Rugby League: Nigeria becomes first African country in IRL accelerator programme

Rugby league's Rugby League World Cup kicks off this week, but many outside of northern England may not be aware. The tournament presents an opportunity for rugby league to showcase its fast-paced, physical and engaging sport to a wider audience. However, the problem lies in the distribution and storytelling surrounding the event.

Last year, the 2022 Rugby League World Cup was accessible through the BBC, leading to increased viewership and attracting new fans to the sport. This year, all matches are exclusively available on Premier Sports in Britain and Ireland, raising concerns about the accessibility of the World Cup.

The primary purpose of the Rugby League World Cup is to introduce rugby league to those who do not regularly watch Super League. With talented players like George Williams, Mikey Lewis, Herbie Farnworth, and Jack Welsby, rugby league has a wealth of personalities to market and showcase. However, the sport often markets itself to its existing fanbase, failing to create new narratives and cultural relevance.

New Zealand regularly outperforms Australia, while Tonga and England have also established themselves as formidable forces. The World Cup presents an opportunity for rugby league to build buzz and engage with mainstream audiences.

To compete effectively in the attention economy, rugby league must create compelling personalities, engaging narratives, and cultural relevance. This involves leveraging mainstream podcasts, breakfast TV shows, and political platforms to generate interest. Additionally, documentary collaborations and crossover campaigns can help generate interest among a broader range of sports fans.

Rugby league's biggest challenge heading into the World Cup is not convincing its existing supporters that the sport matters, but rather attracting and convincing new audiences to take notice.