Case Study: World Rugby

About the Client

World Rugby is the governing body for the sport of rugby union, and is responsible for organising the Rugby World Cup, as well as the annual women’s rugby union competition, WXV.

Collaboration

We love rugby, so this was the ideal client for us. With a strong history of working in the sport, coupled with a passion for growing the game at all levels. Women’s rugby is on the rise, and the Rugby World Cup being around the corner provided the prime time to grow.

So, when World Rugby needed support promoting the women’s game ahead of a huge year, we were ready. New Reach was tasked with generating media coverage designed to raise the global profile of WXV, as well as supporting with key announcements ahead of the Women’s Rugby World Cup.

Our Objectives

Build profile for WXV

Raise awareness of WXV globally, before during and after then event, to generate excitement for rugby union ahead of a significant year for the women’s game.

RWC Announcements

Lead on media coverage for major announcements for Rugby World Cup, including ticketing information and new partners.

Leadership

Generate insightful opportunities for World Rugby’s leadership team to comment on the growth of women’s rugby

The Results

Conclusion

We generated around 200 pieces of international coverage, in a short period of time, reaching an audience of around 20m.

As well as being great fun and a very enjoyable client, we’re really proud to have played a small role in the journey to the Women’s Rugby World Cup 2025, with a host of national, regional and global media coverage. The Guardian, SI, BBC News, BBC World Service and much more.

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