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World Rugby appoint LiveWire Sport for social media lead

World Rugby have appointed LiveWire Sport to lead their social media channels and paid media strategy for the next two years, which also covers Sevens and women’s rugby too.

world rugby appoints livewire sports for social media lead

The task of the content agency, based in London, will be growing World Rugby’s global audiences across its social platforms, with an emphasis on sevens and women’s rugby over the next 12 months. The agreement will see the agency cover the Olympic Games in Tokyo and Rugby World Cup 2021 in New Zealand.


LiveWire have attained a Recommended Agency status with Instagram and Facebook and have recently became a Managed Partner for YouTube. This will help them as they oversee World Rugby’s paid media campaigns in conjunction with its channel and community management.


The two companies first partnered in 2013, when the agency created multi-language live content for the HSBC World Rugby Sevens Series, embedded alongside World Rugby’s in-house social media team at Rugby World Cup 2015 and created a number of bespoke longer-form animations for its Technical Services and Legal departments.


Joe Pecchia, General Manager, Marketing and Content of World Rugby said: "It’s with great pleasure we can announce we’re embarking on a new long term relationship with LiveWire Sport, who will be helping guide our social and community strategy across all World Rugby and Rugby World Cup properties.


“While their pedigree is second to none, the most important factor was that they share our vision of where we need to take the sport and I truly believe they will play a critical role in helping us get there.


Pranav Soneji, Co-Founder and Director at LiveWire Sport, said: “It was clear throughout the tender process that, after delivering a momentous World Cup in Japan, the team at World Rugby were not content to sit still.


“The organisation is gearing up to develop a thriving global rugby network through an ambitious multi-platform strategy, embracing avid fans and engaging new audiences with creative thinking.


“The COVID-era has demonstrated the value of innovative social content, utilising our in-house Studio and content production teams backed by real-time insights, to create impactful content and long-term commercial opportunities.”


The content agency, which has worked with the British and Irish Lions, Six Nations, Saracens and Harlequins, recently appointed Michelle Hayes as the team’s new Digital Content Manager. Hayes, who left her role on the England and Wales Cricket Board (EBC) to join LiveWire, will lead the rugby team.




Author: Abraham Adebayo