World Rugby welcomes Mastercard as founding global partner of Women in Rugby and unveils new marketing campaign

World Rugby has announced details of a transformative five-year partnership with Mastercard and has also launched its new Team Powered marketing campaign.

World Rugby has announced details of a transformative five-year partnership with Mastercard to accelerate the development of Women in Rugby, which will supercharge the international federation’s ambitious Accelerating the development of women in rugby 2017-25 strategic plan.

The ground-breaking partnership will deliver a series of firsts, with Mastercard becoming:

  • The founding Global Partner of World Rugby’s Women in Rugby programme, exclusively focusing on growing youth participation and raising the global profile of the women’s global competitions and calendar
  • The first Worldwide Partner for Rugby World Cup 2021 and Rugby World Cup 2025, as preferred card for both tournaments
  • The first Global Partner of WXV, the annual global women’s competition due to start in 2023

In addition to the partnership, World Rugby has launched its new Women in Rugby Team Powered marketing campaign. It aims to inspire more women and girls to play and watch the sport by showcasing our belief that women’s rugby is the ultimate team sport – on and off the pitch – and how, through the power of togetherness, a team is greater than the sum of its parts.

Mastercard will be the exclusive partner of the Youth Unstoppables element of the Team Powered campaign and work to inspire young women and girls to get involved in the sport through a unique digital content series championing inspirational females around the world.

The new campaign and Mastercard partnership build on strong foundations, with women’s rugby experiencing unprecedented growth in recent years – more than 2.7 million women and girls are currently playing globally, making up a quarter of the world’s playing population. Latest Nielsen Research for World Rugby has reported women’s rugby is on the rise with interest in established markets up to 45 per cent and in emerging markets to 27 per cent, a 15 and 22 per cent increase since 2018, respectively.

Recognising the unique values of rugby, Mastercard has been a long-time supporter of the sport, and women in rugby, with several rugby-focused projects including:  

  • Successful partnerships with Rugby World Cup (men’s) since 2008, Rugby World Cup (women’s) since 2017 and Golden Lions Rugby Union amateur women’s club league and senior women’s team since 2020
  • Appointment of brand ambassadors Piwokuhle Nyanda, a professional South African and Golden Lions women’s rugby player, and Chanel Alberts, the head coach of the Golden Lions senior women’s team, to champion and develop grassroots women’s rugby in South Africa
  • Honouring the best women’s and men’s 15s players in the world with sponsorship of the Women’s and Men’s 15s Player of the Year Awards at the World Rugby Awards

Mastercard will be using its Priceless platform to curate unique experiences with World Rugby and brand ambassadors exclusively available on priceless.com/rugby and the development of rugby-specific content in the future that reinforces the company’s dedication to gender equity, aligning with its signature STEM curriculum titled ‘Girls4Tech’.

World Rugby Chief Executive Alan Gilpin said: “Women’s rugby is going from strength to strength globally, and the new Team Powered campaign and Mastercard partnership will supercharge the sport’s growth, inspiring a new generation of players, fans and parents.

“Team Powered showcases the unique values, diversity and inclusivity of women’s rugby and will encourage more women and girls to get involved in the sport, on and off the pitch. Our new commercial partnership reflects our ambitious plans to advance women in rugby at all levels and, as a long-standing supporter of rugby, Mastercard is a perfect fit. Our vision for the sport is very much aligned with a focus on accelerating accessibility, visibility, commerciality, and competition within women’s rugby – the single-biggest opportunity to grow the sport as a whole globally.

“We have developed an ambitious commercial strategy to underpin the sustainable growth of women’s rugby, encompassing both the elite and community levels of the sport, enabling partners to champion and support all aspects of the women’s game and make an impact in this priority area.”

Raja Rajamannar, Mastercard Chief Marketing and Communications Officer, said: “Fostering connections and giving people the opportunity to grow their passions is what Mastercard stands for. We are honoured to support a sport as inclusive as women’s rugby that has seen unprecedented growth in recent years. Together with World Rugby, we look forward to creating programmes and experiences that get people closer to the game they love.”

Katie Sadleir, World Rugby Women’s Rugby General Manager, said: “We are thrilled to welcome Mastercard on board as our founding partner of Women in Rugby. A core pillar of our ambitious Women’s Strategic Plan is to develop a strong and engaged portfolio of strategic commercial partners committed to long-term investment and support for the women’s game.

“I am also very excited by our new Team Powered marketing campaign, which encompasses all the incredible features of women’s rugby and will help us to build on the huge growing number of females involved in our sport in recent years.”  

Last updated: Jun 9, 2021, 10:36:03 AM
HK women's sevens head coach Iain Monaghan
wr-women-news-sevens sevens-news-women wr-news-olympics-repechage-teams sevens wr-news-sevens Olympic Qualifying wr-news-olympics-w Olympics wr-news wr-women-news wr-news-olympics-m sevens-news-men
Olympic Repechage contenders Hong Kong have already conquered their ‘Everest’
Hong Kong’s women have been ‘moving mountains’ in a bid to be in the best possible shape for the World Rugby Olympic Sevens Repechage in Monaco on 18-20 June.
Rugby Africa Women's Cup 2019: South Africa v Kenya - CREDIT: Gallo Images
wr-women-news-regions wr-news Women's Development Women's wr-women-news wr-women-news-power Womens
South Africa “no longer just a follower” when it comes to gender diversity in rugby
We spoke to World Rugby Council member Vanessa Doble about the constitutional amendments SA Rugby has made to increase female representation in its governance structures.
Maria Thomas
wr-women-news-regions wr-news Women's Development Women's wr-women-news Feature wr-women-news-power Womens
Maria Thomas putting scholarship lessons into practice as Trinidad and Tobago RFU’s first female president
We caught up with the World Rugby Women’s Executive Leadership Scholarship recipient following her historic election win.
WIR_Landscape_Scrum
wr-news wr-women-news mz-advisory RWC2021 Rugby World Cup wr-women-news-2021
World Rugby welcomes Mastercard as founding global partner of Women in Rugby and unveils new marketing campaign
World Rugby has announced details of a transformative five-year partnership with Mastercard and has also launched its new Team Powered marketing campaign.
Photo of players running out at a Japan rugby test event
wr-women-news-sevens wr-news wr-women-news wr-news-asia wr-news-sevens
Japan sevens chief hopes Tokyo Olympics continues cycle of success
With 50 days to go until the men’s final of the Olympic rugby sevens competition, Japan head coach Kensuke Iwabuchi looks forward to competing on home soil in Tokyo.
Amanda Cox
wr-women-news-regions wr-women-news-coach wr-news Women's Development Women's wr-women-news Feature Womens
Amanda Cox on the fight for more female representation in refereeing
We caught up with the referee coach to discuss her life in rugby and find out what needs to be done to create more opportunities for women to become match officials.
Photo of the France and Tunisia sides during a training camp at Marcoussis
Olympics wr-news Women's wr-women-news wr-news-olympics-repechage-teams sevens Team News Womens
The "Rebellious" preparing to fly the Tunisian flag in Monaco
As we reach 50 days to the rugby sevens kick-off at the Tokyo Olympics, the Tunisian women's rugby sevens team prepares to play their second World Rugby Sevens Repechage in Monaco, with ambitions beyond Tokyo 2020.
Argentine 7s captain Gimena Mattus attacks during the 2019 Pan American Games.
wr-women-news-sevens wr-news wr-women-news Feature wr-news-sevens Preview Olympic Qualifying
Argentina looking to end a difficult two years with history at Monaco sevens showdown
Argentina won't be flying into Monaco's Olympic Repechage as favourites, but that isn't stopping their dreams of Tokyo, as coach Tomás Bongiorno and captain Gime Mattus tell World Rugby.
Germany win Lodz Sevens 2019
wr-news-sevens wr-women-news-sevens wr-news wr-women-news
Germany look to new generation to defend Rugby Europe men’s sevens crown
Germany men’s sevens head coach Damian McGrath speaks to World Rugby ahead of the start of the Rugby Europe Championship Sevens Series.
HSBC New Zealand Sevens 2020 - Women's
sevens-news wr-women-news-sevens Women's sevens-news-women sevens wr-news-sevens sevens-news-feature sevens-news-olympic wr-news-olympics-w Olympics wr-news wr-women-news Tournament News Womens
Emilee Cherry: Five memorable moments from the career of a rugby sevens pioneer
Following the announcement that Cherry will hang up her boots prior to the Tokyo Olympics, we recap some of her best moments in the green and gold of Australia.