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RLWC2021 welcomes Cube Partnership as retail and merchandise supplier

Cube will operate bespoke official merchandise stores at each of the 61 matches across the tournaments.

Cube Partnership is the latest company to join forces with Rugby League World Cup 2021 (RLWC2021) after being appointed the tournament’s official retail and merchandise supplier.

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

The company will also design and operate the official RLWC2021 online store – which is due to launch in September 2020.

It will draw upon the distinctive brand identity of RLWC2021 and will work closely with the tournament’s official apparel partner, Kappa, to offer fans a range of official tournament products.

“Cube Partnership really stood out in ‘understanding, interpreting and sharing’ the vision for Rugby League World Cup 2021,” explained Jonathan Neill, commercial director at RLWC2021. “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.”

The news follows on from RLWC2021 confirming 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.

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