WHO’S REALLY WINNING THIS WOMEN’S RUGBY WORLD CUP?

Spoiler: it’s not who you think…

#𝟮 𝗖𝗮𝗻𝗮𝗱𝗮 is heading to the knock-out rounds undefeated and top of their pool. With three tough wins away from the cup, things are about to heat up!

But it’s not just the Canadian team that’s winning big this tournament, it’s their sponsor, NFP, an Aon company (Canada).

Who? An insurance company on the front of a rugby kit? Yup. And it’s smart money.

Why? Because women’s rugby is an undervalued asset on the rise and they got in early (2022). It’s not just sponsorship, it’s strategy.

📊 According to World Rugby’s latest 𝘉𝘭𝘶𝘦𝘱𝘳𝘪𝘯𝘵 𝘧𝘰𝘳 𝘎𝘳𝘰𝘸𝘵𝘩 – 𝘞𝘰𝘮𝘦𝘯’𝘴 𝘙𝘶𝘨𝘣𝘺:

• 49% of fans have joined in the last two years.
• In the US, engagement is up 69% over four years.
• Fans are younger (29% under 35), gender-balanced (43% female), and family-oriented (50% with children).
• Global attendance continues to break records, including ~375,000 at this World Cup.

Meanwhile in Canada, Rugby Canada just locked in a broadcast deal with TSN through 2029. More consistent broadcast access will increase engagement (viewership, awareness).

All of this means more exposure for Canadian women’s rugby and NFP.

Women’s sports fans are purpose-driven and actively choose brands that align with our values; you show up for a team, we’re showing up for you. Like me now, posting about an insurance company!

So yes, let’s cheer Rugby Canada on as they scrum-through the next rounds. But let’s also back women’s sports with more than just applause.

The women’s game is still undervalued compared to the men’s, which means the ROI is even greater. (Curious about opportunities? DM me and let’s chat.)

But, most importantly…

🍁 GO CANADA GO! Next up – Sept 13th at 8:00am vs Australia.

P.S. NFP isn’t stopping at logos—they’re also creating paid internships for players, giving world-class athletes like Sophie de Goede real career experience off the pitch. That’s not charity; that’s strategy. Athletes make great leaders. 👏