— Published 8 September 2021

Facebook takes the field

RWC 2023

A first: a social network becomes an official partner of a major event in the international sports calendar. And not the least. The organising committee of the 2023 Rugby World Cup in France has announced that Facebook has become one of its sponsors. The American giant has become the “Official Supplier of Social Networks”. This is a name that is still rarely found in the international sports movement, but which is set to become more widespread. Among the first actions and commitments announced, a live event will be broadcast exclusively on Facebook this Wednesday, September 8th, starting at 6 p.m. (French time), two years before the start of the world tournament. The show will feature a look at the people who will be making the 2023 Rugby World Cup happen in the 10 host cities. Later this month, Facebook will also offer a fun filter in the colours of the 2023 World Cup, with the stated aim of bringing the rugby community together. According to Claude Atcher, the general manager of France 2023, the arrival of Facebook among the partners can help sell tickets for the less attractive matches, by reaching out to rugby fans around the world. With two years to go before the event, there are still around 1 million tickets to be sold. The social network TikTok led the way in partnering with UEFA for Euro 2020 football, but Facebook is the first to step into the sporting arena for an event with global reach.