Rugby World Cup social media brief handed to Fifty Digital

UK-based agency to create localised content during Japan 2019 tournament.

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World Rugby has appointed UK-based agency Fifty Digital to manage the global governing body’s content creation and social media output during the upcoming Rugby World Cup in Japan.

Fifty Digital has been tasked with managing the World Cup output via World Rugby’s various channels and will work in collaboration with the body’s digital team to create localised social content tailored to the tournament’s different target markets.

The brief is part of World Rugby’s wider objective for growing the game globally by attracting a new generation of fans and reaching non-traditional audiences. With the Rugby World Cup will be held in Asia for the very first time this year, World Rugby believes there is a growth opportunity outside its traditional territories in Europe and Oceania.

As part of this wider strategy, the governing body announced earlier this week that it will offer its own streaming service to show the competition in markets where broadcast deals won’t be place, while it was also suggested that the tournament can boost the Japanese economy by more than US$4 billion.

Nick Jackman, co-founder of Fifty Digital, said: “We see huge opportunities to use the action in Japan to reach and engage new fans through best-in-class content, to help rugby expand its footprint in the world’s sporting landscape. We want to open rugby up to a new audience and show them what they’ve been missing.”

Marissa Pace, World Rugby’s chief marketing officer, added: “We chose Fifty Digital after an extensive pitch process primarily because of their knowledge, passion and expertise in sport, but also their acute understanding of how we’re looking to grow the rugby audience.

“They completely understand rugby as a sport, but also the importance of engaging our global audience. From the seasoned fan to the curious spectator, our content is planned to engage new and loyal audiences and part of a wider plan to grow all our digital platforms in the coming year.”

Hosts Japan take on Russia in Tokyo on 20th September on the opening night of the tournament, which reaches its climax on 2nd November.

World Rugby has appointed UK-based agency Fifty Digital to manage the global governing body’s content creation and social media output during the upcoming Rugby World Cup in Japan.

Fifty Digital has been tasked with managing the World Cup output via World Rugby’s various channels in collaboration with the body’s digital team to create localised social content tailored to the tournament’s different target markets.

The brief is part of World Rugby’s wider objective for growing the game globally by attracting a new generation of fans and reaching non-traditional audiences. With the Rugby World Cup will be held in Asia for the very first time this year, World Rugby believes there is a growth opportunity outside its traditional territories in Europe and Oceania.

As part of this wider strategy, the governing body announced earlier this week that it will offer its own streaming service to show the competition in markets where broadcast deals won’t be place, while it was also suggested that the tournament can boost the Japanese economy by more than US$4 billion.

Nick Jackman, co-founder of Fifty Digital, said: “We see huge opportunities to use the action in Japan to reach and engage new fans through best-in-class content, to help rugby expand its footprint in the world’s sporting landscape. We want to open rugby up to a new audience and show them what they’ve been missing.”

Marissa Pace, World Rugby’s chief marketing officer, added: “We chose Fifty Digital after an extensive pitch process primarily because of their knowledge, passion and expertise in sport, but also their acute understanding of how we’re looking to grow the rugby audience.

“They completely understand rugby as a sport, but also the importance of engaging our global audience. From the seasoned fan to the curious spectator, our content is planned to engage new and loyal audiences and part of a wider plan to grow all our digital platforms in the coming year.”

Hosts Japan take on Russia in Tokyo on 20th September on the opening night of the tournament, which reaches its climax on 2nd November.