The electric atmosphere at Ashton Gate on a chilly January day was a testament to the growing influence of Ilona Maher, who, despite only playing for 20 minutes in Bristol Bears’ eventual loss to Gloucester-Hartpury, left an undeniable mark on the match and the wider rugby scene. Her debut for the club wasn’t just about the game itself, but about the buzz and energy she brought to the sport, lifting the profile of women’s rugby in the UK and beyond.
Maher’s move to Bristol Bears in December caused a seismic shift in the landscape of women’s domestic rugby. The Bears, already a top-tier team, moved their fixture from the usual Shaftesbury Park to the iconic Ashton Gate, home of Bristol City FC, to accommodate the huge surge in fan interest. The decision proved to be a wise one, as the game set a new Premiership Women’s Rugby attendance record, with 9,240 spectators packing into the stadium to watch the match. This was a far cry from the previous record of 4,101, set during a clash with Harlequins in May 2022. Maher, a social media sensation and advocate for body positivity and women’s sports, was the catalyst for this change.
Although the match ended in a 20-10 defeat for the Bears, the day was still an undeniable success. Maher, the most followed rugby union player globally with over 8 million followers across Instagram and TikTok, proved that her influence extends far beyond the pitch. Whether it was the fans wearing her name on their backs or the documentary crew from Reese Witherspoon’s production company following her every move, Ilona Maher’s presence was felt long after the final whistle.
Ilona Maher: The Superstar Who’s Bringing New Audiences to Women’s Rugby
Ilona Maher’s status as a rugby superstar has brought an unprecedented level of attention to the sport. Since winning a bronze medal with Team USA in rugby sevens at the Paris Olympics in 2024, Maher’s profile has only continued to rise. Her advocacy for women’s sports, body positivity, and her larger-than-life personality have garnered her millions of fans, and now, as a player for Bristol Bears, she is using that platform to propel the growth of women’s rugby to new heights.
Maher’s social media presence is unlike anything seen in rugby before. Her engaging, authentic posts on platforms like Instagram and TikTok have earned her the title of the most-followed rugby union player in the world—male or female. This reach has opened doors for both Maher and the sport itself, with the likes of Forbes and Sports Illustrated featuring her as a key figure in promoting women’s sports. Additionally, her recent stint as a runner-up on the popular television show Dancing with the Stars only boosted her fame further, placing her firmly in the public spotlight.
When she walked out onto the field at Ashton Gate, Maher was not just representing Bristol Bears, but the entire movement to elevate women’s rugby. The 9,240 fans who attended the match were a testament to her growing influence and the potential for the sport to expand. Many fans had traveled from far and wide to see her play, including one family that journeyed over 4,000 miles from Louisville, Kentucky, to witness her debut. The power of Maher’s presence in the game is undeniable.
A New Era for Women’s Rugby: Ilona Maher’s Mission to Empower More Players
Despite being the face of women’s rugby in many respects, Ilona Maher is quick to point out that the sport cannot thrive on the back of one superstar alone. While she is honored to be seen as a leader and a symbol for the growth of women’s rugby, her ultimate goal is to help create a broader platform for other talented athletes in the sport. In her eyes, the rise of women’s rugby requires more than just one person’s influence—it needs a community of stars that fans can rally behind.
“I love being a superstar, but we can’t just have one,” Maher said, acknowledging the responsibility she feels to amplify the voices and talents of other rugby players. “We need to have more, we need to have people connecting with so many different players, and that is what will grow our game.”
Maher’s commitment to this vision is evident in the way she promotes her peers. Whether it’s Holly Aitchison, Jaz Joyce, or Evie Gallagher, Maher uses her platform to give exposure to other rising stars in women’s rugby. For Maher, success is not about individual recognition, but about creating an environment where the entire sport can flourish.
The unprecedented attention Maher has garnered is proof of the untapped potential for women’s rugby to grow. However, she believes the sport is still in its early stages in terms of its commercial success and visibility. “If we can have more people connect with these players, that brings them in. That’s my goal—to not just make it about me, but about the whole sport,” Maher explained.
Ilona Maher’s Debut for Bristol Bears: A New Chapter in Her Career
While Maher’s presence on social media and her advocacy for women’s rugby are important parts of her identity, her role as a player for Bristol Bears is equally significant. Having made her return to XVs after focusing on rugby sevens for the past few years, Maher is eager to make her mark on the field once again. Although she only played for 20 minutes in her debut match against Gloucester-Hartpury, it was clear that her impact went far beyond her time on the pitch.
Maher admitted to feeling some nerves before entering the game, as it had been a couple of years since she last played 15-a-side rugby. However, once she was on the field, the nerves dissipated. “Once I did get on the field, I felt like ‘this is rugby,’ something I’ve been doing for the past 10 years now, something that’s in my blood,” Maher said. “I felt really confident once I got there.”
Despite the defeat, Maher remains optimistic and driven, taking the loss as a learning experience. “Each game I’m going to learn more and more,” she said. “You do learn more by losing, but it puts a fire in you for the next game.” With five weeks left in the regular season, Maher’s experience and leadership will be invaluable as Bristol Bears look to make a push for the Premiership playoffs.
Off the Field: Ilona Maher’s Influence Beyond Rugby
While her performance on the field is undeniably important, Maher’s influence off the field is just as significant. As the most-followed rugby player in the world, Maher’s platform provides her with the unique ability to impact the sport in ways that most athletes can only dream of. Her involvement in initiatives like body positivity and the promotion of women’s sports has made her a role model for aspiring athletes everywhere.
Moreover, Maher’s deal with Bristol Bears, which lasts just three months, is part of a broader strategy to make herself available for selection for Team USA at the Rugby World Cup this summer. Although her time in Bristol is brief, Maher’s commitment to helping grow women’s rugby is long-term. “They bought a seat and that seat is going to lead to hopefully some more seats, and fans are the revenue we need to bring in to make this league bigger,” Maher said, underscoring the importance of fan engagement in growing the sport’s visibility.
With Bristol Bears now one of the most high-profile teams in women’s rugby, much of the credit for that shift goes to Maher’s arrival. The club’s decision to relocate their match to Ashton Gate and the subsequent record-breaking attendance are direct results of her influence. But for Maher, this is just the beginning.
Ilona Maher’s Legacy Will Extend Far Beyond Rugby
As Ilona Maher continues her journey with Bristol Bears and beyond, her influence on the sport of women’s rugby will undoubtedly continue to grow. Her personal brand, social media following, and advocacy for women’s sports have already had a transformative impact, but her ultimate goal is to leave a legacy of inclusivity, representation, and growth for the entire sport.
“I feel like it’s my duty,” Maher said, referring to her role in growing the sport. “They’re doing so much, so I want to do more for them.” Whether on or off the field, Ilona Maher is determined to create a rugby world where more athletes, more fans, and more communities can be a part of the game.
In a sport that is rapidly growing in both popularity and visibility, Ilona Maher’s mission to empower other players, increase fan engagement, and promote women’s rugby is just the beginning of what promises to be a game-changing career—one that will leave a lasting legacy.
