Dacia launches ‘A Hero’s Journey’ in latest Rugby League activation

Dacia launched a content series in partnership with Hearst UK & The Telegraph. ‘A Hero’s Journey’ tells engaging stories about individuals from the GB Lions team, as well as England Women’s and Wheelchair Rugby teams.

The three-part series is the latest activation in Dacia’s four-year long Rugby Football League (RFL) sponsorship, secured and developed by partnerships agency Fuse. The videos, created by Hearst UK, tell the stories of different heroes within Rugby League and the values they hold, establishing Dacia and Rugby League’s shared values: being down to earth, honest and no-nonsense.

From using rugby as a tool to deal with mental health and speaking up, to not letting disability stop you from becoming your best self, to becoming a Woman of Steel (player of the year in the Women’s Super League) before you even turn 18, the in-depth profile pieces on players Georgia Roche, James Simpson and Alex Walmsley showcase how rugby league is so much more than a sport to them, demonstrating the epic journeys they’ve been on.

The series will be pushed out across two of Hearst’s leading health and wellbeing brands, Women’s Health and Men’s Health, as well as the Telegraph, where it will be supported by content across print and digital platforms. It will be released around key England and GB Lions Rugby League moments and aims to reach new audiences beyond hardcore rugby fans and the grassroots network.

Adam Wood, Marketing Director, Renault UK & Ire said, “Dacia and Rugby League are the perfect fit: both share the same honest, down-to-earth, no-nonsense approach, and we are excited to communicate these values to a new audience through our partnership with Hearst UK and the Telegraph. It is an exciting time to be involved in the sport as the 2021 World Cup approaches, and we will continue to use our unique platform as England and Great Britain Lions partner to connect with new fans.”

Louise Johnson, CEO, Fuse said, “Dacia has been a principal partner of the Rugby League for four years and over this time has built a strong affinity with rugby fans, this partnership will drive new fans of not only Rugby League, but Dacia too.”

Alun Williams, Managing Director, Men’s Lifestyle and Health & Fitness, said: “We’re delighted to be working with Dacia around their Rugby League partnership. Men’s Health and Women’s Health are very much about empowering our sport-enthusiast audiences to achieve their goals – whatever their challenges or backgrounds – so we see a great alignment here between our brand values and those of this campaign.”

Nick Green, Head of Telegraph Sport Sponsorship, added, “At the Telegraph, we pride ourselves on the breadth of our sports offering and we are delighted to partner with Dacia to help tell the story of these Rugby League heroes as well as the historic GB Lions tour of New Zealand this Autumn.”

Source: Fuse

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