Women’s Rugby World Cup 2025
Turning a tournament into a movement
The challenge
The Women’s Rugby World Cup 2025 was a once-in-a-generation moment, not just for rugby, but for women’s sport. The ambition: create the biggest, most attended, most celebrated tournament the game had ever seen.
Fans ranged from lifelong supporters to first-timers, and eight very different stadiums presented unique logistical and experiential challenges. Our task was to deliver a high-energy, consistent fan experience wherever they watched, making the tournament feel accessible, exciting and inclusive.
Approach
The Sports Presentation Company, the specialist fan experience agency within Identity, designed and delivered the complete in-stadium fan journey.
From festival-style plazas with live music, theatrical walkabouts, and interactive zones, to in-bowl experiences led by female DJs and hosts, every moment built energy and anticipation. Pre-match shows crescendoed as teams ran out, while player arrivals and trophy presentations were crafted to feel iconic, emotional, and broadcast-ready.
Dynamic live presentation, inclusive content, and consistent visual language ensured every fan felt part of the action, no matter the venue. Flexibility and scale were built in from day one, supported by more than 500 accredited staff and 1,750 volunteers across eight venues.
Outcome
The tournament became a cultural milestone, redefining women’s rugby and inspiring a new generation of fans. Stadiums were alive with energy, first-time attendees felt included, and communities across the UK experienced the tournament as a festival, not just a match.
The impact extended beyond the game: fans became ambassadors, the sport reached new audiences, and host cities benefited from record attendance and tourism.
Experience
Changes
Sport
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