The world’s third largest sporting event is coming to Perth.
In February, it was confirmed that Western Australia will host the Opening Match of the 2027 Rugby World Cup, along with four pool matches and two Round of 16 matches. With billions of global viewers and a high–valued, engaged audience, the eyes of the sporting world will be on Perth – and the opportunity for business is massive.
For brands, Rugby World Cup 2027 isn't just a sporting event – it's a powerful commercial platform. It's an opportunity to align with the values of rugby – integrity, respect, passion and community – and engage audiences through experiences that drive deep brand loyalty.
Just like Mastercard. A Worldwide Partner of the Rugby World Cup since 2008, Mastercard used the tournament to push boundaries in brand storytelling and innovation. During RWC 2019, Mastercard launched the world’s first “live” trophy campaign, tapping into over 14 million Twitter conversations, and introduced a technologically advanced Player of the Match trophy that merged Japanese heritage with cutting-edge design - boosting brand favorability among rugby fans by 12%. Mastercard renewed its commitment for RWC 2023 in France as the tournament’s preferred card, offering cardholders exclusive ticketing access and curated experiences.
The Rugby World Cup is more than a moment in time. It's a chance to be part of something bigger – to connect with diverse audiences, elevate brand relevance and contribute to lasing community impact. With Perth playing a key role in the tournament, brands have a unique opportunity to:
- Activate at a global scale, right from Western Australia
- Embed in the community, through grassroots and fan-driven initiatives
- Create cultural relevance, by aligning with one of the most unifying global events
- Drive business outcomes, from brand awareness to customer loyalty
As the countdown beings, the question isn't whether your brand should get involved - it's how.
