For decades, rugby league in Australia has been shaped by traditional media outlets such as newspapers, radio and television. However, a new wave of independent digital creators is transforming how fans engage with the NRL, building large audiences and businesses in the process.
Dean Messiter, who runs the NRL Roast account on Instagram and Facebook, started posting humorous content in 2015. His account now boasts nearly half a million followers and has become a major business. Messiter says he noticed a gap in the market for NRL content on social media and was inspired by American sports pages.
Similarly, Brien Seeney, known as NRL Physio, began analysing injuries on Twitter in 2017. With over 300,000 followers, his honest assessments have made him a respected figure, leading to radio and TV appearances. Seeney still works full-time as a physiotherapist and attributes his success to clubs' secrecy over injury information.
These creators are part of a broader trend that includes ex-player podcasts, animations and fan platforms. While some clubs and traditional outlets view them as a threat, they are increasingly seen as part of the evolving media landscape, helping to take the sport to new audiences.
