IMG picked by PWR to drive fan engagement with women’s rugby  

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IMG has been chosen by Premiership Women’s Rugby (PWR) to support the league’s development of its new digital and content channels strategy. 

PWR will utilise the partnership by growing the digital audience across its Allianz Premiership Women’s Rugby and Allianz Cup competitions, as well as nurturing more fan engagement across PWR’s 10 clubs in the build-up to the Rugby World Cup 2025 in England. 

This will be done through IMG’s digital team by analysing PWR’s current social media presence and creating a detailed digital strategy on how to grow the audience further across all of its channels.

It is also expected that IMG will leverage its expertise from working with some of the biggest names in global sports like the NFL, the NHL and Red Bull Racing to help PWR build a sustainable commercial model. 

Stephanie Bulfin, Senior Consultant, Digital, at IMG, commented: “Following the record-breaking success of the Red Roses at this year’s Six Nations tournament, it’s evident this is a new era for women’s rugby in England – and the Allianz Premiership Women’s Rugby league has been the cornerstone for that. 

 “Fans on a national level are looking to engage with the sport on a deeper level than ever before and we’re proud to partner with Premiership Women’s Rugby to help drive their digital presence forward. It’s an example of our increasing focus to become a commercial partner for women’s sport.” 

PWR was established in 2023, replacing the previous Premier 15s with the aim to deliver a 10-year development strategy for women’s rugby in England. This also formed a new partnership between the Rugby Football Union (RFU) and the 10 clubs participating in the Allianz Premiership Women’s Rugby competition and the Allianz Cup. 

Belinda Moore, Premiership Women’s Rugby Chief Executive, added: “We have ambitions to grow Allianz Premiership Women’s Rugby as we build towards Rugby World Cup 2025, and to achieve this goal we need significant and mutually beneficial partnerships with brands like IMG. 

“Following a competitive process, with some impressive companies, we are delighted to appoint such an experienced team to create a new plan for the Premiership Women’s Rugby digital and social media channels. IMG has a great pedigree in women’s sport and we have full confidence in Stephanie and her team to deliver the platform for significant growth in engagement with our fans.”

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