Women’s Rugby World Cup 2025

The Brief

To develop the social impact strategy and measurement approach for the Women’s Rugby World Cup 2025 in England – focusing on ensuring women and girls feel they belong in sport, belong in their chosen careers, and ultimately belong in rugby.

Our Role

Having previously developed the overarching tournament strategy for the Local Organising Committee (LOC) where social impact for women and girls was identified as a priority, we developed a detailed theory of change for the ‘Empowering Real Change’ commitment area. We articulated the logic chain between the current state of play, the desired impact, and how to get there – with suggested actions and critical measurement metrics and KPIs.

The Result

We created a measurement framework for the social impact commitment area, mapping the data required to evidence success and designating responsibility for the collecting this data. We designed presentation materials for World Rugby board and UK Sport. Our deliverables ensured the perceived success of the legacy left for women and girls in the UK and globally could actually be measured to tell the strongest possible story. This led to the creation of RWC 2025’s flagship social impact initiative, ‘Where We Belong’.