The United Rugby Championship returns this weekend and as part of its ongoing reach out to younger audiences, it has announced a new collaboration with Roc Nation global music platform Equity Distribution.

EQ is an independent distribution service that enables artists to produce and distribute music with a greater level of independence than that available through major labels. As such it has more of an edge which is exactly what the tournament is looking for to target a younger and more diverse fanbase.

The partnership will allow the URC to use material from the artists as part of promotional material, and in-stadia on match days. It will also provide the artists with sports and fitness content to share with their audience.

“Music and sports ignite emotion and display identity, and both the URC and EQ have taken those passions to a global level,” said Martin Anayi, CEO of United Rugby Championship.

“This collaboration is a natural fit, in our shared commitment to providing opportunities for the next generation of talent, showcasing our diversity and appealing to new audiences.”

“This partnership gives the URC an incredible opportunity to captivate their audiences with some of the hottest emerging artists across the world,” added Krystian Santini, President of Equity Distribution.

“EQ’s archive and upcoming releases offer an array of local talent and genres suited to the respective team’s territories. This is an incredible opportunity to fuse two exciting and innovative platforms to bring a new type of entertainment to the fans.”

The partnership will allow the URC to engage directly with EQ-associated artists and work together on creating rich soundtracks that celebrate the various cultures reflected across the 16-team league.

The return to free to air TV and the creation of a dedicated streaming platform in partnership with RTÉ has already delivered record viewing audiences for the tournament during the first block of matches prior to the Autumn Series of international games.

We will explore the tie-up with Roc Nation a little deeper in a feature next week on the social media strengths that both sides have brought to the partnership.

Sport for Business Perspective

The crossover between sport and entertainment has always been strong and especially so when younger audiences tend to be more challenging to reach via linear models of engagement.



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