Rugby League

Georgia Roche’s Hero’s Journey

Car manufacturer Dacia has revealed a new social documentary in partnership with the Rugby Football League which details the journey of Castleford Tigers Women scrum half Georgia Roche.

The spot, released across Dacia and RFL’s social platforms, sees Roche discuss her journey as an athlete and as a woman in rugby league. The series will feature three other ‘heroes’.

In 2018, Roche was named as the first ever Woman of Steel, an award previously reserved for men which celebrates the best player in UK rugby league.

Betfred broadens RFL partnership

Betfred, the title sponsor of the RFL’s men’s Super League, has now extended it's title partnership to include the Women’s Super League.

The betting company will become the first title sponsor of the women’s competition in a £1m per year that will run until 2021.

The announcement comes on the same day that Betfred has teamed up with Spanish top flight football team RCD Mallorca, becoming the club's main sponsor. The La Liga side was promoted to the highest division last season, for the first time since the club’s relegation in 2013.

Hummel enters Super League with Wigan Warriors

Wigan Warriors have entered into a new four-year partnership with Hummel, making it the Betfred Super League club’s technical kit partner.

The Danish sportswear brand will manufacture three kits each season for the club, as well as producing training and leisurewear. The deal marks Hummel’s first partnership with a Super League club, though it is currently in the first of a four-year deal with the RFL to create kits for the Great Britain Lions team.

INDUSTRY SHORTS: PGA Tour, City Football Group, RFL, Leeds, LaLiga

The PGA Tour has signed a multi-year content and marketing partnership with sports technology and entertainment company DraftKings in what it claims is a “groundbreaking step” for the golf organisation.

DraftKings becomes the first-ever official daily fantasy game of the Tour and will activate the partnership by branding its daily fantasy golf contests as ‘PGA Tour DraftKings Fantasy Golf.’ As part of the relationship, PGA Tour DraftKings Fantasy Golf players will have the ability to receive real-time video highlights for players in their respective line-ups.

INDUSTRY SHORTS: O2, MyCujoo, F1, Premier League, Challenge Cup, Pitch International

England Rugby and its sponsor, O2, will host a ‘Wear the Rose Live’ festival at Bristol Amphitheatre on 13th August that will feature the 31-man Rugby World Cup squad and coaching staff the day after the squad selection for the tournament in Japan.

The free-to-enter event, which will begin at midday, will give fans the chance to meet current and former players, while the O2 Touch tournament will feature 20 touch rugby teams competing on a giant inflatable pitch. The festival will also offer live music, carnival stalls and other attractions.

Industry Shorts: Getty Images, MLB London Series, RLWC2021

Getty Images has extended its partnership with the International Paralympic Committee (IPC).

Getty Images serves as the Official Photographic Agency and Official Imagery Supplier to the IPC. The partnership, which first began 15 years ago, will be extended through to 2028 with Getty Images delivering increased coverage of the Summer and Winter Paralympic Games, as well as a number of other major Paralympic sporting events.

Super League lands record extension with title sponsor Betfred

Bookmaker Betfred has extended its title sponsorship of the Super League, with the rugby league competition hailing the new agreement as the biggest commercial deal in its history.

Financial terms of the new agreement were not disclosed but Super League confirmed that Betfred would be making a multi-million pound investment. Under the new agreement, the current three-year partnership will be extended until the end of the 2021 season.

Twitch expands RFL deal to cover 1895 Cup

The Rugby Football League (RFL) has partnered with online streaming service Twitch to deliver coverage of the 1895 Cup knockout competition.

The link-up continues Twitch’s support of RFL competitions, with the company having previously streamed three Women’s Super League (WSL) fixtures and the Academy Origin series between Lancashire and Yorkshire.

Twitch will also show the remaining two matches of the Academy Origin series, as well as more WSL games and ties from all rounds of the 1895 Cup. It will share coverage of the 1895 Cup with the RFL’s Our League membership app.

Deloitte’s RLWC digital goal

Deloitte has been signed up by Rugby League World Cup (RLWC) 2021 to spearhead the tournament’s digital strategy as part of a sponsorship deal.

As the competition’s official professional services partner, Deloitte will map out a strategy that will focus on “providing a world-class and innovative fan experience”.

For the first time, RLWC 2021 will comprise simultaneous men’s, women’s and wheelchair rugby league tournaments across 21 venues in England.


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