At the Women’s Rugby World Cup, players have been redefining how fans connect with the sport. Whether it’s bowing to the crowd, staying on the pitch for selfies, or dancing with opponents after the final whistle, the atmosphere has been unlike any tournament before.
World Rugby chief Alan Gilpin believes this shift holds a powerful lesson: the men’s game must embrace personality and accessibility if it wants to expand beyond its traditional base.
Personality as a Competitive Advantage
“More personality creates more stars,” Gilpin explained, pointing to the way women’s players have blurred the line between performance and community. Far from distracting from results, the visibility and interaction have enriched the tournament.
The data backs this up:
- 90% of attendees at the Women’s Rugby World Cup said they would return, many of them first-time rugby fans.
- Matches have been played in front of sold-out crowds, reinforcing that connection translates into ticket sales.
- On-field metrics are improving as well: more passes, more rucks, fewer errors, and more tries compared to the previous edition — proof that fan interaction hasn’t diminished quality.
For players like Wales No. 8 Georgia Evans, personality is inseparable from performance. “The bows in my hair, the tape on my arm, the eyelashes and full face of make-up I choose to wear — none of that affects my ability, passion, or fight for this game.”
The Shadow Side: Social Media Exposure
With new attention comes new risks. Some players have been targeted with trolling online, underscoring the need for protective measures. World Rugby has responded by deploying AI-powered moderation tools from Signify to filter and flag abuse.
Yvonne Nolan, competition director, put it bluntly: “We don’t accept it, we don’t tolerate it, and we will take action where we can.”
This balancing act — empowering players to express themselves while shielding them from abuse — is a defining challenge for modern sports organizations.
Why Men’s Rugby Needs to Pay Attention
Historically, the men’s game has kept players more insulated. Media appearances are managed, tunnel access limited, and personality often subdued in the name of discipline. But as Gilpin argues, this conservatism is holding rugby back.
If the women’s tournament is a glimpse of the future, then the men’s game must adapt ahead of the 2027 Rugby World Cup in Australia. Fan culture is moving toward accessibility and authenticity. Players are brands in themselves, and withholding their personalities risks losing younger audiences.
365247 Consultancy Perspective
The women’s tournament provides a blueprint for transformation. For federations, clubs, and leagues, the strategic play is clear:
- Codify Fan Access
Move from ad-hoc selfies to structured access points: mixed-zone activations, fan zones with live player content, and digital-first interaction frameworks. - Empower Player Branding
Give athletes the tools to own their stories — from personal brand guidelines to curated content support. A player who thrives culturally becomes a multiplier for the sport. - Protect Through Tech
Pair expression with protection: AI moderation, clear anti-abuse policies, and rapid response systems. Create an environment where players feel safe to be themselves. - Commercialize Personality
Package access and authenticity into sponsorable assets: branded fan-content segments, behind-the-scenes “player diaries,” and social-first activations. This creates new revenue streams without diluting performance.
The Road Ahead
If rugby is serious about growth, it can’t rely solely on tradition and competition formats. The women’s game has demonstrated how culture, personality, and accessibility can convert casual viewers into lifelong fans.
The men’s game now faces a choice: double down on control or embrace the model that is already proving to attract new audiences.
Work With 365247
At 365247 Media, we help federations and clubs turn cultural lessons into business systems. Fan access, player branding, and commercial storytelling are no longer optional extras — they are central to growth.
Reach out to 365247 to build your Fan Engagement Framework — one that empowers players, protects communities, and creates measurable commercial value.
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IMAGE: Getty Images
