Irish Rugby | New look for the women’s game when the season calendar launches
The IRFU today (July 19) unveiled a new season schedule for women’s rugby with a new look for the sport in the aftermath of COVID 19 with a focus on the continued growth of participation, development and profile of the game, through the celebration of rugby’s unique position as a game for all.
With a busy schedule of events, from Canterbury Give It Try, which increases participation among young players, to the Vodafone Senior Women’s Interprovincial Championship, the Energia All Ireland League and a busy international schedule in teams of seven and fifteen, 2021 / 22 is expected to be the busiest season yet for women’s rugby.
To elevate women’s football throughout the year, a new communication and marketing campaign, #Nothing like, will support all IRFU Women’s programs and initiatives to bring an exciting, dynamic and focused approach to the way the game is presented, through training, volunteering and playing.
Developed with Rothco, which is part of Accenture Interactive and one of Ireland’s premier creative agencies, #NothingLikeIt will celebrate and amplify the moments, stories and people that make women’s rugby unique, while highlighting that there has a place for everyone in rugby, where difference is celebrated as an important part of the team collective.
To mark the new season and launch the creative campaign #NothingLikeIt Ireland Captains Ciara Griffin and Lucy Mulhall deliver a manifesto for women’s football, inspired by the research and comments of those who love, play and develop football. The moving video describes how, when it comes to being involved in rugby, there really is #NothingLikeIt.
Discuss the national game element of the season plan, Amanda Greensmith, IRFU Women’s Rugby Development Manager mentionned,
“It is fitting that, as we all come out of COVID-19, which has had such a devastating impact on all sports, we look forward to the return of an action-packed season, where there really is something for everyone who has room in their life to make more friends, have fun and get in shape while doing it.
Before Covid, our national women’s game program was growing strongly with over 2,000 registered players, and with the new season, new promotional campaign and new messages, we not only want to get all of these people back, we want to demonstrate the warm welcome to rugby, to attract even more women and girls.
We are delighted that Canterbury Give It a Try is the first campaign to receive the #NothingLikeIt treatment as 86 clubs have signed up for the program this year. We are also very happy to be planning the Vodafone Interpros. We were unable to complete the performers, for obvious reasons in 2020, so we are delighted to welcome them back as title sponsor.
Covering a busy year for international teams, IRFU Director of Rugby Sevens and Women Anthony Eddy, said: “Over the years, we have seen the support and interest in international women’s teams grow strongly, and this support is vital for the development of the sport. We have a big year ahead of us in the women’s program with Rugby World Cup opportunities for the fifteen-a-side and seven-a-side.
As always, we want to stay competitive in our regular international competitions through the Sevens World Series and the Six Nations.
We are all pulling in the same direction which is to make more girls active and playing rugby by providing accessibility to the game and also to regular competitions, and it will be exciting to see domestic players offering #NothingLikeIt moments throughout. of the year.
Addressing the new communications and marketing program, Director of Communications Stephen McNamara, said: “We worked for many months with Rothco on developing a new platform and look for our women’s program and then had to put it on the back burner due to Covid. However, a new season offers new opportunities that will be filled with #NothingLikeIt moments. We hope that this work can take women’s football to the next level.
Fiona Sweeney, IRFI Sales and Marketing Committee, which played a decisive role in the development of the work, added,
“According to Rothco’s research, which included interviews with players, coaches and volunteers, the area that really stood out was that rugby had so many unique characteristics that people love, the phrase ‘nothing such “has come back time and time again, so we’ve made it the focal point of a new campaign that will showcase all things women’s rugby in the months and years to come.
Adam Crane, Creative Director at Rothco gives us a little more insight into the creative idea;
“For the Rothco team, we were very happy to be working on important work. Women’s football continues to grow in this country, but this work recognizes the need to recruit more female players at the youth level for a sustainable future.
There is a great team spirit in rugby and unlike many other sports a position to suit players with different abilities. It was important that the creative response was visually striking, appealing to the youthful, and ultimately make rugby a solid option for young female players to consider.