We didn’t just save a league. We reshaped the future of sport. When NZ’s Women’s Rugby league faced cancellation, we saw more than a game at risk. We saw a format ready for reinvention and threw out the traditional playbook. The idea? Build a fully interactive, mobile-first live sports spectacle completely separate from the TV. A broadcast for where the next generation of fans already were…TikTok. But cropping a TV feed into the platform wasn’t enough. We needed to create something bespoke, optimised for the way fans engage with content today. A dedicated crew shot for vertical screens. Production tailored every moment for TikTok. Commentators responded live. Fans voted in real-time polls, joined competitions, and stayed engaged for the full 80-minute game. The result was sport reimagined. A model that started by saving women’s rugby and is now being adopted by other sports. For years, female athletes have had to build their own profiles on social media, making up for the lack of coverage and visibility. This execution gave them the spotlight where they already had a voice and an audience. But the scale of the execution was monumental. We had to bring together the brand (2degrees), the league (Rugby NZ), the broadcast rights owners (Sky Sports) and the platform (TikTok). Each stakeholder brought something critical to the table. The agency orchestrated the entire project, 2degrees funded it as part of their mission to fight for a fairer future. Sky Sport dropped its paywall and made the game free for mobile-first fans. TikTok launched a bespoke live channel, integrating its signature features into live sport for the first time. Rugby NZ gave fans unprecedented access to players, building anticipation and amplifying their stories. The result? A bold new way to experience live sport.