Why the Women's Rugby World Cup matters...
The Women’s Rugby World Cup 2025 is set to be more than just a sports tournament, but a cultural event, and a powerful opportunity to inspire connection, pride, and community. Hosted across eight cities in England, this year’s event will showcase the very best of Women’s Rugby whilst most importantly introducing countless new fans to the unique sport.
For brands, it gives the chance to engage with audiences in an authentic and impactful way, celebrating diversity, empowerment, and shared experiences. Here’s why this event is set to be an important cultural landmark – and why your brand should be a part of it.
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A Rising Wave of Popularity
Women’s rugby has exploded in popularity recently. Thanks to growing media coverage, record-breaking crowds, and a wave of fan enthusiasm, the sport has stepped into the spotlight, building momentum to take us through to summer 2025.
The tournament is set to capture a new wave of fans across the nation and inspire a whole new generation of players and supporters.
You only need to take a look at the numbers to see:
First Exposure to Rugby
For many, this World Cup will be their first introduction to rugby. That’s a powerful moment, offering a unique chance for brands to make a meaningful impact. Unlike the more typical rugby crowd, this tournament is expected to attract a more family-oriented audience, including parents and children exploring rugby together for the first time.
By creating experiences that tap into the excitement of discovering rugby, brands can be there for those key moments when someone first falls in love with the game. Think about being the brand that introduces someone to rugby for the first time, whether that be a child’s first match or a family sharing the experience together. These moments can shape long-lasting memories and build strong emotional bonds.
Cultural Significance of the Women's Rugby World Cup
The Women’s Rugby World Cup will become more than just the game itself. It’s a chance to celebrate resilience, teamwork, and inclusion. Rugby has always been about respect and community, and women’s rugby brings those values to the forefront. It’s an opportunity to break down barriers and show how sport can bring people together
Hosting the World Cup in England takes this to another level. With the England Women’s team, the Red Roses, ranked number one in the world, there’s an added sense of excitement and pride. For many, especially young women and girls, this is an opportunity to see themselves represented at the highest level. It’s not just about showcasing top athletes; it’s about showing that rugby is a game where everyone belongs.
Lionesses 2022
The cultural significance of this tournament can’t be discussed without taking a look back at the impact of the Lionesses’ victory at the UEFA Women’s Euros in 2022.
Their historic win captivated the nation, with 17.4 million viewers tuning in to watch the final, making it the most-watched women’s football match in UK history.. The Lionesses’ triumph wasn’t just about football, it was a turning point for women’s sports as a whole in the UK.
Grassroots football programs saw a surge in participation, and brands like Nike and VISA created campaigns that celebrated this cultural moment while strengthening their connection with fans.
Creating waves...
Develop Grassroots
Create a Legacy
Inspire Community
The Women’s Rugby World Cup has the potential to create similar waves, uniting communities and creating a legacy for women’s rugby. Brands have a huge opportunity to be that force for good, and to help develop the grassroots of the women’s game while capturing audience share along the way.
By supporting initiatives that nurture young talent and expand access to rugby, brands can align themselves with values of progress and inclusivity, creating meaningful connections with fans that extend far beyond the tournament.
Make it experiential!
Want to dive deeper into why this event matters, the explosion in women’s rugby, and why it presents such an opportunity for brands to tap into? Check out our ‘Make it Experiential’ podcast episode where we break down the significance of women’s rugby and what makes this World Cup so special. You can watch it here:
Here's some activation ideas...
Need some ideas to get your Women’s Rugby World Cup activations off the ground?
Check out our videos for fun, creative ways to connect with fans and make your brand unforgettable this summer.
Flipped Try Photo
We know how it works - Let’s Create Something Special
At Xi, we’ve spent years mastering the art of digital activations at sports tournaments such as the Women’s Rugby World Cup. We know how to create moments that people talk about, share, and remember. Our expertise in delivering experiential technology for brands make us the perfect team to help your brand shine during the Women’s Rugby World Cup 2025.
The Women’s Rugby World Cup 2025 is going to be a defining moment – for rugby, for culture, and for brands. Don’t miss the chance to be part of it. Let’s work together to create something extraordinary.