Rugby League World Cup 2021 and Goodform

Rugby League World Cup 2021 and Goodform employ data and research insight to surpass 250,000 ticket sales

As the curtain closes on 11 days of incredible sporting action from the Commonwealth Games, the attention of the sporting world now turns to the Rugby League World Cup 2021 (RLWC2021), with the first match just over two months away.

Goodform have played a major role in helping Birmingham 2022 achieve record ticket sales and are applying their expertise with RLWC2021. The results so far are significant, with over 250,000 tickets having been sold across 61 matches, 21 venues and 3 concurrent tournaments.

As Official Data and Insights Supplier for the tournament, Goodform have built and engaged the impressive RLWC2021 database. Goodform’s proprietary Customer Data Platform, Sportswise, enables the RLWC2021 team to monitor tournament KPI’s closely, and attain an in-depth understanding of fans and their digital touchpoints.

Creative marketing campaigns produced by Goodform and RLWC2021 continue to drive engagement with the diverse database of rugby league fans, major eventers and those new to the sport. A key focus is to leverage a record-breaking year for women’s sport to amplify the buzz around the Women’s competition, where all matches will be broadcast live across BBC platforms for the first time.

Goodform are also conducting a multi-wave event research programme, generating integral insight into fans’ motivations and barriers to buying tickets. This is directly informing commercial decision-making and marketing activities for RLWC2021 and its partner agencies.

Overall, Goodform and RLWC2021 have had some key successes that have made for an exciting journey up until this point, and are headed towards the biggest, best and most inclusive Rugby League World Cup to date on 15th October.


Alison Dalrymple, Goodform’s Managing Director, said:

“What a year for sport already. The success of Birmingham 2022 clearly shows how sport inspires and how engaging audiences across communities really matters. The actions of RLWC2021 demonstrates their commitment to this truly being an inclusive tournament. Our role is to grow a database of engaged fans; from data strategy through to ticket sales and research that helps understand fan needs and behaviours”

Mick Hogan, RLWC2021, commented:

“From the outset we have wanted to be data led and Goodform’s research and insights are informing our decision making, across many aspects of the tournament.  They have unrivalled experience and expertise in supporting major events and the combination of their innovative platforms and creative, targeted marketing means Goodform are playing a significant role for us as we set record ticket and hospitality sales levels”

Goodform have a proven track-record of delivering data, research, marketing and consultancy services for some of the world’s biggest sporting events, including: Six Nations, Rugby World Cup 2023 and 2015, Birmingham 2022 Commonwealth Games, IAAF World Championships London 2017, multiple British Athletics Anniversary Games and four British and Irish Lions Tours.

Rugby League World Cup 2021 tickets are available to buy here.