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World Rugby has signed an exclusive agreement with Sports Travel and Hospitality (STH) which it says will “redefine the premium fan experience”.
The agreement with STH, which is owned by Sodexo Live!, is set to last for the next three men’s and women’s Rugby World Cups until 2029.
The deal, known as the RWC Experiences programme, aims to align with World Rugby’s goal of advancing the sport’s relevance and accessibility.
“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,” said STH group chief executive Chris John.
“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.”
STH has a wide portfolio of providing hospitality and travel packages at sports events, having previously worked with the Australian Open, French Open, and ICC Men’s T20 World Cup.
The RWC Programme packages will combine travel and hospitality solutions with interactive fan-centred activities.
“Developing innovative travel and hospitality programmes is at the heart of what we do at Sodexo Live!” said Sodexo Live! Worldwide chief executive Nathalie Bellon-Szabo.
“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.”
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