Brandwave

AFL vs NRL:Which is more popular?

In September 2026, NRL had more branded searches than AFL among sports leagues in New Zealand. NRL had about 2.2 million branded searches, while AFL had 175,000. NRL made up 59.8% of all sports league searches we track, and AFL accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about sports leagues, NRL appeared in three of the five answers and AFL in none.

Among sports leagues in New Zealand in September 2026

Who do people search for more?

NRL, about 13 searches for every 1 for AFL

NRL 2.2M searchesAFL 175K searches

Who does AI mention more?

NRL, mentioned in 3 of 5 answers, AFL in 0

NRL in 3 of 5AFL in 0 of 5

Who does AI recommend more?

NRL, the only one of the two named

NRL first in 3AFL never named

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Top sports leagues in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NRL was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. AFL did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Super Rugby Pacific1st
  2. NRL2nd
  3. NFL3rd
  4. Premier League4th
  5. A-League5th
  6. NBA6th
  7. Super Smash7th
  8. AFL–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NRL3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • A-League3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Super Rugby Pacific3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Premier League2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NFL2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NBA2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Super Smash2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AFL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about sports leagues

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is AFL or NRL more popular in search?

This chart shows how often people search Google for AFL and NRL by name. Each line represents a brand's share of searches for all eight sports leagues we track, month by month, from searches in New Zealand.

AFL and NRL among sports leagues in New Zealand, by month

Share of searches by month for NRL, AFL. The figures are in the table below the chart.

View monthly share of searches table
MonthNRLPremier LeagueNFLA-LeagueAFLNBASuper Rugby PacificSuper Smash
Oct 202514.8%23.6%17.3%14.2%0.52%29.2%0.34%0.03%
Nov 20253.6%23.1%15.5%14.5%0.27%42.8%0.25%0.05%
Dec 20251.8%28.9%14.7%18.8%0.13%34.1%0.19%1.3%
Jan 20262.1%25.2%16.7%17.3%0.15%32.7%0.59%5.2%
Feb 20269.3%26.3%3%16.3%0.27%26.6%18.2%0.06%
Mar 202629.2%17.9%0.52%10.1%1.5%22.6%18.1%0.01%
Apr 202633%15.2%0.78%8.8%1.7%24%16.5%<0.01%
May 202629.7%16.8%0.24%8.4%1.5%28.8%14.5%<0.01%
Jun 202647.8%1.1%0.48%0.66%2%32.4%15.6%<0.01%
Jul 202684.7%2.9%0.71%1.6%4.1%5.1%0.92%<0.01%
Aug 202676.4%11%2.1%5.5%2.9%1.8%0.33%<0.01%
Sep 202659.8%15.2%11.3%6.9%4.7%1.8%0.34%0.01%

How has the AFL and NRL comparison changed over the last 12 months?

3 findings
  • NRL was ahead of AFL in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, AFL’s share of searches among sports leagues in New Zealand moved from 0.52% to 4.7%, and its estimated monthly branded searches moved from 13K to 175K.
  • Across the 12 months ending September 2026, NRL’s share of searches among sports leagues in New Zealand moved from 14.8% to 59.8%, and its estimated monthly branded searches moved from 371K to 2.2M.

How did search popularity change for New Zealand sports leagues in September 2026?

3 changes

  1. In September 2026, NFL overtook A-League and AFL to rank 3rd among sports leagues in New Zealand, with 11.3% of the searches.

  2. In September 2026, AFL gained share of searches among sports leagues in New Zealand, from 2.9% to 4.7%.

  3. In September 2026, NRL lost share of searches among sports leagues in New Zealand, from 76.4% to 59.8%.

How are branded searches counted?

31 search terms

Brandwave collects information about searches that people make online using AFL’s and NRL’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

AFL

14 branded search terms

  • afl
  • afl collingwood
  • afl draw
  • afl fixture
  • afl grand
  • afl ladder
  • afl live
  • afl live scores
  • afl match
  • afl results
  • afl results today
  • afl scores
  • afl teams
  • afl w

NRL

17 branded search terms

  • dolphin nrl
  • nrl
  • nrl draw
  • nrl finals
  • nrl fixtures
  • nrl gf
  • nrl gf tickets
  • nrl ladder
  • nrl matches
  • nrl matches tonight
  • nrl results
  • nrl scores
  • nrl standings
  • nrl teams list
  • nrl tickets
  • nrl tonight
  • nrl w

How the Brand Demand Index is measured

Other head-to-heads among sports leagues

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