Major sporting events like the NRL State of Origin create powerful opportunities for food and beverage businesses to engage fans, boost sales, and build brand loyalty. With three games across May, June and July, State of Origin promotions offer repeat engagement for venues and sports hospitality operators looking to capitalise on the hype.
know your game-day audience
From die-hard footy fans to casual viewers, the State of Origin draws a diverse crowd. Understanding your audience’s preferences—be it burgers and fries, cocktails or comfort food—is key to curating a game-day menu that encourages dwell time, repeat visits, and higher spend.
Themed menus & origin-inspired promotions
Craft a menu that aligns with the excitement. Create limited-time dishes or drinks inspired by the Maroons and Blues, or signature cocktails named after star players. Think loaded fries, grilled burgers, or Queenslander vs Blues match-ups that keep customers coming back for round two and three.
host viewing events to maximise venue appeal
Make your venue the go-to for Origin nights. Hosting live viewing parties, setting up big screens, offering halftime giveaways, or running team-based trivia nights can help turn casual customers into loyal fans.
Creating an immersive match-day atmosphere builds memorable experiences—key to positive word-of-mouth and increased social sharing.
don't forget the at-hoem fans: online ordering opportunties
The rise in food delivery for sports events means there’s a lucrative market beyond your tables. Offer game-day takeaway specials or bundle deals for at-home viewing, and promote them via social media or food delivery platforms. Think burger packs, family-style platters, or origin-themed snack boxes.
final play: play smart, drive sales
From themed menus to live events and takeaways, every sporting event is a chance to make your venue part of the action. Pair smart planning with strong promotions, and your brand could become the real MVP of State of Origin hospitality.
