IMG will work with IRL on market analysis and valuations, as well as relationship management with IRL’s future broadcast partners

IRL Rugby League World Cup 2021

International Rugby League (IRL) has appointed IMG as its global media rights partner for the IRL Rugby League World Cup 2026.

IMG was selected by the IRL Board after an invitation to tender launched in August 2024 for a strategic commercial partner for its suite of world cups, including the IRL Men’s World Cups in 2026 and 2030, the IRL Women’s RLWCs in 2026 and 2028 and the IRL Wheelchair RLWCs in 2026 and 2029.

The partnership will see IMG work with IRL on market analysis, valuations, go-to-market strategy and implementation, as well as relationship management with IRL’s future broadcast partners.

IMG has a track record of building value in quadrennial and other international competitions and will be focused on maximising the value of IRL’s international rights sales. IMG has previously had a decade-long association with IRL during the 2008, 2013 and 2017 IRL Rugby League World Cups that resulted in an expanding global viewership of the sport’s pinnacle world event.

IRL Chair Troy Grant said: “This is an exciting step in IRL’s history and our shift towards rebuilding the federation’s capability to allow us, in partnership with IMG, to better support our members and continue to grow the international game across the globe.

“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.“

IMG SVP, business development, Sam Stitcher added: “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.”