Rugby League World Cup 2021 (RLWC2021) organisers have hired sports media and marketing consultancy The Value Xchange to enhance sponsorship sales ahead of this year’s tournament.

RLWC2021 executives have expressed a desire to expand its sponsorship roster, with opportunities for brands to align with the tournament in ‘championing inclusivity, accessibility and creating positive social impact’.

Last year, car retailer Cazoo agreed a seven-figure deal with competition organisers, representing the biggest and most lucrative deal in Rugby League World Cup history. Eversheds Sutherland, Deloitte, Manchester Metropolitan University, Kappa, Kuehne+Nagel and Assura have also signed on as sponsors.

David Peters, Founder and Co-Owner of The Value Xchange, commented: “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, which runs from October to November, marks the first time the men’s, women’s and wheelchair editions are being held concurrently.

RLWC2021 owns all the commercial and broadcast rights for the tournament, which will see every minute of every match shown live on the BBC as well as an anticipated 750,000 fans in attendance.

“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,” explained RLWC2021 Commercial Director, Jonathan Neil.

“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.”

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