When HubSpot, the AI‑powered customer platform, was announced as the Official Customer Platform partner of England Rugby League on 15 October 2025, the rugby league world took notice.
The partnership was unveiled by Rugby League Commercial, the commercial arm of the Rugby Football League, which was set up in 2022 to chase new revenue streams for the sport. It positions HubSpot alongside a historic rivalry that dates back over a century, as the three‑test Ashes series against the Australian Kangaroos kicks off later that month.
- Official partner: HubSpot
- Series: 2025 Ashes seriesUnited Kingdom
- First Test venue: Wembley Stadium, London
- Partner comments: Rhodri Jones (RL Commercial) and Mark Barry (HubSpot)
- Ticket sales: record‑breaking sell‑outs for Tests 2 and 3
Background to the Ashes Rivalry
The Ashes in rugby league is the sport’s oldest international showdown, first contested in 1908. England and Australia have met in a dozen series, with the trophy changing hands many times. After a five‑year hiatus caused by the pandemic, the 2025 edition promises a revival of north‑south passion, especially as the Australian Kangaroos landed in London during the week of 15‑21 October, sparking a surge in ticket demand.
Details of the HubSpot Partnership
HubSpot’s logo will appear on the sleeves of every England squad member across the three Tests, turning the players into walking billboards for the platform. In addition, HubSpot secured naming rights for the Player of the Match award in each game, meaning winners will pick up the "HubSpot Player of the Match" trophy.
The agreement also makes HubSpot the principal partner of the match officials, providing digital tools to help referees and video‑review officials stay coordinated. As Mark Barry, Vice President of Sales and Managing Director of EMEA for HubSpot, put it, "We're excited to support England Rugby League ahead of this autumn's Ashes series. Just as the England squad needs every player working in sync to compete at the highest level, businesses need their teams aligned on one platform to grow effectively."
Match Schedule and Venues
The three‑test series rolls out as follows:
- First Test – Wembley Stadium, London – Saturday, 25 October 2025, 14:00 UTC.
- Second Test – Hill Dickinson Stadium, Liverpool – Saturday, 1 November 2025.
- Third Test – AMT Headingley Rugby Stadium, Leeds – Saturday, 8 November 2025.
Each venue was chosen to maximise regional reach, with the northern stadiums tapping into the heartland where rugby league enjoys its strongest fanbase.
Commercial Impact and Ticket Sales
Rugby League Commercial’s Managing Director, Rhodri Jones, said the partnership is "a landmark moment" for the sport. He added, "The record‑breaking speed of sell‑outs for Test 2 at Liverpool and Test 3 at Headingley confirms the huge demand for the return of this rivalry. We’re also on track for a full house at Wembley, especially after the Kangaroos arrived in London and fans rushed to secure seats."
Ticket sales for the first Test have already topped 30,000, with the remaining two matches projected to sell out within days of the next ticket release. The commercial momentum has attracted several ancillary sponsors, including Christophe Duchamp's watch brand, now the Official Watch Partner of England Rugby League.
Reactions from Stakeholders
Fans have taken to social media, sharing photos of the new HubSpot sleeves and debating who will claim the first "HubSpot Player of the Match" honour. Former England captain James Roby tweeted, "Proud to wear the HubSpot sleeve – looks sharp and shows our game is evolving with tech."
Meanwhile, broadcasters are lining up exclusive behind‑the‑scenes content, promising viewers a deeper look at how data analytics—powered in part by HubSpot’s platform—could influence game‑day decisions.
Future Outlook and Legacy
The 2025 Ashes is more than a three‑week tournament; it’s a testing ground for new commercial models in rugby league. RL Commercial hopes the HubSpot partnership will set a precedent for tech‑driven sponsorships that extend beyond mere logo placement. If the ticket‑sale trajectory holds, the series could become the most financially successful Ashes edition ever, laying a foundation for future collaborations that keep the sport financially sustainable while preserving its grassroots spirit.
Looking ahead, both HubSpot and England Rugby League have hinted at joint community programmes aimed at youth development and digital literacy, signalling that the partnership may have a life well beyond the November finale.
Frequently Asked Questions
What does HubSpot's partnership mean for England Rugby League?
HubSpot becomes the Official Customer Platform partner, meaning its branding appears on player sleeves, it sponsors the Player of the Match award, and provides digital tools for match officials. The deal also opens doors for joint community and technology initiatives that could benefit grassroots rugby league.
When and where are the three Ashes Tests being held?
The first Test is at Wembley Stadium in London on 25 October 2025 (14:00 UTC). The second Test moves to Hill Dickinson Stadium in Liverpool on 1 November 2025, and the third Test concludes at AMT Headingley Rugby Stadium in Leeds on 8 November 2025.
How have ticket sales responded to the new sponsorship?
Ticket sales have surged, with the first Test already hitting 30,000 and both the Liverpool and Leeds fixtures selling out within hours of release. The partnership is credited with boosting visibility and fan excitement, especially after the Australian Kangaroos arrived in London.
Who are the key figures behind the partnership?
Rhodri Jones, Managing Director of Rugby League Commercial, announced the deal, while Mark Barry, Vice President of Sales and Managing Director of EMEA for HubSpot, delivered the company’s perspective on the collaboration.
What legacy does the 2025 Ashes aim to leave?
Beyond the on‑field competition, the series aims to set a new commercial benchmark for rugby league, demonstrating how tech partnerships can drive revenue, fan engagement, and community outreach, ensuring a sustainable future for the sport in the northern hemisphere.
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