World Rugby’s ‘A Blueprint For Growth’ is 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.

• Most comprehensive analysis ever undertaken into the fan and commercial trends that underpin the sport’s global rise, relevance and reach
• The report identifies five key focus areas to propel rugby’s commercial and fan impact to new heights on and off the pitch

‘A Blueprint For Growth’ is World Rugby’s 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.

Drawing on commissioned research (Spring, 2025) from seven global markets and wider market analysis, as well as 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.

The report was published on the eve of Women’s Rugby World Cup 2025 (August, 2025) and clearly articulates why women’s rugby will drive commercial, fan and participation growth in the sport as a whole, creating compelling benefits for national unions, governments and competition owners alike.

Key findings from the report include:

Rapid fan growth

• 49% of fans have joined in the last two years.
• Engagement up 65% over the past four years, rising to 72% in South Africa and 69% in the USA.
• Fans are younger (29% under 35), more gender-balanced (43% female), and family-oriented (50% with children).
• Global attendances continue to break records, including 66,000 for one day of the Paris 2024 Olympic Games women’s rugby sevens.

Visibility matters

•  50% of fans cite increased broadcast and digital visibility as their entry point into the sport.
•  Major tournaments are a key driver, with interest especially high in France (40%) and the UK (36%).

Powerful personalities are driving fan connection

• 39% of fans say player visibility has increased their engagement.
• USA’s Ilona Maher has 8.7m social followers, while Australia’s following is up 985% in 18 months.

The commercial opportunity

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