This summer established itself as a pivotal moment for women's sport, with England's Lionesses and Red Roses both securing tournament victories. The Women's Rugby World Cup represented a cultural inflection point for women's rugby, driven significantly by digital engagement and social media momentum.
Record-Breaking Social Media Performance
The Red Roses' Instagram account grew nearly 70,000 followers during the tournament, and was second only to England men's football for UK NGB video views in September. Across England Rugby channels, Red Roses content generated 120 million views and eight million engagements across the Rugby World Cup period. The BBC documented a significant audience increase, with the average broadcast audience for the 2025 edition growing by 399% compared to 2022.
Key Success Factors
Three primary elements drove engagement. Personality, Sportsmanship and Community: Players like Ilona Maher, Sarah Bern, and Anna McGann demonstrated authentic self-expression. England's Abby Dow became particularly notable through her crochet initiative. Allyship and Cross-Sport Support: Women's sports fans demonstrated unified support across disciplines. The Women's Sports Trust Visibility report indicated 13.8 million people watched both the Women's Euros and the Women's Rugby World Cup. Educational Content: Demystifying rugby's complexity proved effective.
Looking forward, sustained momentum requires converting initial casual interest into dedicated attendance and engagement.
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