Rugby League

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.

Industry shorts: #BTSIA, NBA, Betfred Super League...

The BT Sport Industry Awards has officially sold out for 2019.

Thursday’s glittering showcase will bring together 1,700 industry leaders, key influencers and stars from the worlds of sport and entertainment to celebrate the best of the industry’s creative and commercial output.

The night will represent the culmination of a process that began seven months ago to determine the winners of the world’s largest, most prestigious and rigorously-assessed commercial sports awards.

Netball and Rugby League World Cups to collaborate

The organisers of this year’s Netball World Cup and the 2021 Rugby League World Cup (RLWC2021) have signed a partnership agreement, outlining plans to collaborate on initiatives ranging from volunteering and recruitment through to legacy schemes and marketing strategies.

The two parties have claimed that the Memorandum of Understanding (MoU), which will enable regular knowledge-sharing sessions, represents the first such arrangement between two major sports events.

Op ed: Leading the charge

In this exclusive feature for Sport Industry Group, Alastair Lyon, Senior Account Executive in the Brand Marketing Practice Sports & Entertainment team at FleishmanHillard Fishburn, looks at the professionalisation of England Women’s Rugby and what it means for brands.

Global consultancy FHF formally launched a sports and entertainment division within its brand team last year, under the leadership of Chris Gratton (formerly of Octagon). 

RLWC2021 confirms host venues

The Rugby League World Cup 2021 has announced the 21 chosen host venues for the tournament taking place in England in two years’ time.

The RLWC2021 will see the men’s, women’s and wheelchair tournaments played concurrently for the first time.

In a UK first, Manchester United’s Old Trafford stadium will host the men’s and women’s finals in a double-header on 27 November 2021.

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