New World Rugby partnership looks to redefine fan experience

January 11, 2025

World Rugby has announced an exclusive agreement with Sports Travel and Hospitality (STH) which it says will “redefine the premium fan experience” through the next three men’s and women’s Rugby World Cups.

Through the agreement, the Sodexo Live! Owned STH will launch the ‘RWC Experiences’ program for fans, offering a range of ticket-inclusive packages for this year’s Women’s Rugby World Cup in England, the 2027 men’s tournament in Australia, and the women’s edition in Australia in 2029.

Aiming to align with World Rugby’s goal of advancing the sport’s relevance and accessibility, the two parties stated the deal will see “redefined experiences that cater for a diverse audience in an evolving entertainment landscape” with packages that will combine “innovative travel and hospitality solutions with interactive fan-centred activities.”

Announcing the partnership, World Rugby Chief Executive, Alan Gilpin commented “fan experience is at the heart of our purpose to grow rugby’s audience share by making it more accessible and relevant.”

STH Group Chief Executive, Chris John stated “this new partnership with World Rugby (will) redefine and deepen fan experiences for the next three Rugby World Cups.

“The STH teams in England and Australia, backed by our global infrastructure, are ready to embark on an exciting new chapter for STH Group.

“Our plans will bring fans closer to the heart of the action, offering innovative travel, hospitality, and other immersive experiences that celebrate the spirit of rugby.”

STH has a wide portfolio of providing hospitality and travel packages at sports events, having previously worked with the Australian Open, French Open and ICC Men’s T20 World Cup.

The RWC Program packages will combine travel and hospitality solutions with interactive fan-centred activities.

Sodexo Live! Worldwide Chief Executive, Nathalie Bellon-Szabo added “developing innovative travel and hospitality programmes is at the heart of what we do at Sodexo Live!

“We are thrilled that our dedicated organisation, STH, has been entrusted by World Rugby to deliver this ambitious vision. Our teams are excited to provide rugby fans with a transformative and unforgettable experience.”

In November, World Rugby appointed global ticketing giant Ticketmaster’s sports arm as the official ticketing service provider for this year’s Women’s Rugby World Cup which takes place from 22nd August to 27th September.

Image credit: Shutterstock.

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