There is something special about sharing a Cowboys game with the people around you. From arriving at the stadium to finding your seats and taking in the atmosphere, game day creates moments that are often best experienced together.
Throughout 2026, Cowboys Community Foundation’s Field of Dreams program helped more North Queenslanders share in those moments, welcoming individuals and families connected with community organisations who may otherwise face barriers to attending live sport.
With the support of Triple M Townsville, Cowboys Leagues Club, Toyota Australia and Townsville City Council, 262 people from 13 community groups and organisations attended a Cowboys home game during the season, supported by $12,300 worth of donated tickets.
Behind those numbers were families spending meaningful time with loved ones, staff and volunteers stepping away from their usual routines and, for some, a first chance to see the Cowboys play live.
For Canteen Australia, one of the highlights was seeing the excitement build from the moment families received their tickets.
“Seeing our family's excitement from receiving tickets to attending the game. We can provide them with an awesome experience, respite and meaningful time spent with loved ones in an exciting atmosphere,” the organisation shared.
That opportunity to enjoy time away from everyday challenges was reflected in feedback across the program. Ninety-five per cent of participating organisations said Field of Dreams provided respite for those attending, while everyone felt the experience supported their emotional and social wellbeing.
The benefits extended beyond families, with UnitingCare using the opportunity to bring staff together outside their usual work environment, including several who were attending their first Cowboys game.
“This gave our team a chance to socialise without the distraction of work commitments, while also enjoying the game,” the organisation shared.
The experience left enough of an impression that some staff had already started looking at attending future games.
Across the season, Field of Dreams also welcomed participants from Canteen, Access Support Services, Legacy, Kookaburra Kids, We2Care, Myasthenia Gravis Association of QLD, Family Emergency Accommodation Townsville, Dementia Support Group, Orange Sky, Diabetes Australia and Brighter Lives Townsville Hospital Foundation.
For families connected with Kookaburra Kids, it was the extra touches surrounding game day that made the experience particularly memorable.
“Thank you for including us in the Field of Dreams program. The families not only appreciated the tickets and participation, but the players’ signatures and the Field of Dreams key chain made the day truly special.
“Cowboys have turned game day into a dream come true. We even have some new young cowboy supporters - so thank you again.”
While each experience was different, the feedback highlighted a shared sense of belonging. In a survey of participating organisations, every respondent said those attending felt more included in the wider community, and all believed the program would leave a lasting impact.
One participant’s experience, shared by Access Support Services, captured just how meaningful a night at the stadium could be.
“From all reports this was a fantastic evening, and we even had one participant who is neurodivergent and has an aversion to loud noises described this as the ‘best day of [his] life’… it wouldn’t have been possible without your teams hard work and for that we are truly grateful,” Chris Kelly from Access Support Services said.
By season’s end, Field of Dreams had brought 262 North Queenslanders into the Cowboys crowd, creating opportunities for connection, inclusion and memorable experiences that extended well beyond the final siren.
And with the support of our program partners, those are the moments that made the 2026 season one to celebrate!
