LAS VEGAS – The Canterbury Bulldogs are signaling their ambition to be at the forefront of the NRL’s global expansion, declaring themselves ready for a potential foray into the Middle East as soon as 2027. The declaration comes as the Bulldogs prepare for a significant presence in Las Vegas this week, aiming to showcase their readiness both on and off the field.
Bulldogs CEO Aaron Warburton confirmed the club has already engaged in discussions with the NRL regarding a possible game in Abu Dhabi or Dubai in 2027, capitalizing on the league’s broader push to extend its reach internationally. This follows the NRL’s successful showcase in Las Vegas since 2024, and a vision outlined by NRL CEO Andrew Abdo to build on the sport’s growing international support.
The Bulldogs are sending a substantial contingent to Las Vegas – nearly 90 players and staff – alongside thousands of members of the Bulldogs Army. This isn’t merely a sporting trip; it’s a strategic move to demonstrate the club’s capacity to handle the logistical and cultural demands of an international event. Warburton emphasized the importance of proving their readiness, stating the club wasn’t prepared for the Las Vegas showcase in its first two years, but now possesses the stability and direction to compete on a global stage.
The club’s strong Arabic fanbase is a key factor in their interest in the Middle East. Warburton highlighted this connection, noting the Bulldogs’ long-standing engagement with the community through events like annual Iftar celebrations. This existing relationship positions the club favorably to attract significant local support should a game be scheduled in the region.
Beyond the potential Middle East venture, the Bulldogs are also positioning themselves for a broader “Global Round” concept proposed by the NRL. Warburton indicated the club would “look at that for next year,” signaling a willingness to be a pioneer in expanding the league’s footprint.
The Bulldogs’ commitment to international expansion isn’t limited to on-field opportunities. Warburton and chairman Adam Driussi recently completed a series of strategic meetings in San Francisco and Los Angeles with representatives from major American sports organizations and technology companies, including the San Francisco 49ers, Anaheim Ducks, Reddit, Red Bull, Intuit Dome, Salesforce, and SoFi Stadium. These meetings underscore the club’s ambition to learn from and collaborate with established American sports entities.
In Las Vegas, the Bulldogs will also be unveiling their new logo, a significant branding update designed to resonate with both existing and new fans. The new logo features a more prominent Bulldog image, occupying 98% of the design, while retaining elements of the club’s historical identity.
Adding a unique element to their Las Vegas appearance, the Bulldogs will be the only NRL team showcasing players’ surnames on the back of their jerseys. This initiative, driven by fan demand, aims to increase player recognition and provide a new revenue stream for athletes through the commercialization of their personal branding. The club has already sold over 1000 jerseys with players’ names, and is exploring the possibility of continuing the practice in future seasons.
The Bulldogs’ presence in Las Vegas extends beyond the game itself. Thousands of fans are expected to walk to Allegiant Stadium en masse, accompanied by an American marching band, creating a vibrant and festive atmosphere. The club is aiming to transform the Las Vegas experience into a celebration of Bulldogs culture, mirroring the atmosphere of a home game in Belmore.
Currently sitting among the top five in TAB premiership betting, the Bulldogs are not only focused on securing competition points in Las Vegas but also on demonstrating their overall readiness for international opportunities. The club has undergone a significant overhaul in recent years, led by GM Phil Gould and head coach Cameron Ciraldo, resulting in improved on-field performance and a renewed sense of stability.
The financial incentives for hosting NRL games in the Middle East are substantial, with government officials reportedly offering up to $1.5 million for a game. This potential revenue stream, coupled with the league’s desire to tap into new markets, makes the region an attractive destination for future expansion.
While a deal to bring a World Club Challenge game to the Middle East fell through in November due to logistical challenges, the Bulldogs remain optimistic about the prospect of playing a regular-season game in the region in 2027. The club’s strong fanbase, strategic partnerships, and commitment to innovation position them as a leading contender to spearhead the NRL’s expansion into the Middle East.
Warburton summarized the club’s ambition succinctly: “We’d look at that for next year.” He added, “We want to give Las Vegas a taste of the Bulldogs.”
