Fifty Digital partners with United Rugby Championship

Fifty Digital, the multi-award winning creative, digital and social agency in sponsorship and sport, are delighted to announce that they have been appointed to work with the United Rugby Championship (URC) on their social media output.

URC, the 16-strong world-class league for the best club rugby teams from Ireland, Wales, Scotland, Italy and South Africa, will kick off its second season under the new brand and format on 16 September, culminating in the Grand Finals on 27 May 2023.

Packed full of some of the best rugby players on the planet, the winners will have to overcome the unique challenge of beating teams from five different nations while performing in iconic rugby venues such as Newlands in Cape Town, Aviva Stadium in Dublin and Murrayfield Stadium in Edinburgh.

Fifty Digital will be responsible for strategically elevating their social media presence with bespoke, platform-specific content across Instagram, TikTok, Twitter, Facebook and YouTube, with a focus on growing URC channels in their target demographics and markets.

Aiming to reach new audiences through emotive storytelling, Fifty Digital will use sporting and cultural trends to maximise the reach of the incredible rugby that takes place each weekend in the URC.

After initially working with URC for four months at the end of the 2021/22 season and through the playoffs, Fifty Digital will now support the URC until the end of the 2023 season.

Mark Shields, Head of Brand, Content and Marketing at URC, said: “We were impressed by how quickly the Fifty Digital team has responded to our content requirements at short notice last season and they demonstrated their rugby knowledge, passion for sport and why they have such a strong reputation in the industry. At URC, we’re immensely proud of the amazing rugby and unique role the league plays in the global rugby calendar and are pleased that Fifty Digital are on board to help us take that message to the world for the 2022/23 season.

Nick Jackman, Co-Founder of Fifty Digital, said: “It was a no-brainer for us when the opportunity arose to work with the URC, such a fresh and exciting brand on the global rugby scene. We’re looking to expand our portfolio of clients in rugby and URC are a real feather in our cap as we take that forward. We can’t wait to make the most of the incredible rugby this season and as we help URC build for the future.”

Juyong Kim, Client Services Director at Fifty Digital, said: “I’m so proud of the attitude and application of the team at Fifty Digital for getting this partnership up and running in such a short space of time last season, with quality results produced across the board. That was only possible due to the assistance of Mark and his great team at URC too. With our diverse range of clients across all the biggest and best sports, we’re in a great position to leverage learnings from across the sporting landscape and activate URC channels with market-leading motion and static content.”