World Rugby Reveals Blueprint for Women’s Rugby Growth
World Rugby has launched an extensive analysis focusing on the burgeoning popularity and commercial viability of women’s rugby. This study intends to serve as a strategic guide, unlocking the sport’s full potential on a global scale.
Strategic Focus Areas for Advancement
The report, developed from in-depth research across seven international markets, identifies five pivotal strategies aimed at enhancing the sport’s commercial and fan engagement:
- Maximize Visibility: Increase broadcast agreements and digital presence while creating more accessible live events.
- Amplify Player Narratives: Encourage athlete-driven content to foster loyalty among younger, digitally-savvy, and diverse audiences.
- Enhance Fan Engagement: Transition sporadic tournament interest into consistent, year-round connections through storytelling and visibility in domestic leagues.
- Develop Playing Pathways: Broaden competition structures from educational institutions to recreational play, thereby expanding participation and grassroots support.
- Cultivate Diverse Audiences: Adapt rugby offerings to attract a wider range of fans on both global and local scales.
Timing and Context of the Report
This report coincides with the lead-up to the most ambitious Women’s Rugby World Cup yet, set to take place in England in 2025. It articulates the significant role women’s rugby is poised to play in the overall growth of the sport, benefiting national unions, government entities, and sports organizations alike.
Projected Impact of Women’s Rugby
With women’s elite sports expected to generate £1.8 billion globally by 2025, the upcoming Women’s Rugby World Cup in England anticipates drawing in approximately 400,000 spectators and garnering around 50 million viewing hours. This surge is expected to introduce a new demographic of fans, showcasing the exponential growth seen in attendance and competition establishment since the last World Cup.
“The insights from this report reinforce the importance of women’s rugby in our plan to enhance the sport’s reach and impact,” stated World Rugby Chief Executive Alan Gilpin. He expressed confidence in collaborating with unions globally to capitalize on the opportunities presented by the forthcoming Women’s Rugby World Cup.
Adding to this sentiment, Sally Horrox, World Rugby Chief of Women’s Rugby, remarked, “Women’s rugby is on the verge of remarkable growth. With a solid foundation of world-class athletes and a passionate fan base, we have an incredible opportunity ahead. Realizing this potential will require strategic intent and collaborative investment.”
Insights from the Report
Key findings from the report highlight:
- Rapid Fan Growth: Nearly 49% of new fans have joined in the past two years, with overall engagement increasing by 65% in four years, including 72% in South Africa and 69% in the USA.
- Visibility Matters: 50% of fans have reported increased broadcast and digital visibility as their entry into the sport, especially during major tournaments.
- Player Influence: 39% of fans indicated that player visibility has bolstered their involvement, with notable personalities like the USA’s Ilona Maher amassing 8.7 million social media followers.
- Commercial Potential: A notable 73% of fans believe that brands can effectively enhance visibility, with women’s rugby merchandise purchasers spending 16% more than their male counterparts.
Upcoming Webinar Announcement
World Rugby will hold a webinar discussing the report’s findings on Tuesday, September 2, 2025. Two sessions will be available, accommodating global time zones, at 08:00 BST and 16:00 BST. Interested participants can register via the provided links:
- 08:00 BST Session
- 16:00 BST Session (link to be provided later)
The report will be published in both French and Spanish in the near future.
