World Rugby and STH [Sports Travel & Hospitality (STH)]have announced a partnership that will run until the 2029 Rugby World Cup and includes England 2025 (women), Australia 2027 (men) and Australia 2029 (women) tournaments to offer premium fan experiences.
STH is a Sodexo Live! Company and they have worked on six Rugby World Cups, London 2012, Tokyo 2020, the Australian Open, and ICC tournaments, and will work with the sports governing body on the ‘RWC Experiences’ programme which they say, “will bring fans closer to the action than ever before, offering a wide range of ticket-inclusive packages ” and is in line with World Rugby’s core mission of advancing the sport’s relevance and accessibility.”
The redefined experiences will cater for a diverse audience in an evolving entertainment landscape said a press release, and is designed to enhance the matchday experience and create unforgettable experiences. Packages will combine innovative travel and hospitality solutions with interactive fan-centred activities.
World Rugby Chief Executive Officer Alan Gilpin said: “Fan experience is at the heart of our purpose to grow rugby’s audience share by making it more accessible and relevant. Our relationship with STH goes to the heart of this purpose – to redefine rugby hospitality and create a range of experiences that cater for new leisure-hungry audiences, while also catering for existing audiences. We are excited about the offering, there really is something for everyone.”
Rugby World Cup aims to engage core rugby fans while attracting new audiences through flexible and inclusive package offerings said the partnership announcement between World Rugby and STH.
RWC Experiences is set to redefine how fans engage with rugby’s most iconic tournament, going beyond the pitch to deliver immersive, globally accessible moments that bring the excitement of the Rugby World Cup to life for fans.
Sodexo Live! Worldwide CEO, Nathalie Bellon-Szabo, said: “Developing innovative travel and hospitality programmes is at the heart of what we do at Sodexo Live! We are thrilled that our dedicated organisation, STH, has been entrusted by World Rugby to deliver this ambitious vision. Our teams are excited to provide rugby fans with a transformative and unforgettable experience.”
STH Group Chief Executive, Chris John, added: “The STH teams in England and Australia, backed by our global infrastructure are ready to embark on an exciting new chapter for STH Group.
Our plans will bring fans closer to the heart of the action, offering innovative travel, hospitality, and other immersive experiences that celebrate the spirit of rugby. Our vision is to deliver a diverse range of packages appealing to long-time ruby supporters and newcomers alike, ensuring unforgettable memories for all. The entire team at STH looks forward to playing a pivotal role in shaping the future of rugby’s flagship events in 2025, 2027, and 2029.”
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