"VAN" (Sports Desk - 10.01.2025) :: World Rugby is set to redefine the premium fan experience for the next three men’s and women’s Rugby World Cups following an exclusive agreement with Sports Travel & Hospitality (STH), a Sodexo Live! Company.
The ‘RWC Experiences’ programme will bring fans closer to the action than ever before, offering a wide range of ticket-inclusive packages for England 2025 (women), Australia 2027 (men) and Australia 2029 (women). In line with World Rugby’s core mission of advancing the sport’s relevance and accessibility, the deal will see redefined experiences that cater for a diverse audience in an evolving entertainment landscape.
Designed to enhance the matchday experience and create unforgettable experiences, the packages will combine innovative travel and hospitality solutions with interactive fan-centred activities, ensuring supporters can immerse themselves in the personality of the tournament.
World Rugby and STH: a shared vision
World Rugby and STH are united by a commitment to growing the global rugby community. RWC Experiences aims to engage core rugby fans while attracting new audiences through flexible and inclusive package offerings. Fans can expect options spanning travel, accommodation, world-class dining, and immersive cultural experiences, tailored to suit both frequent and first-time attendees.
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.”
Sodexo Live! Worldwide CEO, Nathalie Bellon-Szabo, commented: “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: "We are thrilled to announce this new partnership with World Rugby and our drive to redefine and deepen fan experiences for the next three Rugby World Cups. 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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