Rugby World Cup omnichannel experience

Stuff x Sky RWC partnership

Audience the winner on the day

Stuff and Sky joined forces to provide a powerful omnichannel experience for the Rugby World Cup in Paris, bringing Kiwi fans closer to the action throughout the seven-week tournament.

4.6 MILLION

unique visitors went to the Stuff RWC section during the event

30 MILLION+

page views

600,000+

video views of live & delayed games

66%

watched on mobile

PARTNER

Sky New Zealand

OBJECTIVE

Drive traffic, increase engagement & video views

REGION

Nationwide

CHANNELS USED

Digital & Print incl. Sponsored Content

Overview

The RWC 2023 partnership saw Stuff deliver 12 premium matches, including the semi-finals and final. Six of these were streamed live and six were delayed. All were available free on Stuff’s Rugby World Cup hub.

In addition to the live-streamed matches, the hub was a one-stop shop for fans, featuring 24/7 tournament news, commentary from Stuff experts, and a bespoke, premium environment for sponsors and advertising partners.

The partnership enabled unrivalled national reach, with audiences across Stuff.co.nz, Neighbourly and Sky reaching 2.9 million New Zealanders every month (69% of the population).

Stuff's Rugby World Cup hub
Stuff's Rugby World Cup hub

Results

The results were phenomenal:

  • 4.6 million unique visitors went to the Stuff RWC section during the event
  • More than 30m page views
  • More than 600,000 video views of our live and delayed games
  • 66% watched on mobile
  • Te reo commentary had more than 47,000 views across the tournament!

The two media companies also successfully collaborated on the FIFA Women’s World Cup™ across July and August 2023. Stuff attracted more than 13 million page views within the purpose-built FIFA Women’s World Cup hub on stuff.co.nz.

The partnerships delivered a new sports experience for Stuff and increased overall audience and engagement for the games.

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