North America’s Major League Rugby (MLR) has brought in content creation specialist OS Studios as a new partner.
Through a multi-year deal unveiled today, OS Studios becomes the league's main agency partner across the sectors of broadcast production, social content, and what the competition terms "holistic fan engagement strategy."
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This partnership has been struck to build the league's digital profile over the next half-decade, as well as rugby union overall in the US.
In 2031, the US will host the men's Rugby World Cup, with the country set to stage the women's edition two years later.
MLR has stated that the ultimate aim of this deal is to create "sports' most accessible, community-driven league" by 2035.
Lucas Reid, chief revenue officer at Major League Rugby, has commented: "We are building a space where fans are the architects of the culture. By combining our innovation on the pitch with OS Studios’ ability to engage next-gen audiences and build digital communities, we are ensuring MLR becomes integral to North America’s entertainment and sports attention."
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By GlobalDataThe regular 2026 MLR season will begin on March 26 and is set to run through until the Grand Final on June 21. The league's six teams are based in Seattle, Southern California, Chicago, Charlotte, Washington DC, and Boston.
Paul Guest, OS Studios' senior vice president for sports strategy and growth, added: "For US audiences to care about players on the pitch, they need to care about the players off it. We’re not focusing on trying to explain when a ruck is formed or if a lineout is straight – entertainment and excitement have to come before education. We are working with all stakeholders long term, from the league to the franchises, to partners, and the international community."
In terms of its previous involvement with the US' prominent sports leagues, OS Studios has worked with Major League Soccer before, as well as the NBA 2K esports competition.
Last September, OS Studios hired NBA executive Sharon Fuller to lead its expansion into sports.
