A fan hub for the RWC 2021 that’s raising the game

Blog, Work alert

The long-awaited Rugby World Cup ‘2021’ has finally kicked off, and team Because had the opportunity to build a legendary supporters’ hub to help get visitors on top of their fan game.

Rugby World Cup activation

Team Because is buzzing now that the Rugby World Cup is back, both on vivid screens and sold-out stadiums, but nothing can beat the experience of live competition between nations. The sights, songs, cheers and sporting skills offer unforgettable memories that can’t be replicated on screens and streams. And that’s why it was so awesome to be asked by World Rugby, New Zealand Rugby and Legends to help supporters up their fan game by creating a merchandise hub.  

But it couldn’t just be any old merch hub. This is Because after all…  

To celebrate this live festival of the best rugby battles among nations, and to stoke the already epic atmosphere, we built and are activating not just a merch hub, but a bespoke, all-encompassing fan zone. This high-tech pop-up uses the revolutionary AirClad X design, a sustainable, modular structure that’s bene tailored to create a fan experience worth stopping for. It lives in Te Komititanga Plaza in Auckland, close to transport and to the stadium, so it’s unmissable, and it has been designed to give fans the best service and experience to get them in the match-day vibe. 

Here’s what you can expect from this innovative sports pop-up: 

1. Grab the latest & greatest in official RWC tournament merch.  
Rugby World Cup merch

Fans can show their national spirit and pride by picking up epic, limited-edition merch.

2. Win through activations and giveaways.
Rugby World Cup activation

The hub is the centre for several different giveaways and activations with a host of sponsors, like Mastercard giving away tickets to people that pay with a Mastercard during specific times every week. Bottom line: there’s lots for you to explore, engage with, and enter (and hopefully, WIN!). Head to the hub to find out! 

3. Meet media stars, ex-players and a band.

The hub will be visited by talented ex-players, famous media personalities, and a top local music band! Expect plenty of rugby-themed activations and giveaways with these charismatic people.  

4. Be the Player of the Match (for a moment).

The hub has already had a visit from the official tournament trophy for plenty of photo opportunities, but that’s just the start: the cutting-edge Player of the Match sonic trophy will be making a few appearances too. It has been created in conjunction with World Rugby & Mastercard, and it plays back audio highlights of the game in the form of fan reactions and commentary for the player that wins the trophy for each match.     

Looking to play a better game in your next campaign? Drop us a DM or visit us at becausexm.com to partner up to create award-winning activations and experiential strategies. 

Ready to crush your next campaign? Start by giving us a shout here

Author bio


I'm an award-winning radio marketer and event producer having created some of the largest events and activations for the biggest brands in New Zealand. I'm passionate about brands engaging with their consumers and stakeholders through magical experiences, with seamless delivery.