Women’s rugby has reached a tipping point.

Once seen as a niche addition to the game, it’s now becoming one of rugby’s biggest growth stories. From record-breaking crowds at Twickenham to mainstream broadcast coverage of the Women’s Six Nations, the momentum is undeniable. What makes this rise so powerful is that it doesn’t just mirror the success of the men’s game; it feels like rugby in its purest form: inclusive, resilient and deeply connected to community.

Which is why the World Cup comes at an important time. Women’s rugby competitions are not just keeping up with the men’s game but are powering their own trajectory. The 2025 competition is a generational, era-defining moment. With only 17.5% of the target still to be achieved and 330,000 tickets sold, this is already a 52% increase from the Rugby World Cup of 2021. Fans have steadily increased their buy-ins, not because it has suddenly become a trend to be backed, but through the availability of opportunities.

Key growth levers:

• Visibility: Both domestically and internationally. Broadcast and matchday audiences are on the rise. Why? Innovative decision-making to give rugby tournaments like the Six Nations its own calendar. Having its own profile means taking it seriously. The results. An 86% increase YOY of average TV audiences on TNT Sports, plus a 24% increase in matchday attendances from 2024.
• Flexibility: A young fanbase means the biggest opportunity to acquire and convert new fans. Domestic rugby in England is on the rise. 21% of 18-34-year-olds follow Premiership Women’s Rugby because they support specific players rather than a specific commitment to a team.
• Viability: Women’s rugby fandom is outpacing men’s. That’s a fact. 65% of women’s rugby fans have increased their engagement over the last four years compared to 48% of men’s. The chance of conversion is higher. But it doesn’t mean to say we can forget about the growth of the men’s game either. 50% of women’s rugby fans were introduced from the men’s game.

Women’s rugby is still relatively uncluttered, meaning the right partnerships can cut through with authenticity and impact. Supporting the women’s game today isn’t charity; it’s smart business. The early adopters are already reaping cultural and commercial rewards.

Our favourite partnerships:

• Red Roses x Barbie. Barbie’s first-ever partnership with a sports team. The collaboration aims to inspire the next generation of rugby players through the celebration of individuality and the pursuit of visible and passionate female role models in sport.

 

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• Asahi x Women’s Rugby World Cup. Ellie Kildunne stars alongside grassroots fans in the ‘Rugby Like Never Before’ campaign, celebrating the culture and confidence of this year’s tournament. This is a campaign with multiple activations – a national promotion that will see pubs and bars tapping into the rugby audience.

 

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• Kettle Crips x The Rugby World Cup. The ability to bring people together to share a special moment. Kettle are the official crisp supplier of the 2025 Women’s Rugby World Cup. Aligning with their brand values, they look to celebrate the power of rugby to unite, empower, and drive progress for women and girls around the world. Their ‘Seasoned to Play’ digital series looks to amplify grassroots players as well as professionals in the game.

 

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As the Rugby World Cup kicks off, we should celebrate the sport’s tradition while recognising its future. And that future is being shaped by women who are proving rugby isn’t just mainstream, it’s for everyone.

This is rugby like never before.