World Rugby has launched a new ‘Women in Rugby’ brand identity and landmark global campaign ‘Try and Stop Us’ aimed at driving increased participation and engagement among fans, audiences, players and investors in the women’s game.
The global campaign will feature inspiring stories from 15 women and girls involved in rugby at all levels of the game from around the world, who have challenged barriers to participation and demonstrated how rugby has empowered them to get where they are today, both on and off the pitch
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.
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.
World Rugby chief executive, Brett Gospersaid, said the new brand proposition will strive to get more female players involved in the sport, grow women’s rugby’s global fanbase and attract future investment.
“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,” he said.
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, as more young girls have shown interest in rugby than boys, with more than 40 per cent of rugby’s 400 million strong fanbase is female.