RLWC2021 Appoints RDA As Official Media Rights Agency

February 16, 2021

Rugby League World Cup 2021 (RLWC2021) has announced the appointment of UK-based agency RDA to support the tournament on international media distribution rights.

The partnership with RDA, who has extensive experience and knowledge in media rights across multiple sports including rugby league, rugby union, cricket and football, will cover all markets outside of the UK & Ireland, including the key territories of Australia and New Zealand.

RLWC2021 is a unique and inclusive tournament with the men’s, women’s and wheelchair tournaments being held concurrently for the first time ever in October and November this year, seeing 32 teams from 21 nations playing a total of 61 matches at 21 world class venues in England including St James’ Park, Anfield, Emirates Stadium, Elland Road and Old Trafford.

In the UK and Ireland, the BBC will show every minute of every match live across their platforms, with both RLWC2021 and RDA now working together to make the tournament available to more people than ever before across the world.

Jonathan Neill, RLWC2021 Commercial Director, said: “The appointment of RDA as our international media distribution rights agency supports our ambition to make this the biggest, best, most accessible and viewed Rugby League World Cup ever.

“Our broadcast distribution and coverage is critical to that and we want to ensure that as many people as possible around the world are able to watch and engage with the tournament, both in established rugby league territories such as Australia and New Zealand, but also in new and emerging markets.”

“This also enables us to generate additional income and deliver a profitable tournament, whilst creating a legacy for the International Rugby League (IRL) – who we are collaborating with on our broadcast strategy and activity – for future men’s, women’s and wheelchair World Cups.”

Richard Dennis, RDA CEO, said: “RLWC2021 will be world class and one of the biggest sporting events in the UK this year. With an outstanding production in place, we’re looking forward to working with broadcasters in established rugby league markets and bringing the tournament to viewers in countries that are new to the sport.”