How State of Origin Reveals Australia's Sporting Soul (and Spending Habits)

7NEWS

8 hours ago

As Queensland and New South Wales gear up for another epic State of Origin series, there's more than just bragging rights on the line.
With Australians set to spend a staggering $1.1 billion on this year's series, the numbers tell a fascinating story about confidence, economic recovery, and our unshakeable devotion to sport – even when it means calling in sick the next day.
The most striking revelation from ING's latest research isn't just how much we're spending – it's who's spending it.
Queensland fans are putting their money where their mouth is, boosting their Origin spending by a hefty $30 million compared to last year, taking their total from $183 million in the '24 Origin Series, to $213 million this year.
And whilst the footy pundits reckon it's NSW that have the edge on the field, on the sidelines they're keeping their wallets close - cutting their spending by $16 million to $446 million.
Perhaps it's all part of their quest to become the greatest live sporting state in the country in the lead up to the Brisbane Olympics, their sporting & spending bravado shows a clear appetite for live events, with Queensland Origin fans spending an average of $431 per person to cheer on the Maroons (>10 per cent more than their NSW counterparts).
Behind closed doors, the story is a little different. It seems the Blues fans are more likely to spend their pennies with mates at the pub – spending just shy of $100, a considerable saving on the costs of watching live.
Sport As Our Necessary Indulgence
Looking beyond state rivalries, there's a broader economic story unfolding.
Australians are demonstrating a renewed appetite for recreational spending. And it seems sport, fandom and having a good time cheering on your team is one of the early beneficiaries with more fans choosing to attend games live – contributing to an overall increase of $42 million in stadium spending.
And we're not talking about essential spending here – we're talking an average of $408 per person to watch a game live, $43 for a home viewing party, and nearly $100 for a pub experience.
This uptick in discretionary spending on sports entertainment suggests that the slight interest rate relief we've experienced compared to last year might be translating into consumer confidence – although we've still a way to go.
And whilst it's been a subtle shift in economic sentiment it's still a significant spend jump for a nation that clearly prioritises experiences and a shared love of sport, aligning with broader ING research that showed Australians spend over $19 billion annually on their sporting fandom.
The Ultimate Declaration of Sporting Love: The Strategic Sickie
Perhaps the most Australian finding in this research is that one-third of workers are likely to 'chuck a sickie' the day after the series decider if their team wins.
It's a statistic that demonstrates the deep cultural significance of sport in Australian life – a cultural phenomenon that permeates beyond our wallets and into workplaces across the country.
But even here, the Queensland-New South Wales divide is telling. Queenslanders are more than twice as likely (14 per cent vs 6 per cent) to already be planning their excuse, suggesting that a series win against all odds will be celebrated in style.
The Final Score
What emerges from these spending patterns is a portrait of a nation that takes its sport seriously enough to plan around it financially and professionally.
The $1.1 billion we're spending on State of Origin isn't just about entertainment; it's about identity, community, and the shared experiences that bind us together.
And perhaps most importantly, the overall increase in spending, particularly on live experiences, suggests that Australians are ready to invest in joy again.
After years of economic uncertainty, we're choosing to spend on the things that matter most to us culturally – gathering with friends and family to support our teams, creating memories, and yes, occasionally taking the next day off to properly process it all.
The real winner in this year's Origin series might not be determined on the field, but in the stands, loungerooms, and Thursday morning sick calls that follow. And frankly, that's exactly how it should be.
Notes to editors
Research was commissioned by ING and undertaken online by YouGov between 23 – 27 May 2025. The sample comprised a sample of 1,019 Australians 18 years and older who have watched any of the NRL or NRLW State of Origin games this year or intend to watch the upcoming NRL/NRLW State of Origin Games in 2025. For brevity, the sample will be referred to as 'Aussies' and 'Origin fans' throughout the report/release. Following the completion of interviewing, the data was weighted by age, gender and region to reflect the latest ABS population estimates.
All data points referenced in relation to 'Aussies' or 'Origin fans' of this document refers to Australians 18+ who have watched any of the NRL or NRLW State of Origin games this year, or intend to watch the upcoming NRL/NRLW State of Origin Games in 2025.