Case Study: New Zealand Rugby League achieves sellout success and record attendance with Domo

New Zealand Rugby League Achieves Sellout Success With The Help Of Domo

New Zealand Rugby League (NZRL), the governing body for the sport that oversees grassroots competitions and the national teams, faced a major challenge after two years without home international matches due to the pandemic. With fan engagement waning and limited annual windows for internationals, NZRL needed a way to rebuild momentum and drive ticket sales for a returning double‑header Test match.

Working with LayerCake and using Domo as a single data platform, NZRL combined ticketing, marketing, social and customer data to measure campaign impact and target fans more precisely. The effort grew their email list from 12,000 to 50,000, reached nearly 5 million people on social channels, delivered a sold‑out event and set a world attendance record for a women’s international match, while establishing Domo as their ongoing operational source of truth.

New Zealand Rugby

Sophie Wills

GM of Communications and Marketing