Scrumming up interest

The GIST: The Red Roses did so much more than trounce France in the Women’s Rugby World Cup semis — they reached a record 3.3M peak audience across domestic broadcaster BBC Sport’s platforms. As the tournament continues in the UK, let’s review the viewership, attendance, and social media wins so far as we consider the women’s rugby opportunity ahead. Keep calm and carry on.

Domestic wins: Widespread broadcast access is key to cultivating fandom, and the BBC is doing a smashing job by reaching 9.8M total TV viewers so far in the tournament. Digital growth is also top-notch: There have been 8.8M total streams, 36M video views across BBC Sport social channels, and 97.8M page views for all rugby union content, including 7.9M for live tourney reporting.

• And women’s rugby isn’t just winning over viewers at home: The tournament has sold over 440K tickets, a far cry from the 140K New Zealand sold in 2021. Marquee matches include the Team USA opener starring Ilona Maher, which drew a record-setting 42.7K fans, and the sold-out final at Twickenham that’s expected to reset the record for a rugby union crowd.

Global fans: A recent World Rugby report underscored the opportunity for the women’s game worldwide — 49% of fans have joined within two years, and overall engagement is up 65% from four years ago. Similar to WNBA and NWSL fans, they skew younger (29% under 35), gender-balanced (43% female), and family-oriented (50% have children).

• It’s worth noting how these fans are encountering the sport: Half credited increased broadcast and digital visibility for getting them into the game, with fans in previous Women’s Rugby World Cup host countries citing tournaments as a driving force for fandom, including 40% in France and 36% in the UK.

The U.S. opportunity: Rugby’s global growth is great, but the dearth of U.S. excitement has been disappointing, especially considering the Eagles’ 1990s dominance. Luckily, the face of today’s game is Maher, who has over 8.8M social followers and noted that the sport’s U.S. fans are primarily young women.

• And these fans are making a difference — 10.5K people shattered the U.S. women’s rugby attendance record at CPKC Stadium in May, which was topped two months later when Team USA took on Fiji in front of over 15K in D.C. It’s no coincidence that pro league Women’s Elite Rugby launched this year, although it’s experiencing hiccups as the sport gains ground.

What’s next: Per World Rugby, 39% of fans say player visibility boosted their engagement, something the Bristol Bears and Red Roses have incorporated into their playbooks. Future rugby tournaments — like LA28 and the 2033 World Cup — should take advantage of this strategy, and so should sponsors.

• Women rugby fans tend to credit brands for supporting the game, find women’s rugby players and stories more compelling than men’s, and spend more than men’s rugby fans on merch. Gotta love conversions.

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