Official Hospitality Agents appointed for Men’s Rugby World Cup Australia 2027

Organisers of the Men’s Rugby World Cup Australia 2027 and global rights holder Rugby World Cup Experiences (RWCE) have officially announced the appointment of ten Official Hospitality Agents (OHAs) to market exclusive hospitality packages worldwide.

The tournament, scheduled to run across Australia from 1 October to 13 November 2027, marks the first 24-team edition in Rugby World Cup history, comprising 52 matches over six weeks.

Following an extensive international tender process involving 45 applicant agencies, RWCE selected ten agencies representing seven countries to manage commercial package distribution across established and emerging sports markets.

The appointed roster includes domestic and global sports travel partners: VenuesLive, AT Events, Sports & Entertainment Ltd (SEL), MatchPoint Hospitality, Global Sports, JTB Corp. (serving as the exclusive agent in Japan), Sodexo Live!, Pitch Experiences, Fanatics Sports, and ES Sport.

The commercial footprint expands sales infrastructure beyond traditional strongholds in Australia, the United Kingdom, France, and Japan into high-growth target markets including India and the United Arab Emirates.

Emphasising the significance of expanding the tournament’s international commercial reach, Men’s Rugby World Cup Australia 2027 managing director, Chris Stanley, said: “The level of interest in our Official Hospitality Programme has been incredibly encouraging and is a strong reflection of the growing excitement building for Men’s Rugby World Cup 2027 across the globe.”

“We’re delighted to be working with a strong mix of leading agencies from some of rugby’s most passionate markets, while also opening the door to exciting new audiences in countries such as India and the UAE, helping us connect with more fans than ever before.

“With less than a year until kick-off, we’re preparing to welcome more than 250,000 international visitors to Australia, and our Official Hospitality Agents will play an important role in helping fans from around the globe secure unforgettable experiences and be part of what promises to be the biggest Rugby World Cup ever,” Stanley said. 

Highlighting the operational standard established by the international agency network, Rugby World Cup Experiences event director, David MacCallum, said: “The appointment of our Official Hospitality Agents marks an important milestone for the Men’s Rugby World Cup 2027 Official Hospitality Programme.”

“Working with trusted agents across key international markets will allow us to expand the programme’s global reach and it will make it easier for fans around the world to experience this extraordinary tournament.

“Together, we look forward to delivering world-class, hospitality experiences that showcase the very best of Australia and set a new global standard,” MacCallum said. 

Global Tourism and Commercial Impact

Organisers project significant economic and travel activity generated through official hospitality channels:

• International Visitor Targets: Over 250,000 international visitors are expected to travel to Australia for the tournament, accessing ticket-inclusive travel and venue hospitality experiences.
• Exclusive Territorial Distribution: Selected agents retain exclusive distribution rights to market curated matchday experiences, corporate boxes, and travel itineraries within their designated regions.
• Emerging Market Expansion: The inclusion of agencies targeting India and the UAE represents an explicit strategy to broaden rugby’s commercial audience base across non-traditional markets.

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