Fast Track aims to boost popularity of rugby league

The Rugby Football League has hired sports marketing agency Fast Track to grow the reach and appeal of rugby league.

Rugby Football League: wants to grow the reach and appeal of the sport
Rugby Football League: wants to grow the reach and appeal of the sport

Fast Track has been brought in by the governing body of rugby league in the UK and the organisers of the UK-based Rugby League World Cup 2013 to promote the sport over the next two years.

The agency will run a sports media relations campaign and a programme of events to raise awareness of the sport nationally, with particular focus on London and the South East of England media.

RLWC2013 will be the first world event staged in the UK in the 12 months after the London Olympics. The agency will work with the RFL and RLWC2013 to promote the sport and raise awareness in the lead-up to the event.

Steve Chisholm, director of comms at Fast Track, said: ‘Rugby league is one of Britain’s key sports and has great stories to tell. Our role will be to work with the RFL to help it generate coverage for the sport.’

RFL acting director of communications Niel Wood commented: ‘After a thorough process, Fast Track was the outstanding choice of agency for the RFL to work with.’

RLWC2013 communications manager Martin Johnston added: ‘This is only the eighth time that any World Cup has come to the UK and we know we have a great story to tell.’

The event will be staged over five weeks in October and November next year and hosted jointly by England and Wales. Upwards of half a million people are expected to watch the 28 matches live with a further 20 million viewers from 120 countries tuning in around the world.

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