Rugby League World Cup 2021 appoints trio of agencies

David Prior's picture
by David Prior

McCann Manchester, Hatch and Goodform have been appointed to promote the Rugby League World Cup 2021 (RLWC2021).

The first campaign, Squads Assemble, created by McCann Manchester, launches today to coincide with the opening of the public ticket ballot on October 23rd.

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

Karen Buchanan, CEO at McCann Manchester said: “We’ve collaborated with our McCann Worldgroup 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.”

Watch the Squads Assemble campaign here:

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 has previously worked on The London Olympic & Paralympic Games 2012, while its work with Aldi includes driving sponsorship of Team GB across Rio, PyeongChang and the upcoming Tokyo Olympics.

Leeds agency Hatch has been appointed to deliver PR, social media strategy and community management for RLWC2021 social channels, having already worked with organisers for the past 18 months.

And data and insight specialists Goodform will deliver insight-led marketing campaigns and power a customer-first ticketing strategy. 

Terri Lynam, Customer Director at RLWC2021, said: “We are delighted to announce our world-class roster of agencies who have a vital role to play in delivering the biggest and best ever Rugby League World Cup.

"The pitch process was highly competitive and the challenge in the brief was to sell Rugby League as more than just the game on the field. It’s the experience in its entirety, the diverse and exciting crowd, the history of the sport and the infectious passion that create a unique atmosphere and experience that British sport’s fans both existing and new will love.”