Read: Using sport as a force for good
Spotlight on Jon Dutton and the Rugby League World Cup 2021
The Rugby League World Cup takes place in England later this year with 18 towns and cities across England hosting 16 men’s teams, eight women’s teams and eight wheelchair teams. It is the first time in the World Cup’s history, and in any major team sport, where the men’s, women’s and wheelchair competitions will be held at the same time.
As a values-led organisation, Rugby League World Cup 2021 (RLWC2021) has four values that it operates by: to be bold and brave; authentic, inclusive and world-class. In terms of inclusivity, the first decision organisers made was to stage the three tournaments together and they are very clear on their ambitions in this area through their diversity and inclusion action plan - ‘The Power of Together’.
Planning began for the World Cup back in 2015 with organisers looking to create a story that is bigger than the five weeks of games. They understand that they won’t get everything right but hope that other people will use what they have done and build on it. A large part of what is happening in terms of social impact is knowledge transfer to share experiences with others moving forward. RLWC2021 recognises that the dial is changing from events being measured predominantly from an economic perspective to now being measured from a social perspective.
Social impact in sport is perhaps something that has been overlooked in the past but it is fast becoming much more important. It is now a key part of government policy, as well as UK Sport, Sport England and DCMS and will become more prevalent as the UK bids to host other international sporting events. If an event can use the power of sport to deliver social good, as well incredible sporting memories, that is a powerful proposition. RLWC2021 sees the tournament as a chance to make a difference and spread opportunity in the areas that it is reaching.
RLWC2021 became the first major international sporting event to launch a Mental Fitness Charter back in January 2020. There is now a thriving mental fitness delivery programme run in partnership with Movember. As part of this, young people are being taught about the importance of looking after their own mental fitness and 8,000 workshops will be delivered to young rugby league players and their parents and families. A volunteering programme launched at the end of February will be inclusive and represent the local communities where games are being staged. RLWC2021 also has a Sustainability Charter, tracking the environmental, social and economic impact of the tournament.
Coronavirus has impacted work on the mental fitness programme and engagement with schools but alternative methods have been used to keep activities going. Investment into grassroots rugby league facilities has continued at a pace with RLWC2021 awarding 150 grants into community projects, ranging from small to very significant. These grants will provide a legacy for the tournament - leaving behind facilities and teams that have been set up.
In total 85 per cent of the tournament will take place in the north of England at towns and cities including Newcastle, Middlesbrough, York, Leeds, Hull, St Helens, Liverpool and Manchester. Back in 2015 central government provided £25m in funding for the tournament to bring focus to what was known at the time as the ‘Northern Powerhouse’. While RLWC2021 is apolitical, organisers recognise the power of sport and the contribution that the tournament can make to social inclusion, social impact and social mobility. The aim is to shine a spotlight on the north of England from a global perspective and to deliver a positive impact on people’s lives who have been hardest hit by the pandemic.
Ticket sales for the tournament have remained very strong despite coronavirus and organisers say they are in a better position than would be expected. All 61 games will be shown live on the BBC, allowing the sport to reach new audiences that it couldn’t before.
While organisers want full stadiums and the tournament to be commercially successful, what is equally important is delivering a legacy and creating long-term social impact. The culmination of the tournament - the men’s, women’s and wheelchair finals in one weekend in the North West of England - promises to be a watershed moment for rugby league and sport in general. Where rugby league is taking a lead on social impact and inclusivity, surely other sports will follow.