World Rugby has taken a decisive step toward the future of the sport with the presentation of “A plan for growth: women’s rugby,” the most comprehensive study carried out to date on the rise, relevance, and reach of this discipline. The report provides a strategic roadmap aimed at unlocking the commercial potential of women’s rugby worldwide, supported by an in-depth analysis of data, fan trends, and market projections.
The launch comes at a crucial moment, on the eve of the Women’s Rugby World Cup England 2025, which promises to be the biggest and boldest edition in history. With sustained growth in attendance, audience, and participation, World Rugby highlights that the time has come to consolidate this movement, backed by an increasingly young fan base, diverse and digitally connected.
A strategic plan for a sport in expansion
The report identifies five key areas of focus that will drive the growth of women’s rugby on and off the field: greater visibility through broadcasting and digital platforms, support for athletes to tell their stories, more opportunities for fans to connect with the stars, development of competitive structures from grassroots level, and adaptation of the product both locally and globally to reach new audiences. These pillars seek to transform the growing interest into sustained engagement, both on the sporting front and in the commercial arena.
The figures reinforce the scale of this opportunity: 49% of fans have joined in the last two years, engagement has increased by 65% over the past four years, and 43% of followers are women. Moreover, stars such as American Ilona Maher, with 8.7 million followers on social media, illustrate how player personalities enhance the connection with the public. According to World Rugby, this momentum could translate into a global market worth £1.8 billion for elite women’s sport by 2025, with the Women’s Rugby World Cup in England expected to draw up to 400,000 attendees and 50 million hours of viewership worldwide.
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