What Queensland Reds does

Queensland Reds is a professional rugby union franchise competing in the Super Rugby Pacific men's competition and the Super W women's competition. The team is the professional flagship of the Queensland Rugby Union (QRU), which was founded in 1893 and turned professional in 1996; the Reds operate within the centralized Rugby Australia national network. The franchise fields a full development pipeline spanning men's Super Rugby Pacific, women's Super W, a 7s squad, Super Rugby Next Gen, U16s, and the Buildcorp Reds Academy. Operations are anchored at the Ballymore National Rugby Training Centre in Herston, Brisbane, with Suncorp Stadium (52,500+ seat capacity) as the primary home ground for Super Rugby Pacific matches.

The franchise operates a diversified multi-stream revenue model. Revenue streams include matchday ticketing via Ticketek and Ticketmaster, recurring season memberships sold through a Ticketmaster portal, corporate hospitality packages (luxury suites, open-air boxes, Centreline Lounge, in-goal suites) sold direct, broadcasting rights via Stan Sport (exclusive Australian streaming) and Nine Network (free-to-air on 9Gem), a multi-tier sponsorship portfolio led by principal partner BMS and elite partner Santos alongside major partners Ford, Rio Tinto, Bank of Queensland, Alliance Airlines, TFH, and government sponsors, and direct e-commerce merchandise sales through shop.redsrugby.com.au. Customer segments span individual fans and families, corporate clients, group bookings, and the grassroots rugby community across Queensland.

The Reds serve individual rugby fans, corporate hospitality clients, and the broader Queensland rugby community including grassroots pathways. Distribution is omnichannel: direct-to-consumer via reds.rugby and member portals, broadcast via streaming and free-to-air partners, merchandise via owned e-commerce, and hospitality via direct corporate sales. The team has 101–250 employees and currently sits 5th on the Super Rugby Pacific ladder (8 wins, 6 losses) and 2nd on the Super W ladder (3 wins, 1 loss) in the 2026 season. Ownership is held by Queensland Rugby Union as a private operating entity under Rugby Australia's centralized copyright and national framework.

Name

Queensland Reds

Legal name

Queensland Reds Rugby

Website

https://reds.rugby

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

101–250 employees

Short description

Queensland Reds is a professional rugby union franchise competing in Super Rugby Pacific and Super W, operating as the professional flagship of the Queensland Rugby Union within the Rugby Australia network. It generates revenue from ticketing, memberships, corporate hospitality, broadcasting, sponsorship, and merchandise for fans and corporate clients across Queensland.

Ownership category

akta.pro rank

Product category

Professional Rugby Union / Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Team Sports Clubs (Football/Soccer, Basketball, Baseball, Hockey, Rugby, Cricket, etc.) (MPAKABAA)

akta.pro secondary industries

Rugby (Union & League) Leagues (MPAKAAAG), Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional rugby union
• Live sports entertainment
• Sports team memberships
• Corporate hospitality packages
• Rugby merchandise sales

Headquarters

HQ city

Horton

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Matchday Ticketing: Revenue from ticket sales for home games at Suncorp Stadium and Ballymore Stadium across Super Rugby Pacific, Super W, and other competitions.
2. Membership Programs: Season memberships offering exclusive benefits including priority access to games, merchandise discounts, and member-only events. Multi-year memberships available.
3. Corporate Hospitality: Premium hospitality packages including luxury suites, open-air boxes, Centreline Lounge access, and in-goal suites for corporate entertaining during home games.
4. Broadcasting Rights: Revenue from broadcasting agreements with Stan Sport and Nine Network for live coverage of Super Rugby Pacific and Wallabies Tests.
5. Sponsorship: Partnership deals with principal partner BMS, elite partners Santos, major partners including Ford, Rio Tinto, Bank of Queensland, Alliance Airlines, TFH, Queensland Government, Australian Government, and official partners across various categories.
6. Merchandise Sales: Online merchandise store selling official Queensland Reds apparel, accessories, and memorabilia through shop.redsrugby.com.au.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

The Queensland Reds operate a professional rugby union franchise competing in Super Rugby, fielding men's, women's, 7s, Next Gen, and U16s representative teams alongside an academy development program. They sell live matchday experiences, annual team memberships, corporate hospitality packages, and official merchandise, while generating broadcast and sponsorship revenue from the sporting competitions they participate in.

Product overview

Queensland Reds is a professional rugby union organization offering a multi-tiered portfolio of rugby teams and services. The core offerings include the Super Rugby Pacific men's team (Reds Super Rugby Pacific Mens), the women's team (Reds Super Rugby Womens), the Sevens squad (Reds 7s Squad), youth development teams (Reds Super Rugby Next Gen, Reds Super Rugby U16s), and the Buildcorp Reds Academy for elite talent development. Supporting the team offerings are membership packages, corporate hospitality services at Suncorp Stadium, video content via Reds TV, official merchandise through the Reds Shop, and streaming access through partner platform Stan Sport.

Differentiator

Problem solved

Functional benefit

Brands

• Super W Squad: The women's rugby team competing in the Super W competition.
• Reds 7s Squad
• Super Rugby Next Gen
• Super Rugby U16s
• Buildcorp Reds Academy

Products and services

• Queensland Reds Match Tickets

Quantifiable outcome

• Producing Wallabies players including current captain Harry Wilson
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

30 partnerships are on record, tiered core and minor.

• BMScoreOthersPrincipal Partner of Queensland Reds. BMS specialises in delivering strategic insurance packages, innovative risk management solutions, and personalised claims management services with offices in Brisbane, Gold Coast, Sydney, Melbourne, and Perth.
• SantoscoreOthersElite Partner. Australian energy pioneer safely and sustainably discovering, developing and delivering natural gas for more than 60 years with one of the largest exploration and production acreages in Australia.
• Bank of QueenslandcoreOthersMajor Partner. One of Australia's leading regional banks building long-term customer relationships since 1874 with a network of branches and mobile bankers across Australia.
• FordcoreOthersMajor Partner. Global automotive company operating in Australia for 100 years with generations of customers having shared experiences in Ford vehicles.
• Rio TintocoreOthersMajor Partner. Global mining pioneer for 147 years producing materials essential to human progress found in buildings, infrastructure, vehicles, and transport networks.
• Alliance AirlinescoreOthersMajor Partner. Australasia's leading provider of contract, charter and allied aviation and maintenance services holding IATA's IOSA certification and Flight Safety Foundation BARS Gold status.
• TFHcoreOthersMajor Partner. Australian family owned and operated business with 38 branches nationally providing fencing, event flooring, and portable toilets.
• Queensland GovernmentcoreOthersMajor Sponsor. The Queensland Government is the Australian state democratic administrative authority, forming the state government since 1859.
• Australian GovernmentcoreOthersMajor Sponsor. The Australian Government (Commonwealth Government) is the federal government comprising democratically-elected representatives from around Australia.
• Tourism & Events QueenslandcoreOthersMajor Sponsor. Statutory body of Queensland Government and state's lead marketing, tourism experience, destination development and major events agency.
• Brisbane Economic Development AgencycoreOthersMajor Sponsor. BEDA drives sustainable economic growth of Brisbane working with government and private sector to enhance city's reputation globally.
• CanterburycoreOthersApparel Partner. Canterbury knows what it means to be made tougher with a legacy supporting war heroes and sporting greats from grassroots to legends.
• BuildcorpcoreOthersOfficial Partner. Construction company for over 32 years with family-owned business values focused on people, partners and community. Naming sponsor of Buildcorp Reds Academy.
• Stan SportcoreChannel Partner/ Reseller/ DistributorBroadcasting partner for live and on-demand Super Rugby Pacific, Wallabies Tests, and rugby content streaming via stan.com.au. Exclusive home of rugby streaming in Australia.
• Nine QueenslandcoreOthersMedia Partner. Australia's most trusted source of news delivering breaking news and features since 1956. Nine News provides broadcast coverage.
• Triple McoreOthersMedia Partner. Brisbane's #1 radio station for Rock, Sport & Comedy with live broadcast coverage.
• Suncorp StadiumcoreStrategic or Co-development PartnerHome venue partnership. Suncorp Stadium is a 52,500+ seat world-class stadium providing Brisbane and south-east Queensland with state-of-the-art facility for Queensland Reds home games and International Tests.
• Ballymore StadiumcoreStrategic or Co-development PartnerNational Rugby Training Centre. Ballymore Stadium serves as home of Queensland Rugby Union and the Reds, hosting Super W games and training activities.
• Asahi BeveragescoreOthersOfficial Beverage Partner. Makes and distributes Australia's most-loved drinks including Schweppes, Solo, Cottee's, Cool Ridge water, Spring Valley and Charlie's juices, and Pepsi under licence.
• XXXXminorOthersOfficial Partner. Queensland beer brand proud tradition of supporting the community for over 145 years.
• Sumo EnergyminorOthersOfficial Partner. 100% Aussie owned and run energy provider built on simplicity, fairness and local service with Brisbane office.
• Amora Hotel BrisbaneminorOthersOfficial Partner. 5-star luxury hotel in Brisbane CBD featuring 296 spacious rooms and suites with Reds supporters receiving exclusive accommodation discounts.
• Quest Kelvin GroveminorOthersOfficial accommodation partner. Inner-city property offering 22% discount for Reds supporters and 20% discount for members via Member+ portal.
• Ronald McDonald House CharitiesminorOthersOfficial Charity Partner. Supporting seriously ill children and their families for over 30 years through accommodation and support services.
• GingerCloud FoundationminorOthersOfficial Charity Partner. Provides Modified Rugby Program for young people with Autism or learning and perceptual disabilities.
• What AbilityminorOthersOfficial Charity Partner. NDIS registered disability support service specialising in 1:1 community access and camps.
• Whitecloud FoundationminorOthersOfficial Charity Partner. Queensland-based not-for-profit providing innovative mental health and wellbeing services via Tele-Mental Health service.
• Red Frogs AustraliaminorOthersOfficial Partner. One of Australia's largest harm minimisation support networks providing early intervention strategies for young people.
• QScanminorOthersOfficial Supplier. Radiology Clinics offering full spectrum sports imaging services including medical scans and interventional procedures for sports injuries.
• VPAminorOthersOfficial Supplier. 100% Australian owned and operated supplement company established in Brisbane in 2009.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fijian Drua: Fiji-based Super Rugby Pacific franchise sharing the same league schedule, broadcast deals, and Super Rugby Pacific economics. Comparable in scale and operational structure as a fellow mid-tier Pacific franchise.
• NSW Waratahs: Rival Australian Super Rugby Pacific franchise based in Sydney. Directly competes with Queensland Reds in the same competition, drawing on similar corporate, membership, and broadcast revenue streams in a neighboring state market.
• Western Force: Perth-based Super Rugby Pacific franchise competing in the same league with comparable revenue mix (sponsorship, ticketing, hospitality, merchandise). Useful peer for benchmarking Pacific vs. western-Australian rugby market dynamics.
• Wellington Hurricanes: New Zealand Super Rugby Pacific franchise operating with similar revenue mix (broadcast, sponsorship, hospitality, merchandise) and drawing on national-level corporate sponsors. Directly comparable league peer.
• ACT Brumbies: Canberra-based Super Rugby Pacific franchise and the Reds' most consistent Australian rival. Operates with the same league economics, sponsorship structure, and pathway-to-Wallabies talent model, making it a close direct comparison.
• Canterbury Crusaders: New Zealand-based Super Rugby Pacific franchise and historically the competition's most successful club. Direct peer in same league, with strong talent pipeline and large corporate sponsor base serving as the benchmark performance model.
• Auckland Blues: Auckland-based Super Rugby Pacific franchise sharing league economics, broadcasting deals, and a multi-tier pathway structure with comparable corporate sponsors and fan-base monetization approaches.

Regional players

• Brisbane Broncos: Brisbane-based NRL franchise operating in the same city and competing for the same Queensland fans, corporate sponsors, and Suncorp Stadium tenancy. Not a direct rugby peer but the most relevant geographic competitor for local fan attention and sponsorship budgets.

Broad incumbents

• Saracens: English Premiership Rugby club with established multi-team structure, premium hospitality, and strong sponsorship base. Useful international benchmark for rugby franchise commercial scale, though operating in a different league and country.
• Leinster Rugby: Irish provincial rugby team competing in the United Rugby Championship with multi-team structure (men, women, academy) similar to the Reds. Comparable international benchmark for multi-tier professional rugby franchise operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Reds_Rugby
• YouTubeyoutube.com/user/queenslandreds
• Facebookfacebook.com/QldReds/events/?ref=page_internal
• Instagraminstagram.com/redsrugby

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Queensland Reds