On the eve of the 2023 Rugby World Cup (RWC) kick-off, tournament rights-owner and global governing body World Rugby launched a ‘We Are Rugby’ brand campaign aimed at leveraging its core values to create a brighter future for the game.
Launched to leverage the first game of the 2023 RWC, when hosts France took on the New Zealand All Blacks on 8 September in what was arguably the most eagerly anticipated opening match in tournament history, organisers World Rugby rolled out an integrated brand initiative titled ‘We Are Rugby’
They are competing for something more, a chance to use their platform to help create a bright legacy for the game, one that is welcoming, tolerant and respectful of both the planet and each other.
The initiative launched with a live event at which France captain Antoine Dupont was joined by a line-up of past, present and future rugby stars – including South Africa skipper Siya Kolisi, fellow RWC winner Ruby Tui, plus match officials Joy Neville and Nika Amashukeli – to introduce the initiative.
The in-person event say the premiere of the hero ‘We Are Rugby’ campaign video.
As the spearhead spot states: “We compete together for our family, for fun, for our nation, for pride. It’s time we compete for something more. Respect for all and our differences. Equal access and opportunities. Our planet and our future. Togetherness and unity. We are all a part of this game, and we know how to tackle a challenge. Together we can change where the world is going but it is up to us to determine the pace of change. It starts with us, from our communities, from within, from our hearts. Let’s set an example, inspire the next generation. On the field and off the field we all have a role to play. We Are Rugby.”
The film was amplified by World Rugby itself and through individual country rugby unions across the world on their own platforms.
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A total of 660 players representing X teams are set to participate in the 2023 RWC across eight venues in France between 8 September and 28 October and the rights owner believes it will bring to life its ‘Rugby For All’ vision.
The governing body claims that ever since the game’s inception back in 1823, rugby ‘has been a game for all shapes and sizes that promotes the core character-building values of discipline, integrity, passion, solidarity and respect’ and that ‘this remains as true today as it was 200 years ago’.
It is positioning the tournament as ‘a celebration of diversity and inclusion’ and emphasises its ongoing ‘Rugby Is My Pride’ programme: an initiative devised by the France 2023 Organising Committee with the support of World Rugby, the French government, the Fédération Française de Rugby (FFR) and the Ligue Nationale de Rugby (LNR). This programme saw France 2023 and the wider French rugby family participate in Paris Gay Pride on 24 June and the dedicated ‘Rugby Is My Pride’ video is being displayed in Rugby (fan) Villages and host venues throughout RWC 2023.
Plus, on 11 October, France 2023 will participate in a symposium on the subject of free will in rugby to mark ‘Coming Out Day’ and take a stand against LGBTQIA+ discrimination. While three days later, on the day the first quarter-finals are played in Marseille and Saint-Denis, a ‘Pride Respect Cup’ will kick-off featuring eight gay-friendly clubs – four from France and four from overseas.
It is hoped the inclusive event will celebrate the best of rugby, free of any discrimination.
The campaign PR statement also highlights some of the game’s various other accessibility pillars. For instance, it mentions how, just as the final four teams are preparing for the RWC 2023 semi-finals at the Stade de France, Paris will also host the 2023 International Wheelchair Rugby Cup the final of which will be played at Accor Arena on 22 October. While it also points out that Portugal and Wales have agreed to wear alternate kits to avoid colour clashes for fans with colour blindness.
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