The Red Roses lifting the Women’s Rugby World Cup trophy has seen online engagement levels surge.
According to adtech firm Quantcast, online engagement grew by 40% in the lead up to the final on Saturday when England thrashed Canada 33-13, compared to the previous month.
To put it into perspective, the Women’s Six Nations reached 456,000, while the World Cup hit more than 10 million, which equates to more than a 2,000% jump.
The data echoes the record-breaking viewership figures from BBC’s coverage of the final, which saw a peak audience of 5.8 million viewers tuning in across TV and streaming.
Across the full tournament, total TV audience reached 12 million, with 10.5 million across BBC iPlayer and BBC Sport’s digital platforms.
Sponsors have felt the benefits of backing the women’s game with Mitsubishi Electric seeing a 60% uplift in online engagement, Emirates 50% and Mastercard 45%, according to Quantcast data.
The figures mirror a similar uplift for sponsors following the Lionness’ success during the UEFA Women’s Euro 2025, with the tournament generating 15 million interactions during the period – more than a 50% increase compared to the three weeks prior.
Nisha Ridout, marketing director at Quantcast, said: “For marketers, the message couldn’t be clearer. England’s run to the World Cup final has attracted record TV audiences, sold-out stadiums and driven record-breaking online interaction.
“That’s why an omnichannel approach is so important – brands need to be present wherever fans are engaging, not confined to a single platform.
“Tournament sponsors have already felt that impact across every channel on the open internet, proving the commercial power of women’s sport is growing fast and here to stay. Brands that continue to invest solely in men’s sport will soon see themselves left behind, by advertisers willing to invest to help shape a market that is going from strength to strength.”
