Online protection scheme extended as abuse targeting women in rugby comes under renewed scrutiny ahead of England 2025
As anticipation builds for the 2025 Women’s Rugby World Cup, World Rugby has moved decisively to expand its online protection efforts, aiming to shield players, coaches, and officials from the darker side of social media.
In what the governing body calls a “proactive” move, the protective scheme — first introduced ahead of the 2023 Men’s World Cup — will now be in place for the women’s tournament in England later this year. The decision comes in response to growing evidence of online abuse directed particularly at female athletes, with World Rugby’s own data suggesting women receive 30% more hate than their male counterparts online.
A growing issue in the digital age
Social media, for all its benefits in growing the game and bringing fans closer to their heroes, has also become a battleground. Athletes, particularly those in the public eye during major tournaments, have become frequent targets for trolling, hate speech, and even threats.
To counteract this, World Rugby partnered with UK-based tech company Signify Group in 2023 to track, analyse, and report abusive behaviour online. Since that collaboration began, the scale of the problem has become all too clear.
Over 1.6 million messages posted to X (formerly Twitter) and Instagram were analysed, and more than 61,000 of those were flagged as potentially abusive. Of those, 2,589 were escalated and reported to the platforms for further action. Alarmingly, this hate originated from just over 2,000 individual accounts — a sharp reminder of how much damage a relatively small group of users can inflict.
Among the individuals targeted were not just players, but also match officials and staff members associated with the game. World Rugby says it has supported 18 individuals so far and completed 75 detailed investigations, with 11 of those cases referred to police. These referrals have led to seven tangible outcomes, including prosecutions and formal warnings.
England 2025: A moment of progress under threat
The 2025 Women’s Rugby World Cup is shaping up to be a landmark moment for the sport — the most expansive and high-profile tournament the women’s game has ever seen. Scheduled to take place across eight host cities in England, it promises record-breaking attendance, global TV coverage, and the kind of platform that female rugby players have long deserved.
But with that increased visibility comes greater vulnerability. According to Sally Horrox, World Rugby’s Chief of Women’s Rugby, the governing body is leaving nothing to chance.
“Online abuse is a pervasive issue that affects the mental wellbeing of our players,” she said. “England 2025 is poised to be a transformative moment and the largest global celebration of women’s rugby to date. By extending our partnership to encompass all participating players, we are taking a proactive stance to protect our rugby family and ensure a safe and supportive environment.”
Horrox added that the initiative underscores World Rugby’s ongoing commitment to “fostering respect and inclusivity within the sport.”
How the protection works
At the heart of this initiative is real-time online monitoring. Signify Group uses its AI-driven Threat Matrix system to scan public posts for threatening or abusive language, flagging harmful content and identifying those responsible. The process includes both automated and human moderation, ensuring the context of messages is understood — a crucial factor in sports where passion can easily spill into aggression.
Once abuse is detected, accounts are flagged, and where necessary, reported to social platforms or legal authorities. Crucially, those on the receiving end are also given support, including briefings, emotional assistance, and advice on how to handle online hostility.
The service is fully anonymous for athletes and staff — they don’t have to report anything themselves, nor are they required to interact with the process. The idea is to remove the burden from players and let them focus on their rugby.
A wider cultural shift in rugby
World Rugby’s approach to online protection is part of a broader culture shift within the sport. In the past, players were often told to simply “tough it out” or ignore abuse. But the game is gradually recognising that mental wellbeing matters just as much as physical health.
That’s especially true in the women’s game, where athletes have not only had to overcome long-standing inequalities in pay and exposure, but now also face increased scrutiny online. The abuse can be gendered, personal, and relentless. And without proper action, it risks driving talent away from the sport altogether.
By stepping in now, World Rugby is hoping to set the tone for how the game can — and should — respond.
Looking ahead to England 2025
The Women’s Rugby World Cup in England is more than just a tournament. It’s a platform to showcase the incredible growth of the women’s game, the athleticism of its players, and the passion of its fans. But it’s also a test — of how rugby as a whole supports its own.
Extending the online protection scheme is a bold and welcome move. It recognises that in today’s world, safeguarding players goes beyond the field and into the digital arena. With this system in place, the sport is not only standing up to hate, but also making a clear statement: abuse has no place in rugby.
And if England 2025 is going to be the historic moment World Rugby hopes for, then ensuring every player, coach, and official feels safe and respected must be the baseline — not the exception.
