We had 4 day P&O cruise booked for my 50th birthday a few years ago, Moreton island return, many of my friends had booked to come along, many more planned to.
Then P&O announced the sponsorship deal with South's NRL team, and the cruise would be a South's members cruise, with some Legends attending. Apart from lots of South's crap everywhere and a bit more of à NRL fan demographic, it was similar to any other cruise. The occasional bar was cordoned off for an event.
The fares for all cabin categories almost doubled, some of my friends planning on booking decided not to. Still had a big crowd but not as big.