Riverside Brands scores Rugby League World Cup ahead of 2021 tournament

Published on: 25th June 2020

The Rugby League World Cup has tapped Riverside Brands to lead its third party collaborations and licensing agreements in time for its much anticipated 2021 World Cup event. Under the deal, Riverside Brands’ remit will be secure partnerships across consumer products, drive brand exposure, and deepen engagement with the tournament.

Founded last year by Ashley Holman – formerly a senior director at Nickelodeon with 15 years sector experience – Riverside Brands will engage the global marketplace for RLWC2021 via the company’s industry network covering leading licensees and retailers.

The Rugby League World Cup is the pinnacle major event of Rugby League, globally contested every four years. England 2021 will be a breakthrough moment in the tournament’s history with the men’s, women’s and wheelchair competitions being staged together for the first-time during October and November next year.

RLWC2021 has also confirmed the appointment of Skew Studio to develop an insight led style guide for consumer products which will support the tournament’s values and brand story, and be used across retail and licensees. This follows the announcement last month of Kappa as the Official Apparel Partner of RLWC2021.

Jonathan Neill, commercial director at RLWC2021, said: “Our licensing strategy and delivery is a crucial part of our commercial programme. We need to transcend the sport of Rugby League and positively engage a new audience, and we feel that Riverside Brands and licensing will play a hugely important role in helping to achieve that.

“With 13 million people in the UK following Rugby League, 750,000 fans expected at the 61 matches at the tournament, coverage of all matches across the BBC, and international TV reach in over 100 territories, we have a significant platform and are excited about collaborating with brands on consumer products.”

Ashley Holman, managing director at Riverside Brands, added: “We’re really delighted to be working with the RLWC2021 team. After a tough year for sport, the prospect of extending the life of a much revered and eagerly anticipated tournament is really exciting to us. We’re looking forward to solidifying partnerships that champions the brand’s effervescent spirit, delights its loyal fans, as well as introducing it to new audiences.”


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