Rugby World Cup: Women’s rugby reaches new heights as ‘golden era of opportunity’ beckons

“Women’s rugby is about to explode. Get in or get out of the way because it’s coming.”

It all starts on Saturday, with record attendance expected on opening day.

But what makes it the greatest and best of all time? And where is there still to do?

New Zealand has already embraced it

When Eden Park was chosen to host the finals in February 2020, the organisers’ lofty goal was to fill the 50,000-seat stadium.

That goal now seems within reach as the venue, which will seat around 40,000 spectators on Saturday, sold out on the opening day of the tournament, which will feature three matches at New Zealand’s largest sports stadium.

New Zealand are five-time champions and the rugby-loving population has already embraced the tournament as it is being played for the first time in the southern hemisphere.

The World Cup will break attendance records on its opening day, with 20,000 women’s rugby marks to be beaten from the 2014 tournament in France, and it will set an attendance record for a women’s sporting event in New Zealand.

Players say it’s hard to miss that the city is hosting a World Cup, with teams featured on banners and buses in Auckland and street murals popping up across New Zealand to celebrate women’s rugby.

“We’re on a different level than any previous World Cup,” said England captain Sarah Hunter.

“I truly believe this will be the biggest and best World Cup ever.

“It feels like we’re on that crest of a wave and it’s going to explode what women’s world rugby can really do.”

What could go wrong?

Only four out of 12 teams at this year’s World Cup – England, Wales, New Zealand and France – have enough investment from their unions to be classified as professionals, leading to large gaps between some sides.

England have been fully professional since 2019 and that investment has helped them win a record 25 straight Tests.

Of course, the means are not endless. They have money for contracts, but England and Wales still flew to New Zealand economically.

The hosts have also upped their game after disappointing defeats to France and England in 2021.

Men’s coaches Wayne Smith and Graham Henry join the Black Ferns, with legendary fly-half Dan Carter also helping out.

But with no one able to beat England in the last three years, the Red Roses’ dominance could be one of the downfalls of the tournament if they confidently win every game en route to victory.

That’s not guaranteed as New Zealand could enjoy a perfectly timed resurgence or a one-off emotional performance from France could turn the tide.

Then there’s the time difference for a UK audience. The home game with the latest start time is that between England and France on October 15 at 08:00 CET.

England’s scrum half Leanne Infante said the team wanted “create a movement” as did the soccer lionesses with their Euro 2022 victory, but kick-off times may mean that will have to wait until the Red Roses host the 2025 World Cup.

Covid-19 is also already having an impact, with New Zealand government regulations requiring anyone who tests positive to isolate for seven days.

England prop Shaunagh Brown is isolating and will miss the opening game – with players on high alert to ensure their World Cup is not interrupted either.

But the future is bright

fast track. Transformation. Accelerate. Growth.

World Rugby’s message is clear. This tournament is just the beginning and what’s coming next is only going to get bigger.

World Rugby Chief Executive Alan Gilpin hopes this year’s World Cup can catapult women’s rugby “as a springboard into a golden era of opportunity”.

The governing body intends to support this with the launch of a new competition called WXV in 2023, giving 18 teams consistent access to competition-level test matches.

That in turn should make the expansion from 12 to 16 teams for the 2025 World Cup more comfortable if money is invested to give players more time for rugby.

World Rugby also wants more women on the touchlines and in 2020 launched an internship program targeting 40% women coaches at the 2025 World Cup.

At this year’s tournament, Japan is the only team with a female head coach and 29% of the coaches are women, which rises to 46% when all coaches are included.

New fans for the sport are expected, with Gilpin suggesting that the more open style of play in women’s rugby could help sell the tournament in New Zealand.

“In many ways there are areas in women’s football that lead the sport,” he said.

“The ball is in play more. There are fewer parts of the game that might confuse new fans.”

New Zealand’s Tui put it more bluntly: “We’re here to put on a show, we’re a fun sport, I’ll entertain you.”