Why World Rugby is launching its Women’s World Cup campaign a year from kick off
World Rugby CMO James Rothwell says launching the big budget campaign early will help the sport “break through the ceiling”.
By Molly Innes
In August 2025, the Women’s Rugby World Cup will kick off in England. A year out from launch, World Rugby – the governing body for Rugby Union – is starting its marketing campaign to build awareness, convert ticket sales and raise the sport’s profile.
Twelve months is a long time to build up to an event, as World Rugby’s CMO James Rothwell acknowledges, pointing out that tournament campaigns usually activate 100 days out. However, he says the time is needed to make the most of World Rugby’s “most ambitious” campaign yet.
“We believe that having a year to build that awareness and lead into it is the right thing to do,” Rothwell explains.
The campaign won’t be “on” for all 365 days, but will ramp up around key milestones like ticket releases and the pool draw.
