Rugby League World Cup Appoints The Value Xchange

The Rugby League World Cup 2021 has appointed sport, media, and entertainment marketing consultancy The Value Xchange to support its sponsorship sales activity in the run up to the event.

The tournament – which will take place in England later this year – has already announced online car buying service Cazoo as its Principal Sponsor, along with a number of other partners including Deloitte, Kappa, Kuehne+Nagel and Assura.

Organisers say they aim to work with brands who align with the tournament in ‘championing inclusivity, accessibility and creating positive social impacts in communities’. 

“Sponsorship plays a hugely important role for the tournament in driving revenue, supporting our wider tournament objectives, and the commercial legacy beyond the event this year,” said Jonathan Neill, Commercial Director, RLWC2021. 

“We’ve made progress to date and are very grateful to the brands who have shown trust in us.

“We want to continue to build on this and welcome further brands to help deliver the biggest sporting event to be held solely in England this year, whilst supporting the business community at such a critical time as we emerge from the pandemic. We take a flexible, data and insight led approach to partnerships, and are finding brands want to align and add value to our vision and values, whilst delivering against their brand and business objectives via positive engagement with our audiences.

“The Value Xchange will play a vital role in this success. They share our enthusiasm, understand our strategic framework and have tremendous skills and experience to continue to move us forward and maximise the opportunity we have.”

David Peters, Founder and Co-Owner, The Value Xchange added: “We’re delighted to be appointed to work with RLWC2021 on their sponsorship sales efforts. The tournament’s ambition to create mutually beneficial partnerships which leave a long-lasting legacy is consistent with our values as a business and it is great to see RLWC2021’s plans to make this a reality. We are certain this resonates well with brands who want to be part of a high-profile sports event which will also have an enduring and positive social impact.”

The tournament is set to take place in October and November 2021, with organisers expecting some 750,000 fans to attend the event, which will see the men’s, women’s, and wheelchair competitions held concurrently for the first time ever.