‘All Out Rugby League’ launches as the first of Reach’s new standalone digital brands, formed around “superfans. “
This week, Reach launched ‘All Out Rugby League’, a new digital brand launching ahead of the upcoming Super League season, dedicated to one of Britain’s favourite sports. The brand, currently sitting as a website, newsletter, and Facebook page, with a vodcast soon to come, is the first of a set of new Reach brands that will cater specifically to fan communities rather than sit within one of the more prominent news brands.
All Out Rugby League (or “AORL”) will be followed by “All Out Gaming” and “All Out Fighting” later this spring, with several new brands to follow this year, all catering to special interests. These additional brands may not all carry the “All Out” branding. Still, they will follow similar principles of living across several digital platforms, from sites and social channels to newsletters and WhatsApp communities, with the same visual-heavy design of the new AORL site.
“With these new brands we’re going to really tap into the power of the superfans – people we know who are especially active online and hungry for more original content.”
James Smailes, Head of Sport, North for Reach, added on the All Out Rugby League launch: “When people talk about ‘superfans’, Rugby League comes to mind straight away. So it’s great that Rugby League is the first sport to get the All Out branding.
“League has been integral to many Reach print titles in northern England since the game first emerged in Huddersfield way back in 1895. 130 years on, we hope to reach new audiences with this specialist content.”
The Rugby League Live newsletter has been rebranded under the AORL banner, and the popular House of League podcast, hosted by Matt Shaw, will be developed into the All Out Rugby League vodcast, to be broadcast from Reach’s upgraded film studio in Manchester later month.
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