François Westcombe

It is with great excitement we can announce that Seven League has won the strategic gaming and esports tender for the Rugby League World Cup 2021 (RLWC2021).

Our appointment, which followed a competitive tender process, comes at a fascinating time for the Rugby League code as it continues to seek innovation off the pitch to match the performance and drama on it. It means we will be embracing the challenge of helping the RLWC2021 achieve its stated ambition of being the most digitally connected sports entertainment event in 2021.

As a global digital sports consultancy, we have worked with some of the world’s most iconic sports organisations to deliver world-class digital operations – whether that’s in ‘traditional’ sports or esports.  With a client base including organisations such as the NBA, FC Barcelona, The FA and FIFA, we help businesses to understand their digital opportunities, risks, strategy, tactics and capabilities.  Crucially for this project, we will combine our experience of working with sports governing bodies & major events with our experience supporting esports clients such as Gfinity and Riot Games.

With almost exactly two years to go until the RLWC2021 kicks off, the stage is set for an outstanding even with the men’s, women’s and wheelchair competitions being staged together for the first time. RLWC2021 will be the most visible rugby league event in history with all 61 games in the men’s, women’s and wheelchair competitions being broadcast live on the BBC from 21 venues nationwide.

Jonathan Neill, Commercial Director at RLWC2021 commented:

We want to explore the positive role that gaming and esports may play alongside the men’s, women’s and wheelchair tournaments at RLWC2021 in meeting our overall objectives.

“Being innovative and contemporary is central to our approach, and for RLWC2021 to be a success we need to transcend the sport of rugby league, and connect and engage with new audiences. We had a huge amount of interest in the tender, with Seven League impressing us with their credentials, insight, strategic approach and team culture, and we’re looking forward to progressing the thinking and plans with them over the coming months.”

Richard Ayers, Founder and CEO at Seven League, commented:

“I’m thrilled that RLWC2021 has chosen Seven League to explore the ways in which the tournament can connect with fans and communities through gaming and esports. We look forward to using our extensive experience of working with both ‘traditional’ sports clients and esports/gaming clients at this important intersection between the two worlds, to reach, inspire and engage audiences… and to help the fantastic team behind this important event.”

For more information on how Seven League can support your organisation with its next venture into gaming or esports, please contact us.

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