The UK National Lottery has announced a partnership with the Rugby League World Cup 2021 (RLWC2021) that aims to further enhance the tournament’s vision of delivering widespread positive social impact through the competition itself.
The tournament and its Rugby League communities will benefit greatly from the investment as The National Lottery becomes an official partner of RLWC2021, which includes being an official partner of the RLWC2021 CreatedBy Capital Grants Programme.
As part of the sponsorship, the lottery will receive extensive rights including branding at all 61 matches, tickets, player appearances, social media assets, unique experiences such as The National Lottery ‘coin toss’ before each game, and becoming the sponsor of the tournament’s volunteer workforce, ‘The Power Squad’.
The money for this initiative is coming from a National Lottery promotional fund and is not being funded by money allocated for National Lottery Good Causes or by Camelot, the lottery’s operator.
RLWC2021 CEO Jon Dutton said: “This is another significant moment for our trailblazing tournament. Local communities have faced significant challenges during the pandemic, so the opportunity to deliver good news and look to the horizon is uplifting.
“The ability to make a difference to people’s lives as well as supporting the future of grassroots Rugby League has always remained our mission, and this partnership further enhances our promise to put people, place and civic pride at the very heart of the event.
“We thank The National Lottery and look forward to working with them on the journey to the biggest and best ever Rugby League World Cup later this year.”
Camelot CEO Nigel Railton added: “Sports, such as Rugby League, which have such a connection to the local community, make a huge difference to individuals and society as a whole.
“I am proud that The National Lottery is able to play such a key role in supporting the Rugby League World Cup 2021 and the wider community after such a tough year – while, at the same time, being able to give back to National Lottery players who make all of this possible.”
The CreatedBy Capital Grants Programme, delivered in partnership with DCMS and Sport England, is dedicated to improving the environments where Rugby League is played and invests in facilities and equipment to provide accessible and welcoming environments and a legacy in local communities.
The investment from the lottery will further strengthen the programme and allow RLWC2021 to deliver even more projects of more value to the community club game that has been impacted by the pandemic.
RLWC2021 Commercial Director Jonathan Neill commented: “Our partnership with The National Lottery is another example of working with organisations that align with our vision, mission and values.
“Sponsorship plays a critical role for us in both driving revenue for the tournament and also helping achieve our wider goals and ambitions. Our partnership with The National Lottery will do all that, whilst supporting their objectives and providing benefits back to National Lottery players, as well as having a profound impact on the communities we collectively engage.”
Sports Minister Nigel Huddleston added: “We are delighted to be hosting the world’s premier international Rugby League tournament, which will provide much excitement and entertainment as we recover from the coronavirus pandemic.
“The National Lottery delivers for so many good causes around the country, so I welcome their involvement as major sponsors. This partnership will provide significant long-term support to the sport including infrastructure and equipment for Rugby League loving communities up and down the country.”
Back in March, the National Lottery became an official partner of the Rugby Football League and the Women’s and Girls’ Rugby League.