“I’m more excited for this tournament than I’ve ever been,” says Anna Caplice, former Ireland international and now BBC Sport pundit.
“It’s so easy to advocate for the quality of the rugby.”
But for Caplice, the thrill isn’t only in the tries and tackles, it’s about a sport challenging what it means to be a female athlete in the modern era.
“Traditional ideas of femininity are being redefined with women creating their own space and culture,” she explains.
Historically, the media lens on women’s sport has been narrow, favouring the traditionally slimmer, athletic builds of tennis or gymnastics.
Rugby has flipped that script, with “every position celebrating a different body, showing that femininity isn’t one look or one size,” says Caplice.
At the forefront of this is Ilona Maher, the American powerhouse who has become rugby’s most potent digital export. Boasting 9 million followers, Maher refuses to be boxed in. Whether she’s trucking defenders in a scrum or posing for Sports Illustrated, she remains unapologetically multidimensional.
“I don’t want to just be one thing,” Maher recently stated.
“It doesn’t take away from your athletic ability if you wear makeup.
“I feel that I can be a beast and can play this very physical, aggressive sport whilst also keeping my femininity.’
This multidimensional ethos has become rugby’s new calling card and its impact has even reached the toy aisle.
In a watershed moment, Mattel launched a series of one-of-a-kind Barbie’s in late 2025 featuring Maher and England’s Ellie Kildunne, which have muscular arms and legs to challenge beauty stereotypes and encourage girl to pursue sports. For a generation of girls, these Barbie’s are the representation they’ve been waiting for.
The sport has transitioned into a global powerhouse, evidenced by 1.2 billion social media impressions across the World Cup, with nearly half of the current fanbase joining in the last two years.
Predominantly digital-first, these fans have found a home in the dressing-room culture shared by teams like the Red Roses on TikTok.
By leaning into this personality-driven content, women’s rugby teams are often outperforming their male counterparts in digital engagement.
They’ve humanised elite sport though viral TikToks, creating a strong connection with their followers and a feed that feels aspirational yet relatable.
As Anna Caplice notes, “Women’s rugby is still carving out its own identity, but social media is helping it resonate globally.
“It’s really exciting as we’re still at the beginning, but the culture is open to everyone.”
As the Six Nations kicks off this Saturday, all eyes are on Twickenham for England’s opening fixture against Ireland.
“It’s the first time we’ve seen the reigning World Champions since the final,” Caplice says.
“Ireland performed brilliantly at the World Cup before losing out to France, so they will have a point to prove.
“If they can cause an upset, it would be massive for the tournament.”
But beyond the 80 minutes, the stories of these players and the way they connect online make this tournament so compelling.
Fans filling the stadiums and scrolling their feeds aren’t just watching a match; they’re witnessing a new era of women’s sport.
