World Rugby commits to women’s game with new brand identity

New marketing campaign aims to grow participation and attract fresh investment.

World Rugby has unveiled a new ‘Women in Rugby’ brand identity with the aim of increasing participation and engagement in the women’s version of the game.

Rugby union’s global governing body said the new brand proposition will strive to get more female players involved in the sport, grow women’s rugby’s global fan-base and attract future investment.

The brand identity has been launched alongside an accompanying ‘Try and Stop Us’ campaign, which features 15 women and girls from around the world who have overcome barriers to participation in order to get involved in rugby union at various different levels.

The announcement comes at a time when involvement in women’s rugby union has climbed to 2.7 million participants, with the sport also recording a 28 per cent increase in registered female players since 2017, when World Rugby set out a strategic plan to accelerate the development of the women’s game up to 2025.

In addition, the World Rugby Council’s next meeting on Wednesday will comprise 17 female members, marking the largest ever representation of women on the council.

“By launching this unique brand identity and proposition today we are demonstrating our unwavering commitment to growing participation and exposure for women’s rugby around the globe, a core strand of the women in rugby action plan,” said World Rugby chief executive Brett Gosper.

Katie Sadleir, World Rugby’s general manager of women’s rugby, added: “Through the dedicated work of the Women’s Advisory Committee and across all aspects of the organisation, World Rugby is making swift progress towards the objective of gender balance and equal opportunities throughout the sport, both on and off the field of play.”

The launch sees World Rugby become the latest global governing body to expand its commitment to women’s sport. Fifa announced in October its inaugural global strategy for women’s soccer with the intention of doubling worldwide participation to 60 million by 2026.

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