Andrew Hill.

  • COMPANY: RUGBY LEAGUE WORLD CUP
  • ROLE: CHIEF EXECUTIVE OFFICER
  • SESSION NAME:

    Revitalising a brand to increase fans & revenue

  • CO SPEAKER:

    Rohan Sawyer – General Manager Commercial and Marketing

  • DESCRIPTION:

    The challenges faced and unique approaches taken to building a major event across three countries

  • OVERVIEW:

    The Rugby League World Cup is one of the oldest World Cups across all sports, first held in 1954. Over its 60+ year history, the event has taken many shapes and forms which has impacted the ability for it to build heritage and ultimately create a tribal brand amongst fans and major eventers. The Rugby League International Federation (RLIF) took a positive step forward with the 2017 tournament, appointing it’s first truly independent Organising Committee (OC) to create the future blue print for future RLWC’s and international Rugby League. Essentially being a “World Cup” start up, the OC developed ambitious strategies across commercial and the tournament do deliver the success to date and for the future. Andrew Hill, CEO and Rohan Sawyer, GM, Commercial & Marketing will shed light on the challenges faced, overcome and the drive to make this the biggest sport event in Australia, New Zealand and Papua New Guinea in 2017.

  • KEY LEARNINGS:

    1. Creating relevance across multiple cities, counties and cultures 

    2. Creating a commercial strategy that’s uniform yet dynamic for multiple markets and fans 

    3. Understand what content works for your fan base, not all content is the same