Impact Beyond 2025 - Global Impact Report

Creating a global legacy from a record
breaking Women’s Rugby World Cup 2025

Women’s Rugby World Cup England 2025 (RWC 2025) was the biggest, best, and most successful women’s rugby event of all time. While the tournament set new standards on and off the pitch, its lasting impact will be defined by the bold and defining choices made by our sport to harness the momentum of the tournament and drive meaningful change.

This year, World Rugby is implementing an ambitious new strategy to secure a strong and sustainable global game. It is driven by a clear purpose - to unite rugby and enrich lives through

iconic events, impactful investment, and the
leadership and support of our member unions.

The women’s game sits at the very heart of
this strategy, strengthening our foundations,
building our fanbase and commercial appeal, and
making rugby more relevant and accessible for
generations to come.

Brett Robinson

Chair of Executive Board and Council,
World Rugby

World Rugby committed to using RWC 2025
as a catalyst for lasting change. Our Global
Impact Programme, Impact Beyond 2025, was
developed to deliver this change by harnessing
RWC 2025 to inspire and empower women and
girls in rugby worldwide. This report highlights
the early impact of the programme and the
commitments made long in advance of RWC
2025. Working in partnership with Unions, we are
already seeing tangible progress in participation
and leadership opportunities for women and

girls, alongside stronger systems that support
the development of women’s rugby worldwide.

While RWC 2025’s momentum remains
powerful, our focus now is on sustaining that
impact to help shape a stronger, more inclusive
future for the global rugby family.

Sally Horrox

Chief of Women’s Rugby,
World Rugby

The Women’s Rugby World Cup 2025

has changed women’s rugby forever

444,465

tickets sold

81,885

world record attendance

92%

attendance across
the tournament

1.1bn

tournament social
impressions

5.8m

watched the Final
on the BBC

This report focuses on Impact Beyond 2025 , World Rugby’s Global Impact Programme, developed to harness RWC 2025 to inspire and empower women and girls in rugby worldwide.

Impact Beyond 2025 is a commitment to inspiring and empowering

women in rugby and delivering lasting impact from RWC 2025

Inspiring more women and girls to play rugby, stay in the game,
and follow their heroes

35,500 teenage girls playing rugby through
the Rugby Rising play grants across 42 Unions
and 6 Regions

10 Content Creators embedded with
teams driving visibility through 31m
impressions, 29m views, 418 posts

Supporting women in rugby to thrive in their careers

56 countries represented across Impact
Beyond Careers participants

440,420 posts and comments analysed
to combat online abuse

Empowering Unions to build a stronger future for women’s rugby

50+ Unions were
upskilled at the World
Rugby Regional Summits

400+ sporting leaders
took part in the World
Rugby Global Summit

350,000+ views on the
Blueprint for Growth, the most
comprehensive commercial guide
for women’s rugby published

Inspiring more women and girls to play rugby,
stay in the game, and follow their heroes

Rugby is a chance for girls to be part of a community that
welcomes her and stays with her for the rest of her life.

Maria Roberta Godim
Rugby Rising Play Coach, Brazil

Rugby Rising Play grants are expanding
access to rugby worldwide, empowering
girls and inspiring them to stay in the game

World Rugby’s flagship participation programme designed to help
recruit and retain more teenage girls in rugby.

35500

girls playing rugby

42

Unions received
grants

980

people in the workforce

6

regions

Programme feedback

95%

Of Unions agreed the grants have expanded
participation

And agreed the Union would continue the
programme beyond 2025

Grants supported developing Unions
to create new participation opportunities
for women and girls globally

1

2

3

4

5

6

Hover over
the numbers
to find out more

Content creators
elevated the global
profile of women’s
rugby

A fourteenth accreditation and fully
embedded content creator were provided
to teams, enabling consistent, high-quality
content delivery across the tournament. This
created fan-first, entertainment-led content,
placing authentic storytelling and players at
the heart of the narrative.

#RWCBTS Content Creator Programme Summary

418

posts created

31m

impressions

29m

views

1.2m

engagements

IN FOCUS

Genesis Cele

RWC 2025 Content Creator
for Springbok Women’s

Inspiring through visibility My favourite thing was seeing players get inspired by
each other. When the videos went live, more players
wanted in. They could see their voices being heard.
Showing the potential of women’s rugby content This World Cup had the biggest reach yet, but it’s
only the beginning. As more people take social media
seriously and recognise its power, that’s when we’ll
really see change.

Genesis’ Impact: @Womenboks at RWC 2025

76

posts

9m

views

+54%

follower growth

Including
the highest
performing
piece of
content

4.1m

views

Capturing the stories of RWC 2025 and growing

the global following of women’s rugby.

Content Creators focused as much on life off the pitch as on it, helping rugby feel
more relevant, visible and part of wider popular culture.

Players’
stories

Content
Creators’
stories

Raising awareness
of women’s health
encouraging women
to stay in rugby

Women’s Health Resources were developed to share vital
knowledge on key women’s health topics within rugby -
including webinars on the menstrual cycle, pelvic health,
breast health, and nutrition.

20 Countries were represented among participants

100

%

All Participants said the
webinars were extremely
or very useful

90

%

Learnt strategies on
preventing breast injuries and
managing the menstrual cycle
Said they would share
learning with colleagues and
medical staff

From the Experts

This work has created a valuable pool of
information that we’ll continue to draw from,
enabling us to generate even more insights
and value for women’s rugby in the future. Its impact will extend well beyond this project. Dr. Lindsay Starling World Rugby, Science and Medical Manager.

From the Participants

Promoting knowledge sharing In my country, discussing women’s health
remains a taboo - which is why resources
like these are so important to promote open
conversation Promoting women’s health Thank you for the opportunity to learn and
understand the menstrual cycle and my
performance
Please continue to provide these great topics
on woman’s health - I appreciate you!

Supporting women in rugby to
thrive in their careers

The programme helped me gain practical skills to communicate more
effectively, build stronger relationships, and navigate challenging
situations with confidence. I am now better equipped to contribute to my
team and influence positive outcomes within my work environment.

Career Development Programme Participant

I gained valuable feedback that changed how I see myself
and my career journey. I learnt the importance of speaking
up, building connections and backing yourself. Palak Poddar

Being part of the Impact Beyond Program has been
a once in a lifetime experience. The women we’ve
learned from - their journeys, their strengths, their
powerful honesty - have changed forever how I see
myself and what is possible. Louise Wilson

Empowering more women to build
meaningful networks and pursue
long-term careers in rugby

100+

women across
56 countries

took part in Impact Beyond: Careers . A year-long
career boosting programme delivering training
and networking to support women advancing
their careers within rugby.

Programme outcomes

Connecting participants with leading women and experts in rugby

Showcasing the full range of careers across the game

Inspiring women to see rugby as a long-term career path

Building connections and professional networks

Ensuring women know how to stay in the game

35%

increase in participants’
awareness of rugby career
pathways

40%

increase in participants’
confidence in their ability
to build relationships

50%

increase in participants’
confidence in their ability
to negotiate tough
relationships

Developing the next
generation of international
match officials

A team of emerging match officials completed
the Match Official legacy programme, including
a 10-day placement in England during the
RWC 2025:

Opportunity to experience the elite environment by
shadowing the RWC 2025 squad

13 development sessions

Refereed at local fixtures in London

Attended RWC 2025 matches

World Rugby’s match official legacy programme
supported by Emirates

Emma Gallagher

Rugby Canada

Teamwork and support Rugby refereeing is usually an individual
sport, but this programme allowed us
to train and grow as a team. Professional development Through this experience,
I can now see myself as a peer among
top officials. It feels incredible to have
built genuine relationships and mutual
respect. The support I have received
gives me real confidence
for the future.

Hollie Davidson

RWC 2025 referee

Protecting our elite players and
match officials from online abuse
at RWC 2025

Individuals at the Women’s Rugby World Cup 2025 were 69% more likely to
be targeted with online abuse then individuals in the Men’s Rugby World
Cup 2023.

World Rugby took a powerful stand against online abuse towards players and match
officials, with the launch of the social media protection service for RWC 2025.

45

accounts targeted for abuse and threats

440,420

potentially abusive posts and
comments analysed

14,439

posts and comments flagged by Threat
Matrix AI and reviewed by analysts

1,189

posts verified as abusive following the
Threat Matrix review

Any abusive, discriminatory or threatening messages were escalated to the platform and/or the relevant authorities and unions.

World Rugby’s Commitment

World Rugby’s Social Media Protection Service creates a safer online environment through a
proactive, action-led approach to athlete protection. By educating stakeholders on the scale
of online abuse and generating insights to drive change, the initiative stimulates ongoing
discussion and awareness while placing athlete welfare at its core. Safer online spaces
enable authentic athlete storytelling, stronger audience connections, and increased
brand value.

Supporting players and match
officials to prepare for and thrive
at RWC 2025

World Rugby worked with Dr. Araba “Roo” Chintoh, a Consultant
Psychiatrist and chair of the Women’s Player Welfare Working Group,
to provide the most comprehensive mental health support to date
for players and match officials involved in a Rugby World Cup.

Before the Tournament

Mental Health Support

A mental health module on the Women’s Rugby Players
Hub with core concepts of mental wellbeing, stigma
reduction, trauma-informed care, and sport-specific signs
of distress

An in-person workshop for each team and the RWC
2025 match officials on mental health within the team
environment to:

1

Create space for honest conversation and vulnerability

2

Provide practical support strategies.

3

Normalise mental health conversations

Programme feedback

99%

enjoyed the mental
health course, found
it useful and would
recommend to peers

77%

felt confident their
team will now create
a process to address
mental health
concerns

It was very helpful and I know our team
really needed this to help us to succeed -
feeling vulnerable is a great way to build
connections on the team. RWC 2025 team

The Women’s Rugby Players Hub

also provided player-centric personal
development support for elite rugby
players and match officials. All RWC 2025
teams were enrolled and had access to
courses across wellbeing, performance,
and off-field development.

The platform supported players and match
officials through practical learning on areas
such as mental health, contracts, health,
and social media.

Supporting players and
match officials to prepare for
and thrive at RWC 2025

At the Tournament

Player Peer Support Group

A landmark initiative trained 37 former internationals in
peer-support skills and assigned them in groups to Unions
participating at RWC 2025.

Team managers distributed flyers with a QR code that
enabled direct communication with peer mentors.

Provided trusted, confidential support that helped individuals
at RWC 2025 feel safe to share concerns.

Upskilled past players and reintegrated them into the rugby
environment, encouraging continued engagement.

84%

of players rated the service
good or excellent

Post RWC 2025 impact There were some great conversations and support provided during
RWC 2025 and we’re starting to see real momentum and engagement
post-world cup. As the players become more comfortable with the peer
support, it’s something we expect to grow. Past players support group The peer supporters have found a new sense of community and purpose.
They’re using the skills and insight they gained as players to make a
meaningful contribution beyond the pitch.

Dr. Araba “Roo” Chintoh

Empowering Unions to build a stronger
future for women’s rugby

Women’s rugby is moving forward and the support of
women leaders worldwide is right there with us.

Attendee, Global Summit

My biggest takeaway from the Global Summit was
the power of intentional networking - investing
in genuine relationships drives new ideas,
collaboration, and lasting impact. Member Union attendee

World Rugby Global Summit:
An event that united, inspired
and celebrated the rise of
women’s rugby

Held in London on the day before the Women’s Rugby World Cup
2025 Final, the Women’s Rugby Global Summit brought together
400+ leaders from across global sport, including representatives
from the International Olympic Committee and UN Women.

At the Global Summit, we heard from powerful leaders who
are shaping the future of women’s sport and business globally.
We shared learnings across rugby and set the agenda for the
women’s game in this new era.

From the Global Summit Survey:

92%

of attendees now feel inspired to continue to
grow the women’s and girls’ game

3x

increase in the number of attendees feeling
extremely confident about the potential for
growth within women’s rugby

94%

of attendees found it beneficial to hear from
experts outside of rugby, from across
wider sport or industries

Regional Summits:
Bringing Unions together
to drive progress through
focused training and
powerful collaboration

50+

unions upskilled

Regional Summits increased the confidence and
capability of unions to lead, grow and deliver
women’s rugby.

1

2

3

Future
Summits

South America Summit

Oceania Summit

Rugby Americas
North Summit

Hover over
the numbers
to find out more

Empowering regional changemakers
to shape the future of their unions

Programme support partners

The Africa Regional Summit inspired the Impact Champions Programme,
designed to empower female leaders in African rugby and create lasting
positive change. The programme brought together 12 participants from
6 unions to undertake a range of bespoke projects which addressed key
challenges such as representation of women in the sport to navigating
pregnancy and rugby.

Participating
Unions

The Impact Champion project for Madagascar focused on enhancing the
visibility of Malagasy women’s rugby.

This project significantly boosted the visibility of Malagasy women’s rugby
by sharing powerful, authentic stories of the Makis Ladies Sevens on social
media. In just four months, the campaign had:

5000

followers on their
Facebook page

500000

views

The campaign helped to shift perceptions, inspire more girls to play,
and attract stronger Union and partner support.

World Rugby’s Blueprint for Growth
empowers unions and stakeholders
across the game to accelerate the
global growth of women’s rugby

Blueprint for Growth is the most comprehensive fan data and commercial
analysis ever published in the women’s game.

The report has been shared across World Rugby channels and has received
strong engagement.

350,000+

views

8,000+

Interactions

(likes, comments, reposts)

1,200+

Report Sessions

and that saw coverage across wider media channels:

Digital Publication available in English, French, Spanish and Italian .

Access the
Blueprint
for Growth publication here.

Supporting Unions to access new
funds and achieve sustainable growth

World Rugby’s first ever fundraising training for Unions is supporting them
to unlock new sources of funding, broadening their income streams to
become more financially sustainable.

Bespoke fundraising toolkit for rugby unions, covering:

Bespoke online group training with fundraising specialists - designed to
give Unions confidence to apply for new sources of funding

Getting ready to
fundraise

Grant proposals

Funding strategies

One on one intensive support with three individual Unions to apply for
specific funding opportunities

1^st

fundraising
toolkit for Unions

90+

Unions engaged
in training

50+

training hours
with experts

Remedy supported us every step of the way. The webinars were excellent
and the ongoing support meant we never felt left on our own. This was
particularly valuable given our boards limited capacity for fundraising. Participating Union

Uniting community leaders worldwide
to strengthen the global game, in
partnership with ChildFund Rugby

The Grassroots to Global Series, delivered by Unions in partnership with ChildFund Rugby ,
unites women leaders in community rugby through national forums and supports them to develop
plans to grow women and girls’ participation and leadership.

The Series culminated in a Connect event in Sunderland during Rugby World Cup 2025, bringing
together participating Unions and community leaders to share insights, align on practical
solutions, and strengthen the global women’s rugby community.

Programme Reach

1000+

participants attended
over 32 forums in
29 countries

Programme Feedback

80%

agreed with the statement
"I know how to be a leader
in my rugby community"

90%

agree that the forum was
relevant and valuable for
their personal development

Hong Kong China Rugby Union

The Union held a 2-day Grassroots to Global forum that brought female leaders together to accelerate
awareness of key issues within the union and ideate solutions. The forum will inform the Union’s future
strategy on female representation in governance, including targeted investment and female talent
programmes.

"There were frustrations around the gender balance in governance positions throughout the domestic game
in Hong Kong China, so it provided an opportunity talk about it...There was a confidence that came through
at the end of the forum, women were feeling empowered to step into, and pursue, these leadership roles."

Jamie Farndale, Hong Kong China Rugby

PROGRAMME INSIGHTS

Impact Beyond 2025 demonstrated…

The power of a bespoke global
programme

Brings all initiatives under a single
brand ensuring clear messaging and
alignment
Prioritises impact and legacy planning
at every stage
Demonstrates powerful impact through
tracking and reporting of all activity

The gamechangers that
make the difference

Building local and global communities
of change makers who will drive the
women’s game
Ongoing focus on mental health as part
of player welfare and a key priority for
future Rugby World Cups
Driving audience growth through social
media content strategies and unlocking
the power of player personalities

How major global tournaments
can drive meaningful change

Provides platform for flagship
programmes and campaigns
Gives players a unique opportunity to
reach a global audience and showcase
their personalities and talent
Demonstrates the growing commercial
appeal of women’s rugby to global
partners

World Rugby has a new strategic plan for 2026 – 2031, driving forward the whole game

POWERING RUGBY. UNITING THE GAME. ENRICHING LIVES.

WE BRING PEOPLE AND RUGBY TOGETHER THROUGH:

Iconic events

Impactful Investment

Leadership and Member Services

Maximising the opportunity that the women’s game presents is central to
this strategy; by 2031, we will have established a globally competitive and
sustainable women’s game that contributes towards rugby’s future growth

Sally Horrox, Chief of Women’s Rugby, World Rugby