CASE STUDY
Women's Rugby World Cup 2025: A Record Breaking Tournament
THE BRIEF
Appointed as the PR agency for the record-breaking Women’s Rugby World Cup 2025, Run was briefed to help deliver cut-through activity that positioned the tournament as a generational moment in time. The campaign aimed to support ticket sales, build player profiles, create high-impact exposure in non-sport media, generate international coverage, and drive nationwide excitement, awareness, and intent.
Activity
- Talent & Media Access: Maximised and secured high-profile current players and rugby talent for media activity across key tournament milestones.
- Tier-1 Broadcast & Mainstream PR: Secured landmark coverage including Heart Breakfast with Amanda Holden & Jamie Theakston, ITV News, BBC Radio 5 Live, and BBC Radio 4 Today Programme.
- Cultural & Lifestyle Cut-Through: Generated significant exposure in national and regional non-sport media, spanning lifestyle magazines to digital cultural hubs (e.g., DIVA Magazine, Hot Press, Financial Times, City A.M.).
- Tournament-Time Press Office: Delivered proactive media ops, a reactive press office function, and opening fixture support with BBC’s The One Show.
- Strategic Partnerships: Created and delivered an exclusive World Rugby x The FA feature on the future of women’s sport for BBC Sport and owned social channels.
- International Media Engagement: Secured global reach with coverage across major international outlets including CNN, ESPN, and TV New Zealand.
444,000+
Tickets sold (92% capacity across the tournament)
23.4 Million
Coverage views
92%
Coverage in non-rugby and lifestyle titles
The Results
- Contributed to a record-breaking tournament with over 444,000 tickets sold (92%) and 82,000 spectators attending the final at Allianz Stadium.
- Achieved 23.4 million coverage views, with 92% of all coverage secured in non-rugby spaces and titles.
- 97% of relevant coverage included a direct ticketing Call-To-Action.
- Delivered 100% positive sentiment across all campaign coverage.
