The year 2025 was historic for women's rugby with the record-breaking World Cup in England: +196% ticket sales compared to 2021, +336% viewing hours, +118% social media impressions, +330% sponsorship revenue… World Rugby commissioned a report to go further. He presents " the most comprehensive analysis ever conducted » on commercial and fan-related trends in order to to fully capture the commercial potential of women's rugby on a global scale ».
More fans, more opportunities
The report's findings confirm that women's rugby is experiencing rapid growth. The World Cup proved to be a golden opportunity: during the tournament, 15% of spectators were attending their very first rugby match, and 44% were attending their first women's rugby match. Similarly, 49% of women's rugby fans became fans in the last two years, demonstrating the increased visibility of the matches. There is reason for optimism, as 55% of fans believe their interest in rugby union will continue to grow, and the fan base has the advantage of being diverse: 29% are under 35, and 43% are women.
Another notable finding: 39% of fans stated that increased visibility for female players had encouraged their involvement, confirming the importance of role models like England's Ellie Kildunne and the relevance of narratives that center on them. In terms of sponsorship, women's rugby is emerging as a promising sector: 73% of fans believe that brands have a genuine role to play in promoting women's rugby, and 42% of fans are more likely to talk about a brand that sponsors women's rugby – 9% more than male rugby fans.
« Women's rugby is not just growing, it is transforming the future of the sport., insists World Rugby's director of women's rugby, Sally Horrox, in a statement. A new generation of fans is discovering rugby, and this fan community is set to grow. The report highlights the significant business opportunity presented by increasing fan engagement, enhanced visibility, and record-breaking event performances, all of which together create a solid platform for future investment, innovation, and growth. "Just three more years to maintain this momentum before the next one" boostin Australia, during the next World Cup!
