Rugby League World Cup Ad Sparks Outrage After Using Soccer Fan Footage in Blunder of the Year
- Channel 7’s promotional ad for the Rugby League World Cup has backfired after using footage of soccer fans celebrating, leaving fans and commentators stunned.
- The embarrassing mistake has sparked ridicule and frustration, with hundreds of posts already slamming the ad.
- Experts say the blunder could be a clever marketing ploy to get the tournament on fans’ radar, but others claim it’s a desperate attempt to unite the nation.
- The ad’s use of soccer fan footage has been labeled “pure deception” and “a choice to say the least” by football commentators and fans.
The Rugby League World Cup is just around the corner, and Channel 7 was looking to get fans pumped up with a promotional ad voiced by Australian actor Daniel McPherson.
However, the fast-paced ad spectacularly backfired after it was revealed that the fan footage used was not of rugby league fans, but of soccer fans celebrating.
The decision to use clips of Aussie soccer fans at Federation Square, marching to Levi’s Stadium in San Francisco, and at a watch party in Vancouver has left fans and commentators stunned.
The ad was meant to be a hype video promoting Channel 7’s coverage of the tournament, but it’s had the opposite effect.
The footage of England fans celebrating was also not of rugby league fans, but of Three Lions fans celebrating a goal at the pop-up Luna Beach Cinema in Brighton Beach, England.
The mistake has triggered ridicule and frustration from fans, with hundreds of posts already slamming the ad.
Football Supporters Association Australia was quick to call out Channel 7, claiming that the use of soccer fan footage was “pure deception” and a breach of Australian Consumer Law.
“Section 18 of the Aust. Consumer Law, it is strictly illegal for businesses to make claims that lead consumers into error or create a false impression.
Yet, here’s Channel 7 using footage of football fans as a promo tool for their broadcast of RLWC2026,” they wrote on X.
SBS sport broadcaster Adrian Arciuli also expressed his disappointment with the ad, saying “I love league and the premise of the ad but having football World Cup celebrations littered throughout is a choice to say the least.” Football commentator Simon Hill added, “From the same mob who’ll be among the first to gleefully nail ‘soccer’ fans at the slightest hint of trouble.”
But could the ad’s use of soccer fan footage be a clever marketing ploy to get the tournament on fans’ radar? Some experts believe that the outrage generated by the ad could actually work in Channel 7’s favor.
“More outrage generally leads to more eyeballs, and given the fact that the 2026 sporting calendar has been chockers to say the least, at the very least it puts the Rugby League World Cup on fans’ radar,” said football writer Vince Rugari.
Analysis: What This Means for Australia
The use of soccer fan footage in the Rugby League World Cup ad has sparked a heated debate about the sport’s place in Australian culture.
While some see it as a desperate attempt to unite the nation, others believe it’s a clever marketing ploy to get the tournament on fans’ radar.
But what does this mean for Australia’s sporting landscape? Australian sports culture
Security analysts say that the blunder highlights the need for sports broadcasters to be more mindful of their marketing strategies. “In today’s digital age, it’s easier than ever for mistakes to go viral and damage a brand’s reputation,” said one analyst.
“Channel 7’s mistake is a reminder that sports broadcasters need to be more careful when it comes to their marketing efforts.”
Law enforcement insiders warn that the use of soccer fan footage could also have implications for crowd control at the Rugby League World Cup. “If fans feel deceived or misled by the ad, it could lead to a negative atmosphere at the tournament,” said one insider.
Industry observers believe that the ad’s use of soccer fan footage could also have economic implications for the Rugby League World Cup. “If fans feel that the tournament is not being promoted authentically, it could lead to a decline in ticket sales and viewership,” said one observer.
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As the Rugby League World Cup approaches, it remains to be seen how Channel 7’s blunder will affect the tournament’s success. One thing is certain, however: the use of soccer fan footage has sparked a heated debate about the sport’s place in Australian culture.
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