The newly launched United Rugby Championship (URC) has inked a strategic consulting partnership with sports and entertainment agency Roc Nation.
The tournament, which was recently rebranded from Pro14, has partnered with the US agency to ‘drive innovation, community and integrity’, whilst ‘reaching new audiences via purpose-driven initiatives and creative activation’.
Furthermore, Roc Nation will also assist in the development of a player advisory group, which will offer players a seat at the table to voice opinions and share their views on the promotion and marketing of the game.
Martin Anayi, CEO of The United Rugby Championship, noted: “Roc Nation is at the cutting edge of sports, entertainment and culture, and we believe there’s no better partner to help us reach new audiences and develop new experiences for fans. We are looking forward to this partnership helping us achieve our ambitions of becoming a strong, purpose-led league where players and fans can have a voice and an influence.
“With an unparalleled network in the world of entertainment and a track record in building strong connections between sporting heroes and their communities this is an opportunity to build towards the ambitious future we have for the United Rugby Championship. We believe that rugby holds a unique inspirational quality and alongside Roc Nation our goal is to inspire the next generation of players and fans from all walks of life to keep growing the game.”
The URC will kick off in September 2021 with top clubs from South Africa, including the Cell C Sharks, DHL Stormers, Emirates Lions and Vodacom Bulls, comprising a new 16-team league, alongside 12 existing sides from Ireland, Italy, Scotland and Wales.
Roc Nation, on the other hand, maintains partnerships with South Africa captain Siya Kolisi and England’s Maro Itoje.
“Leveraging our subject-matter experts across our international offices we are confident that the United Rugby Championship will continue to attract some of the biggest names in world rugby with its modern and collaborative approach to player management and redefine the concept of live entertainment on-and-off the field,” stated Michael Yormark, Co-Chief Executive of Roc Nation Unified.