There’s never been a better time for women’s sports. Over the last few years, it feels like something has shifted in the public consciousness. Female players have gone from fighting for recognition to becoming global heroes, bringing home trophies, titles and plenty of reasons for sports supporters to be proud.
Thanks to a push from players and fans, as well as brands such as British Airways stepping up to support grassroots women’s sport, things are starting to change, especially in women’s rugby.
Style of Our Own is a one-stop shop for cutting-edge women’s sports gear, all from independent UK brands
Style Of Our Own London
From being number one in the world to essential investments, here are all the reasons why this is the best time in history for women’s rugby.
1. Our Red Roses are world number one
England’s greatest: the formidable Red Roses are currently ranked number one in the world
Adobe Stock
The England Women’s Rugby team are quite literally the best of the best. The Red Roses are currently ranked first in the world, after snatching two major international trophies, plus the WXV twice, and the Six Nations Championship 21 times.
The current team have won 50 of their last 51 test matches and are gearing up for success this summer. With a squad this skilled, another victory shouldn’t be too far out of reach.
2. Girls just wanna have funds: greater investment in grassroots rugby
Support is essential for any team to thrive, but for women’s sports, grassroots teams need more to make it to the big leagues. Not only the Official Airline Partner to England Rugby, British Airways is also backing grassroots rugby through their Spaces For All Fund, a joint initiative with England Rugby, improving social, event and outdoor spaces at 14 rugby clubs across the UK. The improved facilities, from hospitality areas to all-gender changing rooms, help welcome more people into the sport while creating an accessible environment for girls and women. Now that’s something to cheer for.
Red Roses stars such as, from left, Amy Cokayne, Ellie Kildunne and Sadia Kabeya are in demand for media campaigns and appearances
England women’s national rugby union team / Adobe Stock
3. Sportswear in the spotlight
This June, Regent Street opened the doors to Style of Our Own, pictured above. The pop-up store aims to reimagine the way customers “shop, move, and celebrate sport”, stocking cutting-edge women’s sports gear from independent brands.
Open until the end of October 2025, you can shop the likes of Boob Armour (impact-resistant inserts to shield breasts during high-contact sports,) NIXI Body (leakproof period underwear) and Latched (pre- and post-partum sportswear.)
Alongside great brands, the space has a three-a-side football pitch to try the kit before you buy and is hosting over 200 events, including workouts, workshops, talks and community runs, celebrating grassroots female athletes throughout the summer.
4. Lights, camera, action: female sports stars are in the spotlight
Jonny Wilkinson, Matt Dawson, Thom Evans… Some of the most recognisable faces in Great British rugby come from the men’s teams – until now. More female players are now being tapped for campaigns, coveted magazine covers and TV appearances, and with more famous faces, the likelihood of women and girls being inspired to get into rugby skyrockets.
In 2024, lingerie brand Bluebella ran a #StrongIsBeautiful campaign with players Ellie Boatman, Celia Quansah and Jasmine Joyce. While brands such as Clinique and Crew Clothing are partnering with the Red Roses in 2025.
Across the pond, Ilona Maher has also been making waves on social media, racking up nearly 9m followers across TikTok, Instagram and X and posing on the cover of Sports Illustrated.
5. Tackling taboos: female sports stars are speaking out
Not only are women’s wins hitting the headlines, the tougher topics around the sport are also taking centre stage. Several players have spoken out about pay disparities, racism and sexism, as well as topics previously considered taboo, like training and playing on your period. More research is being done into how menstrual cycles affect a player’s chances of being injured, while the Welsh team use a tailored app to track their cycles.
These five signs of popularity are not only good news for women’s sports, but also fantastic inspiration for the next generation of players, and future Red Roses.
British Airways, the Official Airline Partner to England Rugby, continues to give the Red Roses its long-standing support. To book your next adventure, visit ba.com
