Published: Fri, August 23, 2019
Sport | By Kayla Schwartz

Rugby World Cup social media brief handed to Fifty Digital

Rugby World Cup social media brief handed to Fifty Digital

Unintentional gender bias in sport is an ongoing issue.

World Rugby are hoping that the decision will ensure the competitions are given equal billing from a brand perspective.

In a first for a major sporting federation, the women's designation will be dropped from Women's Rugby World Cup 2021 in New Zealand which will now be named Rugby World Cup 2021, starting the global roll out.

The Women's Rugby World Cup 2021, to be held in New Zealand, will be the first competition to be rebranded, and will be referred to as the Rugby World Cup 2021.

The governing body says the move is aimed to eliminate bias and "elevate the profile of the women's game".

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World Rugby have also been keen to point out an increase in interest and participation in women's rugby in general.

"We are excited that new standards will be set in the broadcast and social media presentation of Rugby World Cup, as fans will experience the action from more angles and feel even closer to the world's top players and the stories that will mark a historic and very special event". For the second year running, more young girls have got into rugby globally than boys and more than 40 per cent of rugby's 400 million fanbase are female.

With World Rugby committed to a broadcast strategy of reaching its widest possible audience, Japan 2019 will reach the broadest ever rugby audience, with the tournament broadcast to more than 800 million households in 217 territories, surpassing the 683 million homes record in 2015.

World Rugby Chief Marketing Officer Marissa Pace added that the organisation were keen to lead the way on gender equality in sport.

Both competitions will now be referred to simply as Rugby World Cups with gender no longer included in their titles in a move that World Rugby has heralded as "the ultimate statement in equality". Our three World Cup events are the pinnacle of worldwide rugby and we wanted the focus to be on the event and the athletes, not their gender.

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