Riverside Brands named as licensing agent of RLWC2021
The 2021 Rugby League World Cup has today unveiled Riverside Brands, the UK brand licensing agency, as the exclusive licensing agent of the tournament.
Riverside Brands will be tasked with creating “leading and innovative” third-party collaborations and license agreements for next year’s World Cup, which will be staged in England.
The tournament organisers said the agreements will provide consumer products for existing and new fans, brand exposure, deepen engagement with the tournament, and further support the RLWC2021 commercial programme.
RLWC2021 also confirmed the appointment of fellow UK-based brand licensing agency 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 quickly follows the announcement last month of Kappa as the tournament’s official apparel partner and Kuehne+Nagel as official logistics partner.
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.”
For the first time at the World Cup, the men’s, women’s and wheelchair tournaments will run concurrently, with the three tournaments to run from 23 October to 27 November, and involve 32 national teams playing 61 matches across 21 venues.
All 61 games, across all three tournaments, will be shown live in the UK by the BBC, the public-service host broadcaster.
Click here to read Sportcal’s recent interview with Neill.