The Queensland Government has announced a new partnership with the North Queensland Cowboys aimed at encouraging more women to pursue careers in the manufacturing sector.
The initiative, part of the government’s Women in Manufacturing strategy, will be promoted through match day advertising and business development events during the 2025 NRL season.
The campaign seeks to raise awareness of career opportunities in manufacturing while celebrating the contributions of Queensland’s female trailblazers in the industry.
The collaboration will leverage the Cowboys’ strong community presence to connect with regional audiences and inspire future participation.
Queensland’s Minister for Manufacturing, Dale Last, said the campaign is designed to spotlight the achievements of women in the industry and attract new talent.
“We’re spreading the word by teaming up with the North Queensland Cowboys, tapping into their enormous reach both on and off the field,” he said.
“There are exciting career opportunities for women and girls designing and making products that solve real-world problems.”
The Minister noted the campaign’s strategic focus on reaching younger audiences, particularly women, through the sport’s growing female fanbase.
He highlighted the region’s existing infrastructure, including the Townsville Manufacturing Hub, as an opportunity for local engagement.
North Queensland Cowboys Chief Executive Jeff Reibel said the club is proud to support the initiative. “Together the North Queensland Toyota Cowboys and the Queensland Government are putting women in manufacturing in the spotlight,” Reibel said.
“This is an exciting partnership that highlights our shared focus on initiatives that improve women’s economic opportunities.”
The campaign will also support the club’s NRL Women’s team and the Cowboys House program, which provides education and accommodation support for young Indigenous students from remote communities.
Local representatives have welcomed the announcement, pointing to the significance of the manufacturing sector in North Queensland. Member for Townsville Adam Baillie noted that manufacturing contributes nearly $1.3 billion to the State’s economy from the region alone.
“Townsville is the third biggest manufacturing region in Queensland,” he said.
Member for Mundingburra Janelle Poole emphasised the need to increase female representation in technical and trade roles, stating that women currently make up only a quarter of the State’s manufacturing workforce.
“We want that number to grow because the result will be greater innovation and productivity, not just in Townsville, but across Queensland,” she said.
Member for Thuringowa Natalie Marr said the campaign reinforces the government’s commitment to creating pathways in emerging industries.
“The diversity of the sector means there is huge potential for North Queensland’s women and girls pursuing a career in the industry,” she said.
