Why the future of women’s rugby in England looks stronger than ever

The women’s rugby side Gloucester-Hartpury have had a pretty good season. On March 16 they won their third Premiership Women’s Rugby Championship in a row, beating Saracens 31-19 in the final^[1].

But the sport as a whole is enjoying an impressive run too. Fellow Premiership side Harlequins broke the world attendance record^[2] for a women’s rugby club game at the Allianz Stadium (Twickenham) in December 2024, with a crowd of 18,055. And ticket sales for the Women’s Rugby World Cup in August (hosted by England) have already broken records^[3].

There has also been a surge in commercial interest. Research I was involved in^[4] suggests that rugby is following a trend seen in other women’s sports, including football and basketball, where brands previously not associated with sport are finally joining the party. The skincare brand Clinique is now a key sponsor^[5] of Premiership Women’s Rugby (PWR), for example.

And despite issues with financial sustainability^[6] across rugby union clubs generally, some clubs are showing a clear appetite for commercial growth. Leicester Tigers’ women’s side, for example, is currently seeking a “principal partner” to sign up to a “six-figure annual commitment”^[7] of investment and sponsorship – in return for naming rights of a planned new stadium.

Broadcasting interest (and income) has increased too. PWR and TNT Sports have a multi-year deal^[8] to show live matches, while BBC Sport^[9] had live access to four key games this year, starting with Harlequins against Bristol Bears in February and ending with the PWR final. For the national teams, the 2025 Women’s Six Nations tournament will also be shown on the BBC^[10].

Overall then, women’s rugby in England is winning more coverage, higher attendances, and greater involvement from commercial brands just in time for the World Cup. And the effects are already visible for the tournament, with “unprecedented demand”^[11] for tickets an early indicator of financial success. A number of matches already have limited availability.

That said, any large sporting event carries risks, and research shows that the aftermath (for sporting involvement) can be disappointing^[12] and the effects on the domestic game limited^[13]. A proper legacy depends on the support of national governing bodies.

So women’s rugby still faces barriers. But without wishing to place further weight on her shoulders, the sport has a not-so-secret weapon in the form of a player who has elevated the sport^[14] to new levels in a very short space of time.

Ilona Maher, 28, has 3.5 million followers on Tiktok^[15], more than any other rugby player in the world, of any gender. She represented the US rugby sevens national team at the Paris Olympics (they came third) and her appearance on the US dance competition show Dancing With the Stars^[16] (where she finished in second place) made her even more famous. Next on her list it playing for her country in this year’s World Cup.

To do so, she needed^[17] to bolster her experience in the 15-a-side game – so ended up signing for PWR side Bristol Bears^[18].

This was a commercially shrewd deal for both sides. Maher is getting semi-professional experience, and Bristol Bears have already seen a financial boost. They doubled their attendance record (to 9,240) on Maher’s debut weekend in January 2025, having moved venue to accommodate the surge^[19] in ticket sales. The club is also selling more merchandise^[20].

Nor is it just Bristol Bears which have benefited from the Ilona Maher effect. Interest in the league as a whole has increased^[21], both in the UK and abroad, bringing new audiences to the sport just in time for the international competition.

Those audiences can hopefully look forward to an entertaining and exciting World Cup in England this summer. And if the current momentum behind the sport continues, a bright future for women’s rugby.

References

1. ^{^} in the final (www.hartpury.ac.uk)
2. ^{^} world attendance record (www.quins.co.uk)
3. ^{^} broken records (www.rugbyworldcup.com)
4. ^{^} Research I was involved in (www.emerald.com)
5. ^{^} key sponsor (www.thepwr.com)
6. ^{^} financial sustainability (www.leonardcurtis.co.uk)
7. ^{^} “six-figure annual commitment” (www.leicestertigers.com)
8. ^{^} multi-year deal (www.quins.co.uk)
9. ^{^} BBC Sport (www.bbc.co.uk)
10. ^{^} on the BBC (www.bbc.co.uk)
11. ^{^} “unprecedented demand” (www.rugbyworldcup.com)
12. ^{^} disappointing (www.tandfonline.com)
13. ^{^} limited (theconversation.com)
14. ^{^} elevated the sport (theconversation.com)
15. ^{^} followers on Tiktok (www.tiktok.com)
16. ^{^} Dancing With the Stars (youtu.be)
17. ^{^} she needed (www.bbc.co.uk)
18. ^{^} Bristol Bears (www.bristolbearsrugby.com)
19. ^{^} moved venue to accommodate the surge (www.bbc.co.uk)
20. ^{^} more merchandise (www.telegraph.co.uk)
21. ^{^} increased (www.instagram.com)