--- title: Rugby League World Cup date: 2026-09-01T11:30:00+01:00 author: Cravens canonical_url: "https://cravens.co.uk/work/rugby-league-world-cup-2021" section: Case studies --- Case study # Rugby League World Cup - Brand Strategy - Sport - Campaigns - Live Experiences The Rugby League World Cup had a vital mission: to be the biggest, best and most inclusive World Cup ever. But with the pandemic postponing the tournament into a big year of sport, the public needed a reason to turn up. ![Cravens RLWC HERO THUMBNAIL 2](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/home/Cravens_RLWC_HERO_THUMBNAIL_2.png?bossToken=f4801c7475c0efb20eb38b251fe184047a7faa7a9f882bc23078be218665db3c) ![Cravens RLWC HERO THUMBNAIL 2](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/home/Cravens_RLWC_HERO_THUMBNAIL_2.png?bossToken=f4801c7475c0efb20eb38b251fe184047a7faa7a9f882bc23078be218665db3c) ## Finding the heart We found it in an idea with heart and bite: Real Impact, on and off the pitch. Not just the impact of a full-contact sport full of energy, but the real impact this World Cup would have on the players - men, women and wheelchair playing at the same time - and the cities and communities hosting and benefiting from this huge event. ![England v Samoa Rugby League World Cup 2021 billboard beside a Newcastle roadside](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-billboard-newcastle.jpg?bossToken=296e167524cc48bcd607288ab8a22a164f29f2cf20cc7ecdf9a0d0b6695ae464) ![England v Samoa Rugby League World Cup 2021 billboard beside a Newcastle roadside](https://img.imageboss.me/cravens/width/1024/quality:80,format:jpg/production/uploads/case-studies/rlwc-billboard-newcastle.jpg?bossToken=fae70d254fd53f65abd69d38ea7c05914025d291a8b8e555a3bb69ecd0b5632c) ![Image 1](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/rugby-league-world-cup-2021/image-1.png?bossToken=365c76a4391cb35192adcbf6993d78350cf220ad2713e87cef84fe505c102d11) ![Image 1](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/rugby-league-world-cup-2021/image-1.png?bossToken=5aea17d44dd7644d75ab0884c793f705facf76fb63672b81180d006ea7587268) !['Real Impact' Rugby League World Cup 2021 street banner](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-1.jpg?bossToken=c5ac0cce055a40ddecc07827f8a2481d21fce0415c203caf12a7e4506d29dc9c) !['Real Impact' Rugby League World Cup 2021 street banner](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/rlwc-1.jpg?bossToken=8b7154640a31ca7f4f1ce499df945ff9b4c2a76f26fe3a87934d0caa286042ed) ![Rugby League World Cup 2021 branded vehicle on the Newcastle quayside](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-2.jpg?bossToken=edcfdca59b9f223ee8e0a9b356822161333f366d23a10549097e796121ed8550) ![Rugby League World Cup 2021 branded vehicle on the Newcastle quayside](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/rlwc-2.jpg?bossToken=3c33a09b0413a1eab57d34bc2ea06deccb35cd99433e8add8ef7cfd8b3319d49) ## Giving it bite We created an authentically impactful visual look and voice with proper bite. Able to tell the stories of the world cup and its stars in a truly impactful way. Showcasing the real stories of human endeavour behind the players from across the world. Full of emotion, told by the people themselves in social and PR, alongside creators and celebrities. We demonstrated the impact on clubhouses and communities of money invested back in the game. Showing inclusivity in action had a positive impact of welcoming more and more into the game. While engagement with local authorities and communities, clubs and businesses, fans and big event goers meant our message reached far and wide. ![Image](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/caseStudies/rugby-league-world-cup-2021/image.png?bossToken=4e376db694c79cbbbf9f13b402995fe44468b25f0b1445f8d4bdb65b5d142f08) ![Image](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/caseStudies/rugby-league-world-cup-2021/image.png?bossToken=017b273671b8a63aa641ab2f896c7617c6de394e93b4632716f69cc98076e73a) ![Rugby League World Cup 2021 wheelchair rugby banner on a Newcastle lamp post](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-fans.jpg?bossToken=70ce8216e10596a34fb11fbb668c4ff700edd808083c4020a5b30c599a018af9) ![Rugby League World Cup 2021 wheelchair rugby banner on a Newcastle lamp post](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/case-studies/rlwc-fans.jpg?bossToken=b0ab169aab44dd45124eca773fd63e909bb40a2143d5804a24dd7e2ce6c35ee6) ![Rugby League World Cup 2021 pavement decal directing fans to Halliwell Jones Stadium](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-3.jpg?bossToken=b0ebf270b199bf8d939c08949efb41fc9eed2c856ff53a2ac2407e524751d3f2) ![Rugby League World Cup 2021 pavement decal directing fans to Halliwell Jones Stadium](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/rlwc-3.jpg?bossToken=c0c567e2fbed8232a2cd03fe680f46cd224d2032d6ad024dcde2a1541a0de866) !['Real Impact' banners lining a street during the Rugby League World Cup 2021](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-5.jpg?bossToken=64bb4d2e339ea0a6c99b7972bd509b4437a4deb579cf9833f38ce7e53fe36ada) !['Real Impact' banners lining a street during the Rugby League World Cup 2021](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/rlwc-5.jpg?bossToken=c316217f26280a86f028d7c3684f59a899c25ecb8976684a7ac2b13e93c8a84b) ## Powering alignment From film and spoken word poetry, to out of home media that showed the impact in the places it would be felt most, we created a communications platform and a series of playbooks that helped everyone build a connection between the Cup and communities, fostering a lifelong love of the game. This allowed everyone involved to talk with the same voice and an integrated look and feel that stretched from 200 days to go, to the showpiece final at Old Trafford. ![Rugby League World Cup 2021 billboards on a Newcastle roadside](https://img.imageboss.me/cravens/width/24/quality:35,format:jpg/production/uploads/case-studies/rlwc-crowd.jpg?bossToken=03786ec51fd027824f192c07479c39582996c647aafea422faa7043dc43d2269) ![Rugby League World Cup 2021 billboards on a Newcastle roadside](https://img.imageboss.me/cravens/width/2048/quality:80,format:jpg/production/uploads/case-studies/rlwc-crowd.jpg?bossToken=8c34dca01679fdb8d9c9f34c14aa3521300a07914571f3119d280e1c6f260bc8) ![Rugby League World Cup 2021 results, including 30 million domestic television viewers and 500,000 tickets sold](https://img.imageboss.me/cravens/width/24/quality:80,format:webp/production/uploads/case-studies/rlwc-impact.png?bossToken=18fe3b058dc938e4058e1d1afbe8d9ffc01f1e19ef7ba584d2a626fc51947db5) ![Rugby League World Cup 2021 results, including 30 million domestic television viewers and 500,000 tickets sold](https://img.imageboss.me/cravens/width/1920/quality:80,format:jpg/production/uploads/case-studies/rlwc-impact.png?bossToken=8a9b72c10e63d832f074400dcb09341034af7e8db1bbf9194460c5d5b9d29476) > It was a pleasure to work with the team at Cravens who delivered excellent outcomes and positive impact. The Rugby League World Cup 2021 will be remembered for creating long lasting memories, incredible life experiences for the athletes and tackling inequalities through providing opportunities. Cravens played a significant role in our success. Jon Dutton OBE Chief Executive, RLWC2021 ## Case studies - [British Triathlon](https://cravens.co.uk/work/british-triathlon) Brand Strategy Brand Identity Sport Communities - [FIM E-Xplorer World Cup](https://cravens.co.uk/work/fim-e-xplorer-world-cup) Sport Brand Identity Film & Motion Live Experiences - [Zinsser](https://cravens.co.uk/work/zinsser) B2B Film & Motion Brand Strategy Campaigns - [Grosvenor Casinos](https://cravens.co.uk/work/grosvenor) Brand Strategy Campaigns Entertainment & Gaming Brand Identity - [British Cycling Membership](https://cravens.co.uk/work/british-cycling-membership-campaign) Sport Campaigns Social Communities - [Sir Bobby Robson Foundation](https://cravens.co.uk/work/allwyn-2) Brand Strategy Brand Identity Film & Motion Communities - [William Hill](https://cravens.co.uk/work/william-hill) Brand Identity Content Strategy Social Sport - [Takk](https://cravens.co.uk/work/takk) Brand Identity Brand Strategy Consumer Brands