With low fan engagement, limited coverage, and poor stadium attendance, NZs Women’s Rugby League was facing cancellation after just three years. Reshaping Rugby was all about reimagining how live sport could be consumed for mobile, digital and social-first audience, reshaping both the future of the game and the way fans can experience it. The challenge was significant: Uniting 2degrees as principal sponsor, Sky Sport as rights holder, NZ Rugby as the governing body, and TikTok as the platform. But the results were game changing: What started as a mission to save women’s rugby, redefined sports broadcasting. In 80-minutes of non-stop fan engagement we had over 180,000 live interactions, 92,000 viewers and 4X the audience to previous years. Shot and produced vertically, with bespoke commentary and real-time interactive features, it delivered record-breaking engagement, secured 5 more years of the league and gave 2degrees 80 minutes of uninterrupted brand presence.