The Women’s Rugby World Cup is more than a sporting event, it’s a major cultural moment, a powerful commercial opportunity, and a real chance to drive women’s sport forward.

And with the tournament being hosted in the UK, the spotlight will shine even brighter. Expect packed stadiums, strong media coverage, and an engaged home audience ready to rally behind the teams. That extra visibility raises the stakes, and the potential, for brands looking to connect with fans in a meaningful way.

For sponsors, rights holders and stakeholders, this is the time to think strategically: how to show up with purpose, support the growth of the game and leave a lasting impact.

Here are five key themes our team have identified to consider as the tournament approaches. 

1. Storytelling Through the Stars

This tournament is a showcase for talent, not just on the pitch, but in life. 
The players have powerful stories to tell; from grassroots beginnings to leadership roles, balancing work and sport, and becoming role models in their communities. 

Fran Atkinson says: A great example of this is Ilona Maher, one of the most recognisable faces in women’s rugby, known for both her standout performances and her influence off the field. 

She helped Team USA secure bronze at Paris 2024 in 7s and has built a huge following on TikTok and Instagram, where she shares behind-the-scenes content, promotes body confidence and gives fans a genuine look into life as a professional athlete. 

Maher will be representing the USA at this year’s World Cup in England, bringing even more visibility to the tournament and the sport as a whole. Maher has already raised significant interest in women’s rugby in the UK after debuting for Bristol Bears in Premiership Women’s Rugby. Her huge fan base meant that the club saw record-breaking ticket sales further supporting her mission to raise awareness of women’s rugby. 

Her voice is helping to grow the game, attract new fans and show that women’s rugby has the power to connect culturally and commercially in a big way. She has already significantly raised the profile of the women’s game by garnering attention from the media with multiple sport publications reporting on her move to Bristol Bears and her social media presence. 

Tapping into those journeys gives fans a deeper reason to care. There’s huge potential here for storytelling that builds connection and loyalty far beyond match day.  

2. Country Comes First

International rugby stirs something different, a shared sense of identity, pride and belonging. 

The energy around representing a nation unlocks deeper emotional engagement and campaigns that reflect that passion tend to hit harder. 

Whether it’s anthem moments, flag imagery or community-driven content, leaning into that national pride can help brands forge stronger ties with fans. 

Laurence Handley says: When it comes to rugby fandom, across both the men’s and women’s game, the key tentpole moments of World Cups and Six Nations are central to generating interest and fandom.  

Utilising Dentsu Sports Analytics drivers of fandom, we can compare what first drives interest in both men’s and women’s rugby union. The analysis highlights how in Women’s Rugby Union a specific tv programme/ coverage is the number 1 reason for people becoming a fan. This is also the top driver in fandom in Women’s football and cricket highlighting how large, international tournaments can generate long term fandom.  

The second aspect that has helped to drive fandom in Women’s Rugby Union are the values associated with rugby, with this 2x as important for driving fandom than in Men’s Rugby Union. This is crucial for brands as it means that those campaigns that can leverage national fandom and tap in to the emotional unity that rugby provides are likely to succeed.  

An example of this would be ‘Asahi Super Dry’s pub pledge’, a nationwide commitment to support and screen the Women’s Rugby World Cup in pubs across the UK. This was spearheaded by the Asahi Open Arms in Shoreditch that will set a precent for how Women’s Rugby can be enjoyed in pubs; inclusive, community led and full of culture thus combing the national passion and values that are central to driving interest in the sport.  

Therefore, when England run out against the USA next Friday in Sunderland, they will be able to count on the record support of 45,000 fans in the stadium, and the millions united watching in pubs and homes across the country. As we have seen with Lionesses, these moments of national unity presents a unique opportunity for brands to leverage that can’t be missed.  

3. The Next Generation of Fans 

Women’s rugby is pulling in new audiences. 

Young girls, families, schools, they’re showing up in growing numbers, drawn by the atmosphere, affordability and the visibility of inspiring athletes. But attracting a crowd is only step one. The real win lies in turning first-timers into lifelong fans, and that depends on the quality of the experience: inclusive, exciting, and built with younger audiences in mind. 

Kelsey Smith Says: Building and sustaining fandom for the Women’s Rugby World Cup starts with understanding the powerful opportunity to connect with a new, diverse generation of supporters. Like we’ve seen in the rise of women’s football, fans are increasingly drawn to more than just the action on the pitch—they’re inspired by the entire experience. A welcoming atmosphere, accessible pricing, and the visibility of bold, relatable role models can turn one-time attendees into lifelong fans. 

Every element of the matchday experience needs to be inclusive, energetic, and tailored to younger audiences in comparison to the men’s game. Authentic storytelling, especially through digital and social media, helps bridge the gap between players and fans. By sharing athletes’ stories in real, engaging ways, and on the platforms where young people already spend their time, we create lasting emotional connections that go far beyond game day. 

Schools, clubs, and community programs are essential in deepening those connections. Bringing rugby into classrooms, playgrounds, and local events allows young girls to see themselves reflected on the world stage. When they witness someone like them scoring a try in a packed stadium, it becomes more than just a game, it becomes a goal they can chase. 

This is where true fandom begins: with visibility, connection, and the belief that they belong. The Women’s Rugby World Cup is not just a tournament—it’s driving a change in Women's sport, and now is the time to turn excitement into lasting legacy. 

4. Lessons from the Lionesses 

With the Women’s Rugby World Cup fast approaching, there’s still time to take key lessons from the Lionesses and the Women’s Euros, both landmark events hosted in the UK. Success doesn’t just come from what happens on the pitch, but how the tournament shows up culturally. 

The Euros worked because they were visible everywhere, felt inclusive and purposeful, and turned players into household names. For rugby to have the same impact, it’s now about maximising visibility, spotlighting player stories, and delivering a fan experience that feels exciting, welcoming and worth being part of, not just for rugby fans, but for everyone. 

Richard Lardner says: In 2022, the Lionesses didn’t just win the Euros. They rewrote the narrative of women’s sport in England. Packed stadiums, record-breaking viewership, and a surge in grassroots participation proved that when given the stage, women’s sport could captivate a nation. 

It’s now rugby’s turn to show up and make a statement to influence the growth of women’s sport across the UK. Naturally, the buzz rugby generates is not equal to that of football but a locally hosted tournament of this scale provides a unique opportunity in the sport, where growth in the women’s game is far exceeding that of the men’s.  

With the Women’s Rugby World Cup 2025 kicking off in Sunderland and culminating at Allianz Stadium Twickenham, the impact of the tournament is already seeing value. The RFU’s commitment to investing £14m in the “Impact ’25” legacy programme is already delivering results. The programme has so far reached 37,000 women and girls, with a 35% rise in registered age-grade girls showing the momentum is already in progress.  

Like the Euros, the Women’s Rugby World Cup offers a once-in-a-generation chance to shift perceptions, boost visibility, and embed rugby into the lives of women and girls across the UK. We have seen an increased focus from the RFU to put its emphasis on the growth of Women’s rugby and the investment in legacy programmes showcase their commitment for the future. 

The Lionesses lit the spark, and The Red Roses can fuel the fire. If England can embrace this moment by going out in support, exposing themselves to the game of rugby, and engaging within their communities, the Women’s Rugby World Cup could prove a match to the Lioness’s success and impact.  

It’s not just about winning on the pitch. It’s about winning the hearts and minds of the fans, and embedding the continuity and pride felt from these great sporting moments. 

5. The Commercial Opportunity Is Wide Open

Women’s rugby is still an open playing field for brands: a space to lead, stand out, and help shape the future of the sport. From player partnerships and community initiatives to innovative fan experiences, the possibilities are wide-ranging. What matters is acting with intent: campaigns that reflect the values of the sport and genuinely invest in its growth are the ones that will cut through and stick. 

In an era where brands are fighting for consumers’ attention, women’s rugby offers a uniquely fertile ground to build powerful narratives that deliver both social impact and strong ROI, especially considering the accessible entry level investments compared to more-established properties. The sport embodies values of strength, boldness, fierceness, and resilience - while also shining a light on issues such as girls’ and women’s body confidence, challenging traditional beauty standards, and tackling violence. 

Benni Introna says: There is no shortage of opportunities for brands to engage with women’s rugby in meaningful ways. 

Athlete partnerships 
It’s no secret to brands that the right ambassador can make all the difference. Women’s rugby is full of compelling personalities and inspiring stories that brands can tap into. Take Ilona Maher - with her authentic, unapologetic style and 8 million social followers, she has captured the attention of major brands like adidas and L’Oreal, as well as fast-growing names like Paula’s Choice skincare. But the opportunity goes far beyond the big names. Brands should dig deeper to uncover stories that align with their values, such as that of Abby Ward, the Red Roses player who stopped training three days before giving birth and returned to play for Bristol Bears just over two weeks later, a powerful example of resilience and commitment. 

Team partnerships 
Partnering with a team and following their journey throughout seasonal tournaments and major events is another powerful marketing tool for brands to tap into fans’ attachment, identity and loyalty. Whether it’s a national team sponsorship leveraging national pride and representation – like the example of Royal London insurance making history as the founding partner of the British and Irish Lions Women’s Team and Tour to New Zealand in 2027 – or a partnership at club/franchise level offering a more accessible price entry point, supporting a team allows brands to build sustained awareness, deepen emotional connections, and create a shared sense of purpose with fans. 

Event partnerships 
The 2025 Women’s Rugby World Cup is around the corner and is set to be the most successful edition yet, with 330,000 tickets already sold and a free-to-air deal secured in the UK with the BBC. Some of the world’s biggest brands - including Allianz, Mastercard, O2, and Emirates - are already on board, with new deals announced in recent weeks. While major events like this deliver unparalleled visibility and reach, brands that want long-term impact must also invest in the post-tournament legacy. Allianz offers a strong example, using its Future Fund to support grassroots rugby clubs across the UK. 

For brands seeking year-round engagement, the Women’s Six Nations (Europe) and the HSBC Women’s World Rugby Sevens Series (global) are also compelling properties to explore. The SVNS, with its fresh, festival-style positioning, is particularly suited to lifestyle brands targeting younger audiences. 

As Women’s Rugby World CEO Sally Horrox has said, the upcoming World Cup will be an “era-defining” moment for the sport, and brands that want to make an impact can’t afford to sit on the sidelines.