Danielle Barwick, Group Director of Fuse, states, ‘WRWC 2025 is well-positioned for success. The increasing competitiveness of teams, growth in audiences and rising performance standards have made women’s rugby more commercially attractive. With record-breaking attendance in 2022 and an expanded 16-team format, the tournament has a strong foundation.
Major brands like Mastercard, DHL, and Capgemini already support World Rugby, and further investment from industries beyond sport – such as finance, tech and FMCG – could boost the tournament’s commercial impact. However, for sponsorship to be truly effective, brands must allocate significant activation budgets to create high-impact, bespoke campaigns. While rugby’s venue distribution across the UK may present challenges for large-scale activations, creative approaches can overcome this.
Broadcast deals and media rights will also be crucial. Prime-time coverage, consistent programming and high production values will enhance sponsor visibility and ensure strong ROI. Additionally, the rise in player and team endorsements will drive personal brand equity, further elevating the sport. The ultimate test will be whether investment remains strong post-tournament.’
