Women’s Rugby World Cup 2025 represents a generational moment to inspire new fans and players, but this mantra also applies off the pitch in the way that the broadcast operations for the event have been planned. For the first time at a major rugby event part of the host broadcast team has been made up of active professional players – with four women’s rugby players working as pitch-side digital content creators for the HB coverage.
Aligned with World Rugby’s goals for inclusion and diversity, HBS, host broadcaster for World Rugby’s showpiece events, has been working with the Rugby Players Association (RPA) through its digital arm skroller to train players during 2025 in social media content creation. The end-result of this process has now seen a selected number of players participate to the broadcast of the pinnacle of the women’s game.
“For all events, but especially those for the women’s game, we are always eager to find the right gender balance in the teams working on the event,” explained Amanda Godson, World Rugby Director of Broadcast and Production. “The broadcast industry is changing and we are seeing more women in operational roles, more on-screen and commentator talent being given lead roles. It is equally important to see that same approach behind-the-scenes with the teams producing and capturing the content shared around the world.”
During the event the four players – Kendall Waudby (Loughborough Lightning), Shona Campbell (Sale Sharks, GB Sevens), Eloise Hayward (GB Sevens) and Charlotte Woodman (GB Sevens) – have been working as Digital Content Creators, operating in various positions within the stadiums to capture content on mobile phones which has then been used on social media platforms. This material brings fans up close to the action, with shots available from the players’ tunnel and during the anthems, behind the dead ball zone, the end of match celebrations and in some instances in the changing rooms after the match.
Those selected have all benefitted from a programme organised by the RPA and HBS to upskill players and present them with opportunities to raise awareness of the women’s game, and their own profiles, across social media platforms. Opening the door to a potential career in broadcast and media offers them the opportunity of a potential second career after their playing career is over. “When we talked to our members it became clear that every club around the country has players that are interested in careers in the content creation space,” added Rachael Burford, RPA’s Head of Women’s Rugby, Women’s Rugby World Cup winner in 2014 and co-commentator at Women’s Rugby World Cup 2025. “We have been able to facilitate with HBS to help them develop these skills. The players can see the potential with content creation and they want to be involved and this is what is really important – you can give people the tools but they also need the opportunities to use them.”
HBS’ years of expertise working on major sporting events and refining the delivery of targeted social media content for federations and broadcasters has given the perfect grounding to be able to share this knowledge with the RPA’s members, with the aim of resonating with new and different audiences. “We have held training sessions around the UK, visiting clubs to teach valuable social media skills, focusing on things such as ideation, scripting and filming,” stated Jamie Aitchison, HBS UK General Manager. “The reward for them is clear to see. Our training boosts their confidence and digital story-telling ability.”
Supporting athletes in pursuing new career paths after their professional days are over is a part of HBS’ Legacy agenda; for the players themselves it is an amazing opportunity coming at the end of a journey of discovery since joining the RPA and HBS’ initiative. “It’s an incredible opportunity to be part of Women’s Rugby World Cup 2025 with World Rugby and HBS. This tournament has been an amazing spectacle, not just for rugby but for women’s sport as a whole, raising the profile of the game, the players, and the future of the sport. It’s been exciting to be involved from a different side of the game, helping to capture and share the stories, moments and energy that will inspire the next generation”, concluded GB Sevens athlete and Rugby World Cup content creator Shona Campbell.