The England women’s rugby union team, known as the Red Roses, has entered into a landmark partnership with Barbie — marking the first time a UK sports team has collaborated with the iconic brand.
While Barbie has previously created dolls in the likeness of athletes such as sprinter Dina Asher-Smith, boxer Nicola Adams, and Olympic gymnast Gabby Douglas, this Red Roses initiative will initially focus on branded merchandise, including t-shirts, hoodies, and replica rugby balls, rather than dolls.
Partnership Aims and Grassroots Impact
The collaboration between the Rugby Football Union (RFU) and Mattel, Barbie’s parent company, is designed to inspire the next generation of female rugby players. Through a mix of grassroots programmes, funding, and storytelling campaigns, the initiative will work to make rugby more accessible to girls across England.
Mattel has pledged £20,000 to the RFU to support increased access to rugby clubs and coaching for girls. This funding will also contribute to the RFU’s Girls’ Activity Days, hosted by over 400 clubs nationwide this summer. These events introduce young players to the sport in a welcoming and engaging environment.
Alex Teasdale, RFU Executive Director of the women’s game, stated:
“We know how important visibility is in attracting new players to the sport. Collaborating with Barbie allows us to reach new audiences and champion female voices in rugby.”
Looking Ahead
The partnership has the potential to grow in scope, particularly as England prepare for the Rugby World Cup on home soil. The Red Roses open their campaign on Friday, 22 August, against the United States in Sunderland, entering the tournament as strong favourites.
Barbie’s recent evolution — introducing a variety of body types, hair textures, and skin tones — reflects a broader move toward inclusivity. This aligns with the RFU’s mission to diversify rugby and create positive female role models in sport.
365247 Sports Consulting Insight
Sponsorships between sports teams and lifestyle brands are becoming increasingly valuable — not just for brand visibility, but for shaping culture and engaging new audiences. The Barbie–Red Roses collaboration is a textbook example of cross-industry marketing that taps into:
- Brand storytelling – Merging sport with a globally recognised cultural icon.
- Youth engagement – Creating entry points for the next generation of fans and players.
- Purpose-driven partnership – Backing visibility with tangible grassroots investment.
For sports organisations, partnerships like this demonstrate the importance of aligning with brands that can expand your reach beyond the core fanbase while delivering measurable community impact.
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At 365247 Media, we help sports teams, brands, and rights holders design partnerships that combine commercial success with cultural relevance. From concept development to activation strategies, our team ensures your brand collaborations achieve maximum value.
Contact us today to explore how we can create game-changing sponsorships for your organisation.
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IMAGE: Getty Images
