Full Breakdown
World Rugby Encourages Men's Game to Embrace Fan Engagement Lessons from Women's World Cup
9/3/2025, 10:00:38 PM
Insights from the Women's Rugby World Cup
Alan Gilpin, the chief executive of World Rugby, has called on the men's game to adopt strategies from the Women's Rugby World Cup, particularly in enhancing player-fan interactions. He noted that the women's tournament has showcased players engaging with supporters through selfies, autographs, and post-match celebrations, creating a vibrant atmosphere. Gilpin emphasized that this approach could foster a more positive perception of rugby, stating, “Perceptions about our sport are being challenged... and we believe there’s a real opportunity for the men’s game to actually follow the lead.” He plans to compile a dossier of successful engagement strategies to present to teams ahead of the men's World Cup in 2027.
The Impact of Player Personalities
The women's tournament has been marked by players expressing their personalities, which has resonated with fans. For instance, Ilona Maher, a prominent player with 5.2 million Instagram followers, exemplifies this trend. Gilpin remarked, “We’ve got brilliant characters in the women’s game who aren’t going to have to put a lid on those personalities.” This accessibility has reportedly contributed to a significant fan turnout, with 90% of attendees expressing interest in returning to future matches.
Addressing Online Abuse
Despite the positive engagement, some players, including Georgia Evans of Wales, have faced online abuse regarding their appearances. Evans stated, “The bows in my hair... has no bearing on my ability, my passion or fight for this game.” Yvonne Nolan, the competition director, acknowledged the societal issues surrounding such abuse and highlighted efforts to combat it through AI technology.
Performance and Development of Women's Rugby
Sally Horrox, Chief of Women’s Rugby at World Rugby, noted that the women's game is still in its early stages of professionalization, contrasting it with the men's game, which has been professional for over 30 years. She emphasized the importance of expanding the Rugby World Cup to include more teams, stating, “We made an intentional decision to expand the Rugby World Cup from 12 to 16 teams... Their performance on the biggest stage is critical for their national pride.”
Future Directions and Gender Equity
Looking ahead, World Rugby aims to prioritize gender equity and enhance the profile of women's rugby globally. Initiatives include an all-female leadership team and the introduction of smart mouthguards for player safety. Gilpin reiterated the need for the men's game to learn from these developments, asserting that engaging with fans should not be viewed as detrimental to performance.
Verbatim Quotes
- “And we believe there’s a real opportunity for the men’s game to actually follow the lead.” — Alan Gilpin, Chief Executive, World Rugby
- “The bows in my hair, the tape on my arm, the eyelashes and full face of make-up that I choose to wear has no bearing on my ability, my passion or fight for this game…” — Georgia Evans, Wales No 8
- “Not all boats are rising at the same level at the same time, but the tide is rising very fast and rising for all,” — Alan Gilpin, Chief Executive, World Rugby
Conclusion
The Women's Rugby World Cup has not only highlighted the potential for increased fan engagement but also underscored the ongoing challenges within the sport, including online abuse and the need for further development. As World Rugby prepares for the men's tournament in 2027, the lessons learned from the women's game may play a crucial role in shaping its future.
