PWR Teams Up with IMG to Boost Digital Presence and Engagement in Women’s Rugby

Premier Women’s Rugby (PWR), formerly known as Premier 15s and the pinnacle of England’s women’s rugby union, has entered into a strategic partnership with global sports and entertainment agency IMG to revamp its digital and content strategy.

The primary objective of this partnership is to expand the digital viewership of the Premiership Women’s Rugby competition and the Allianz Cup, while also strengthening the engagement levels of PWR and its 10 affiliated clubs in anticipation of the 2025 Rugby World Cup, set to be hosted in England.

IMG’s digital team, formerly known as Seven League, will evaluate the existing social media platforms of Premiership Women’s Rugby to craft a comprehensive digital strategy across various channels. This strategy will encompass recommendations on channel identity, content creation and distribution, and community management.

IMG will provide guidance on the integration of cutting-edge data and analytics tools to gauge the success of various campaigns.

Launched in July of this year, Premiership Women’s Rugby was established as part of a 10-year strategy for women’s rugby in England, forged through a partnership between the Rugby Football Union (RFU) and the 10 clubs participating in the Allianz Premiership Women’s Rugby competition and Allianz Cup.

Belinda Moore, Chief Executive of Premiership Women’s Rugby, expressed her ambitions, saying, “We have aspirations to elevate Allianz Premiership Women’s Rugby as we work towards Rugby World Cup 2025, and to achieve this objective, we require substantial and mutually beneficial partnerships with organisations like IMG. After a competitive selection process, amidst several impressive contenders, we are delighted to appoint such a seasoned team to craft a fresh plan for the digital and social media channels of Premiership Women’s Rugby.”

Stephanie Bulfin, Senior Consultant, Digital, at IMG, highlighted the significance of this partnership, stating, “Following the record-breaking success of the Red Roses at this year’s Six Nations tournament, it’s evident this is a new era for women’s rugby in England – and the Allianz Premiership Women’s Rugby league has been the cornerstone for that. Fans on a national level are looking to engage with the sport on a deeper level than ever before, and we’re proud to partner with Premiership Women’s Rugby to help drive their digital presence forward. It’s an example of our increasing focus on becoming a commercial partner for women’s sport.”