Key points:
- SCCG has expanded its partnership with Major League Rugby to enhance fan engagement and revenue growth
- The collaboration will focus on market analysis, audience engagement and sports betting integration
- The partnership aligns with rugby’s growing presence in North America ahead of the 2031 Rugby World Cup
SCCG Management has announced an expansion of its partnership with Major League Rugby (MLR), strengthening efforts to integrate sports betting and enhance fan engagement.
The expanded partnership will focus on market analysis and audience engagement strategies. Key initiatives include analysing fan demographics, digital engagement trends and regional growth potential.
Additionally, SCCG will work closely with MLR to develop partnerships with sports betting operators and integrate gamification features designed to boost the fan experience.
Commenting on the expanded partnership, Stephen Crystal, Founder and CEO of SCCG Management, stated: “Major League Rugby’s commitment to innovation and growth makes them an ideal partner for SCCG.
“This expanded collaboration demonstrates our shared vision to elevate rugby in North America by creating dynamic engagement opportunities for fans and stakeholders alike. We’re excited to continue supporting MLR’s journey to become a global rugby powerhouse.”
Good to know: With the US set to host the 2031 Rugby World Cup, SCCG’s expertise hopes to help MLR tap into the sport’s growing potential
Lucas Reid, Chief Revenue Officer of MLR, added: “At Major League Rugby, we are always looking to find innovative, engaging ways to meet fans where they are, and our partnership with SCCG best equips us to do just that.
“By deepening our collaborative relationship with one another, we can draw from SCCG’s expertise and experience to help grow the game in the US as we prepare for the country to host the Olympics, the Rugby World Cup and more.”
This announcement comes as SCCG recently revealed another partnership with Boosted Bets, a performance-based platform for sports betting contests.
