Rugby League Ashes return draws huge crowd and landmark commercial success

This time next week, Wembley Stadium will be roaring once again as George Williams and Isaah Yeo lead out England and Australia for the first Rugby League Ashes Test in 22 years. 

As of this morning, ticket sales for the opening match of the ABK Beer Rugby League Ashes have reached 54,569 – matching the attendance for the famous first Test of the 1990 Ashes series, when Ellery Hanley led Great Britain out to Land of Hope and Glory before leading Malcolm Reilly’s GB Lions to an unforgettable 19–12 victory. 

Only a few hundred seats remain in Wembley’s lower bowl – and with sales surging since the Kangaroos arrived in London on Wednesday, they are expected to sell out imminently. 

The Second Test at Everton’s new Hill-Dickinson Stadium on November 1 and the Third Test at AMT Headingley on November 8 are already sold out – with the Second Test on Merseyside set to generate more sales revenue than any previous Rugby League international in the UK. 

A landmark moment off the field, too 

The revival of the Ashes has also delivered major off-field momentum for the sport. Alongside title partner ABK Beer, and long-serving front of shirt partner Betfred, a number of leading global brands have joined Rugby League’s new commercial era — including E.ON, HubSpot, Christophe Duchamp, Movember and Egg.com, each forming new partnerships with Rugby League Commercial. 

The 2025 Ashes series has already become one of the most commercially successful international events in Rugby League history, with record sponsorship income and the widest broadcast and digital reach ever expected for a Test series in the UK. 

Adding to the sense of occasion, the BBC has confirmed it will broadcast all three Tests live on BBC One, featuring an all-star commentary team — bringing the Ashes back to a primetime national audience. 

Inside the England camp 

From Tuesday 21 October, when the series is officially launched with a set-piece media event at Wembley Stadium, fans can go inside England’s Ashes preparations with the launch of a brand new behind-the-scenes YouTube series – Chasing History, offering unprecedented access to Shaun Wane’s squad as they gear up for the biggest Test series in a generation. 

Wane’s England side includes a host of British stars now shining in the NRL – Herbie Farnworth, Kai Pearce-Paul, and Dominic Young among them – as they prepare to take on the world champions beneath the Wembley Arch. 

Supporters can also tune into the Rivalry Reignited podcast, featuring recalled St Helens colossus Alex Walmsley in conversation with former Saints legends Jon Wilkin and Paul Sculthorpe, including the heart-warming moment Walmsley’s son, Cassius, found out his dad had been selected. 

Rhodri Jones, Manager Director of RL Commercial said: 

“After months of build-up and planning, it’s exciting to think that we are now only one week away from one of the biggest events in Rugby League in this country in decades. 

“The record-breaking speed of sell-outs for the second and third Tests confirmed the huge demand for the return of Rugby League’s oldest international rivalry. We’re also in a strong position for the first Test in terms of ticket sales, and the way sales have accelerated since the Kangaroos arrived in London this week, we’re hopeful of ticking off a number of other milestones before Saturday. 

“But the return of the Ashes has also offered a major commercial opportunity for the sport which is exactly why RL Commercial was formed three years ago. We’ve attracted new partners, created new content, and strengthened existing commercial and broadcast relationships – ensuring this series can leave a legacy for Rugby League, especially in the northern hemisphere.” 

Tickets for the first ABK Rugby League Ashes Test at Wembley can be purchased via www.rugby-league.com/Ashes