World Rugby has taken a strong step toward the protection of its players, coaches, and referees by expanding its partnership with Signify Group, just months before the start of the Women’s Rugby World Cup England 2025. Through a pioneering online protection service, the federation aims to combat the growing issue of social media abuse, a phenomenon that disproportionately affects female athletes and has seen a sharp rise, especially among young people. This initiative is a statement of principle against online hate, in a tournament that promises unprecedented visibility for women’s rugby.
The collaboration with Signify Group is part of the legacy program Impact Beyond 2025 and includes concrete measures such as social media monitoring, the identification of abusive content and its sources, and cooperation with authorities in serious cases. This proactive effort not only ensures a safer environment for those involved in the tournament but also reinforces World Rugby’s commitment to the mental wellbeing of its athletes and officials. The organization has called on the entire rugby community to lead by example in the eradication of abuse in sport.
A pioneering service for a historic tournament
The service will rely on Threat Matrix technology, based on artificial intelligence, to monitor posts in more than 40 languages, identify abusive behavior, and enable legal action where necessary. This tool was already successfully used during the Rugby World Cup France 2023, where 1.6 million social media messages were analyzed, over 2,500 abusive messages were identified, and legal actions were taken in countries like Australia, South Africa, and the United Kingdom. Extending this technology to the women’s edition of the tournament reinforces the message of zero tolerance for online hate and promotes a culture of respect on and off the field.
In addition to monitoring, Signify will provide evidence packages and train unions on protection practices, enabling a coordinated and sustainable response. World Rugby’s Head of Women’s Rugby, Sally Horrox, emphasized that “every player and referee deserves to feel safe and respected,” while New Zealand player Ruby Tui highlighted that programs like this “clearly show our stance.” The legacy of England 2025, beyond the sporting realm, seeks to set a global precedent in defending integrity and inclusion in rugby.
