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Teddy Swims NRL Grand Final Performance Marks Strategic Shift Amid Global Viewership Surge By [BBC Correspondent Name], Sydney American soul and R&B star Teddy Swims headlined the National Rugby League (NRL) Grand Final pre-game entertainment in Sydney on Sunday, delivering a high-profile set that contributed to a record-breaking night for Australian rugby league viewership. The performance, held at Accor Stadium ahead of the decider between the Melbourne Storm and the Brisbane Broncos, was subject to intense media scrutiny following the artist’s recent health scare and became a key point of discussion in the ongoing cultural competition between Australia’s two major football codes. The Georgia-born singer, whose real name is Jaten Collin Dimsdale, took to the central stage, structured as an explosive device, for a four-song medley. His appearance had been momentarily placed in doubt the preceding week after he was forced to cancel several performances in Hawaii due due to illness. Despite the brief uncertainty, Swims performed a set that showcased his vocal range and crossover appeal, including his global smash hit, 'Losing Control,' which has accumulated billions of streams worldwide. Crucially for the local audience, his performance featured a dramatic tribute to Australian rock icons AC/DC, covering the classic track 'TNT. ' The decision by the NRL to secure a major international act such as Swims reflects a deliberate, commercially driven strategy by the game's governing body. NRL officials publicly framed the booking as an effort to broaden the sport’s demographic appeal and align the event with global sporting spectacles, particularly following the NRL’s recent push into the American market, including successful fixtures in Las Vegas. NRL Chief Executive Andrew Abdo confirmed that the choice of artist was closely linked to this expansionary vision.
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"Teddy Swims is one of the most exciting music talents in the world, making him the perfect performer for the NRL Grand Final day," Mr Abdo stated upon the announcement. "Teddy's global appeal and connection with young audiences in Australia, the US and around the world, matches our vision to grow Rugby League globally. " This strategic move was further underscored by a vocal commentary war waged by ARLC Chairman Peter V'landys, who drew a sharp contrast between the NRL’s booking and the rival Australian Football League’s (AFL) decision to feature US rapper Snoop Dogg at their own recent Grand Final. Mr V'landys was widely quoted making playful but pointed remarks about the AFL's choice, emphasising the NRL’s focus on securing an act with clear vocal prowess. "We actually got a vocalist. None of this doof, doof stuff. This bloke can actually sing," Mr V'landys was reported as saying, highlighting the perceived quality difference between the two codes’ entertainment offerings. The comments reignited a long-running, if informal, rivalry over which code could secure the most relevant and high-quality pre-match act, a contest that often overshadows the final match itself in Australian media coverage. However, the debate surrounding the international headline act also brought sharp criticism from quarters advocating for local talent.
Greens Senator Sarah Hanson-Young was among the prominent figures who publicly questioned the reliance on American imports for such a prominent national event, suggesting that Australian acts should be prioritised. "Another day, another iconic Aussie sport shipping in an international artist and ignoring our homegrown talent," Senator Hanson-Young posted on social media. This viewpoint highlighted concerns within the Australian music industry about the struggle for domestic artists to gain visibility on the nation’s largest cultural stages, especially in contrast to the consistent appearance of local favourites in previous years. Despite the cultural sparring, the success of the performance in driving viewership was undeniable. The pre-match entertainment, which featured Swims' set, was reportedly watched by an average audience of 2. 35 million viewers across Australia. This substantial lead-in contributed significantly to the overall broadcast numbers for the 2025 NRL Grand Final, which went on to become the most-watched NRL Grand Final since the modern ratings system began in 2001, attracting a total audience of over 6. 4 million viewers. The result solidified the NRL’s position in the ratings battle against the AFL’s decider.
An unnamed media analyst suggested the entertainment choice had paid dividends for the NRL’s immediate commercial interests. "The primary metric here is eyeballs, and Teddy Swims delivered," the analyst noted. "His appeal transcended the traditional rugby league base, drawing in a younger, more international audience, precisely the demographic the NRL is targeting. While the local talent debate is valid, commercially, this was a clear win for their global branding strategy. " Ultimately, Teddy Swims' NRL Grand Final appearance was more than just a musical set; it served as a high-stakes cultural statement on the NRL’s global ambitions. By successfully navigating health concerns and delivering a performance that fused global pop appeal with a nod to Australian rock heritage, the event cemented the Grand Final’s status as a major international platform. The record-breaking viewing figures are likely to embolden the NRL in continuing its strategy of securing globally recognised, contemporary performers, even as the debate over supporting local Australian music talent continues.
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