Quarterly Newsletter | Q3, 2025 Edition
Keeping You Ahead of the Game in Sport, Media and Entertainment
Industry Intel
Women’s Rugby World Cup 2025: A New Era for Partnerships
The
Women’s Rugby World Cup 2025 is setting new standards both on and off the field. Sponsorship revenue for this edition has more than tripled since 2021, reflecting the rising demand from brands eager to be part of women’s sport.
Over 20 partners are on board, from long-standing rugby backers to new names. Mastercard, Capgemini, and Gallagher headline the top tier, joined by official partners like O2, HSBC, and Emirates. Just as significant are brands such as Dove, Volvic, and Kettle Chips, who are helping to push the tournament into supermarkets and households, broadening its reach beyond traditional rugby audiences.
A key factor has been the unbundling of women’s rugby sponsorship from the men’s tournament. This has allowed brands to invest with clear intent, ensuring that partnerships are tailored and activated specifically for the women’s game.
Ticket sales underline this momentum. More than 375,000 tickets have been sold, over twice the total for the 2021 event. And the fan base is also shifting: nearly a third of women’s rugby supporters are under 35, and over 40% are female. This younger, family-oriented audience offers sponsors new ways to connect with consumers who may not have engaged with rugby before.
The 2025 World Cup confirms women’s rugby as a major commercial platform, offering long-term value for brands ready to invest.
What's new at TVX?
We’re proud to have supported Movember in launching a powerful new partnership ahead of the Rugby League Ashes Series.
Running through October and November – a crucial time in Movember’s calendar – the series provides the perfect platform to raise awareness and funds. As Official Mental Fitness Partner of the England Rugby League team, Movember will shine a light on the mental resilience and wellbeing of athletes and the wider rugby league community.
At the heart of the partnership is Movember’s Ahead of the Game programme, which will be embedded across the England Rugby League pathway. It will equip players, coaches and communities with the tools to better understand and support mental fitness.
Beyond fundraising, the collaboration is designed to drive long-term awareness, education and behaviour change across the game – from grassroots to the elite squads. The goal: stronger support networks and players better prepared to deal with pressure and life beyond the sport.
With Rugby League’s deep community roots and Movember’s mission to improve men’s health, this is a natural and meaningful fit. We look forward to seeing it come to life throughout the Ashes Series and beyond.
See more here: Movember x England Rugby League
Partnership Spotlight
Three Connects Fans at Electric Picnic
Telecoms giant Three used this year’s Electric Picnic festival in Ireland to showcase its latest piece of innovation: the Three Friend Finder. The device, powered by Totem Labs, was designed to help festivalgoers locate friends in crowded areas, solving one of the biggest challenges of live events while adding real value to the audience experience.
This activation builds on Three’s long-standing commitment to music sponsorship in Ireland. Over the years, the brand has consistently invested in the live music scene, and its partnership with Electric Picnic is one of the strongest examples of how it continues to evolve. Rather than simply putting its name to the event, Three has developed a product that blends connectivity, technology, and utility, positioning itself as a facilitator of better festival moments, rather than just a sponsor.
The Friend Finder is a strong example of how Three approaches partnerships with continuity and creativity. Each year, they return with initiatives that resonate with fans, reinforce their innovative image, and strengthen their place at the heart of Irish music culture.
Open for Partnership
With the long-awaited return of the Rugby League Ashes this autumn, we’re excited to be working with
Rugby League as they look to bring new commercial partners on board.
England take on Australia in a historic three-match series with fixtures at Wembley, Headingley Stadium and Everton’s new home. Over 150,000 fans are expected - the biggest Ashes audience ever in the UK.
All games will be broadcast live on BBC, providing brands with a rare chance to access national audiences through a platform not typically open to advertisers. Previous series averaged 1.8 million viewers per match, underlining the scale of reach.
With Rugby League’s strong track record of delivering returns for partners, this is also a chance to tap into the league’s strong northern fan base, where the sport has deep roots and loyal followings.
If you're interested in understanding how rugby can work for you, get in touch at jamie@thevaluexchange.co.uk.
