Canberra Raiders have the potential to gain a lot of support in Las Vegas. Photo: Jaye Grieshaber.
Over the years, there have been many stories told relating to the origins of the naming of the Canberra team when they were admitted to the NSWRL in 1982.
One story detailed how, on a fact-finding trip to the US, Canberra’s first coach, Don Furner, was impressed by the LA Raiders NFL team.
The Raiders started life as a team based in Oakland before moving to Los Angeles, then relocating back to Oakland before moving to their current home in Las Vegas.
Another story suggests the Raiders name came from the fact that the Canberra team were from outside the nexus of the NSWRL, a rarity in 1982.
The team from Canberra was ready to raid Sydney, which they successfully accomplished seven years later.
Whatever the origin, few would have thought naming the team the Raiders could benefit the Canberra club 42 years down the track.
But with the Raiders now locked in to play the season opener in Las Vegas in March next year against the Warriors, it is worth looking at the potential benefits.
One of the key objectives of the NRL’s push into the American sporting market is to increase gambling revenue.
The American sports gambling market is worth an estimated US$119 billion, but there is much more to be gained through greater brand awareness by playing games in the US.
Tapping into the enormous numbers watching sport in the US has the potential to substantially grow sponsorship revenue.
You can imagine a potential sponsor seeking global exposure being enticed by the prospect of having their business showcased on a weekly basis to an audience in the US.
Much, though, depends on a commitment from Fox Sports to televise NRL games played in Australia, not just those played in Las Vegas.
The Raiders also have the potential to draw on the support of the NFL team based in Nevada, the Las Vegas Raiders.
Not only do the teams share the same name, but playing at the same stadium is a marketer’s dream, with American sports fans having a history of only showing a passing interest in sports outside the US unless there is an emotional connection.
If the story relating to the origins of the Canberra Raiders name tugs at those heartstrings and is relatable to US sports fans, especially Las Vegas Raiders supporters, it could result in a windfall for the Canberra team, even if it is of novelty value.
Even a minor share in the US sports merchandise market is enormous, with US$4 billion each year spent on buying jerseys, hats and T-shirts with team logos.
The whole exercise, with an affinity for the Las Vegas Raiders, has enormous potential. The US audience might not have a clue about rugby league, but the Raiders name provides a far simpler connection.
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