Cube Partnership has been unveiled as the official retail and merchandise supplier of the 2021 Rugby League World Cup (RLWC2021), which will be held in England.

Cube will work with the tournament organising committee to operate bespoke official merchandise stores at each of the 61 matches across the men’s, women’s and wheelchair competitions.

The company will also be tasked with designing and operating the official online store for the World Cup, which is due to launch in September. Cube will work closely with RLWC2021’s official apparel partner, Kappa, and its own design team to offer a range of official tournament products.

Jonathan Neill, commercial director at RLWC2021, said: “Following a competitive tender process, Cube Partnership really stood out in ‘understanding, interpreting and sharing’ the vision for Rugby League World Cup 2021. 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, added: “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.”

Cube specialises in sports retail licensing and merchandise business and has considerable experience in creating experiences for fans at leading events. Cube provided bespoke merchandise structures, shop fits and branding at venues, fan zones and city centres across England and Wales during last year’s Cricket World Cup.

Image: RLWC2021