Rugby League World Cup 2017 appoints VML Australia as its official digital agency partner

Rugby League World Cup 2017 (RLWC2017) has appointed VML Australia as the tournament’s official digital partner.

As the digital partner, VML’s work includes the delivery of key digital assets including the tournament’s website (Phase-1 launching in October 2016), app for both Android and iOS devices and social media strategy.  The website will provide fans with a path to purchase tickets, detailed game and team information, as well the ability to plan travel and entertainment across the entire tournament, while the app and social strategy will supply an enhanced in-stadium and at-home second screen experience.

Says Rohan Sawyer, general manager commercial and marketing, RLWC2017: “As the sport’s pinnacle international event, creating a memorable fan experience is central to the overall success of the tournament and for most, this journey will begin with the Rugby League World Cup website.

“VML Australia has a fantastic track-record in delivering world-class digital solutions and really understood our need for a dynamic, fan-focused digital offering with an emphasis on convenience and ease of use.

“We are excited to be partnering with the team at VML and can’t wait to launch the tournament’s website, RLWC2017.com, later this month.”

VML is a digital-first creative, content and technology agency that delivers innovative marketing solutions around the world, with almost 30 offices and over 2500 specialist staff. VML has key sporting clients like the NRL, International Olympic Committee, Rip Curl and Gatorade among others.

Says Aden Hepburn, managing director and executive creative director, VML Australia: “We couldn’t be more excited to partner with the Rugby League World Cup to create their digital & social experience. They have an inspiring team, and together we have a fantastic plan to deliver digital experiences across mobile, desktop and social for the tournament. This partnership builds on our experience developed whilst working with the NRL over the last few years, and we cannot wait to play our role in what will be an amazing event.”

The RLWC2017 will be contested from 27 October to 2 December 2017 and hosted by Australia and New Zealand with three pool games also being played in Papua New Guinea. The tournament will be the biggest event in the region during 2017, with an estimated 450,000 fans to attend the Rugby League World Cup which would be a tournament record.

With 11 teams already confirmed, the final three teams will come from the European Qualifying Tournament to be played in October and November this year. The teams who are still in the race include Wales, Ireland, Russia, Serbia, Italy and Spain.