Women’s Rugby World Cup 2025

In-stadium fan experience across eight venues at the Women’s Rugby World Cup 2025

Identity Sport designed and delivered the in-stadium fan experience for the Women’s Rugby World Cup 2025, across eight venues in England.

Key stats

444,465

tickets sold

81,885

at the final, a world record for a women’s rugby match

92%

average attendance, 52% female fans

905M

social impressions

219M

player social views

56.13M

broadcast views

England rugby supporters wearing red and white hats and holding flags and foam hands at the Women's Rugby World Cup 2025

The challenge

World Rugby’s ambition for the 2025 tournament in England was the biggest and best-attended Women’s Rugby World Cup yet.

Fans ranged from lifelong supporters to first-timers, and eight very different stadiums each brought their own logistical challenges. Identity’s task was a high-energy, consistent fan experience at every venue that felt welcoming to every kind of fan.

Event Management & Production

England rugby player Sarah Bern taking a selfie with supporters in an in-stadium fan experience while wearing her Women's Rugby World Cup 2025 gold medal

Approach

Identity Sport ran the fan experience as one programme, outside and inside every stadium.

Outside, festival-style plazas had live music, theatrical walkabouts and interactive zones. Inside the bowl, female DJs and hosts led the build-up and pre-match shows peaked as the teams ran out. Player arrivals and trophy presentations were staged for the crowd and the broadcast.

Live presentation, inclusive content and a consistent visual language carried across all eight venues, supported by more than 500 accredited staff and 1,750 volunteers.

Outcome

The tournament sold 444,465 tickets, more than three times the previous Women’s Rugby World Cup. The final at Allianz Stadium, Twickenham drew 81,885, a world record for a women’s rugby match. The fan experience ran across all eight venues, from the opening match in Sunderland to the final.

The impact extended beyond the game: fans became ambassadors, the sport reached new audiences, and host cities benefited from record attendance and tourism.