From Fans to Full Time: How NRL Content Creators Turn Passion into Profit

A growing cohort of rugby league fans has turned sustained online followings into paid careers, using podcasts, social channels and branded merchandise to monetise detailed analysis and access to players.

Nathan Durkin, a 33-year-old former Sydney school teacher who began producing online content in 2020, now describes himself publicly as a "Rugby League Guru" and works full time during the NRL season. Durkin hosts multiple weekly podcasts alongside former NRL players and updates several social platforms throughout each round. He said he watches every game and has interviewed leading players, including Panthers halfback Nathan Cleary at a recent Captain's Call event in Sydney ahead of the finals. Durkin told the Daily Mail he commands a "comfortable salary" and has benefited from changing consumption habits that have broadened audiences beyond traditional outlets such as NRL 360 and The Daily Telegraph.

Dane Clarke, who began creating rugby league content about a decade ago, balances content production with full-time work in the government sector and parenting three children. Clarke, a Gold Coast Titans supporter, has built sizeable audiences — about 214,000 followers on Facebook and 147,000 on Instagram — and said his page is profitable. He told the Daily Mail his original aim was simply to "gee my mates up," but increasing followers revealed "a gap in the market." Clarke said he produces content frequently to remain relevant and welcomed collaboration with other creators, adding that "there is room at the table for everyone." He also acknowledged some pushback from mainstream reporters who have noticed his content online.

Former NRL winger Denan Kemp represents a third pathway from the field to a creator platform. Kemp, who made his NRL debut in 2007 and played for the Brisbane Broncos and the Warriors, retired in 2013. He launched a podcast, the Locker Room, two years later and has since become a cult figure among some supporters. Kemp said post-retirement life initially left him searching for purpose and that producing a podcast offered a new focus. He told the Daily Mail that having played professionally helps secure access and mutual respect from players, and he aims to "tell stories through players' eyes with no negative agenda." The notes on Kemp also reference branded ventures associated with his profile.

The rise of these creators reflects a broader shift in how sports audiences consume news and commentary. Rather than following only established outlets, many fans now seek niche, personality-driven content that offers tactical analysis, interviews and behind-the-scenes storytelling. Creators in the rugby league space leverage interviews at promotional events, travel to international fixtures and regular social updates to maintain engagement, and some have converted that reach into paid subscriptions, advertising, merchandise and live appearances.

All three profiles — Durkin, Clarke and Kemp — illustrate different entry points: a teacher-turned-creator who started in 2020 and now produces multiple shows; a long-time fan who grew an audience gradually while keeping a day job; and a former player who used his experience and contacts to pivot into media. Each emphasises consistency, authenticity and a willingness to learn while producing content. Durkin and Clarke both spoke of collaborating with other creators rather than competing for scoops, and Kemp highlighted the advantage of shared experience within the game.

Media executives and traditional reporters have taken note of the expanding creator ecosystem, and some have reached out to individual creators, according to the accounts provided. Creators say the monetisation potential and direct fan relationships make the model sustainable for those who can grow and maintain an audience.

As the NRL season progresses toward its finals, the presence of nontraditional voices in Australian rugby league coverage appears set to continue. The creators profiled say they plan to keep building platforms around game analysis, interviews and fan engagement, reflecting a sports media landscape in which professional pathways now include independent digital entrepreneurship as well as conventional journalism.