Brand for Rugby League World Cup in The Works

Leeds design consultancy The Works has created the corporate identity for next year’s Rugby League World Cup, following a four-way unpaid creative pitch. The identity is due to be unveiled this week.

The tournament starts next October and will be staged around the UK, Ireland, and France. It will be the largest rugby league event ever held, with 16 countries, including Australia and New Zealand, participating.

The Works managing director Roy Webber says: “In addition to creating the logo, we will design the mascot, the marketing and licensing products, stadium signage and decoration. We are also creating a series of three banners to be used on programmes and advertising hoardings.”

Rugby League World Cup media and marketing director Neil Coupland adds: “The Works has created something with an impact that reflects the speed and excitement of the sport. They have also produced a fantastic theme for everything in the tournament, including tickets, posters and street banners.”

The appointment is the latest in a growing list of high profile sporting events for The Works. It created the branding for the Champions League final in Barcelona last May and was recently appointed to create the identity for the next year’s UEFA awards dinner in Monaco.

“Sport is an area we are looking to grow in,” Webber says.