NRL sticks with EssenceMediacom amid expansion push

EssenceMediacom has retained the National Rugby League media account, extending a three-year partnership that has supported the NRL’s growth across attendance, audience and international expansion.

The agency first won the business in 2022 and has since helped drive record attendances at marquee fixtures including State of Origin and Finals, grow audiences for the women’s competition and support the code’s push into the US market.

A central factor in the pitch was EssenceMediacom’s Data, Tech and Analytics capability, which the agency said will deepen its integration with the NRL’s first-party data to improve planning, activation and measurement.

The proposal was backed by WPP Media’s Sport and Entertainment division, which presented new partnership ideas for events including Magic Round and State of Origin.

“We are delighted to continue our partnership with NRL, a brand that is synonymous with Australian culture and sporting excellence,” Pippa Berlocher, EssenceMediacom Australia & New Zealand CEO, said.

“Retaining this account in a competitive pitch showcases the value we deliver and the strong relationship we have built with the NRL team. We look forward to supporting NRL’s ongoing growth and driving breakthrough results.”