The Queensland Rugby League’s social media audience reached 1 million over the weekend, Managing Director Robert Moore announced today.
The three brands that have driven the combined Facebook, Twitter and Instagram audience over the magical seven-figure mark are XXXX Maroons (State of Origin), Intrust Super Cup (Second Tier) and Queensland Rugby League (community/representative football).
Instagram recorded the biggest spike, with its numbers exploding by 615% last year.
“To crack the 1 million milestone over the course of a pre-season weekend was particularly encouraging,” Moore said.
“This extraordinary growth reflects our commitment to the digital space. We’re investing more resources into this area and fans are engaging in record numbers across our three brands.”
On the back of their stunning achievements over the past decade, the Queensland Maroons can now lay claim to being the No. 1 football team in the country on social media.
To put this in perspective, the Maroons have more social media followers than the Socceroos, Wallabies or any AFL team.
The biggest Facebook post in Australian sport is believed to be from the Queensland Maroons page, with a staggering 41 million people having seen the ‘greatest pitch invasion’ post that featured a four-year-old boy running the length of the field in a charity match between Queensland and NSW league legends.
The video has now attracted 17 million plays since November 19 last year.
While the draw power of the Maroons brand is unparalleled, other levels of the game are benefiting from a surge in social media interest as well.
The Intrust Super Cup Facebook page now has more than 37,000 likes and the newly-created Queensland Rugby League page has grown to 6500 within 12 months.
Moore said the three-brand strategy was tailored to suit participants and fans from all levels of the game.
“This approach increases the touchpoints for those who are interested in rugby league,” Moore said.
“It also provides an avenue for our most passionate fans to dive even deeper into the game.
“And naturally for us, it is a great way to promote our code and communicate key messages and outcomes throughout an eventful year.
“From a commercial point of view as well, there is no better time to be involved as the digital growth is opening up a new era of opportunities.”