Rugby League World Cup 2021 has launched its official online shop via its new This is Real marketing campaign, which sees the first range of merchandise products available for fans.

“RLWC2021 is underpinned by our commitment to inclusivity, and we wanted our merchandise and online shop launch to demonstrate that,” says Jonathan Neill, commercial director, RLWC2021. “Rugby League is also a sport built on authenticity, and our ‘This is Real’ campaign shines a light on the wide range of people who are involved in and support the game. Merchandise will drive fan engagement in RLWC2021, and we hope fans are excited to view and purchase the initial products. We’re looking forward to developing this offering with more ranges over the coming months.”

The campaign puts rugby league fans at the center of the tournament, using real supporters and players from across the game, including representatives from the charity Community Integrated Care, a partner of RLWC2021 and one of the most significant care providers in the U.K.

Fans from across the world can now purchase official tournament merchandise, which includes items from Official Apparel Partner and sportswear brand, Kappa. RLWC2021 has worked with Kappa and Cube Partnership, the official retail and merchandise supplier, to deliver a wide range of high-quality merchandise for fans on the newly built online shop.

A range of launch products are now available at rlwc2021.com/shop, allowing fans to experience ‘The Power of Together’ and show their support for RLWC2021, which will see the men’s, women’s and wheelchair tournaments running concurrently for the first time ever.

“We are delighted to see the first product range from our partnership with RLWC2021 going live on the brand-new online shop,” says Nicolas Jouvenne, sports marketing executive, Kappa. “It was important for us to offer a range of world-class products for men, women and children that will allow fans to support and engage with the competition and promote our shared value of inclusivity with RLWC2021.”

Further products and ranges will continue to be added to the online shop in the coming months before the tournament itself, which takes place between Oct. 23 and Nov. 27 next year.