Following a competitive RFP process, the London-based content agency will focus on growing World Rugby’s global audiences across its social platforms, with an emphasis on sevens and women’s rugby over the next 12 months, which will include an Olympic Games in Tokyo and Rugby World Cup 2021 in New Zealand.
LiveWire Sport, which has Recommended Agency status with Facebook and Instagram - and recently became a Managed Partner for YouTube - will also lead on the governing body’s paid media campaigns in conjunction with its channel and community management.
The two-year agreement expands on a relationship that began in 2013; since then the agency has created multi-language live content for the HSBC World Rugby Sevens Series, embedded alongside World Rugby’s in-house social media team at Rugby World Cup 2015, and created a number of bespoke longer-form animations for its Technical Services and Legal departments.
Joe Pecchia, General Manager, Marketing and Content at World Rugby, said: "It’s with great pleasure we can announce we’re embarking on a new long term relationship with LiveWire Sport, who will be helping guide our social and community strategy across all World Rugby and Rugby World Cup properties.
“While their pedigree is second to none, the most important factor was that they share our vision of where we need to take the sport and I truly believe they will play a critical role in helping us get there."
Pranav Soneji, Co-Founder & Director at LiveWire Sport, commented: “It was clear throughout the tender process that, after delivering a momentous World Cup in Japan, the team at World Rugby were not content to sit still.
“The organisation is gearing up to develop a thriving global rugby network through an ambitious multi-platform strategy, embracing avid fans and engaging new audiences with creative thinking.
“The COVID-era has demonstrated the value of innovative social content, utilising our in-house Studio and content production teams backed by real-time insights, to create impactful content and long-term commercial opportunities.”
The new agreement comes at a time of significant growth for LiveWire Sport, which includes the appointment of former Digital Content Manager at the ECB, Michelle Hayes, who will lead the rugby team. The agency has an illustrious rugby heritage, working with the British & Irish Lions, Six Nations, Saracens, Harlequins, Channel 4, and a variety of rugby brands including DHL, O2, AWS and Dove.
LiveWire Sport, which celebrates its 10-year anniversary in 2021, builds audiences, engages fans and creates commercial value through content on social and digital platforms for global rightsholders including Premier League, Wimbledon, FIFA, International Paralympic Committee, Inter Milan, ATP Media, and Ascot Racecourse, among many others.