International Rugby League Appoints IMG as Global Media Rights Partner for RLWC26

International Rugby League (IRL) has appointed global sports marketing agency IMG as its exclusive worldwide media rights partner for the IRL Rugby League World Cup 2026.

IMG was selected following an extensive Invitation to Tender (ITT) process launched in August 2024, with the partnership covering not only the 2026 Men’s, Women’s and Wheelchair World Cups, but also extending to future cycles, including the 2030 Men’s, 2028 Women’s and 2029 Wheelchair tournaments.

Under the partnership, IMG will oversee market analysis, valuations, global media rights strategy, sales implementation and broadcaster relationship management, strengthening IRL’s capability to package and distribute its marquee events to a global audience.

IMG Brings Extensive Rugby League Pedigree to the Role

The company already delivers a long-term strategic partnership with Rugby League Commercial in the UK and manages international rights distribution for the NRL.

IMG also held a decade-long association with the IRL across the 2008, 2013 and 2017 World Cups. 

International Rugby League chair, Troy Grant, said the appointment reflected the federation’s commitment to strengthening its commercial foundations and elevating the international game.

“This is an exciting step in IRL’s history as we rebuild capability and position ourselves for sustainable long-term growth.” 

“We have deliberately shifted from an amateurishly run organisation to a strategically-led federation focused on governance, operations and commercial credibility.

“The uplift in the international game over the past three years demonstrates the impact of those decisions, and IMG will now help us accelerate that momentum ahead of our most competitive and attractive World Cups in 2026,” Grant said.

IMG SVP, business development, Sam Stitcher, said the agency is positioned to help IRL unlock new value across its global right portfolio.

“We’re proud to support International Rugby League in this new chapter.” 

“The 2026 World Cups will unite the sport’s best players and fans from around the world, and our focus is on deepening fandom, expanding reach and building sustainable long-term value for the international game,” Stitcher said.

The deal aligns with the federation’s wider commercial reset, following a restructure in July 2023 that saw IRL diversify its revenue model beyond world cup hosting fees to include global broadcast and sponsorship inventory.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.