The National Lottery, based in the UK, will have high visibility in all matches of the 2021 tournament through acquired sponsorship rights
In a press release from May 13, Rugby League World Cup 2021 announced a partnership agreement with the UK based National Lottery. Extensive funding by the gambling institution will be rewarded with sponsorship rights in all 61 matches of the World Cup. Branding will be featured on tickets, social media assets and exclusive games of chance, such as the pre-match “coin toss”.
The profit driven agreement was marketed as project striving for great positive social impact, being funded through the National Lottery promotional fund. In concordance to the branding, the tournament’s volunteer workforce will also be part of the sponsorship platform.
A social impact programme will surround the tournament, involving the CreatedBy Capital Grants Programme, which will focus on creating an accessible and welcoming environment of rugby matches.
This is another significant moment for our trailblazing tournament. Local communities have faced significant challenges during the pandemic, so the opportunity to deliver good news and look to the horizon is uplifting
John Dutton, chief executive of Rugby League World Cup 2021
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