Rugby League Commercial (RLC), the body established to secure the commercial future of the sport in England, has today unveiled a dual data and fan engagement partnership.

The body has entered into a tie-up with customer data platform Simon Data, and with Iterable, a customer communication platform powered by artificial intelligence.

The tie-up has been brought together by IMG, the heavyweight sports marketing agency that has an integral role inside RLC.

RLC has said the deal will allow it to “engage fans at the right moment across a broad range of use cases.”

Rhodri Jones, chief executive at Rugby League Commercial, commented: “This partnership marks a significant step forward for RL Commercial and points to exciting developments in the Rugby League fan experience. By leveraging real-time customer data for personalization, we will foster deeper connections with our fans, drive loyalty, and deliver the exceptional and immersive experience every sports fan deserves.”

Through the deal, RLC is aiming for tailored communications, richer fan engagement, boosted ticket sales and merchandise, and optimized marketing strategies.

RLC was formed in May 2022, and became fully operational in January last year, as part of the commercial realignment and redevelopment of the sport in England.

IMG now handles the body’s commercial deals.