New report shows that women's rugby is set for explosive growth

Just a few days before the Women's Rugby World Cup kicks off, World Rugby has unveiled the most comprehensive study to date on the rise, relevance, and reach of women’s rugby, offering a strategic roadmap to help the game unlock the full commercial potential of women’s rugby globally.

The report declares that  'The time is now for women’s rugby'. With consultancy firm Deloitte predicting that women’s elite sport will generate £1.8 billion globally by 2025 and the Women's Rugby World Cup England 2025 forecast to attract up to 400,000 attendees and 50 million global viewing hours, this is seen as a 'generational moment'.

The report draws on newly commissioned research from seven global markets and wider market analysis, as well as new in-depth studies on fan, broadcast and commercial trends. The blueprint for growth highlights five game-changer focus areas that will propel the sport to new heights on and off the pitch:

1.  Make it impossible to miss women’s rugby: Expand broadcast deals, boost digital exposure, and create more accessible live experiences.
2. Empower players to tell their stories: Support athlete-led content to inspire loyalty among younger, digital-first, and diverse audiences.
3. Give fans even more opportunities to watch stars of the game: Convert tournament-driven spikes into sustained year-round engagement through storytelling, visibility, and clear links to domestic competitions.
4. Continue to grow the playing pathways: Build diverse competition structures from schools to social play to expand the player base and grassroots passion.
5. Lean into fluid fandom: Adapt the rugby product globally and locally to broaden access and connect with new audiences.

Women’s rugby stands on the brink of something extraordinary. Powered by world-class athletes, a passionate and growing fanbase, and a global calendar featuring Women’s Rugby World Cups in England, Australia and the USA, the sport represents one of the most dynamic opportunities in global sport. Unlocking its full potential requires strategic focus, sustained investment, and collective commitment.

Sally Horrox, World Rugby Chief of Women’s Rugby

Some of the key findings of the report include:

Rapid fan growth

• 49% of fans have joined in the last two years. 
• Fans are younger (29% under 35), more gender-balanced (43% female), and family-oriented (50% with children).

Visibility matters

• 50% of fans cite increased broadcast and digital visibility as their entry point into the sport.

Powerful personalities are driving fan connection

• 39% of fans say player visibility has increased their engagement.

The commercial opportunity

• 73% of fans agree brands play an authentic role in boosting visibility, and merchandise-buying women’s rugby fans spend 16% more than men’s rugby fans.

This highlights the explosive growth potential of the women's game, and the Women's Rugby World Cup England 2025 is set to be a spark.