Following a momentous summer as the host broadcaster of Women’s Rugby World Cup 2025, HBS continues its leading role in promoting women’s sports in a new partnership with Virgin. Ahead of the kick-off of the domestic season, the two companies are launching digital content series The Plait Room on YouTube, TikTok and Instagram.
Developed from an initial concept during HBS’ partnership with Loughborough Lightning of Premiership Women’s Rugby (PWR), The Plait Room proved a key content strand, resonating with the fans and players alike and has now been given full flight thanks to the hype of Virgin’s backing.
The show brings Virgin’s disruptive energy to the fast-rising world of women’s rugby – powering the heroes of Women’s Rugby World Cup 2025 and the domestic league as they share their stories with the growing fanbase for the sport.
The Plait Room takes audiences behind the scenes of the PWR with fly-on-the-wall access to the intimate, funny, and inspiring conversations players share while having their hair plaited before matches – a ritual that embodies the heart and spirit of women’s rugby.
Each team has a plaiter, trusted to get her teammates ready for the match. The Plait Room gives fans a seat in the locker room as the players carry out their pre-match ritual – showcasing the camaraderie, laughter and honesty, revealing the story behind every plait, shining a light on the intimate, funny and heartfelt conversations that define the community.
“The growth of women’s rugby over the past year has been undeniable, and the Women’s Rugby World Cup 2025 has broken new ground for what is possible in our game.
“We know how important it is to celebrate the personalities, stories and team spirit that makes rugby so attractive to fans and players alike. To see a brand like Virgin come on board to help take that content to another level is incredibly exciting, and I am excited to see what they and HBS will create together.” explained Genevieve Shore, Chair, PWR.
Virgin’s entry into women’s sports capitalises on their reputation of leading disruption in spaces where they have not previously been active by listening to what audiences want and delivering it in fresh, unexpected ways. Working with HBS’ digital arm skroller, this approach has meant giving a rapidly growing fan base unfiltered access to the players and the stories of the PWR, told in a way that feels authentic, relatable and real.
“The players always make the filming of The Plait Room an absolute joy because we just allow them to be themselves and run with it. I just turn up with a camera; they do the rest! I love being able to elevate their stories and show the world how incredible the women’s rugby community is,” added Becky Howe, HBS Producer and creator of The Plait Room concept.
HBS worked with Women’s Sport Consultancy See You At Jeanie’s to help with brand consultancy and creative support. “International moments are so important for women’s sport – but it is crucial that we maintain the spotlight on these incredible athletes and continue to grow the game. The Plait Room gives fans a seat in the locker room – capturing the camaraderie, nerves, and laughter in the moments before kick-off that make women’s rugby so relatable. We know fans are going to love it,” said Jules Hilson, Co-Founder, See You At Jeanie’s.
The Plait Room launched on YouTube, TikTok and Instagram on Thursday 23 October:
YouTube: https://www.youtube.com/@ThePlaitRoom
Instagram: https://www.instagram.com/theplaitroom/
TikTok: https://www.tiktok.com/@theplaitroom?_t=ZN-90jw3d2r4i6&_r=1