The Warriors are becoming one of the most commercially interesting clubs in world sport. And it's becoming cool to follow them as well.

At NRL Magic Round, Warriors fans transformed Brisbane into a home away from home, while the club's pop-up store generated more than half a million dollars in sales. But the bigger story isn't merchandise—it's culture, identity and the way the Warriors are building one of rugby league's most powerful brands.

Scott Keenan is joined by sports marketing academic Dr Sarah Wymer to explore why the Warriors have become such a cultural phenomenon, what makes their commercial strategy different, and what every sporting organisation can learn from their approach to fan engagement.