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Riverside Brands named exclusive licensing agent for Rugby League World Cup 2021

Agency – headed up by Ashley Holman – has been tasked with creating innovative third party collaborations and licensing agreements for tournament.

Rugby League World Cup 2021 has confirmed Riverside Brands as the exclusive licensing agent of the tournament.

The agency – which was founded last year by former senior director at Nickelodeon, Ashley Holman – has been tasked with creating leading and innovative third party collaborations and licensing agreements for the tournament.

These will provide consumer products for existing and new fans, brand exposure, deepen engagement with the tournament and further support the RLWC2021 commercial programme.

Contested every four years, the 2021 tournament will be a breakthrough moment in its history with the men’s, women’s and wheelchair competitions being staged together for the first time during October and November next year.

RLWC2021 has also confirmed the appointment of Skew Studio to develop an insight-led style guide for consumer products which will support the tournament’s values and brand story, and be used across retail and licensees. This follows the announcement last month of Kappa as the Official Apparel Partner of RLWC2021.

“Our licensing strategy and delivery is a crucial part of our commercial programme,” said Jonathan Neill, commercial director at RLWC2021. “We need to transcend the sport of Rugby League and positively engage a new audience, and we feel that Riverside Brands and licensing will play a hugely important role in helping to achieve that.

“With 13 million people in the UK following Rugby League, 750,000 fans expected at the 61 matches at the tournament, coverage of all matches across the BBC, and international TV reach in over 100 territories, we have a significant platform and are excited about collaborating with brands on consumer products.”

Ashley Holman, md of Riverside Brands, added: “We’re really delighted to be working with the RLWC2021 team. After a tough year for sport, the prospect of extending the life of a much revered and eagerly anticipated tournament is really exciting to us.

“We’re looking forward to solidifying partnerships that champions the brand’s effervescent spirit, delights its loyal fans, as well as introducing it to new audiences.”

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