Premier Women’s Rugby (PWR), the top tier of English women’s rugby union, recently rebranded from Premier 15s, has partnered with global sports and entertainment agency IMG to drive its new digital and content channels strategy.

The partnership will focus on growing the digital audience for the Premiership Women’s Rugby competition and the Allianz Cup, as well as deepening engagement for PWR and its 10 clubs in the build-up to the 2025 Rugby World Cup in England.

As a strategic partner, IMG’s digital team (formerly Seven League) will analyze Premiership Women Rugby’s existing social media platforms to create a digital strategy across its channels, including recommendations on channel identity, content creation and distribution, and community management.

IMG will also advise the league on how to integrate next-generation data and analytics tools to measure campaign success.

Premiership Women's Rugby chief executive, Belinda Moore said: "We have ambitions to grow Allianz Premiership Women's Rugby as we build towards Rugby World Cup 2025, and to achieve this goal we need significant and mutually beneficial partnerships with brands like IMG.

"Following a competitive process, with some impressive companies, we are delighted to appoint such an experienced team to create a new plan for the Premiership Women's Rugby digital and social media channels.

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“IMG has a great pedigree in women's sport and we have full confidence in Stephanie and her team to deliver the platform for significant growth in engagement with our fans."

Stephanie Bulfin, senior consultant in digital at IMG, added: “Following the record-breaking success of the Red Roses at this year’s Six Nations tournament, it’s evident this is a new era for women’s rugby in England – and the Allianz Premiership Women’s Rugby league has been the cornerstone for that.

"Fans on a national level are looking to engage with the sport on a deeper level than ever before and we’re proud to partner with Premiership Women’s Rugby to help drive their digital presence forward. It’s an example of our increasing focus to become a commercial partner for women’s sport."

Launched in July 2023, PWR was established to deliver a 10-year strategy for women’s rugby in England through a partnership between the Rugby Football Union and the 10 clubs participating in the Premiership Women’s Rugby competition and the Allianz Cup.