Is it coming home for England women’s rugby? The rise of the Red Roses and the future of the game

Following the roaring football success of the Lionesses at the UEFA Women’s Euros 2022 and as finalists in the 2023 World Cup, all eyes are now on England’s Red Roses as they prepare to host the 2025 Rugby World Cup on home turf. Under the fearless leadership of Marlie Packer, the team are looking to go one better than their nail-biting final against New Zealand in 2021, where they narrowly missed out on the title.

In April this year, the Red Roses secured their fourth consecutive Six Nations Championship, showcasing their dominance and consistency on the international stage. With stars such as Holly Aitchison, Ellie Kildunne and Packer (just to name a few) regularly making headlines, England Women’s Rugby is fast becoming a powerhouse not just in the sport – but in the national consciousness.

But what’s been the secret to this growing success and increasing notoriety in the world of sport? And what steps need to be taken to propel them to greater heights?

More airtime, more attention

At long last, women’s sport has begun to get the airtime and coverage it deserves. From full broadcast coverage of the 2023 Women’s Football World Cup to every Women’s Six Nations match being televised since 2021, fans are no longer missing out on witnessing these iconic moments.

A key difference on the women’s rugby circuit is the rotating venues: unlike the men’s team, who usually play at Twickenham – the home of English rugby – the Red Roses have played across various stadiums.

But change is coming. Bigger stadiums are opening their gates. I was lucky enough to witness the Red Roses’ Six Nations victory in 2023 at Twickenham, with a record-breaking crowd of 58,498 fans – the atmosphere was electric and cheering on individuals and seeing big names like Abby Dow score spectacular tries was nothing short of exhilarating.

Powerful partnerships

Corporate sponsorship has played a huge role in boosting the women’s game. High-profile, trusted brands have begun backing women’s rugby in a big way. For the 2025 World Cup alone, a wide range of sponsors are getting behind the Red Roses:

• Principal partners: Mastercard, Capgemini, Gallagher, Asahi Super Dry, Defender
• Official partners: HSBC, Mitsubishi Electric, ChildFund Rugby
• Suppliers and supporters: Gilbert, Ocean Outdoor, Ticketmaster Sport, Macron, Dove, Volvic and many more

These partnerships aren’t just financial boosts, they provide media reach, campaign amplification and credibility, helping rugby stars become visible, celebrated role models.

For more of our insights on the power of effective sponsors and partners, check out our Wimbledon blog.

Image contention

Despite the progress, the intersection of sport and beauty remains a contentious issue, especially for female athletes. The conversation reignited recently when Olympic rugby sevens players Jasmine Joyce, Celia Quansah and Ellie Boatman took part in a Bluebella lingerie campaign, posing on the sidelines and engaging in various rugby formations dressed in nothing but lingerie. With the tagline #StrongIsBeautiful, the campaign aimed to challenge outdated perceptions of femininity in sport, asserting that being powerful on the field doesn’t negate a woman’s right to embrace her femininity.

But the campaign sparked debate. Critics argue that commercialising female athletes’ appearances can risk reinforcing the very beauty standards women are trying to break away from. Some suggest that if women in sport were paid more equitably, they wouldn’t need to leverage their bodies for visibility.

It’s a delicate balance but one that underscores just how far we still have to go on the journey towards equality in sport, and highlights an issue that’s particularly prevalent in the world of women’s rugby.

Push for pay parity

Despite their success, many Red Roses players still juggle rugby with second jobs. Without full-time salaries, not all can commit to the hours of training and recovery needed to maintain peak performance – potentially hindering squad synchronicity and development.

Coverage brings visibility. Visibility brings investment. Investment brings professionalism. If women’s sport is to thrive long term, we must ensure the financial structure supports it – not just for the elite few, but for the grassroots, too.

Is it coming home?

Since when have England fans not dared to dream? But this time, it feels different. The Red Roses are in peak form, packed with talent and playing with momentum on their side, not to mention the roar of the home crowd behind them.

They’ve come agonisingly close before, but could 2025 finally be the year? With the right support, the right coverage and the continued belief of their fans, the Red Roses might just get over the all-important try line.

So, all that’s left for me to say, or sing (badly) – “Swing low, sweet chariot, coming for to carry me home…”

Let’s go, England!

What’s the secret to lasting recognition for women’s sport? Can England bring it home in 2025? Drop your thoughts in the comments.