Former Gladiators star and England sevens international, Jodie Ounsley, is championing a new campaign that aims to revolutionise the perception around women’s rugby and attract a fresh audience to the sport. Teaming up with Vodafone, Ounsley, 24, is spearheading an initiative to challenge negative stereotypes about women’s rugby and introduce the game to new viewers, starting with the current Guinness Women’s Six Nations tournament.
In collaboration with storytelling specialists, Goal Click, Vodafone plans to showcase the real essence of women’s rugby, empowering those involved in the sport to share their personal narratives, thus dispelling misconceptions. Recent research conducted by Vodafone revealed that a substantial 70% of individuals in the UK who hold negative views towards women’s rugby have never actually watched a match.
Ounsley, who previously played for Sale Sharks and Exeter Chiefs and transitioned into a successful media career, advocates for the “See It. Believe It.” campaign as a means to dismantle preconceived notions and inspire newcomers to engage with the sport. The research further indicates that individuals who have watched women’s rugby in the past year are significantly more likely to describe it as exciting and skilful, with over half preferring the Women’s Six Nations over the men’s equivalent.
During a visit to Boroughmuir Rugby Club prior to the Vodafone Women’s Six Nations campaign launch, Ounsley expressed her enthusiasm for the initiative, highlighting the personal connections and powerful impact that women’s rugby fosters. As the Women’s World Cup approaches in August and September, 2025 promises to be a monumental year for women’s rugby, with Ounsley aspiring for the sport to replicate the success witnessed by women’s football in 2022.
Despite the strides made in women’s rugby, biases and misconceptions persist, hindering the sport’s ability to allure a broader audience. Nearly half of Britons refuse to watch women’s rugby without ever witnessing a game, labelling it as ‘boring’. Visibility emerges as a pivotal factor in dispelling stereotypes; individuals exposed to women’s rugby content tend to hold a more favourable opinion, yet the coverage remains scant in social media feeds and news platforms.
Ounsley emphasises the transformative power of experiencing a women’s rugby match firsthand, recounting how even sceptics can become fervent supporters upon witnessing the game’s intensity and energy. Partnering with Goal Click, Vodafone will equip fans and players with devices and 5G SIMs to capture captivating first-person content, fostering genuine connections and reshaping perceptions of the sport.
At the heart of Vodafone’s campaign are individuals like Scottish supporters Hannah Ward and Connie Sanderson, both players at Boroughmuir Banshees, a club emblematic of Scotland’s burgeoning interest in women’s rugby. Ward and Sanderson stress the importance of promoting women’s rugby to ensure its recognition and urge onlookers to attend games to witness the athletes’ prowess firsthand.
Boroughmuir Banshees’ head coach, Callum McFeat-Smith, commends the captivating gameplay and physicality showcased in women’s rugby matches, inviting sceptics to witness the sport’s allure in person. Vodafone’s commitment to challenging stereotypes and broadening the game’s appeal aligns with their dedication to supporting women’s rugby, as evidenced by their role as the Founding Principal Partner of Women’s and Girl’s Rugby in Wales since 2022.
As Ounsley and Vodafone strive to illuminate the charisma and skill prevalent in women’s rugby, they aim to transform perceptions, attract new enthusiasts, and elevate the sport’s status in the run-up to the Women’s World Cup, beckoning a future of inclusivity and recognition for women in sport.