October 30, 2025— The Women’s Rugby World Cup 2025 in England lit up social and digital media across the globe, generating 1.1 billion social impressions, creating a host of new stars, and delivering a new fanbase for the sport.
With cultural relevance and authentic personality at the heart of a deliberate strategy to grow rugby’s global impact, the tournament surpassed all initial targets and reshaped the record books, becoming the second-biggest Rugby World Cup ever on digital, behind the men’s edition in France in 2023.
The event reflected the success of World Rugby’s digital-first strategy, fostering an environment where athletes could build stardom and gain visibility, elevating their profiles within the competitive sport and entertainment landscape.
The tournament drew a fresh wave of younger, more diverse fans, particularly on TikTok and Instagram, with female supporters making up two-thirds of all new followers. This surge in engagement was mirrored across official social media channels, which amassed 31.1 million interactions (likes, shares, and comments) from 8,760 published posts, demonstrating the tournament’s growing appeal and cultural resonance among a broader global audience.
The video content strategy also drove exceptional results, with 850 million video views and more than 500,000 new followers gained across World Rugby and Rugby World Cup channels during the competition period.
The Women’s Rugby World Cup 2025 not only created new stars but also cultivated a new, addressable audience, strengthening the global presence of women’s rugby.
Source: World Rubgy
