IRL appoints IMG for RLWC26 media rights
International Rugby League (IRL) has appointed IMG as its exclusive global media rights partner for the IRL Rugby League World Cup 2026.
The partnership will see IMG manage market analysis, valuations, go-to-market strategy, and implementation for the federation’s suite of world cups. This includes the men’s, women’s and wheelchair events in 2026, as well as the men’s tournament in 2030, the women’s in 2028, and the wheelchair tournament in 2029.
The appointment follows a tender process launched in August 2024. IMG has a long-standing relationship with the sport, including a 12-year strategic partnership with Rugby League Commercial in the UK and international rights distribution for the NRL. The agency previously worked with IRL for the 2008, 2013 and 2017 World Cups.
The appointment follows a strategic recalibration of the international federation in July 2023, which saw IRL expand its core revenue streams beyond world cup rights fees to include global broadcast sales and sponsorship.
Troy Grant, Chair, IRL, said, “We took some not necessarily popular but critical decisions about our operations, governance and strategy a couple of years ago, moving from an amateurishly run organisation trying to be all things to everyone, to a strategically run, lean operation focusing on what we needed to do to build the foundations of a burgeoning sport into an attractive investment opportunity. And the proof is in the pudding as is now on show in the enormous uplift in the international game over the last three years leading into what will be our most competitive and attractive world cups in 2026.“
Sam Stitcher, SVP, Business Development, IMG, said, “We’re proud to support International Rugby League in its exciting new chapter and as it gears up for next year’s hugely anticipated Rugby League World Cups. The tournaments will unite the best players and fans from every corner of the world, and we look forward to helping IRL unlock its full commercial potential.
“With our global network, expertise, and deep understanding of the game, our focus will be on building long-term value and fandom, bringing the sport to more audiences than ever before.”
Subscribe to the Sport Industry Daily for regular updates on the biggest stories and latest news in the sport industry.
