World Rugby unveils 2021 World Cup brand identity

04 Feb 2020

By: Sport Industry Group

World Rugby has unveiled the tournament brand for Rugby World Cup 2021, the women’s competition which will take place in New Zealand.

The tournament brand, developed by World Rugby and New Zealand Rugby, and in close consultation with local cultural advisors plays on the “connectivity of the ocean’s waters,” and features the ‘Ngaru’ – a symbol of the ocean’s waves that surround New Zealand and the shores that teams will travel from to compete in the tournament.

World Rugby Chairman Sir Bill Beaumont said: "Women’s rugby is the single-biggest opportunity to grow the global game, and we are confident that New Zealand 2021 will be one of the great Rugby World Cups, attracting a new fan and player base for the sport.

"RWC 2021 follows a hugely successful 2017 event in Ireland which broke attendance and broadcast records, having a hugely positive impact on women’s rugby. Last year we successfully launched ‘Try and Stop Us’, a campaign that aims to drive increased participation and engagement among fans, audiences, players and investors in the women’s game.

"It is a privilege to be here in New Zealand and to see the huge amount of work that has already gone into ensuring this will be another spectacular tournament for the world’s best women’s teams."

The tournament will mark the first time the women’s version of the World Cup has been taken to the southern hemisphere, and it will also be the first women’s 15s tournament since World Rugby took the decision to drop gender titles from the official names of World Cup tournaments.

The gender-neutral naming approach means that World Rugby’s flagship 15s and sevens World Cups is an attempt to promote gender equality, but will also ensure brand consistency across the portfolio of tournaments.

Beaumont said: "We are proud that RWC has adopted a gender-neutral naming approach to its properties – a bold and important move – and we are looking forward to seeing this come to life following the unveiling of the tournament brand here in Auckland today."

RWC 2021 Organising Committee Chair Dame Julie Christie said: "New Zealand Rugby is highly experienced in the operational planning and delivery of world class events with sustainable commercial returns and plans are already well on track to make RWC 2021 an outstanding event."

World Rugby also announced that the tournament, which will take place between 18th September and 16th October, will culminate with a final in New Zealand’s famous Eden Park stadium.