World Rugby and STH to redefine Rugby World Cup premium experiences
- A new era for Rugby World Cup set to kick-off with expanded, reimagined men’s and women’s editions in England and Australia
- World Rugby’s flagship events at the heart of strategy to make the sport more relevant and accessible to new and existing fans
- STH to work with World Rugby on delivering innovative premium experiences that set new standards in event hospitality
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 x 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.”
About RWC Experiences
RWC Experiences is set to redefine how fans engage with rugby’s most iconic tournament, going beyond the pitch to deliver immersive, globally accessible moments that bring the excitement of the Rugby World Cup to life for fans everywhere.
About World Rugby
World Rugby is the global governing body for rugby union. With a mandate to grow the sport by increasing accessibility and relevance, World Rugby is the owner and organizer of some of the world’s largest sporting events, including the men’s and women’s Rugby World Cups. Owing to the commercial success of men’s Rugby World Cup France 2023, World Rugby is investing a record £300 million directly in rugby’s growth between 2024-27, a 28 per cent increase on the previous four-year cycle. With men’s and women’s Rugby World Cups taking place in England (women, 2025), Australia (men 2027 and women 2029) and the USA (men 2031 and women 2033), World Rugby has an transformative runway of certainty and opportunity to drive new participation and revenue opportunities.
About Sports Travel & Hospitality (STH)
STH connects fans with the heart of the action at the world’s biggest sporting events. With three decades of expertise and offices in the UK, Australia, and New Zealand, STH delivers comprehensive hospitality and travel programmes, enhancing customer experience and driving growth for sports rights holders. Past projects include six Rugby World Cups, London 2012, Tokyo 2020, the Australian Open, and ICC tournaments.
About Sodexo Live!
Sodexo Live! manages prestigious convention, cultural, and sporting venues and major events all over the world. With 40,000 employees and 500 sites, Sodexo Live! offers clients a range of bespoke catering, sales, and event management services, helping to transform the consumer experience into unforgettable memories. Sodexo Live! commits to unlocking customers’ full potential while favouring local communities. Sodexo Live! contributes to the success of prestigious events such as Royal Ascot, the Tour de France, the Rugby World Cup and the recent Paris 2024 Games, and showcases exceptional venues such as the Eiffel Tower Restaurants, Bateaux Parisiens, Yachts de Paris, the Royal Academy of Arts in London, the Museo del Prado in Madrid, Hard Rock Stadium, the Scottish National Gallery, and the Hollywood Bowl in Los Angeles.
For more information, contact:
Rob Wingrove – Group Commercial Director
Email: rob.wingrove@sthgroup.uk
