This year’s State of Origin ignited a surge of online chatter, with New South Wales edging out Queensland in total mentions, but the Maroons leading key moments, according to new data from Meltwater.
The three-match series drove 246,000 social mentions between 21 May and 9 July, a 142 per cent spike compared to the preceding 50-day period. The daily average hit 4,910 posts, peaking during the decider match.
NSW wins volume, QLD wins moments
NSW accounted for 177,000 mentions and ultimately claimed the overall volume lead by 10,000. However, Meltwater found that Queensland dominated the State of Origin conversation in the most emotionally charged and newsworthy moments.
Billy Slater led individual engagement with 33,900 mentions, overshadowing NSW coach Laurie Daley, who tallied 12,000.
Nathan Cleary received 25,400 mentions, much of it critical, while new Maroons captain Cameron Munster drew 19,400 mentions.
Munster’s captaincy announcement generated strong engagement in The Courier Mail, and his post-win embrace with Slater featured in The Daily Telegraph, reaching 1.78 million people.
Billy Slater mentions
Nathan Cleary mentions
Mentions of Munster
Cameron Munster engagement
Buzz peaks and controversies of the State of Origin
On 18 June, the “grub” exchange between Aaron Woods and Slater sparked 1,660 mentions, with a total of 3,570 dominated by negative sentiment. Nine’s article on the feud reached 5.19 million and received over 83,000 views.
Daly Cherry-Evans mid-series omission — the first Origin captain dropped this century — attracted 1,940 mentions on 9 June and sparked over 80,000 engagements via The Guardian.
Josh Papali’i’s return from retirement drew 81,300 engagements, also via The Guardian, following the 30 June announcement.
Overall, the data points to a high-emotion series that played out as much in media and social channels as it did on the turf — underscoring how strategic moments, not just match outcomes, are driving engagement in today’s sporting narratives.
Engagement on Woods v Slater feud
Daly Cherry Evans mentions
Josh Papalii return
Top image: Billy Slater and Cameron Munster