RLWC2021 reveal official merchandise and retail partner

Rugby League World Cup 2021 have revealed that Cube Partnership will be the competition’s official merchandise and retail partners.

Cube will be tasked with running top-class merchandise stores at every game across the men’s, women’s and wheelchair tournaments, as well as designing and operating the RLWC2021 online store, which is due to launch in September 2020.

Cude were chosen to be the competition’s official partner after ‘understanding, interpreting and sharing’ the vision for RLWC2021, while they have considerable experience in creating exceptional retail and merchandise experiences for sports fans at some of the world’s most prestigious events.

RLWC2021 commercial director Jonathan Neill said: “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.”

Andy Bough, managing director of Cube Partnership, added: “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 RLWC2021’s vision to inspire, excite and engage with fans and stakeholders alike and to deliver three great tournaments in one.”

Cube wwill work closely with RLWC2021’s official apparel partner, Kappa, and its own design team to produce an exciting range of official tournament products for fans.