Case Study: England Rugby inspires new women’s rugby fans with Fifty

England Rugby lifts ad recall 23.5 points with Fifty

The customer, England Rugby (RFU), faced the challenge of leveraging the 2025 Women's Rugby World Cup to inspire new fans and drive participation in rugby among young girls. Their objective was to build mass awareness for their "Red Roses" team and convert new audiences into long-term fans. They partnered with the vendor Fifty to address this.

Fifty implemented a dual-campaign strategy, creating unique audience segments to target both engaged fans and new audiences exploring women's sports. The solution utilized a mix of CTV, social media, and search platforms to drive awareness and participation. The campaign delivered strong results for Fifty's client, including a 23.5-point lift in ad recall, a 21.5-point lift in brand awareness, and a significant shift in perception that rugby is a sport for young girls and women.

England Rugby (rfu)