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NSW Origin players beat maroons on Instagram and with brands despite series loss

New data from HypeAuditor shows that rugby league players from the home state of New South Wales experienced, on average, much higher Instagram follower growth than their Queensland counterparts.

On average, over the past 30 days, Queensland players have gained 1,300 new subscribers each during the State of Origin campaign. But NSW players came out on top, averaging 2,500 new subscribers each.

Queensland player Patrick Carrigan had the fastest growing Instagram account among the two teams, growing 38% in followers. The Brisbane Broncos star overcame his 2021 horror ACL injury to become the first player in his debut series to win the Wally Lewis Medal, following his standout performance in Game 3.

NSW player Matt Burton had the fastest growing Instagram account in the entire state, growing 29% in followers. The Penrith Panthers centre, also playing his first Origin Series, was instrumental in the Blues’ Game 2 win, earning him a slew of new fans online.

Instagram follower growth aside, members of the Panthers’ reigning first team are the most popular overall on social media among Origin players. Of the 2022 State of Origin Top 10 Players, six players are NSW Blues and only four are QLD Maroons.

Below are the top 10 players in the State of Origin 2022 and how much they can charge per sponsored post:

Similarly, the engagement rate (ER) among NSW accounts is higher than that of QLD accounts, with NSW averaging an ER of 11% versus a QLD ER of 9%. ER on Instagram shows how good the quality of posts is and how well an account interacts with its followers. A good Instagram ER is between 2-3% and anything above 3% is considered high engagement, so players from both teams see exceptional engagement with their followers.

“Many State of Origin players have already secured lucrative sponsorship deals with brands such as My Muscle Chef, ASICS Australia and Tradie. With such impressive engagement rates across the board, brands can be confident knowing they’re partnering with influencers with high-quality followings, rather than bots and fake accounts. Understanding these audiences can be key for brands to get good returns from their influencer marketing investment,” said Alexander Frolov, CEO and co-founder of HypeAuditor. “As the NRL season progresses, there is no doubt that these players will continue to grow in popularity as we enter the Finals campaign.”