Broadcast boost for Rugby League World Cup 2021

Every minute of all 61 games at next year’s World Cup will be televised or streamed live by the BBC.
Armchair viewers won't miss a moment of next year's World Cup, organisers say. Pixcture by RLWC2021.Armchair viewers won't miss a moment of next year's World Cup, organisers say. Pixcture by RLWC2021.
Armchair viewers won't miss a moment of next year's World Cup, organisers say. Pixcture by RLWC2021.

Rugby League World Cup 2021 (RLWC2021) have announced a collaboration with International Rugby League (IRL), which will see the organisations working together on the production of matches at the tournament, in addition to the sale of broadcast rights across the world.

The partnership - along with the existing agreement with the BBC - will be responsible for the production of every game across the men’s, women’s and wheelchair events.

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The BBC have broadcast rights in the United Kingdom and RLWC2021 say world wide broadcast partners will be announced in the coming months.

RLWC2021 executive chairman John Dutton with the trophy. Picture by Alex Whitehead SWpix.comRLWC2021 executive chairman John Dutton with the trophy. Picture by Alex Whitehead SWpix.com
RLWC2021 executive chairman John Dutton with the trophy. Picture by Alex Whitehead SWpix.com

Under the existing hosting agreement, RLWC2021 is responsible for the operational delivery of the tournament and owns all the associated commercial rights.

Organisers insist this gives them “the opportunity to prioritise the fan, ensuring optimum timing of every match for ticket buyers and fans consuming the tournament globally”.

A statement announcing the deal said: “The objectives of the new partnership are to create a deeper connection with rugby league’s committed fans while delivering the most accessible experience for new fans through engaging content and powerful, in-depth storytelling.

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“RLWC2021 is also embracing the latest technology, data and insight to bring fans closer to the action and creating exceptional value for commercial partners by supplying integrated rights and sponsorship opportunities.”

The men's final will be played at Old Traffords on NMovember 27, 2021. Picture by Getty Images.The men's final will be played at Old Traffords on NMovember 27, 2021. Picture by Getty Images.
The men's final will be played at Old Traffords on NMovember 27, 2021. Picture by Getty Images.

The tournament's executive chairman Jon Dutton added: “The content needs of fans are changing radically and becoming more fragmented and we want to stay ahead of the curve and meet these rapidly evolving demands.

“Our partnership with the IRL allows us to execute a world class broadcast production and rights strategy, which will be at the centre of our fan engagement approach and will provide an additional revenue stream for all parties.”

The collaboration was hailed as a “very sensible commercial arrangement” by IRL chief executive Nigel Wood.

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“It puts the whole presentation of the tournament in the hands of the organisers,” he said.

"Together with the tournament's domestic broadcast partner, the BBC, we can deliver a great experience for viewers of the men’s, women’s and wheelchair tournaments.

“It also allows the tournament to make a range of content available to broadcasters of every kind around the world."

“Our offer to world broadcasters will be the most flexible and accessible World Cup ever.”

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RLWC2021 and the IRL are preparing to issue an 'invitation to tender' for a “world-class” production partner.

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