Ilona Maher’s signing with the Bristol Bears isn’t just a transfer – it’s a statement. As the UK gears up for the 2025 Women’s Rugby World Cup, Maher’s arrival signals a shift in how women’s rugby is marketed, funded and perceived. More than a skilled athlete, she brings a significant digital following, positioning herself as a key figure in bridging the gap between traditional sports economics and modern audience engagement.
England centre Emily Scarratt believes high-profile signings like Maher will ‘push’ the profile of women’s rugby forward, further accelerating the sport’s growth. ‘She already has done by bringing people from all over the world to our league’ Scarratt noted. Maher, an Olympic bronze medallist at Paris 2024, is the most followed Rugby player globally, wit 4.5 million Instagram followers and 3.2 million on TikTok. Her digital presence is unparalleled in the sport and presents a unique marketing opportunity for women’s rugby.
The impact of her signing was felt almost immediately. Just 72 hours after Bristol Bears announced her three month deal, the team moved to a 27,000 seat stadium to accommodate record-breaking attendance – far surpassing their usual 2,000 capacity venue. The economic implications stretch beyond the club itself; local businesses are already preparing for increased foot traffic, merchandise sales are projected to rise, and corporate sponsors – historically hesitant about investing in women’s rugby – are starting to take notice.
Maher’s influence extends beyond commercial viability. She has been vocal about the need for players to take ownership of the sport’s growth. ‘I realised there was a different way to do it. I am not going to sign a million-dollar or a six-figure contract anywhere. We need to go about it in a different way’ she explained. She sees social media as a key tool for the transformation of the women’s game. ‘I think what sets the women’s game apart is we are comfortable showing our personalities. If we talk about wanting more funding, more opportunities, we have to put ourselves out there.’
Her approach underscores a larger shift in women’s sports—one that embraces visibility, engagement and self-promotion as necessary steps toward financial sustainability. ‘We all have a responsibility to capitalise on this World Cup’ Maher stated, emphasising that athletes must actively build their personal brands and attract new fans.
This shift comes at a crucial moment. The 2025 World Cup presents an opportunity to redefine women’s rugby as a commercially viable entity rather than a offshoot of the men’s game. Bristol Bears’ move illustrates how clubs can capitalise on elite talent not just for sporting success but as part of a broader financial strategy.
As Maher steps onto the field, the message is clear. Women’s rugby is no longer just fighting for recognition – it’s building a sustainable economic future. And Bristol Bears may have just provided the blueprint.
To learn more about the Women’s Bristol Bears team check them out on Instagram:
Bristol Bears Women (@bristolbearswomen) • Instagram photos and videos
References:
Ilona Maher will grow women’s rugby – Scarratt – BBC Sport
Ilona Maher: Rugby union needs culture shift to create stars and grow the game
