A recent partnership between the Queensland Government and the North Queensland Cowboys is set to promote careers and regional talent in manufacturing.
For the 2025 NRL Women’s Premiership, the North Queensland (NQL) Cowboys return to the field in Townsville with a renewed sense of purpose. Alongside their courage and skill on the field, the team is a part of a new message aimed at driving Queensland’s manufacturing future.
“The Queensland Government has partnered with the North Queensland Toyota Cowboys to use their strong community connection and growing female fanbase to get more women thinking about careers in the manufacturing sector,” said QLD Minister for Manufacturing, Dale Last.
The initiative follows an April announcement of a partnership between the Queensland State Government and the NQL Cowboys. The campaign is an extension of Queensland’s Women in Manufacturing initiatives that aim to showcase the achievements of manufacturing trailblazers and open new doors to career pathways and regional business development.
“Queensland women are kicking goals in manufacturing, and the best way to encourage more women into the industry is by promoting the trailblazers,” said Last. “There are exciting career opportunities for women and girls, designing and making products that solve real-world problems.”
This collaboration aims to harness the energy and reach of the NRL to inspire more women to pursue careers in one of the state’s most critical sectors. Among those leading by example is Cowboys NRLW player Makenzie Weale, who off the field works as a qualified diesel fitter.
The message will be amplified to a broad regional audience throughout the season using a range of in-stadium commercials, match-day and digital promotions, player appearances, community engagement, and an on-field activation.
“Our aim is to attract and retain more women in the industry. There are lucrative, stable, and exciting career opportunities for women in the manufacturing sector,” said Last.
The Cowboys will lead the campaign’s public-facing efforts with match-day promotions, community engagement, and support through in house programs. North Queensland Cowboys chief executive, Jeff Reibel, said the partnership’s shared focus on initiatives that improve women’s economic opportunities excites him.
Why manufacturing, why now?
The partnership comes with the QLD Government’s recognition of manufacturing as one of the state’s biggest industries, contributing almost $27 billion to the state’s economy annually. Townsville itself is a large piece of this puzzle.
“Townsville is the third biggest manufacturing region in Queensland (by Gross Value Add) and contributes around $1.3 billion to the State’s economy,” said member for Townsville Adam Baillie. “From food and textile production to high-tech robotics or servicing the defence and aeronautical sectors – Queensland and Townsville manufacturers do it all.”
To further consolidate the importance of manufacturing to the state, this partnership is aimed at complementing its current workforce, which at current is 25 per cent female.
“About 180,000 Queenslanders work in manufacturing – but only a quarter of them are women,” said member for Mundingburra Janelle Poole. “We want that number to grow because the result will be greater innovation and productivity, not just in Townsville, but across Queensland.”
While the 2025 campaign focuses on the North Queensland region, the Government’s broader Women in Manufacturing Strategy suggests that initiatives could roll out across the state in future. With the Townsville Manufacturing Hub already in place, this partnership is set to help further solidify Queensland’s future by harnessing the exposure of sport to inspire the manufacturing industry.
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