The Premiership Women's Rugby league is facing a major obstacle in its pursuit of a title sponsor. Despite enjoying increased attendance and TV viewership since the World Cup, with average game attendances 92% higher than last season and audiences on broadcaster TNT Sports increasing by 275%, the league remains unable to secure a deal.
Genevieve Shore, executive chair of Premiership Women's Rugby, has expressed her disappointment at the lack of progress in securing a title sponsor. She believes that this is not only due to the growing popularity of women's rugby but also because of "tough economic conditions." The current landscape for sports sponsorship is seen as "healthy but selective," with businesses focusing on short-term certainty rather than investing in long-term growth.
One of the main challenges facing the league is convincing brands that it is worth investing in. Shore emphasizes the need to create events and atmospheres that brands want to participate in, citing the importance of full crowds and consistent attendance figures.
However, the composition of the league also raises concerns. Currently, only Sale are represented from the north, while Leicester Tigers struggle with a points difference of -350 after seven games. There have been discussions about expanding the league for the 2027-28 season, with Newcastle and Bath being considered as potential additions.
Despite these challenges, individual personalities are playing an increasingly important role in growing the game. American Ilona Maher's social media following has helped increase viewership during the World Cup, while Ellie Kildunne's success on the pitch has earned her recognition, including a runner-up spot at BBC Sports Personality of the Year and an MBE in the New Year Honours.
As the league looks to secure its future, Shore stresses the need for certainty. "The bigger, the better" approach may not be enough; businesses want to see tangible growth and investment before they commit. With the World Cup's impact on perceptions still being felt, there is a delicate balance between keeping up momentum and ensuring long-term viability.
Ultimately, the league must navigate these challenges while continuing to grow its popularity and attract new sponsors. Shore's disappointment highlights the need for immediate action, as the 2026-27 season approaches with no title sponsor in sight.
Genevieve Shore, executive chair of Premiership Women's Rugby, has expressed her disappointment at the lack of progress in securing a title sponsor. She believes that this is not only due to the growing popularity of women's rugby but also because of "tough economic conditions." The current landscape for sports sponsorship is seen as "healthy but selective," with businesses focusing on short-term certainty rather than investing in long-term growth.
One of the main challenges facing the league is convincing brands that it is worth investing in. Shore emphasizes the need to create events and atmospheres that brands want to participate in, citing the importance of full crowds and consistent attendance figures.
However, the composition of the league also raises concerns. Currently, only Sale are represented from the north, while Leicester Tigers struggle with a points difference of -350 after seven games. There have been discussions about expanding the league for the 2027-28 season, with Newcastle and Bath being considered as potential additions.
Despite these challenges, individual personalities are playing an increasingly important role in growing the game. American Ilona Maher's social media following has helped increase viewership during the World Cup, while Ellie Kildunne's success on the pitch has earned her recognition, including a runner-up spot at BBC Sports Personality of the Year and an MBE in the New Year Honours.
As the league looks to secure its future, Shore stresses the need for certainty. "The bigger, the better" approach may not be enough; businesses want to see tangible growth and investment before they commit. With the World Cup's impact on perceptions still being felt, there is a delicate balance between keeping up momentum and ensuring long-term viability.
Ultimately, the league must navigate these challenges while continuing to grow its popularity and attract new sponsors. Shore's disappointment highlights the need for immediate action, as the 2026-27 season approaches with no title sponsor in sight.
it's wild that a sport like rugby is struggling to get sponsors 
i mean, women's rugby has been killing it since the World Cup, attendance and TV views are up 92% and 275% respectively 
but still can't seem to lock down a deal 
maybe they need to focus on creating some events that would actually attract big brands 
like a crazy fan fest or something 
. They're killing it on TV viewership but can't seem to get a big sponsorship deal 
. Genevieve Shore makes a good point that businesses want to see growth before investing, but it's hard to convince them when there are inconsistent attendance figures and not enough teams from different parts of the country 
. It's awesome that her following helped boost viewership during the World Cup! 
Ellie Kildunne is another great example of how players can make a difference on and off the pitch 
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. The league should focus on creating events and atmospheres that brands actually want to get involved with, and find ways to balance short-term gains with long-term growth 
. Fingers crossed they can figure it out for the 2026-27 season! 
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Genevieve Shore's right that it's not just about growing popularity, it's also about showing businesses that investing in them will bring returns 
but what if they can't even convince the teams to get their act together? 
It's not exactly gonna make for exciting viewing.
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they gotta create these experiences that brands actually want to be a part of not just throw money at it and expect everything to work out... and yeah, the composition of the league is whack only one team from the north and those teams in the south are killing it meanwhile we need more diverse representation to keep things fresh 
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. It's so frustrating for me seeing women's rugby struggle to get the recognition and funding it deserves 
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She's like a total rockstar! I've been following her since the World Cup and she's always so inspiring 
. But anyway, back to the point... what's going on with this league? Can't they just get it together and secure some sponsors already?! 
It's not fair to all the players who are out there giving their all every week 
! The increased attendance and TV viewership are awesome indicators of its growing popularity. It's just a shame that they're having trouble finding a sponsor to match the growth 
. Fingers crossed that they figure out a way to secure a sponsor ASAP 
. I think she's right - with businesses being super selective about sponsorship deals these days, it's hard for the league to convince them that investing in women's rugby is a good idea 
. I mean, we all love Sale and Leicester Tigers, but having more teams around would definitely attract new sponsors and fans 
. And let's be real, individual personalities are a big part of why people are tuning in - Ilona Maher and Ellie Kildunne are total rockstars 
. Ilona Maher's social media game is on point, and Ellie Kildunne's success on the pitch is inspiring. These girls are killing it, and that's what the league needs - more women who can draw in audiences and make them care.
. But I think they need to step up their game (pun intended) if they want to keep growing. The 2026-27 season is coming up fast, and with no title sponsor in sight... it's gonna be a long year 
I think what Genevieve Shore is missing here is that you can't rush a brand into investing in something just because it might be a good idea. You need to show them real growth and proof that this league is worth their while.
Just a retiree thinking out loud...
! I mean, we've got some awesome players like Ellie Kildunne 
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! It's amazing to see Ellie getting recognized for her skills and Ilona using social media to grow the game. But we need more than that - we need a solid title sponsor 
! Maybe we can work together to make Premiership Women's Rugby the go-to destination for sports enthusiasts everywhere