Premiership Women's Rugby sees attendance, viewership rise

England's Premiership Women's Rugby (PWR) experienced substantial growth in its 2025-26 season, with average attendances increasing by 23.4%, even after USA star Ilona Maher's departure from Bristol Bears.

The league, which concluded in June with Saracens securing a record fourth title against first-time finalists Trailfinders, also reported significant boosts in digital engagement, according to BBC Rugby Union reporting on PWR's performance metrics. This expansion follows England's home Rugby World Cup victory in September 2025, which provided a considerable uplift for the sport domestically.

Continued Growth Post-Maher and World Cup

Ilona Maher, known as the most-followed rugby union player globally on social media, played a pivotal role in elevating the PWR's profile during her tenure with Bristol in the 2024-25 campaign. Her presence generated unprecedented interest for the league, particularly among international audiences, including those following women's rugby news in the USA.

PWR executive chair Genevieve Shore acknowledged Maher's extraordinary impact, noting it brought immense attention to the league and its players. Shore stated that the continued growth, especially after the "incredible spike in interest" from Maher's influence and the World Cup, is particularly encouraging. The league views this sustained momentum as validation that its efforts are resonating with fans, as the BBC reported Shore's comments on sustained growth.

Digital Engagement and Broadcast Reach Soar

Beyond attendance, the PWR saw a 132% increase in its social media following and a striking 310% growth in its fan database. Viewing figures also demonstrated robust expansion, with over 111 million views across YouTube, Meta, and TikTok, marking a 174% increase. This surge in digital consumption coincided with the 2025-26 season being the first where every PWR match was broadcast live across platforms including TNT Sports, BBC Sport, and YouTube, a key development highlighted by BBC Rugby Union.

Looking Ahead to the New Season

The 2026-27 PWR season, featuring nine teams, is scheduled to commence in November. The league, rebranded from the Premier 15s in 2023, aims to build on this success. The demonstrated ability to maintain and expand fan engagement and viewership, even after the departure of a high-profile international player like Maher and following a major national event like the World Cup, positions the PWR for continued development.