The English top-tier competition for women’s rugby finds itself in a puzzling situation as it enters its fourth season. Despite record-breaking attendance figures and unprecedented television viewing numbers following England’s triumphant World Cup victory, securing a title sponsor remains frustratingly out of reach. Genevieve Shore, who leads the competition as executive chair, dedicates approximately 90% of her working hours to this single objective, expressing profound frustration at the ongoing challenge.
This sponsorship drought raises critical questions about the future trajectory of the sport in England. While momentum appears to be building, the absence of a major commercial partner threatens to limit growth potential and financial sustainability for clubs and players alike.
Economic headwinds hampering sponsorship deals
The primary obstacle preventing brands from committing to Premiership Women’s Rugby stems from broader market uncertainties. According to Lisa Parfitt, who co-founded a sports marketing consultancy, current economic turbulence makes corporations hesitant about long-term investments. Businesses are prioritizing short-term financial certainty over potentially rewarding but uncertain ventures.
This cautious approach contrasts sharply with other women’s sports that have successfully attracted major sponsors. The women’s football landscape provides a striking comparison, with Barclays committing £45 million over three years to back the Women’s Super League, a partnership that began in 2019. Similarly, cricket competitions benefit from dual-gender sponsorship arrangements, with Vitality and Metro Bank supporting both men’s and women’s tournaments.
Parfitt characterizes the current sponsorship environment as “healthy but selective,” suggesting that while opportunities exist, brands are exercising considerable discretion. Women’s rugby presents what she describes as a culturally significant opportunity with long-term potential, yet this future promise may not be sufficient to overcome present-day commercial caution.
| Sport | Title sponsor | Deal value | Duration |
|---|---|---|---|
| Women’s Super League (Football) | Barclays | £45 million | 3 years (from 2024) |
| Women’s T20 Blast (Cricket) | Vitality | Shared with men’s | Ongoing |
| Women’s One-Day Cup (Cricket) | Metro Bank | Shared with men’s | Ongoing |
| Premiership Women’s Rugby | None | – | – |
Remarkable growth in viewership and attendance
Despite the sponsorship challenges, the competition’s popularity has surged dramatically. Statistics from the current campaign reveal extraordinary expansion across multiple metrics. Average match attendance has increased by 92% compared to the previous season, while TNT Sports reports a staggering 275% rise in television audiences. BBC iPlayer streaming figures have nearly doubled year-on-year.
England’s World Cup victory at Twickenham before 81,885 spectators in September created unprecedented visibility for the sport. This historic achievement generated substantial public interest and shifted perceptions about women’s rugby among casual sports fans. The challenge now involves converting this temporary enthusiasm into sustained engagement and commercial value.
Shore acknowledges the paradoxical situation facing the league. Creating attractive events that brands want to associate with requires full stadiums and consistent atmospheres. However, achieving these objectives demands investment that a title sponsor would typically provide. She describes this as somewhat circular, noting that generating new viewing habits and building dedicated fanbases requires funding that remains elusive without commercial backing.
Individual stars driving league visibility
Personal narratives and charismatic athletes are proving instrumental in expanding the sport’s appeal. The World Cup showcased several compelling personalities who captured public imagination beyond traditional rugby audiences. Harlequins full-back Ellie Kildunne emerged as the face of women’s rugby in England through her performances and distinctive celebrations.
Key factors contributing to individual player impact include :
- Social media presence – American player Ilona Maher brought over nine million followers to World Cup content, demonstrating the power of digital platforms
- Cultural moments – Kildunne’s cowboy celebration gained mainstream attention, with the Princess of Wales participating in the gesture
- Recognition beyond sport – Kildunne finished runner-up at BBC Sports Personality of the Year behind golfer Rory McIlroy
- Official honours – Her appointment as MBE in the New Year Honours elevated her profile further
Shore recognizes Kildunne’s breakthrough into mainstream consciousness, describing her as both an exceptional athlete and remarkable person. Such individual recognition helps elevate the entire competition, creating marketing opportunities and attracting new audiences who might initially follow specific personalities rather than clubs or the sport itself.
Structural challenges requiring attention
Competition integrity presents another dimension affecting commercial appeal. While Saracens and Gloucester-Hartpury are level on 35 points at the season’s midpoint, the overall competitive balance remains problematic. Leicester Tigers have struggled significantly, remaining winless through seven matches with a points differential of minus 350, raising questions about competitive sustainability.
Geographic representation also requires consideration. Sale currently stand as the sole northern representative, limiting potential fanbase growth across substantial population centers. Shore indicates that expansion discussions are underway for the 2027-28 campaign, with Newcastle and Bath emerging as viable candidates. Newcastle’s recent acquisition by Red Bull and their aggressive recruitment strategy makes them particularly interesting prospects.
The World Cup fundamentally altered public perception of women’s rugby, creating momentum that must be maintained through strategic development. Securing a title sponsor would provide financial resources, enhance credibility, and demonstrate commercial viability. Without such backing, the competition risks losing ground to other women’s sports that have successfully monetized growing interest and translated enthusiasm into sustainable business models.