Rugby: a record 1.1 billion impressions on social media for the Women's Rugby World Cup 2025

The Women's Rugby World Cup 2025, held in England from 22/08 to 27/09/2025, generated a record "1.1 billion social impressions on owned channels," announced World Rugby on 29/10/2025.

Among the key figures released by World Rugby:
• female fans accounted for two-thirds of all new followers;
• the event attracted a new wave of younger fans from more diverse backgrounds, particularly on TikTok and Instagram;
• the official social networks recorded 31.1 million interactions (likes, shares and comments) from 8,760 posts;
• the World Rugby and World Cup channels generated 850 million views and welcomed more than half a million new followers during the competition.

The organisation focused on a digital strategy "built around players, creators and digital innovation". In particular, World Rugby used artificial intelligence to generate videos and images and share them directly with the teams and players, "helping players grow their following by an average of 37% during the tournament". An AI-based monitoring tool was also mobilised to track and report abusive content online.

The organisation also…