Informal learning involves a wide variety of activities and pursuits which extend beyond conventional classrooms or lifelong learning courses. In this article one application of informal learning is explored in detail: the use of a sports theme, which deploys various multimedia applications in order to encourage adult learning. The article builds on earlier health promotion work reported by Saunders et al (2003) and addresses a different case study developed by BBC Wales education specialists. The context is that of playing and watching rugby, through the design and use of an internet resource entitled "Scrum V." This website accompanied a series of international matches over the period from October 2002 to March 2003. Through the use of message boards, quizzes, chat-rooms, email correspondence, downloadable documents and web pages, a range of learning objectives were identified. These included topics such as journalism, travel, tourism, ground-keeping, foreign language learning, refereeing, cultural traditions, and career planning. Market research data based on the use of the website over a six-month period are presented, and the article concludes with an identification of key issues associated with the difficulties of evaluating informal learning in media contexts. (Contains 3 figures.)