Rugby League World Cup

Content that powered official channels and delivered reach and engagement via our global syndication channels.

Pushing boundaries

Sportsbeat was appointed as the RLWC’s editorial partner following a competitive tender process. Our brief was to produce text and video content for RLWC owned (website and app) channels, with an additional responsibility for securing key messaged content syndication to earned media, both regionally, nationally and internationally (print, digital and broadcast). Our commitment to a gender neutral reporting and editing team reflected the inclusivity of the tournament.

Shaping the narrative

492 stories filed to the RLWC official website/App, with increasing the cadence of coverage leading to strong analytics on Google News search. Publishing strategy for content tweaked for world time zones, so the site was constantly updating 24/7. Over 1000 minutes of feature plus pre and post match video content made available for media syndication.
Key word content tracking revealed syndication content – in whole or part – was used in over 500 websites, regionally, nationally and internationally, in excess of 10,000 branded digital insertions. UK media coverage was presented with key messaging and ticketing call to actions, including exclusive partnership with Reach across their north-east/north-west titles.

  • “Sportsbeat were an incredible asset to the Rugby League World Cup 2021 content team. Publishing almost 500 articles with syndication to over 500 websites and news organisations globally, the team went above and beyond to help us deliver a comprehensive content offering that met the tournament objectives – being the biggest, best and most inclusive! No brief was too obscure or too last minute, with every effort made to meet our needs.”

    Sara Piper, Rugby League World Cup 2021