The National Lottery is delivering a major communications campaign celebrating how its players are powering the growth of women’s and girls’ sport across the UK, with current focus on the Women’s Rugby World Cup 2025. 

With the Women's Rugby World Cup 2025 now heading to the Semi-Finals, National Lottery operator Allwyn and the National Lottery Promotions Unit (NLPU) are delivering the campaign in partnership with specialist sports communications agency Run Communications, showcasing how over £6.8 billion in National Lottery funding has transformed more than 90,000 grassroots sport projects over three decades, with significant investment in women's and girls' sport.

The strategic campaign demonstrates the direct link between National Lottery ticket sales and sporting success, from elite achievement to community-level participation, highlighting the real life-changing impact of women’s sport, made possible by National Lottery players. 

The Summer of Sport campaign launched earlier this year, with a high-impact activation around the UEFA Women’s EURO 2025 qualifiers, featuring collaboration with The FAW (The Football Association of Wales), and the launch of Big Football Day, a major-new partnership with The FA to drive participation among women and girls in football. 

To date, the Women’s Rugby World Cup activation has delivered: 

• Multi-channel earned media strategy featuring live events at community rugby clubs across the four nations where National Lottery funding has delivered measurable impact
• High-profile spokesperson programme delivering key campaign messages through traditional and digital channels
• Bespoke content creation for key partners including the home nation Unions
• Targeted influencer partnerships to reach key demographic audiences

The campaign objective is to demonstrate that National Lottery players are directly powering the growth of women’s rugby – now one of the fastest-growing sports in the UK.

Gillian Taylor, Communications Director, Allwyn, said:

 “The National Lottery is proud to play a significant role in this historic summer for women’s sport. From Wales’ first major championships, the Lionesses continued success and now record-breaking crowds fuelling the growth of women’s rugby, it is inspiring to see how the nation has got behind these incredible athletes. For more than three decades, National Lottery players have funded grassroots clubs, coaches, facilities and programmes that are now producing world-class talent and the difference they have made is clearly visible on and off the pitch.

“To date, The National Lottery has invested over £6.8 billion into grassroots sport, including vital support for women’s and girls’ programmes across all four home nations.  From building pitches and clubs to funding coaching, talent pathways and bold campaigns like This Girl Can – it’s all part of a legacy that has empowered millions of women and girls across the UK.”

Jonathan Tuchner, Director of The National Lottery Promotions Unit, said:

"This campaign perfectly demonstrates why The National Lottery exists - to make good things happen for communities across the UK. With players raising around £30 million for good causes every week, the phenomenal growth we're seeing in women's rugby is a direct result of decades of National Lottery investment in grassroots facilities, coaching programmes and participation initiatives. Every ticket purchased by our players has contributed to this success story, and we're proud to showcase how their support continues to break down barriers and create opportunities for women and girls in sport.” 

Steve Chisholm, Founder, Run Communications, added:

“The National Lottery is fundamental to British sport — not just at the elite level, but in communities all across the UK, with more than £6bn invested into grassroots sport since 1994. This campaign is about telling that story powerfully, creatively and inclusively. We’re proud to help celebrate the National Lottery players who are playing a vital role in the growth of women’s sport.”