INTERNATIONAL RUGBY LEAGUE (IRL) has announced the appointment of sports marketing agency IMG as its exclusive global media rights partner for the Rugby League World Cup 2026.
IMG was chosen by the IRL Board following an Invitation to Tender (ITT) process launched in August 2024, which sought a strategic commercial partner for its portfolio of world cup tournaments including the IRL Men’s World Cups (2026 and 2030), Women’s World Cups (2026 and 2028), and Wheelchair RLWCs (2026 and 2029).
Under the agreement, IMG will support IRL with market analysis, valuations, go-to-market strategy, execution, and broadcast partnership management. The collaboration also allows room for expansion as future IRL Rugby League World Cups are finalised.
Building on its deep experience in rugby league, IMG currently holds a 12-year strategic partnership with Rugby League Commercial in the UK and manages international rights distribution for the NRL. The company also shares a strong history with IRL, having worked across the 2008, 2013, and 2017 Rugby League World Cups.
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 IMG, one of the world’s premier sports marketing agencies, 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.”
