Premiership Women’s Rugby continues to grow after England’s record-breaking World Cup triumph, but the league is still struggling to secure a title sponsor.
Shore expresses frustration over delay
PWR executive chair Genevieve Shore admitted she is “very disappointed” that the competition has yet to attract a title partner.
“I will be more than disappointed if we go into the fourth season without a title partner,” Shore said, revealing that around 90% of her time is spent seeking commercial backing.
A title sponsor would bring greater financial stability, credibility and long-term security to the league.
Economic uncertainty slows investment
Marketing expert Lisa Parfitt believes wider economic conditions are holding back potential sponsors.
She described the current sponsorship market as “healthy but selective”, adding that companies are focused on short-term certainty.
“Women’s rugby offers a long-term, culturally relevant opportunity,” Parfitt said, “but businesses want guarantees that PWR cannot yet provide.”
In comparison, women’s football and cricket already benefit from major long-term sponsors.
Rising crowds and TV audiences
Despite the challenges, the league’s popularity is rising rapidly.
PWR reports that average attendances are up 92% on last season, while TNT Sports viewing figures have increased by 275%. BBC iPlayer audiences have nearly doubled.
Shore said: “You want full crowds and full stadia. We have to create atmospheres that brands want to be part of.”
She added that investment is needed to build stronger fan habits, creating a “chicken and egg” situation.
Kildunne boosts league profile
Star players are helping raise the league’s visibility.
England full-back Ellie Kildunne became one of the faces of the 2025 World Cup and gained widespread attention for her performances and celebrations.
After finishing runner-up in BBC Sports Personality of the Year and receiving an MBE, Kildunne has “broken through into the public consciousness”, according to Shore.
“She’s an incredible human and an incredible athlete,” she said.
Competitive balance and expansion plans
While the title race is tight, some teams remain uncompetitive, with Leicester still winless this season.
Geographic imbalance is also a concern, with Sale currently the only northern side.
Shore confirmed the league is exploring expansion from 2027-28, with Newcastle and Bath among possible candidates.
The World Cup has transformed perceptions of women’s rugby, but securing a title sponsor remains key to sustaining that momentum.
Discussion about this post