Cube Partnership Announced as Official Retail and Merchandise Supplier of RLWC2021


Cube Partnership is the latest company to join forces with Rugby League World Cup 2021 (RLWC2021) after being appointed the tournament’s official retail and merchandise supplier.

Working in collaboration with RLWC2021, Cube Partnership will operate bespoke official merchandise stores at each of the 61 matches across the men’s, women’s and wheelchair tournaments.

Cube will also design and operate the official RLWC2021 online store, which is due to launch in September 2020, creating an ecommerce service and offering fans a comprehensive range of exciting merchandise for the biggest and best RLWC in history.

Cube will draw upon the distinctive brand identity of RLWC2021 and will work closely with RLWC2021’s official apparel partner, Kappa, and its own design team to offer fans an exciting range of official tournament products.

Jonathan Neill, Commercial Director at RLWC2021, said that following a competitive tender process, Cube Partnership really stood out in ‘understanding, interpreting and sharing’ the vision for Rugby League World Cup 2021. 

He added: “Cube has significant experience and expertise in delivering world class merchandise programmes at other major global events and will enhance the match day experience for our hundreds of thousands of fans.

“We will work together to use merchandise to drive fan engagement in the build up to, and during, the tournament, whether it be in person at the stadia – or via the easy access to our online store. 

“Our strategy will cater for a wide range of fans – both our core and loyal Rugby League family and those who will come to the sport for the first time to support RLWC2021. We feel merchandise can play a vital role in helping meet our objectives.”

Andy Bough, Managing Director of Cube Partnership, commented, “We are delighted to be working with Jonathan and the RLWC2021 team, and are looking forward to creating exciting products and a great retail experience for fans attending and watching RLWC2021. 

“From our first meeting we have been excited by RLWC2021’s ambition to be the biggest and best Rugby League World Cup ever and we look forward to playing our part in doing just that. Cube is all about partnership and collaboration and we share RLWC2021’s vision to inspire, excite and engage with fans and stakeholders alike and to deliver three great tournaments in one.”

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