The Rugby League World Cup 2021 had 64% more tickets to sell than the previous time England had hosted the tournament. The organisers wanted to sell tickets earlier and to recruit new fans. Objectives for communications were to drive reappraisal, relevance and consideration of Rugby League as a sport. This case describes how a ballot to apply for tickets was launched and communications celebrated the ‘power of togetherness’ using TV, digital display, radio, social, and PR. Ticket sales and new additions to a fan database exceeded targets, and £5m of ticket revenues were generated.