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Since 2005 SEL has managed the licensing program for the Australian Rugby Union and Wallabies.

SEL has successfully overseen the Wallabies program through three Rugby World Cups (2007, 2011, 2015) and the British and Irish Lions Tour in 2013 which delivered the largest licensing revenue since 2003 Rugby World Cup held in Australia.

SEL continues to expand and grow the program which incorporates key Sponsorship and Licensing contracts for ASICS, Gilbert and Skins.