3 TOURNAMENTS. 1 ICONIC BRAND
For the first time in history, a major sporting world cup will host a men’s, women’s and a wheelchair tournament at the same time.

Sending a clear message to the world that Rugby League is for everyone.

This tournament is to be the most attended and viewed RLWC ever, to increase the profile and visibility of Rugby League globally. And, crucially, to create a legacy across the 18 host cities in England that will last a lifetime.

RUBGY LEAGUE IS FOR EVERYONE
Inspired by our client’s ambition to be ‘The Biggest and Best Rugby League World Cup Ever’, and cognisant of the commercial imperatives, we worked extensively and at pace with the RLWC team to create a brand that encompasses 3 tournaments, 21 nations, 18 host cities, a festival of world cups, a hospitality programme, a legacy programme, a volunteer programme, a mental health fitness charter and a merchandising strategy.

AN IDENTITY TO SYMBOLIZE TOGETHERNESS
Working with the trophy – traditional symbol of the Rugby League World Cup for many years, the identity has been created using the trophy’s ribbons to embody the three tournaments (men, women and wheelchair with red, orange, and yellow) and to symbolise our close connection to fans, nations, communities, teams and players.

The ribbon is our visual metaphor that bends, travels and creates shapes building a unique visual language that not only identifies the RLWC—but differentiates it.

THIS UNIQUE EVENT
required a unique strategy with positioning that would work for everyone connected with the tournament. The Power of Together embraces diversity and resonates with the RLWC2021 initiatives such as the legacy programme and mental health charter.

Not only did we deliver a standout brand identity for the RLWC2021, we also provided a dynamic blueprint for the sport’s future.