Cube Partnership Announced As The Official Retail Partner of RLWC2021

9 Jul 2020

We’re delighted to announce that Cube Partnership has been appointed as the Official Retail Partner of the Rugby League World Cup 2021.

The Rugby League World Cup is the pinnacle major event of rugby league, globally contested every four years. England 2021 will be a breakthrough moment in the tournament’s history with the men’s, women’s and wheelchair competitions being staged together for the first time.

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Working in collaboration with the RLWC2021 team, Cube will operate bespoke official merchandise stores at each of the 61 matches across the men’s, women’s and wheelchair tournaments.

The three tournaments will take place across 21 venues throughout England. Both the women’s and wheelchair competitions will be contested by two groups of four teams, whilst the men’s tournament will see 16 teams compete across four groups.

Cube will also design and operate the official RLWC2021 online store, which is due to be launched in September 2020. The official RLWC2021 online store will create a world class ecommerce service and will offer fans a comprehensive range of exciting merchandise for the biggest and best RLWC in history.

Jonathan Neill, Commercial Director at RLWC2021, said that following a competitive tender process, Cube Partnership really stood out in ‘understanding, interpreting and sharing’ the vision for Rugby League World Cup 2021.

He added: “Cube has significant experience and expertise in delivering world class merchandise programmes at other major global events and will enhance the match day experience for our hundreds of thousands of fans.

“We will work together to use merchandise to drive fan engagement in the build up to, and during, the tournament, whether it be in person at the stadia – or via the easy access to our online store.

“Our strategy will cater for a wide range of fans – both our core and loyal Rugby League family and those who will come to the sport for the first time to support RLWC2021. We feel merchandise can play a vital role in helping meet our objectives.”

Drawing upon the distinctive brand identity of RLWC2021, Cube will work closely with RLWC2021’s official apparel partner, Kappa, as well as its own design team, to offer fans an exciting range of replica team and official tournament products.

Andy Bough, Managing Director of Cube Partnership, commented, “We are delighted to be working with Jonathan and the RLWC2021 team and are looking forward to creating exciting products and a great retail experience for fans attending and watching RLWC2021.

“From our first meeting we have been excited by RLWC2021’s ambition to be the biggest and best Rugby League World Cup ever and we look forward to playing our part in doing just that. Cube is all about partnership and collaboration and we share the RLWC2021 vision to inspire, excite and engage with fans and stakeholders alike and to deliver three great tournaments in one.”

RLWC2021 is set to 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.

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Part of the Cube International group, Cube Partnership is at the forefront of redefining and reimagining the sports retail, ecommerce, licensing and merchandise industries, working with sports brands, lifestyle brands, teams, venues and events across the globe.