The tournament was identified as a generational opportunity to transform how women’s rugby was seen globally and shatter outdated perceptions. Rugby couldn’t remain sport’s greatest hidden secret. We had to welcome the world with open arms and show a new side to our sport. To achieve that, we were bold, brave and championed our players, turning them into stars and bringing fans behind the curtain. We needed to own the conversation on and off-the-pitch, fuelling those ‘coffee machine moments’ in day-to-day life to create cultural clout and currency. This was achieved by being unapologetically rugby, doubling down on the unique traits and personalities which make rugby special. We embodied the spirit of the clubhouse to ensure everyone felt at home on our channels through a humorous, personable, cheeky yet respectful, inclusive tone. RWC 2025 was the second most engaged in rugby history. It was rugby as you’d never seen before.