Inside the NRL Las Vegas Launch with Creator Lincoln Ison

The NRL’s Las Vegas season opener is one of the boldest marketing plays in rugby league history. But what does the event actually look like on the ground?

In this episode of Moneyball – The business of sport, host Scott Keenan speaks with Australian rugby league content creator Lincoln Ison from The Knighted, who travelled to Las Vegas to experience the NRL’s international season launch.

Lincoln attended the Newcastle Knights’ win over the North Queensland Cowboys, but he wasn’t just there as a fan. As a content creator covering the game, he captured the week through interviews, collaborations and behind-the-scenes footage.

We discuss the role of content creators in modern sport, how Lincoln and his wife produced and published content in real time across two continents, what the NRL got right with the Vegas event, and what could improve if rugby league wants to keep expanding globally.

This episode explores the intersection of sport, media, creators and marketing, and how leagues like the NRL are using new voices and platforms to grow their audience.

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