World Rugby appoints LiveWire Sport as its social media channel manager

World Rugby confirmed this week that LiveWire Sport has been appointed to lead the sports governing body’s social channel management and paid media strategy on a two-year agreement.

Joe Pecchia, General Manager, Marketing and Content at World Rugby, said: “It’s with great pleasure we can announce we’re embarking on a new long term relationship with LiveWire Sport, who will be helping guide our social and community strategy across all World Rugby and Rugby World Cup properties.”

World Rugby appoints LiveWire Sport as its social media channel manager

Who are LiveWire Sports?

LiveWire Sports is a London-based content agency and they “will focus on growing World Rugby’s global audiences across its social platforms”.  They have Recommended Agency status with Facebook and Instagram, and are a Managed Partner for YouTube.

LiveWire already has existing contracts with global organisations such as the Premier League, FIFA, Inter Milan, Wimbledon, the International Paralympic Committee, and others.

The media agency has previously worked with World Rugby and created “multi-language live content for the HSBC World Rugby Sevens Series, embedded alongside World Rugby’s in-house social media team at Rugby World Cup 2015, and created a number of bespoke longer-form animations for its Technical Services and Legal departments.”

Some of the key global rugby events that they will be involved in are:

• Rugby Sevens – Olympic Games in Tokyo.
• Women’s Rugby – Rugby World Cup 2021 in New Zealand.

Pranav Soneji, Co-Founder & Director at LiveWire Sport said: “The organisation is gearing up to develop a thriving global rugby network through an ambitious multi-platform strategy, embracing avid fans and engaging new audiences with creative thinking.”

The former Digital Content Manager at the ECB, Michelle Hayes, will lead the rugby team. at LiveWire Sports.

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