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World Rugby launches women’s game blueprint for growth ahead of RWC 2025
By Lucy Lomax
Just four days ahead of the Women’s Rugby World Cup, World Rugby has unveiled the most comprehensive study to date on the rise, relevance, and reach of women’s rugby, offering a strategic roadmap to help the game unlock its full commercial potential globally.
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Drawing on newly commissioned research from seven global markets and wider market analysis, as well as new in-depth studies on fan, broadcast and commercial trends, the blueprint for growth highlights five game-changer focus areas that will propel the sport to new heights on and off the pitch:
1. Make it impossible to miss women’s rugby: Expand broadcast deals, boost digital exposure, and create more accessible live experiences.
2. Empower players to tell their stories: Support athlete-led content to inspire loyalty among younger, digital-first, and diverse audiences.
3. Give fans even more opportunities to watch stars of the game: Convert tournament-driven spikes into sustained year-round engagement through storytelling, visibility, and clear links to domestic competitions.
4. Continue to grow the playing pathways: Build diverse competition structures from schools to social play to expand the player base and grassroots passion.
5. Lean into fluid fandom: Adapt the rugby product globally and locally to broaden access and connect with new audiences.
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Women’s Rugby World Cup 2025 is forecast to attract up to 400,000 attendees, 50 million global viewing hours and attract a whole new fanbase for rugby – a generational moment following a huge interest spurt that has seen record attendances set and smashed and new competitions established in several nations in a three-year super growth period since the previous Women’s World Cup.
As has long been predicted by those involved within the game- the time is now for women’s rugby. The report clearly articulates why women’s rugby will drive commercial, fan and participation growth in the sport as a whole, creating compelling benefits for national unions, governments and competition owners alike.
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Key findings from the report include:
Rapid fan growth
• 49% of fans have joined in the last two years.
• Engagement up 65% over the past four years, rising to 72% in South Africa and 69% in the USA.
• Fans are younger (29% under 35), more gender-balanced (43% female), and family-oriented (50% with children).
• Global attendances continue to break records, including 66,000 for one day of the Paris 2024 Olympic Games women’s rugby sevens.
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Visibility matters
• 50% of fans cite increased broadcast and digital visibility as their entry point into the sport.
• Major tournaments are a key driver, with interest especially high in France (40%) and the UK (36%).
Powerful personalities are driving fan connection
• 39% of fans say player visibility has increased their engagement.
• USA’s Ilona Maher has 8.7m social followers, while Australia’s following is up 985% in 18 months.
The commercial opportunity
• 73% of fans agree brands play an authentic role in boosting visibility.
• Merchandise-buying women’s rugby fans spend 16% more than men’s rugby fans.
World Rugby Chief of Women’s Rugby Sally Horrox said: “Women’s rugby stands on the brink of something extraordinary.
“Powered by world-class athletes, a passionate and growing fanbase, and a global calendar featuring Women’s Rugby World Cups in England, Australia and the USA, the sport represents one of the most dynamic opportunities in global sport.
“Unlocking its full potential requires strategic focus, sustained investment, and collective commitment.”
As the best players in the world descend on England for the Rugby World Cup, check out RugbyPass’ Top 50 best players campaign and see if you agree with our selections. View the list here.
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