What England’s men can learn from the Red Roses

The supporters celebrating a 34th-straight victory for England’s women’s side at The Cabbage Patch in Twickenham on Saturday night were in for a shock.

As usual following an England game, the boozer which bills itself as ‘the most famous rugby pub in the world’ was packed to the rafters with fans who had just seen John Mitchell’s world champions start their Six Nations campaign with another victory, 33-12 over Ireland. As they supped pints and enjoyed the April sunshine, there was a surprise arrival.

Megan Jones, the England captain, joined in the extravaganza, dancing on stage and throwing her own brand of ‘Magic Meg’ T-shirts into the crowd. It is hard to imagine Maro Itoje following suit. But Jones’ pub appearance, on the back of a player-of-the-match display, was the latest example of England’s women’s rugby side and the RFU doing things differently to attract new audiences. 

England, in their first game since their World Cup final win over Canada last September, walked into Twickenham behind a mobile DJ pumping out music. Before kick-off, a huge tifo showing England’s leading players was unfurled in the stands. Common in football, this was the first time a tifo had been seen at Twickenham. 

In the stands, a crowd of 77,120 watched on – the biggest in the history of the women’s Six Nations and only a few thousand short of the 81,885 who watched the Canada win last year. It is clear that what the Red Roses are doing is working.

Their games have a different feel to England’s men’s internationals. There are far more women, families and young children in attendance. There’s less of an emphasis on excessive drinking with the merchandise stalls far more popular than the bars. Taking rugby into new territories can only help the game grow.

England’s players are not only top athletes, but also fine ambassadors for rugby who are willing to show their personalities off the field. The men’s team could do worse than take note.

When Eddie Hearn confirmed Matchroom’s signing of men’s sensation Henry Pollock, he vowed to make him a true star and take him to a mainstream audience through appearances on the likes of The Jonathan Ross Show. What Hearn will be unaware of is that England’s women are already cutting through in these areas. 

In February, full-back Ellie Kildunne appeared on Ross’ famous sofa alongside Hugh Bonneville and Jason Derulo. Kildunne, the cover star of this month’s Women’s Health magazine, is so popular and was mobbed to such an extent when signing autographs post-Ireland that the RFU had to call in security. 

The likes of Jones and flanker Sadia Kabeya have also seen their profiles rise, but they are not alone. England’s women are a winning rugby machine and a growing marketing asset, with Kildunne and others being offered a string of commercial deals. Again, this can only help rugby grow as a collective and inspire the next generation of boys and girls to take up the sport. 

The Red Roses’ audience continues to expand even as the team beat everyone in their path – they haven’t lost since the 2022 World Cup final. Perhaps real challenges will come in this Six Nations, with England now without several key players due to pregnancy and injury.

The next step for the RFU is to ramp up the commercial revenue the women’s team creates. Tickets remain affordable, with the average cost for the Ireland game £15. For the corresponding men’s Six Nations fixture earlier this year, it was £115. At some stage, the RFU will have to increase their women’s prices. That raise is likely to come slowly and incrementally.

The RFU will hope that won’t put off their clearly engaged audience. A recent BBC study showed 24 million people in the UK are now women’s sports fans, with 13 million of them interested in women’s rugby. The sport has to capitalise on this growth and that’s happening. 

Tickets for England’s next home match with Wales at Bristol’s Ashton Gate have sold out. The Red Roses taking their games around the country and not just playing at Twickenham also helps broaden their appeal. It is understood data has shown the RFU that roughly only 20 per cent of those who buy tickets for England women’s games do so for men’s matches. 

The Twickenham crowd was also a stark contrast to some of the underwhelming attendances across Europe as the Champions Cup quarter-finals took place on the same weekend. 

Yes, there were sell-outs in Bath and Bordeaux, but Leinster could only manage a paltry 18,000 for their win over Sale at the Aviva Stadium. 

Comparing the international and club game is a case of apples and pears, but there can be no doubt the RFU is attracting bumper crowds because England’s women are blending canny marketing with open media access and winning rugby. It is a combination the men’s game must look to emulate. 

The female game is leading the charge. There is a lot of good work being done. Long may it continue.