Rugby League World Cup 2021 Reveals Agency Roster For Marketing And PR Drive

Rugby League World Cup 2021 (RLWC2021) has appointed McCann Manchester, Hatch and Goodform to promote the tournament. Created by McCann Manchester, the first campaign, Squads Assemble, is revealed today (October 19 2020) to coincide with the opening of the public ticket ballot on October 23rd. The core message is inclusivity, appealing to existing and a new ‘squad’ of Rugby League fans. With a nod to a tough 2020 for live sport, the aim is to drive passion, excitement and create anticipation for the biggest sporting event in the UK next year. It’s a rallying cry for participation, depicting the entire promised experience.

Squads Assemble will be promoted across high-profile 30 second TV spots, VOD, radio, digital media, social, PR and CRM.

On the appointment and the campaign, Karen Buchanan, CEO at McCann Manchester said: “We’ve collaborated with our McCann World group agencies in the North including CRAFT and Momentum to deliver a truly integrated campaign.  Squads Assemble aims to connect with a new broader audience for RLWC 2021 to galvanise support for what will be a truly exciting and unmissable sporting experience in the UK next year.”

McCann Manchester has been recruited to handle brand strategy, creative, media planning and buying, digital and content strategy, as well as activation-led PR with all disciplines being primarily used to drive ticket sales. The agency’s sporting credentials include The London Olympic & Paralympic Games 2012, its work with Aldi includes driving sponsorship of Team GB across Rio, PyeongChang and the upcoming Tokyo Olympics.

Leeds based PR agency, Hatch has been appointed to deliver PR, social media strategy and community management for RLWC2021 social channels. Hatch also has a proven track record within sports communications and has been working with RLWC2021 organisers on promotion of the tournament for the past eighteen months. The team will work closely with McCann Manchester to maximise key moments over the next 12 months to drive the tournament’s goal to become the biggest and best RLWC of all time.

Data and insight specialists Goodform has also been appointed to ensure that insight is at the centre of everything. Through managing, deepening, and connecting fan data, Goodform will deliver insight-led marketing campaigns and power a customer-first ticketing strategy. With extensive major international event experience with Rugby World Cup 2015, World Athletics Championships 2017 and Commonwealth Games Birmingham 2022, Goodform is well positioned to deliver audience growth and engagement.

The remit of all agencies is to drive ticket sales as well as creating a deeper connection with Rugby League’s core fanbase and delivering the most accessible experience for new fans by creating engaging content, and powerful, in-depth storytelling.