RL COMMERCIAL has announced a new partnership with SI (formerly Sportz Interactive) to enhance Rugby League’s digital content production through its Automated Content Technology platform. The collaboration is designed to increase the speed, scale and consistency of real-time highlights and social media content across RL Commercial’s digital channels.
SI supports more than 150 global clients with scalable solutions aimed at driving engagement and commercial growth. By integrating SI’s AI-powered clipping technology, RL Commercial will be able to produce match highlights, key moments and shareable video content significantly faster. The system uses automated detection, tagging and rendering to deliver broadcast-quality clips within moments of major on-field action, per the media release.
The partnership will also enable RL Commercial and Super League clubs to provide fans with more dynamic, timely and platform-specific content throughout the Super League season, the Challenge Cup and the wider Rugby League calendar.
Recent digital upgrades including enhancements to the Our League app and the Super League+ platform, along with the relaunch of the Predictor and Fantasy League games have already underlined RL Commercial’s focus on creating more interactive supporter experiences. The adoption of AI-driven clipping technology marks the next phase in that ongoing digital transformation.
RL Commercial head of digital Adam Whiteside said, “Our focus is always on giving Rugby League fans more of the moments they love. By integrating SI’s AI clipping tool, we can deliver instant, high-quality highlights across our platforms, ensuring supporters never miss a moment – wherever they are.”
SI director of business development Blair Richardson expressed, “We’re delighted to support RL Commercial in strengthening its real-time content capabilities. In a world where audiences are increasingly fragmented, the need for sports to create more content “SKUs” that appeal across all fan personas is paramount to success. Our automated content creation tools are designed to simplify operations, increase output, and unlock new levels of fan engagement. We’re excited to see them power Rugby League’s digital growth.”
SI senior vice president – teams, leagues and federations Chintan Shah shared, “This partnership exemplifies how SI’s cutting-edge AI technology is empowering global leagues to stay ahead in the digital era. We’re enhancing fan experiences by automating high-quality content at scale, while also equipping leagues and federations with tools to boost commercial revenue and global reach. We’re excited to power RL Commercial and support their growth in this digital journey.”
