RFU Unveils Five-Year Plan to Dominate Women's Rugby

Announced yesterday, the strategy is designed to ride the momentum of the upcoming 2025 Women’s Rugby World Cup – and set the course for lasting growth and transformation in the sport.

At its core, the plan outlines a powerful vision: to make England the undisputed global leader in women’s rugby – not just in terms of performance, but in participation, visibility, and leadership. It also aims to spark passion and inspire the next generation of players, fans, coaches, and referees.

– By doubling revenue to £60 million through smart partnerships and innovative commercial strategies, the RFU hopes to secure the game’s long-term future.

The launch of this latest plan follows the huge success of the original Every Rose strategy, introduced in 2021. In just a few short years, the women’s game in England has undergone a remarkable transformation. What was once considered a developing side of the sport is now firmly in the spotlight – and growing fast.

Participation has surged by 38%, with more than 500 clubs now offering programmes for women and girls.

The Red Roses have dominated the international scene, claiming seven consecutive Six Nations titles, winning the most recent World Cup this summer and holding the world’s top ranking.

Match attendance has more than doubled, with sell-out crowds at venues like Allianz Stadium and a dedicated fanbase now numbering over 200,000.

Funding has tripled, fuelling the launch of hundreds of new teams and opening more doors to professional opportunities.

And critically, more than 1,400 women have qualified as coaches and match officials, strengthening representation and support across all levels of the game.

These milestones have not only reshaped public perceptions but laid a solid foundation for what comes next.

Every Rose: Our Time lays out four main focus areas to guide the next phase of growth:

Play – The RFU is targeting 100,000 active female players, with at least 70,000 officially registered with clubs. The goal is to help more women and girls start, stay, and succeed in rugby.

Perform – The Red Roses are to remain a world-leading side, with ambitions to retain the Women’s Rugby World Cup title in 2029. Strengthening domestic leagues and player development pathways will be essential.

Follow – Fan engagement is a major priority. The RFU wants to grow the Red Roses’ fanbase to 3 million by delivering unforgettable match-day experiences and building deeper connections with supporters.

Speaking about the launch, RFU Chief Executive Bill Sweeney highlighted the broader impact of the plan:

“Women’s and girls’ rugby represents a massive growth opportunity in our sport and we are proud of the fact that as a union we have long recognised this and are starting to reap the reward. With Every Rose: Our Time, we are setting out not just a plan for rugby, but a statement of ambition for women’s sport more broadly. This is our time to lead, inspire and deliver lasting change.”

Alex Teasdale, the RFU’s Executive Director of the Women’s Game, echoed the sentiment, describing the plan as a step forward, not a reset, “The momentum behind women’s rugby has never been greater and we are really proud of the role we are playing in the game. We want every woman and girl to feel they have a place in rugby, so this plan is about connection, opportunity, and growth – creating a future where women’s rugby thrives at every level.”

“It’s not about tearing up our existing plans and starting again,” she added. “We have strong foundations, and they are taking us to great places – this is about keeping our foot on the gas, staying focused on what works, and making sure the areas that need more support get it.”

The RFU isn’t tackling this challenge alone. Delivering on this plan will require close collaboration with clubs, schools, universities, brands, and fans – all united in a shared goal to elevate the women’s game.

Former Red Roses captain Katy Daley McLean gave a moving reflection on how far the sport has come in such a short time, “I have a six-year-old daughter. She was amazed that boys play rugby. She went to Twickenham with 81,000 and didn’t even blink.”

It’s that kind of generational shift – where young girls grow up seeing women as rugby players, stars, and role models – that Every Rose: Our Time is striving to deliver.

With strong foundations already in place, the next five years look set to be a defining era for women’s rugby in England – and a chance for the Red Roses to inspire millions more.