Women's rugby is emerging as a significant growth area within the sport, moving beyond its previous focus on development and comparison with the men's game. Last season, average attendances for Premiership Women’s Rugby increased by 23%, and its fan database quadrupled.
The 2025 Women’s Rugby World Cup reportedly set records for attendance, engagement, and sponsorship. Minty Martin, a women’s sports strategy consultant, highlighted the trajectory of Premiership Women’s Rugby as particularly exciting.
The sport has reportedly engaged audiences, particularly Gen Z, by focusing on personalities, TikTok content, and storytelling. World Rugby indicates that increased player visibility is a major factor in deeper fan engagement. Almost a third of women's rugby fans are under 35, and 15% of World Cup attendees were at their first rugby match of any kind.
Sponsors are also finding opportunities in women's rugby, with Daryl West, partnerships director at AG1, noting that players' authenticity and relatability offer brands a credible voice. World Rugby found that women’s rugby fans are nine percentage points more likely to discuss a sponsoring brand compared to men’s rugby fans.