Racing
League
Rugby
Cricket
Golf
Olympics
Football
Netball
Motorsport
Combat Sports
Basketball
Other Sports
Sport Nation
Full Noise by SN
The Live Sport Bible is here!Blues CEO strives to tap into Warriors-style fan engagement
Savannah Lendich Jonkers • May 16th, 2026 10:39 am
Karl Budge | Photo: Photosport
While you don't need to look hard to find fans proudly wearing their Warriors jersey in the streets and malls of Auckland, Blues CEO Karl Budge urges it’s no problem for sport lovers to love rugby union as well.
Budge told Sport Nation Mornings, the Blues need to reassess the delivery of their brand, as many now prefer to watch league.
“It's nice that you can be fresh but I think at the same time we've got to now go out and reinvigorate people.”
He says the Blues just need to “lean into it,” sharing Reece Walsh’s toilet drinking content as a way to get public attention.
“Our sport would be horrified at that and so I think we do have to lean into it and be brave.”
And as a big Wahs fan himself, Budge said what Cameron George has created at the Warriors club is phenomenal.
Dallin Watene-Zelezniak | Photo: Photosport
“Look, there's no question those guys are doing a great job. The Wahs is a wonderful experience.
“It's the benchmark in Auckland at the moment.”
Budge says supporting one rugby code shouldn’t stop people from backing the other as well.
“I look at Formula One and Bathurst when the Holdens and Fords are ripping down Conrod Straight at however many kilometres an hour.
“I don't think anyone's there going, oh gosh that's not an F1 car.
“Can't we just enjoy it for what it is?” he emphasised.
Warriors at Go Media Stadium | Photo: Photosport
For context, the Blues haven’t come close to selling out Eden Park since June 2024 but the Warriors have sold out every home game throughout Auckland, Christchurch and Wellington since Round 2 last year.
And with many New Zealanders here and across the ditch, 'Up the Wahs' has become a regular household phrase.
Budge explained, “there's no question we’ve got a bit of fatigue, we’re midlife now, we're (The Blues) 30 years old and we probably do need a little bit of love to come back in and look at our game.”
Blues at Eden Park | Photo: Photosport
He said the franchise has some incredible personal stories they could dive into - showing a fresh perspective and promoting players on a personal level.
“I think we've probably got to talk a little bit less about penalties and kick metres and a whole lot more about personalities and who the people are that are playing in the game because there's some epic people.”
Watch the full interview via the Sport Nation YouTube below:
