Women's rugby is experiencing an unprecedented popularity surge, with England's Red Roses leading a transformation that extends far beyond the pitch. The sport has evolved from fighting for recognition to commanding global attention through on-field dominance and commercial success.
England's Red Roses currently sit at the pinnacle of world rugby, ranked number one globally after an extraordinary run of success. The team has won 50 of their last 51 test matches, including a current unbeaten streak of 27 games, positioning them as favourites heading into major tournaments.
Record-breaking support
The Women's Rugby World Cup final at Twickenham has sold out, with over 400,000 people expected to attend the tournament according to independent sources. Train ticket sales to Sunderland have spiked by 600%, demonstrating the massive public interest in women's rugby.
Commercial partnerships are driving significant investment in grassroots development. British Airways, as Official Airline Partner to England Rugby, is backing the sport through their Spaces For All Fund, improving facilities at 14 rugby clubs across the UK with upgraded hospitality areas and all-gender changing rooms.
Social media influence
The sport's reach has expanded dramatically through social media personalities like Ilona Maher, who has attracted 8.8 million followers according to guardian reports. This digital influence is bringing entirely new audiences to women's rugby, particularly younger demographics.
Retailers are responding to growing demand with specialist offerings. Regent Street's Style of Our Own pop-up store, open until October 2025, stocks cutting-edge women's sports gear from independent brands including impact-resistant protection and period-proof activewear designed specifically for female athletes.
Female players are increasingly becoming the face of major campaigns and magazine covers. Lingerie brand Bluebella's #StrongIsBeautiful campaign featured players Ellie Boatman, Celia Quansah and Jasmine Joyce, while brands such as Clinique and Crew Clothing are partnering with the Red Roses.
Players are also addressing previously taboo subjects including training during menstruation, pay disparities and discrimination. The Welsh team now uses a tailored app to track menstrual cycles, while research examines how these affect injury risk.
Sources used: "The Standard", "independent", "City A.M", "guardian" Note: This article has been edited with the help of Artificial Intelligence.
