'You Matter': How sponsors transform women’s rugby
It seems the days of neglecting women’s sports are gradually fading, as more sponsors recognise the growing value and influence of the women’s game.
Historically, women’s sports – and especially rugby – have been underfunded and overlooked. But in recent years, corporate sponsors have begun putting their money where their mouth is, stepping forward to elevate women’s sport and drive meaningful progress.
Not only are sponsors seeing the commercial potential, but they’re also aligning with the values of equality, inclusion, and social responsibility.
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A Watershed Moment
The recent Women’s Rugby World Cup 2025 in England has been described as a watershed moment for the sport. Record attendance and soaring viewership figures have demonstrated the game’s increasing marketability and global appeal.
The final between England and Canada drew a record crowd of 81,885, the largest-ever audience for a women’s rugby match. The tournament also helped amplify the star power of players like Ellie Kildunne, Sadie Kabeya, and Sophie de Goede.
This momentum has opened the door for non-traditional brands to enter the women’s sports space — a sign that the landscape is evolving rapidly.
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The South African Story
Closer to home, the Springbok Women’s World Cup campaign captured national attention. Their historic run to a quarterfinal spot – the team’s first – showcased the power of investment and the role of sponsorship in building success.
Amy Sharrock, Sponsorship Specialist at First National Bank (FNB), said the team’s achievements show what’s possible when women’s rugby receives proper backing.
“The Bok Women’s achievements prove that with the right support, they have the prowess to match the global powerhouses,” Sharrock told Rugby365.
The banking giant has been the primary sponsor of the women’s team for the past three years — a partnership Sharrock describes as both purposeful and transformative.
“As a sponsor, it’s a proud affirmation that investing in women’s sport yields powerful results,” she said.
“More importantly, it shifts the landscape of women’s rugby in South Africa by proving that with the right support, our women can compete – and win – on the world stage.
“Corporate sponsorship is a vote of confidence. When brands back teams like the Springbok Women, we’re saying: ‘You matter. Your journey is worth investing in.’
“It helps level the playing field, accelerates professionalisation, and brings visibility to athletes who’ve long been overlooked. It’s about creating equity in sport and ensuring that talent – regardless of gender – gets the platform it deserves.”
Building Momentum
Sharrock believes the team’s success should encourage other brands to invest in the women’s game, especially at the grassroots level.
“There’s definitely momentum, and it’s encouraging to see more attention on the women’s game – but we’re still only scratching the surface,” she said.
“To truly grow women’s rugby in South Africa, we need to invest in the full ecosystem – from grassroots to elite level.”
According to Sharrock, meaningful change requires long-term commitment and collaboration.
“One of the most impactful things corporates can do is support school and club-level rugby. That’s where the pipeline starts and where the greatest opportunity to transform the game lies.
“Funding is one piece of the puzzle, but there’s also an opportunity to design programmes, facilities, and systems specifically for girls and women. Much of what exists today is adapted from the men’s game, meaning it doesn’t always meet the needs of female athletes.
“Media coverage is also critical – not just for visibility, but for normalising women’s rugby and attracting broader support.
“Ultimately, it’s about building a sustainable, inclusive ecosystem that’s designed with women in mind, not retrofitted from the men’s game. That takes collaboration across corporates, federations, media, and communities. And if we get it right, the impact will be long-lasting.”
Changing perceptions
Sharrock also hopes that the Springbok Women’s performance helps shift lingering perceptions about the sport.
“If this Women’s Rugby World Cup has shown us anything, it’s that women’s rugby is not just competitive – it’s courageous, strategic, skilful, and deeply inspiring.
“The Springbok Women’s journey to the quarterfinal was a cultural moment that challenged outdated views and sparked national pride.
“Across South Africa, women are proving they belong in rugby – not just on the field, but in leadership, media, and development. Yet, despite their success, many still juggle full-time jobs, limited funding, and unequal opportunities.
“We need to stop seeing women’s rugby as a side story and start treating it as a central part of our sporting identity. Because when we start investing in it, celebrating it, and giving it the spotlight it deserves, we’ll see exponential growth in the game – and in the lives of young girls and women being changed by it.”
Beyond the field
When asked what motivates her personally, Sharrock’s passion for sport and people shines through.
“I’m really just a plain Jane from a small town in Mpumalanga,” she said. “Over the years at FNB, I’ve had the privilege of meeting brilliant, driven people and witnessing moments I never thought I’d be part of.
“It’s taught me that it doesn’t matter where or when you start – what matters is what you choose to do with the opportunities that come your way.”
Sharrock said sport’s transformative power continues to inspire her.
“Sport can unite unlikely teams, uplift communities, and inspire people who thought their voices didn’t matter. Those are the things that light me up – they make every hour of hard work and late nights totally worth it.
“What drives me are stories of grit and growth – people getting up after setbacks, pushing boundaries, believing when it seems easier to give up. That’s why working in sponsorship feels more than just a job to me.”
She laughed, adding: “So yes, you could say I’m passionate. I have wild ideas and get overly excited about progress and small wins. I love unplanned adventures, meeting new people along the way, and soaking up every new experience.”
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