Beauty is continuing to infiltrate the world of sports, with rugby the latest team sport to be tackled.
While rugby teams like England’s the Red Lions, New Zealand’s All Blacks and South African Springboks may not seem like the obvious choice to front a beauty campaign, brands are now betting on them.
Why? With a growing female audience in the sport and changes in conversations by players surrounding beauty, wellness and self-care, there are lots of chances for beauty brands to try and score within this previously untouched arena.
But how have brands got the fans onside and how will they retain them?
First XV: How women are leading the charge and change
Once seen as an aggressive, masculine sport, rugby has seen a huge change in its audience, especially as love for the women’s game grows.
The rise of women’s rugby has not only created a platform for authentic beauty partnerships, but it also reshaped how women engage with the sport, including the men’s version.
More female fans are attending and engaging with men’s rugby than ever before, with governing body World Rugby reporting that almost half (49%) of women’s rugby fans have got into the sport in the past year.
The report also revealed the game is drawing in new fans from a range of demographics, as fanbases become younger (29% are aged under 35), more gender-balanced (43% female), and family-oriented (50% with children).
The love for the women’s game goes beyond simply showing up to support, with Women’s Rugby Premier (PWR) seeing an uptick in streaming and engagement numbers.
TV audiences rose 86%, YouTube views went up 24%, TikTok views soared 91% and Instagram engagement increased 118%, found the report.
Combined with this year’s Women’s Rugby World Cup, which shattered attendance records compared to previous tournaments.
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