Why Is There No Title Sponsor for the Domestic League After a Record-Breaking World Cup?

The Premiership Women's Rugby (PWR) continues to face challenges in securing a title sponsor despite a surge in popularity following the 2025 Women's Rugby World Cup. With increased attendances and viewership, executive chair Genevieve Shore highlights the critical need for financial backing to ensure the league's growth and stability. The absence of a title sponsor, compounded by economic uncertainty, raises questions about how to attract investment and sustain momentum in women's rugby.

Last updated: 30 January 2025 (BST)

What’s happening now

As the Premiership Women's Rugby season resumes after a winter break, the league is gearing up for renewed competition while grappling with the ongoing challenge of securing a title sponsor. Genevieve Shore expressed her disappointment at the lack of partnership, emphasising that 90% of her time is dedicated to seeking financial support. The league's growth in popularity post-World Cup is significant, but the inability to attract sponsors poses a risk to its future development.

Key takeaways

Premiership Women's Rugby (PWR) has seen a 92% increase in average attendance this season.
Viewership on TNT Sports has risen by 275% compared to last year.
Despite these gains, the league struggles to secure a title sponsor, which is crucial for financial stability.
Economic conditions and short-term investment focus hinder potential sponsorship deals.
Individual athletes like Ellie Kildunne are vital in raising the profile of women's rugby.

Timeline: how we got here

The trajectory of Premiership Women's Rugby has been shaped by several key events:

September 2025: England hosts and wins the Women's Rugby World Cup at Twickenham with a record attendance of 81,885 spectators.
January 2025: PWR reports a 92% increase in average game attendance and a 275% rise in viewership on TNT Sports.
2024: The league aims to secure a title sponsor, yet remains without one as of the start of the 2025 season.

What’s new vs what’s known

New today/this week

Premiership Women's Rugby is set to resume its season with increased attendance and viewership statistics. However, the league's executive chair, Genevieve Shore, has publicly stated her disappointment in the ongoing inability to secure a title sponsor, emphasising the need for financial backing to continue the league's growth.

What was already established

It has been well-documented that women's rugby has gained significant traction following the 2025 World Cup. Despite the enthusiasm and momentum, the PWR still faces hurdles in attracting investment, which is critical for its long-term success. The economic climate remains a significant barrier to securing sponsorships.

Impact for the UK

Consumers and households

The increase in attendance and viewership suggests a growing interest in women's rugby, which could translate into greater accessibility for fans. However, without a title sponsor, the league may struggle to enhance facilities or provide better experiences for spectators, which could dampen the growth of fandom.

Businesses and jobs

For businesses, the absence of a title sponsor indicates a missed opportunity for investment in a rapidly growing market. Engaging with women's rugby could enhance brand visibility and social responsibility. However, the current economic climate leads many companies to prioritise short-term returns over long-term brand partnerships.

Policy and regulation

The PWR is under pressure to demonstrate stability and growth to attract potential sponsors. This includes considerations of expanding the league to ensure a diverse geographic representation, which could enhance its appeal to brands looking for broader engagement.

Numbers that matter

92% increase in average attendance this season compared to last.
275% rise in viewership on TNT Sports at the same point last season.
81,885 spectators attended the Women's Rugby World Cup final at Twickenham.
Ellie Kildunne's recognition as runner-up at BBC Sports Personality of the Year highlights individual impact.
96% increase in attendance at Sale Sharks' matches since last season.

Definitions and jargon buster

Premiership Women's Rugby (PWR): The top-tier women's rugby league in England.
Title Sponsor: A company that provides funding in exchange for branding rights and visibility at events.
Viewership: The number of viewers watching a broadcast.

How to think about the next steps

Near term (0–4 weeks)

As the league resumes, stakeholders should focus on enhancing the matchday experience to draw in larger crowds and better engage with fans. This could include improved marketing efforts and community outreach.

Medium term (1–6 months)

In the coming months, the league must continue to build its brand and explore partnerships with local businesses to enhance community ties. This may aid in demonstrating to larger corporations that the league is a viable investment opportunity.

Signals to watch

Attendance figures at upcoming matches.
Any announcements regarding potential sponsorship deals.
Engagement metrics on social media platforms for league players and events.

Practical guidance

Do

Enhance community engagement to build a loyal fanbase.
Focus on creating exciting matchday experiences that attract spectators.
Leverage star players' popularity to boost the league's visibility.

Don’t

Ignore the importance of marketing and branding efforts.
Neglect relationships with potential sponsors.
Overlook the need for consistent performance on the pitch.

Checklist

Evaluate current marketing strategies for effectiveness.
Engage with local businesses for partnerships.
Monitor attendance and viewership trends closely.
Develop community outreach programmes.
Utilise social media to promote matches and players.

Risks, caveats, and uncertainties

The current economic landscape poses a significant risk to securing sponsorships. Brands may be hesitant to invest in a league that, despite growing popularity, does not yet provide the immediate returns they seek. Additionally, the uneven performance of teams, such as Leicester Tigers, could impact the overall perception and viability of the league.

Bottom line

While Premiership Women's Rugby has made significant strides in attendance and viewership, the absence of a title sponsor is a pressing concern that could hinder long-term growth. It is essential to continue engaging with fans and potential sponsors to sustain momentum and ensure the league's future success.

FAQs

Why is a title sponsor important for Premiership Women's Rugby?

A title sponsor provides crucial financial support that can enhance the league's growth, stability, and overall credibility, enabling better facilities and experiences for fans.

How has the Women's Rugby World Cup impacted the league?

The Women's Rugby World Cup significantly boosted the visibility and popularity of women's rugby, leading to increased attendance and viewership in the Premiership Women's Rugby league.

What challenges does the league face in attracting sponsors?

The league faces economic uncertainty and the need to demonstrate short-term returns on investment, which may deter potential sponsors from committing to long-term partnerships.