Vodafone and Global Sport and Entertainment agency Fuse have turned the Welsh Women’s Rugby team into Women’s Health cover stars as part of a unique paid media partnership. This is the first-time women’s rugby players have featured on the cover and comes ahead of the team’s historic game at the Principality Stadium on the 27th April – the first standalone women’s game at the stadium.

The special edition magazine covers, which feature current captain, Hannah Jones, and players Alex Callender, Lisa Neumann, Donna Rose, Sisilia Tuipulotu and Abbie Fleming, are part of a multi-channel campaign managed by Fuse. Fuse liaised with the Welsh Rugby Union to identify the six players featured, shoot the cover and build out the six-page spread within the magazine.

As part of Vodafone’s ongoing work as Founding Principal Partner of Welsh Women’s and Girls Rugby, the campaign runs across print, social media and digital (including video assets). Copies of magazine featuring the special edition covers will be distributed this weekend at the Wales and Scotland Women’s 2024 Guinness Six Nations match. The campaign is part of Vodafone’s ongoing drive to help grow the women’s game and helps to raise awareness of the matches, where tickets can be purchased for 2024 Guinness Women’s Six Nations and the location of Welsh Rugby Union home games going forward. 

The landmark covers build on Fuse’s continued work with Vodafone and its commitment to helping accelerate women’s rugby with technology and connectivity. Previous work together on the proprietary menstrual tracking tool Vodafone PLAYER.Connect is helping improve female players’ performance, wellbeing and recovery and has placed Vodafone at the heart of the conversation on the impact of the menstrual cycle on sporting participation and performance.

Mark Huckerby, Head of Sponsorship Vodafone: “As Founding Principal Partner of Wales Womens’ & Girls’ Rugby, we are committed to growing the game to new audiences in the lead-up to Women’s Rugby World Cup 2025 and beyond. We are really proud to have worked with Fuse, Women’s Health and the Welsh Rugby Union on this milestone ‘first’ for women’s rugby in the UK. These six featured players, and their hundreds of peers playing international and club rugby across the UK are incredible role models for future generations.”

Charlie Baddeley, Account Director Fuse: “One of women’s sport’s greatest assets is its individuals, and the amazing untapped stories they possess – whether that be players, fans or volunteers. It was brilliant to work with Vodafone to highlight these inspiring women and deliver a first for the sport.

Our Rights Consultancy team worked closely with our Digital Planning team to develop the rights package to provide an even stronger ROI with their power and expertise.”