Tournament organiser Rugby League World Cup 2021 (RLWC2021) has signed up global logistics company Kuehne + Nagel as the latest sponsor of the event.
The brand will provide its services for all 32 participating teams across the 61 matches within the men’s, women’s and wheelchair editions of the competition, which will take place in England, starting on October 23, 2021.
It will also fulfil all warehouse and storage needs for the event.
Speaking to SportBusiness, Jonathan Neill, commercial director of RLWC2021, explained how the deal would complement the objectives of the tournament.
He said: “They’re a B2B brand with a huge customer base, this gives us a slightly different reach and allows us to tell our story, [and] they’re also great from a sustainability perspective. They have a really impressive care programme internally which aligns with what we’re trying to achieve.’’
In 2018, RLWC2021 gave its support to the UN Sports for Climate Action Framework, created to drive emission reductions of sports operations.
The addition of Kuehne+Nagel to the competition’s sponsorship portfolio swiftly follows the agreement with global sportswear brand Kappa, which became the official apparel supplier.
Neill said that deals such as those with Kuehne + Nagel and Kappa were crucial to connecting the tournament with broader fanbase.
He said: “Sponsors can play a huge role for us. We need to transcend the sport of rugby league and speak to a new audience. We need to broaden our audience beyond the core rugby league following in England.”