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Goodform and Rugby League World Cup 2021

Goodform extend role as Data and Insight Agency for Rugby League World Cup 2021

Goodform and Rugby League World Cup 2021 (RLWC2021) continue a successful partnership to help ensure the biggest and best Rugby League World Cup in history, which will take place between October 15th and November 19th 2022.

In trailblazing fashion, RLWC2021 have adopted an insight-led approach to selling event tickets from the get-go, with Goodform continuing to generate and utilise exceptional levels of fan insight to power this.

Sportswise, Goodform’s Customer Data Platform for the tournament, supplies RLWC2021 with ‘always-on’ understanding of digital engagers, ticket purchasers, and data patterns. Goodform will also deliver fan research pre and post tournament, which will encompass purchase and attendance attitudes and behaviours, and event experience.

Goodform’s data analysis and research provide RLWC2021 with a truly holistic audience understanding that is used to create the best possible event experience for all engagers and ticket purchasers before, during and after the tournament.

Furthermore, audience insight is actioned by Goodform to deliver personalised and targeted marketing campaigns, and to continuously inform an ever-evolving ticket sales strategy that was integral to targets being surpassed in 2021. This strategic approach and success were recognised by the Sport Industry Awards in 2021, with Goodform and RLWC2021 shortlisted for the Data and Business Impact Award (read more here).

Leaders in global sports and entertainment, You First, have recently acquired a majority shareholding in Goodform. With services spanning global talent management, brand services and content marketing, as well as a global reach across 14 countries, You First will provide valuable expertise that will bolster Goodform’s marketing and consultancy services for RLWC2021 and the rest of their client roster.

Goodform have been named amongst several agencies that form part of the tournament’s revamped marketing structure. On the appointment and the revamped team Mick Hogan, Director of Revenue, said:

“We have a completely new and exciting challenge ahead of ourselves this year, a year full of international sporting events here in the UK. We believe the internal appointments and the agency relationships we’ve developed will allow us to showcase Rugby League to a bigger audience than ever before and will help drive sales while significantly making a difference to the sport regionally, nationally and internationally.”

Alison Dalrymple, Managing Director, Goodform, remarks:

“Jon Dutton, Mick Hogan and the wider team have demonstrated tremendous resilience and now approach the tournament with even greater determination and enthusiasm to deliver the biggest and best Rugby League World Cup in history. We are hugely excited to be performing a crucial role across data and insights and gathering a deep understanding of fans. We are seeing very high engagement across the audience, and the research and learnings will be valuable not only in the build up to and across the 5 weeks of sporting world class action, but also beyond for the sport as a whole”