activation of the lot was Harvey Norman’s claw machine which was filled with JBL speakers, merch and more.
“We just love interacting with the fans. We’re obviously big fans of the NRL and that’s why we’re partners,” Alison Henderson, sponsorships coordinator at Harvey Norman told B&T.
“We like to give back to the fans that make the game what it is. We have a retail element to that as well, because that’s our bread and butter. But the main objective is giving back to the fans. We love to give away heaps of merch and prizes, ensuring they have a good time.” 
Hisense: All punters were called upon to test their commentary skills to see if they had what it takes to be the next Richie Benaud. Fans that nailed calling some of the best rugby league moments of all time won awesome prizes thanks to Hisense.
Red Bull and Kia: A brand new activation encompassed the grounds of the International Cruise Terminal keeping fans hydrated and pumped up. For the first time Red Bull collaborated with Kia, providing a DJ on the tray of a KIA Tasman. The DJ had the Fan Fest pumping all day, whilst Red Bull walked around handing out cold cans of Red Bull to parched fanatics.
Arnott’s: Shapes brought back its guessing Box, giving all attendees a chance to win a year’s worth of shapes. Luckily for peckish supporters, Shapes also gave away some boxes of its delicious treats throughout the two days of Fan Fest.
Asahi Beverages: Thirst was tackled thanks to the OG Thirst Crusher stand. Solo got its brand-new Solo-Lemon product in the hands of die-hard supporters throughout day one of Fan Fest.
Telstra: Telstra created the ultimate photo moment for fans with the NRL and NRLW Telstra Premiership trophies.
Touching on the impact of Telstra, an NRL spokesperson said, “They bring out the trophies for fans to touch and feel as well as having the opportunity to be captured in the middle of the two men’s and women’s trophies. It’s rare for the trophies to come out and for fans to come and see that first-hand, it’s a special touch.”
VB: VB took over Cruise Bar with The Sheds, a relaxing space to soak in Fan Fest from the best seat in the house. Pundits were treated to live entertainment, NRL legends and awesome prizes, all whilst $10 pints of the very best were being poured into the hands of NRL’s superfans.
NRL Fan Fest is a glimpse of how brands will be involved on grand final day. “Some of them will be picked up and extended over to Sydney Olympic Park and Homebush. Some will have a variation of their activation, and you will also see other new brands activating on the field,” said the NRL spokesperson.
For the first time, JD Sports, the NRL’s official sports retailer, will be active on grand final day. NRL is pumped for this integration, with the spokesperson adding, “They’re giving away around 400 pairs of shoes and sneakers to fans in and around the precinct.
If you want to be involved with the NRL Fan Fest in future years the NRL spokesperson explained how that can be possible.
“We’d love to bring on new brands. If there’s an interested party or a new brand or category, all you need to do is just reach out to the NRL and the partnerships team.
“We’d love to work with any brand that might be interested!”
NRL Fan Fest continues today with the NRLW grand final teams present.
