World Rugby chief says U.S. star Ilona Maher will help fuel World Cup fever

Alan Gilpin, the chief executive of World Rugby, believes social media sensation Ilona Maher is ideally placed to generate excitement among fans in the lead-up to this year's Women's Rugby World Cup in England.

The versatile American back — a breakout star at the 2024 Paris Olympics — is the world's most popular rugby player on social media, with more than three million followers on Tiktok.

The 28-year-old joined English Premiership women's side Bristol Bears on a three-month deal that started this month.

The interest in Maher's arrival is so great that the Bears have moved several of their league games to the 27,000-capacity Ashton Gate — home of the Bristol men's side — where the club is expected to set a new attendance record for its southwest derby with Gloucester-Hartpury on Sunday.

"We know these brilliant young women are coming into the game with compelling personal stories, with really powerful personalities, seeing the game as a great platform to build their own brands as Ilona has," Gilpin told reporters.

"Actually, it's a great example for the men's game, and I think that's what we need in rugby.

"We know there's that shift in fandom to fans following individual players in the women's game, and certainly the platform we are going to give them in the Women's World Cup is the gateway to that."

After helping the U.S. claim bronze in Olympic sevens, Maher extended her reach beyond rugby union with an appearance on American television's celebrity "Dancing with the Stars" program, where she was a finalist.

"Ilona is unique in so many ways because she is a trailblazer in the women's game, but there are a whole host of brilliant women that are going to play in this tournament," Gilpin said.

"Ilona has given permission to everybody to go and be themselves."

Tournament organizers expect the World Cup final at Twickenham, the headquarters of English rugby union, on Sept. 27 to be a sellout at the 80,000-capacity venue, which would set a new record for a women's rugby event.

They have already sold nearly half of the men's World Cup's total of 220,000 tickets, with 50% already purchased for tournament favorite England's opening match against the United States at Premier League soccer club Sunderland's Stadium of Light on Aug. 22.

England's Red Roses, undefeated in 2024, are hoping to avenge an agonizing defeat against New Zealand in the 2021 final.

The Women's Rugby World Cup will take place just under a month after the conclusion of soccer women's Euro 2025, where England's Lionesses will look to defend their title — and first major trophy — from 2022.

"We're just seeing women's sport taking center stage," said Sarah Massey, managing director of Rugby World Cup 2025. "We see it as an opportunity for all women's sport, all boats allied.

"It's a summer of women's sport."