WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
W O M E N ’ S
                     RUGBY
This is England
Women’s Rugby

A plan to get 100,000 females involved in rugby

englandrugby.com
WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                        This is England Women’s Rugby

Contents

        A Strategy to Grow                                                                       The Foundations                              Women Making
 1      and Support Women’s                    2          Our Vision & Plan
                                                          We plan to:
                                                                                          5      of The Game                       6          a Difference
        and Girls’ Rugby                                                                                                                      Club volunteer, Sophie Morris
 P3                                            P7         Create a warm and welcoming     P 22   The Foundations                   P 24
        Women’s Rugby in England                          club environment                       of The Game
                                                                                                                                              World Cup winner & University
        The Future Together                                                                                                                   Rugby Development Officer,
                                                          Develop a grassroots playing,
                                                                                                                                              Sarah Hunter
        A Rapidly Growing Sport                           coaching and volunteering
                                                          pathway through education                                                           RFU Council Member,
        Research & Strategy                               and into clubs                                                                      Deborah Griffin OBE
        Strategy Summary                                  Provide local options                                                               RFU Council Member,
        The Strategy Concentrates                         for every need                                                                      Tracy Edmundson
        on Four Key Pillars                               Making rugby an option

       Linking Grassroots                                                                        Rugby for Every
3      and Performance Rugby                   4          Our Elite Teams
                                                          Our Elite Teams
                                                                                          7      Woman and Girl

P 18   Linking Grassroots                      P 20                                       P 28   Rugby for Every
       and Performance                                                                           Woman and Girl
WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby

Ian Ritchie – CEO Rugby Football Union

                                                                          1
The women’s and girls’ game
is fully integrated within the
RFU and has experienced rapid
growth, doubling in size since
2004. The past season saw 17,656
playing, compared with 15,515
players in the 12/13 season.

“Significantly more are also playing in
the education sector or in formats like
touch rugby, with 19% of those signed
up to the O2 Touch rugby programme
being female. The potential to grow
the women’s and girls’ game further is
substantial and we aim to have 10,000
additional females playing by 2017.”

                                                                          A Strategy to Grow
                                                                          and Support Women’s
                                                                          and Girls’ Rugby
“The potential to grow the women’s and
girls’ game further is substantial and we
aim to have 10,000 additional females
playing contact rugby by 2017.”

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                                       This is England Women’s Rugby

Section 1. A Strategy to Grow and                                                                                                       Women’s Rugby in England
Support Women’s and Girls’ Rugby                                                                                                        The Rugby Football Union (RFU) has more than 2,000 member clubs, more than 300 offering women’s and girls’ rugby.

“London 2012, the Commonwealth Games and                                                                                                             2013                                 Participation                                Significantly
                                                                                                                                                                                          increases have                               more females
Women’s Rugby World Cup have all helped increase                                                                                                                                          been steady but                              are playing in the
the profile of women’s sport but it’s important that
we keep up the momentum.”
                                                                                                                                              15,500
                                                                                                                                          women and girls were registered
                                                                                                                                                                                          the potential to
                                                                                                                                                                                          grow the game
                                                                                                                                                                                                                                       education sector
                                                                                                                                                                                                                                       or in formats like
                                                                                                                                          to play full contact rugby at the               is substantial.                              touch rugby.
“The future of women’s rugby at the elite level is                                                                                            start of the 2013 season.
bright and England’s Women’s team is an inspiration
to women and girls coming into the sport. I welcome
the RFU’s strategy to get more women involved in the
game be that as players, coaches or volunteers.”
Helen Grant MP, Minister for Sport and Tourism
                                                                                                                                        25,000 100,000                              females involved
                                                                                                                                                                                                                      100%
                                                                                                                                                                                                                        Increase in
                                                                                                                                                                                                                                             19%
                                                                                                                                                                                                                                            Currently signed
                                                                                                                                                                                      in the game                      participation      up to the O2 Touch
                                                                                                                                        females playing contact rugby by                                                since 2004.        rugby programme
                                                                                                                                        2017 is our aim.

At a time when women and girls are consuming sport and fitness in new and innovative ways, pushing
both themselves and their boundaries, rugby can play a pivotal role in their lives. Values are high on
the female agenda and rugby’s values of teamwork and respect appeal to women and girls who want
to enjoy sport.

With clear insights, transparent            The Rugby Football Union’s agreed         “We believe that rugby union
objectives and a firm strategic             purpose for the grassroots of the sport   enhances lives and that our
framework identifying shared                is strengthening member clubs and         clubs should be at the heart
goals, women’s rugby can achieve            growing the game in the communities       of communities. We want to
a significant step-change in                around them. This strategy addresses
                                                                                      promote and grow our sport,
participation. To do this it is essential   the challenges and advances the
                                                                                      in all its formats, taking it to
that all involved in the women’s game       positive work undertaken by clubs,
and rugby in England work together          coaches, referees, volunteers and         the widest possible group
to support women’s rugby.                   players, to grow women’s and girls’       of players, volunteers and
                                            rugby. We plan to achieve the aims set    supporters. We aim to broaden
This strategy focuses on the needs          out in this strategy by concentrating     the game’s reach, keeping more
of the grassroots game, while               on the growth and retention of            people of all ages and genders
ensuring that the player pathway            grassroots players, while linking with    involved for life.”
is clear and connected creating             performance, both in terms of pathway     Source: Rugby Football Union Strategy 2013-2017
choice and opportunity for all.             and promotion.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                                   This is England Women’s Rugby

The Future Together                                                                                                        Research & Strategy
In September 2010, the Rugby            A field team of more than 260 staff       The RFU’s lead up and legacy plans       In early 2013, the RFU commissioned      The key strands of the strategy are to:
Football Union for Women                support the RFU’s work at grassroots      harnessing the inspirational effect      research into women’s rugby based
                                        level, which includes:                    of hosting Rugby World Cup 2015,         on five thousand respondents sharing     •   Create a warm and welcoming             •   Provide local options
(RFUW) was integrated into                                                        the world’s third largest sporting       their thoughts and opinions on the           club environment                            to meet every need
the RFU, with full integration          •   50 Rugby Development Officers         event, are targeted at increasing        game. Existing female rugby players,     •   Develop a grassroots playing,           •   Change the perception
into RFU structures and                 •   120 Community Rugby Coaches
                                                                                  participation amongst both men           females participating in other sports        coaching and volunteering                   of rugby to make it a more
management by July 2012.                    working on men’s, women’s and
                                                                                  and women.                               and less active females all took part.       pathway through education                   attractive option to females
                                                                                                                           This led to the development of the
                                            youth rugby                           With a home Rugby World Cup                                                           and into clubs
 This unification of men’s and                                                                                             Women’s and Girls’ Strategy, which
                                                                                  in 2015, men’s and women’s sevens        was approved by the Community
women’s rugby under a single            •   6 Women’s Rugby Development
                                                                                  entering the Olympics in 2016 and        Game Board in May 2013.
governing body reflects the RFU’s           Officers focusing exclusively on
                                                                                  the Women’s World Cup in 2017,
intention to put women’s and girls’         women’s and girls’ rugby, providing
                                                                                  this is the perfect time to grow the
rugby at the heart of the sport.            expert advice and support to
                                                                                  women’s game. The talent of top
                                            member clubs.
                                                                                  female players is being ever more
                                                                                  recognised and all of those players
                                                                                  began playing in grassroots clubs.
                                                                                                                           The strategy concentrates on four key pillars

                                                                                                                                                     Create a warm and         Provide local            Develop a grassroots    Make rugby an
                                                                                                                                                     welcoming club            options for              playing, coaching       option amongst

This is the perfect time to grow the                                                                                           Strategy              environment.              every need.              and volunteering        female sport
                                                                                                                                                                                                        pathway.                participants.

women’s game. The talent of top female                                                                                                               Invest in clubs to        Create women’s           Create, train and       More women

players is being ever more recognised
                                                                                                                                                     deliver suitable          rugby focus areas        support women’s         considering rugby
                                                                                                                                                     playing and training      that will result         rugby deliverers        to be an option for
                                                                                                                                                     opportunities             in strong pockets        to embed rugby          fitness and social
                                                                                                                                                     with appropriate          of rugby across          in secondary            interaction and
                                                                                                                               Objective             places to play and        the country through      schools, colleges       providing a clear
                                                                                                                                                     socialise.                reducing travel times    and universities -      pathway into clubs
                                                                                                                                                                               between each.            ensuring a clear        and universities.
A Rapidly Growing Sport                                                                                                                                                                                 player pathway
                                                                                                                                                                                                        throughout.
With a huge expansion over the          The desire is, however, not just          Achieving growth in women’s and
past decade, nurturing existing         to retain players but to increase         girls’ rugby and ensuring an enjoyable                             15,500 females that       Clubs are few            There are limited       “Rugby is not seen
                                        participation by a further 10,000 by      experience will require recruiting                                 do play are engaged       and far between          opportunities for       as a game for me”
interest and passion will see           2017 through targeted work with 200       volunteers into key roles and support                              with the game but         and travel times         girls to play in        by many women,
this increase.                          member clubs across England.              for those currently involved.                Insights              feel unsupported.         to matches are           clubs, schools          girls or parents.
                                                                                                                                                                               too long.                & colleges.
Growth is rapid, over 15,000 women      To increase numbers at teenage and        The RFU is investing in up-skilling
and girls were playing contact rugby    adult level and reduce any teenage        existing volunteers, with direct
each week in 2013 – an increase of      drop off rate, the RFU is working with    support for individuals to access
90% since 2004 - and the gap between    clubs to review and understand the        necessary training. The aim to offer
female participation in rugby and       situation and to create initiatives to    2,000 people the opportunity to
other sports will continue to shrink.   keep young women in the game.             be trained or up skilled within the
                                                                                  women’s game by 2017.
England’s female rugby population
is one of the largest in the world.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby

                    Section 2. Our Vision & Plan

2
Our Vision & Plan
                    A strong and connected women’s rugby
                    community who are accepted and
                    supported by the wider rugby family,
                    admired within the broader sporting
                    world and considered by female sports
                    participants.

                    We plan to:
                    •   Devise a blueprint for a strong and
                        connected rugby community.
                                                              •   Establish a network of well-
                                                                  connected volunteers, coaches
                                                                  and administrators to support
                                                                                                          •   Optimise the number of
                                                                                                              opportunities to play for secondary
                                                                                                              school age and upwards across all
                    •   Begin a cultural change, which            the game.                                   levels and different game formats.
                        eliminates any barriers to women
                        and girls within rugby clubs.         •   Only work with clubs that already       •   Seek to drive cultural change
                                                                  have a strong commitment to                 through increasing the involvement
                    •   Improve the physical environment          developing the female game.                 of women in clubs, on Community
                        in which women socialise, play and                                                    Boards and amongst Rugby Football
                        train within clubs.                   •   Ensure that the right infrastructures       Union committees.
                                                                  are around those clubs to ensure
                    •   Encourage clubs to work                   that female player development is       •   Create new and innovative ways of
                        cooperatively to increase                 at the heart of all that we do.             presenting the game to encourage
                        participation within their area.                                                      participation at every level.
                        We will do this by working with
                        200 focus clubs, in 50 Local
                        Rugby Partnerships.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                                 This is England Women’s Rugby

1. Create a warm and welcoming club environment                                                                               How will we do that?

                                                                                                                              ••   Implement a Club Engagement           ••   Commit to running an annual          ••   Improve facilities in clubs used
                                                                                                                                   Programme designed to a) Improve           conference for the Local Rugby            by women and girls as players,
                                                                                                                                   the visibility and accessibility of        Partnership (LRP) clubs to share          supporters, coaches, volunteers and
                                                                                                                                   the RFU nationally and b) Share            good practice and help us to shape        officials by highlighting needs and
                                                                                                                                   information within and outside             the following operational year.           directing investment appropriately.
                                                                                                                                   clubs, ensuring that we are                Act upon feedback and implement
                                                                                                                                   engaging at local, regional                monitoring and evaluation linking
                                                                                                                                   and national levels.                       closely to the RFU CRM system,
                                                                                                                                                                              to identify participation patterns
                                                                                                                              ••   Consult with clubs to gain crucial         and trends.
                                                                                                                                   feedback and, with a workforce on
                                                                                                                                   the ground, work with clubs on a
                                                                                                                                   regular basis to understand the
                                                                                                                                   impact of our actions and react
                                                                                                                                   accordingly to ensure the growth
                                                                                                                                   of the game.

                                                                                                                              Research by the Women’s Sport and Fitness Foundation, supported by RFU research, found that one
                                                                                                                              of the main barriers to females playing sport is the changing and clubhouse facilities. Between 2003
                                                                                                                              and 2012 the RFU and Rugby Football Foundation invested £23.4m in grants and loans for improved
                                                                                                                              changing facilities and clubhouses in 763 clubhouse projects, with a total projects cost of £72m.

                                                                                                                              Improvements must be made to               We will work with clubs to identify       With a high number of females
                                                                                                                              make facilities much more attractive       key thoughts and trends surrounding       wanting to play some Saturday rugby
                                                                                                                              to women, concentrating on both            wider club culture and how women          supported by the majority of their
What do we know?                                                                                                              the aesthetics and the practicality        feel about the rugby environment.         clubs, we need to reflect on where
                                                                                                                              of targeting a different gender.           Looking at club culture and equality      female rugby really sits in the hearts
                                                                                                                                                                         will assist in making any step changes    of our clubs and challenge any
                                                                                                                              The incentive is there. The Social         needed to fully integrate men’s and       negative perceptions.
••   Rugby clubs don’t always provide a    ••   Rugby clubs don’t always have      ••   However, a large number of            Spaces programme offers grants             women’s rugby in grassroots clubs.
     warm and welcoming environment             appropriate facilities for women        rugby clubs have places to play,      for projects transforming club social                                                The RFU is investing £10 million in
     to women and girls.                        and girls.                              train and socialise on site – which   spaces with the aim of restoring           Working with clubs, we will address       facilities up to 2017, with the Rugby
                                                                                        can be utilised.                      rugby clubs to the heart of their local    women’s needs and the need for            Football Foundation investing £1.45m
                                                                                                                              communities. This is the first time that   cultural change. We are proud of          annually in retention and recruitment
                                                                                                                              the RFU has offered grants for social      rugby’s tradition but also committed      of community rugby players.
What do we need?                                                                                                              facilities, and female participants’       to rugby’s core values.
                                                                                                                              needs will form part of this.

••   Strong links between the RFU, clubs   ••   Improvement of the physical        ••   Improvement of the wider
     and Community Boards to form               environment for clubs welcoming         environment and culture for clubs
     a virtuous circle of feedback and          women and girls.                        looking to attract women and girls.
     insight from the women’s game.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                                  This is England Women’s Rugby

2. Develop a grassroots playing, coaching and                                                                     What do we know?
volunteering pathway through education and into clubs
                                                                                                                  ••   Limited options to play during         ••   All Schools and other targeted         ••   Growing the game will
                                                                                                                       education. Teachers are not                 work across the country is                  require more coaches,
                                                                                                                       always comfortable delivering               beginning to impact positively              referees and volunteers.
                                                                                                                       rugby. Limited pathway in place at          on participation in clubs.
                                                                                                                       introductory and grassroots level,
                                                                                                                       with a lack of focus around female
                                                                                                                       wants and needs from rugby.

                                                                                                                  What do we need?

                                                                                                                  ••   Increased delivery through             ••   A game-wide accepted                   ••   To recruit new, and up-skill existing
                                                                                                                       targeted work in senior schools             introductory experience and                 coaches volunteers and referees.
                                                                                                                       where there is no All Schools               pathway for women and girls
                                                                                                                       programme within the LRP, to                new to rugby.
                                                                                                                       create a critical mass of players.

                                                                                                                  How will we do that?

                                                                                                                  ••   Produce a customer journey model,      ••   Broaden the reach of the game          ••   Carefully plan work strands that
                                                                                                                       showing introductory options and            through a variety of avenues, a             deliver rugby in the education
                                                                                                                       transitions into contact rugby              key area being centred on creating          sector to meet the needs of the
One of the biggest barriers      Encouraging school-age girls to play      Working on appropriate game formats         across school, college, university          a great experience for females              female game. Commit to plan,
that women face when             rugby is vital to the future health of    for a younger age group, in 2013            and club environments.                      wanting to make the transition into         deliver and review on time so
                                 the game both in grassroots playing       the RFU launched O2 Touch in 75                                                         contact rugby in clubs. Investing           that learning is achieved and not
thinking about taking up the     numbers and elite success.                colleges around England, and has       ••   Ensure a good first impression,             in this area will ensure both               unnecessarily duplicated.
game of rugby is a lack of                                                 plans to take O2 Touch to a further         through the coach or volunteer,             broadening reach and converting
knowledge or opportunity         In 2012 the RFU launched the All          200 colleges and 100 universities by        finding the appropriate activity            people into regular contact players.   ••   Recruit to three main
                                 Schools programme, founded on the                                                     and how it is delivered. The fitness                                                    volunteering roles, Team
to try rugby. With the sport                                               2017. Currently, [18%] of O2 Touch
outside many females’
                                 principle that ALL schools can play       participants are female.                    industry does this incredibly well     ••   Plan all RFU led targeted work by           Managers, Communication
                                 rugby, ALL of the children in the                                                     and sport, particularly organised           looking at the wider needs of an            Officers, Social Media Officers.
sporting consideration           schools can play, and rugby has a                                                     team sport, can learn from this.            area, utilising appropriate products
because it hasn’t been offered   positive impact on ALL of the schools.                                                                                            and programmes and at the right        ••   Bring an additional 2000 coaches
from an early age, the RFU is    More than half the first 100 schools in                                          ••   Work with each of our partners              time for players.                           volunteers and referees into the
                                 the initial roll out offered girls-only                                               to continue to educate on the                                                           game through providing courses in
working in schools, colleges                                                                                           benefits of great customer service                                                      the right places at the right times.
                                 or mixed sessions. The aim is to have
and universities to provide      400 new secondary schools playing by                                                  and implement an appropriate
playing opportunities.           RWC 2015.                                                                             introductory pathway for players
                                                                                                                       new to the game.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                                       This is England Women’s Rugby

3. Provide local options for every need
                                                                                                                                     Women’s sport and physical
                                                                                                                                     activity has declined over the
                                                                                                                                     past four years, with a significant
                                                                                                                                     participation gender gap.

                                                                                                                                     41% of men taking part in at least one
                                                                                                                                     30-minute session of sport or physical
                                                                                                                                     activity a week, compared with 29% of
                                                                                                                                     women. However, 54% of women (almost 12
                                                                                                                                     million) say they would like to do more sport
                                                                                                                                     and physical activity. Since this is 51% of the
                                                                                                                                     population, it is vital that those delivering
                                                                                                                                     sport engage with the female market more
                                                                                                                                     effectively to drive participation.
                                                                                                                                     Source: ScUK and WSFF Research 2012

                                                                                                                               What do we need?

                                                                                                                               ••   A cooperative agreement between          ••   Increased delivery of O2 Touch          ••   A competition structure, capable
                                                                                                                                    area clubs to work together to                and other informal rugby within              of expansion with the growth of the
With just over 300 clubs                  A variety of ways to play and be         Women are consuming sport in a                   agreed principles and offering a              universities and colleges, and               game and increasing the number of
offering rugby for females,               involved will be implemented,            variety of different ways, but key               range of rugby options.                       transition options to both touch             women’s matches on Saturdays.
                                          giving women and girls choice            drivers remain the same: they want                                                             and contact rugby at the club.
opportunities to play                     and opportunity.                         sport at the right time, in the right       ••   Better club community links
competitive games are limited                                                      place and for the right cost.                    established with schools, colleges,
and involve extensive travel.             We will work with 200 clubs                                                               universities, Touch Centres and
                                          intensively over the next four years,    Working with clubs and LRPs the                  community groups.
Few clubs are able to offer
                                          to develop strong rugby clusters, with   RFU will continue to map rugby
female rugby at every age                 clubs joining together to look at how    choices in each area including touch,
group, limiting opportunities             best to grow female rugby in their       fitness related offers and pitch up and     How will we do that?
to play locally.                          area. Looking at the wider approach      play sessions which allow all females
                                          to rugby, striking a balance between     to try contact rugby in a safe, effective
We will work in geographical areas        finding enough females to field          and friendly environment.
to improve density, increase playing      competitive teams and recreational                                                   ••   Through developing a Local Rugby              geographical areas. This will improve   ••   Give clubs the tools to link to and
                                          options, can help to grow the game                                                        Partnership Agreement.                        responsiveness through economies             connect with their community to
options and reduce travel times.                                                                                                                                                  of scale and resource availability,          maximize their visibility and offer
                                          and its supporters.
                                                                                                                               ••   Clubs, with RFU assistance, develop           with more achieved through                   a clear route into club rugby.
                                                                                                                                    the Club Charter, which will include          increased capacity and expertise.
What do we know?
                                                                                                                                    a commitment to the four pillars                                                      ••   Ensure all partnerships offer a
                                                                                                                                    of the Women’s and Girls’ Strategy       ••   Allow for challenges and                     variety of playing options to appeal
                                                                                                                                    and Vision and link back to the               timescales involved in collaborative         to the audience’s wants and needs.
                                                                                                                                    Core Purpose and Core Values.                 working and introduce a flexible
••   Female clubs can be geographically   ••   There is a lack of consistency of   ••   Clubs need to work together for the                                                       implementation strategy setting
     distant involving extensive travel        ways to play across the country.         good of rugby in their area, which     ••   Work collaboratively, assisting clubs         out local issues. Work closely
     time.                                                                              will ultimately benefit all.                to work together on a number of               with all parties to overcome
                                                                                                                                    areas, such as fielding joint teams           initial difficulties and possible
                                                                                                                                    until critical mass is achieved,              perceptions that each and every
                                                                                                                                    and reducing travel times in                  partner is unique.

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WOMEN'S RUGBY This is England Women's Rugby - A plan to get 100,000 females involved in rugby - Pitchero
This is England Women’s Rugby                                                                                        This is England Women’s Rugby

4. Making rugby an option                                                                                   What do we need?

                                                                                                            ••   A strategy that reinvents toughness within female rugby to appeal to the ‘strong not skinny’ generation.

                                                                                                            What do we know?

                                                                                                            ••   Inspiring female role models           ••   The barriers to participation are       ••   Despite impressive fan statistics,
                                                                                                                 can have a significant impact               often compounded by deeply                   there is far too big a disconnect
                                                                                                                 on participation.                           entrenched perceptions or                    between female fan numbers and
                                                                                                                                                             stereotypes.                                 participation.

                                                                                                            How will we do that?

                                                                                                            ••   By creating Marketing and              ••   Improving the experience of the         ••   Creating new, relevant and
                                                                                                                 Communications messaging                    15,000 girls and women playing               innovative ways of presenting the
                                                                                                                 which resonates with aspirational           rugby, making it appear a more               game and introducing new ways
                                                                                                                 toughness.                                  attractive and inclusive activity for        for the younger generation to trial
                                                                                                                                                             those on the periphery of the game.          and experience rugby in a way
                                                                                                            ••   Raising the visibility of women’s                                                        that is relevant to and appealing
Rugby in England has developed from a heavily male dominated sport, which often informs the perception
                                                                                                                 rugby to redefine rugby as unisex      ••   Driving England Connected,                   to them. This should help those
                                                                                                                 sport and continuing to drive fan           the RFU’s campaign to ensure                 on the periphery of the game find
of female rugby players. However, there are wider social and cultural shifts taking place amongst females        engagement not just at men’s                everyone feels part of the rugby             appropriate playing opportunities.
which have the potential, if utilized correctly, to change the face of fitness and sports participation.         events, but at women’s matches.             community and using the profile
                                                                                                                                                             of the England men in the lead up       ••   Challenging misconceptions of
Sweating during exercise, once                                                                              ••   Capitalising on the opportunity of          to RWC 2015 to build the profile             rugby as a sport exclusively for
                                                                                                                 major competitions including World
                                         Women are proud of their
considered unfeminine, is embraced                                                                                                                           of our female rugby team, which              men via the media.
                                                                                                                 Cups and Olympic Games, while               will have a positive impact on
by today’s women who see athleticism
                                                                                                                 inspiring the grassroots of the game        perception.
as sexy and regard strong as the new

                                         strength. Toughness has
                                                                                                                 in the build-up to those events.
skinny. This reflects a cultural shift
in types of female role models.

The Olympics showcased women
excelling in sport, showed athletic      become aspirational.
women admired and respected by
men, strong, healthy and powerful
women. This is also reflected in
                                         This presents the biggest
the media as highlighted by the
tremendous interest in our recent
Women’s World Cup winning team.
                                         opportunity of all.

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This is England Women’s Rugby

                       Section 3. Linking Grassroots & Performance Rugby

3
Linking Grassroots &
Performance Rugby
                       This strategy focuses on the
                       development of the grassroots
                       of the game. However, there is
                       an inextricable link between
                       the grassroots and the
                       performance element.
                                                        The cycle of sport tells us that
                                                        International success is key when
                                                        looking to increase visibility. With a
                                                        major focus on ensuring the women’s
                                                        game is promoted at the highest
                                                        levels, increased visibility acts as an
                                                        important lever to grow participation.

                                                                 International
                                                                    Success
                                                                                                  We will continue to work closely
                                                                                                  with Performance Rugby, particularly
                                                                                                  around the talent pathway which is
                                                                                                  the main point at which the grassroots
                                                                                                  players become the talent of the future.

                                Increase                Linking grassroots                                   Increased
                                 in talent
                                pathway                 and performance                                       Visibility

                                                                   Growth in
                                                                  Participation

                                                                           18
This is England Women’s Rugby

4
                  Section 4. Our Elite Teams

Our Elite Teams

                  Just as the England men’s team             The RFU invested approximately          “Knowing the country were
                  acts as a shop window for the              £2.5m on women’s elite rugby last       behind England Women
                                                             year, which includes talent
                  sport, England women’s teams               identification and development.         and reading everyone’s
                  have the same potential.                   The England 15s programme is one        messages of support was
                                                             of the best resourced in the world,     a massive boost to the
                  The RFU supports three women’s elite       allowing England’s female elite rugby   team in their recent World
                  teams – England Women, England             athletes to compete at the top level.
                  Sevens and England Under 20s.              The RFU does not receive any public     Cup campaign. The future
                                                             funding from UK Sport to support the    is very bright and we are
                  The England Women squad won the
                  2104 Women’s World Cup, having
                                                             elite women’s programme but does        looking forward to the
                                                             receive Sport England funding and       introduction of a full time
                  reached the final in the last three        talent funding to 2017.. The markers
                  Women’s World Cups: 2002, 2006 and         used to assess the health of the game   sevens programme to allow
                  2010, the latter hosted in England. They   have been agreed with Sport England.    us to compete effectively
                  have won no less than seven Six Nations
                  titles since 2003 and six Grand Slams in
                                                                                                     on the World Stage. This is
                                                             The best ambassadors for women’s
                  the last decade. In 2013 the sevens team   rugby are some 1,000 women playing      a huge positive step.”
                  were runners up in the 7s World Series.    rugby to a very high level within
                                                             the talent pathway, which focuses       Gary Street – England
                                                             on talented players from U15 to         Women Head Coach
                                                             senior level.

                                                                              20
This is England Women’s Rugby

                              Section 5. The Foundations of The Game

5
The Foundations of The Game
                                      COACHING

                                    OFFICIATING

                                   PLAYING
                                 DEVELOPMENT

                              These departments of the RFU offer the
                              real foundations of the game, with all areas
                              working together to ensure a joined up
                              pathway. Currently there are two strategies
                              within the female game – grassroots and
                              performance, with obvious areas of overlap.
                                                                                 VOLUNTEERING

                                                                                COMPETITIONS

                                                                                    CLUB
                                                                                DEVELOPMENT

                                                                                              The RFU wants to
                                                                                                                  PERFORMANCE

                                                                                              give every female the
                                                                                              opportunity to fulfil
                                                                                                                    GROWTH

                                                                                                                   EDUCATION

                              Those areas of overlap need to be tightened
                              to allow seamless transition for females from                   their potential, on
                              grassroots into performance.

                              The RFU wants to give every female the opportunity
                                                                                              and off the field.
                              to fulfil their potential, on and off the field, as a player,
                              coach or volunteer and as such make a commitment
                              to develop a fully aligned strategy for the female game
                              from 2017 onwards.

                                                                                              22
This is England Women’s Rugby

                            Section 6. Women Making a Difference

6
Women Making a Difference
                                            Club volunteer,
                                            Sophie Morris
                                            A Sponsorship and Marketing
                                            Consultant, Sophie became
                                            involved with rugby as a
                                            Director of Marketing for a
                                            Financial Services firm which
                                            sponsored the Barbarians
                                            games at Twickenham.

                                            In 2012 on a Government website she
                                            discovered Millwall Rugby Club and
                                            offered her services as a volunteer.
                                            She was appointed Development
                                            Officer, looking after sponsorship,
                                            marketing and press. Having not
                                            played team sport since school, she
                                            took up touch and then moved on to
                                            contact rugby, playing for Millwall’s
                                            ladies team.
                                                                                    Sophie now sits on the Essex County
                                                                                    RFU Development Committee.

                                                                                    Sophie’s increased Millwall Rugby
                                                                                    Club’s sponsorship income by more
                                                                                    than 500% and brought the club’s
                                                                                    first ever sponsor of the ladies team
                                                                                    on board. She sits on one of the
                                                                                    RFU’s six regional Rugby World Cup
                                                                                    Activation and Legacy Groups set
                                                                                    up to capitalise on the participation
                                                                                    growth opportunity of 2015.

                                                                                    Sophie has recently set up her
                                                                                    own marketing consultancy,
                                                                                    specialising in rugby sponsorship.
                                                                                    She is keen to promote sponsorship
                                                                                    in the women’s game.

                                            World Cup winner and University
                                            Rugby Development Officer,
                                            Sarah Hunter
                                            Sarah began playing rugby               international successes as player
                                            league at the age of nine at            and captain include winning the Six
                                                                                    Nations five times and the European
                                            school in North Tyneside.               Championship, Nations Cup and
                                            She took up rugby union                 European Trophy twice each.
                                            five years later.
                                                                                    She was voted players’ player at
                                                                                    Novocastrians, Lichfield, Loughborough
                                            A BSc in Sport Science and
                                                                                    University and the England Academy.
                                            Mathematics at Loughborough
                                                                                    Having just won a gold medal as an
                                            University also saw her win the
                                                                                    England World Cup winner, she is now
                                            British Universities Championship
                                                                                    an RFU University Rugby Development
                                            at Twickenham with Loughborough’s
                                                                                    Officer for the South West.
                                            women’s team. Having captained
                                            Lichfield women’s premiership
                                            team, as well as the North East U18s
                                            and Northumberland U16s, her

                                                              24
This is England Women’s Rugby

RFU Council Member,
Deborah Griffin OBE
Deborah started playing                 She is also a bursar at Homerton College,
rugby at University College             Cambridge University and was awarded
                                        the OBE for services to women’s rugby
London and captained the first          in 2011 in recognition of her role in
English women’s club side at            establishing the England women’s
Finchley in its first year and          team and the Women’s World Cup.
later at Richmond.
                                        Deborah is currently a member
                                        of the RFU Board.
A founding member of the Women’s
Rugby Football Union in 1983. She
chaired the organisation of the
first Women’s Rugby World Cup in
Cardiff in 1991. Returning as Finance
Officer to the RFUW in 2002 and
subsequently Chair of the Board,
Deborah saw the RFUW to full
integration in 2012.

RFU Council Member,
Tracy Edmundson
In June 2013 Tracy Edmundson
was the first female to be
elected an RFU Council
Member as one of two Council
representatives for Notts, Lincs
& Derbyshire.

Tracy has been an active member
of Derby RFC since 2002 and holds
a number of key voluntary roles
in the club. She previously worked
in advertising and marketing and
currently works for a management
consultancy specialising in
procurement, energy and
management systems.

                  25
This is England Women’s Rugby

7
                  Section 7. Rugby for Every Woman and Girl

Rugby for Every
Woman and Girl

                  The step change needed in female rugby has begun but work                         “For women’s rugby to be
                  continues to address some of the cultural and practical issues.                   viewed as a team game for
                                                                                                    every woman, no matter
                  The will is there and, with collaborative working, the aims and desires of this   sporting aptitude or shape
                  strategy can be met and the vision achieved.                                      and size – as usual for
                  We believe that to continue to be one of the best rugby playing nations in the    women and girls as it is for
                  world, we must look past 2017, into 2021 and beyond, where we hope that this      men and boys.”
                  vision will have become a reality.
                                                                                                    RFU Women and Girls
                                                                                                    Strategy Vision 2021

                                              We all know that there needs to be a radical shift in our approach to
                                              get more women playing sport. It is pleasing to see that this strategy
                                              looks beyond the traditional game to what women and girls are asking
                                              for from the sport. As we look to all sports to close the gender gap,
                                              we hope that this fresh approach will lead to innovative ways of
                                              getting more women and girls playing rugby regularly.
                                              Jennie Price, Chief Executive of Sport England

                                                                                28
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