The Rugby League Ashes returned to England for the first time in over 22 years, with a three-match series across Wembley, Everton and Headingley. The objective was to drive nationwide awareness of this historic sporting moment while generating ticket sales across all three fixtures, with a minimum target of 110,000 tickets.
A key challenge was balancing demand from the sport’s core northern fanbase while also creating buzz among broader sports audiences, particularly English and Australian fans in London.
We implemented a three-phase campaign designed to build momentum from announcement through to matchday.
Phase one focused on presale sign-ups, using Meta, Google Search and YouTube to generate leads and build anticipation among rugby league fans in northern cities and sports enthusiasts across London and the south.
When general sale opened, we launched a ticket sales campaign across Meta and YouTube, targeting sports audiences around Liverpool, Leeds and London to convert interest into purchases.
In the final phase, activity intensified ahead of the October fixtures with increased digital investment alongside talkSPORT radio and a London OOH campaign. High-footfall commuter stations and areas with strong Australian communities, including Clapham, Wandsworth and Balham, were targeted to maximise reach and relevance.
Presale registrations generated
Stadiums sold out within one week (Headingley and Everton)
Tickets sold across the three fixtures
Beyond ticket sales, the campaign successfully reignited excitement around one of rugby league’s most historic rivalries, driving national attention and strong early demand for the series.
