"I've never seen a sport rise so quickly, said Sarah Massey, the managing director of the Women's Rugby World Cup, whose career stretches across international hockey, cricket, athletics and the Commonwealth Games. Everyone has just got swept up in the magic of what this tournament has brought, on and off the pitch. Massey sensed something special was in the air at the welcome ceremonies when players sang, danced and opened their hearts."
"England's opening match against the USA in front of 42,723 fans further lit the touchpaper, and the compound interest in the tournament has multiplied with every passing week. While a peak audience of 3.3 million watched the Red Roses beat France in the semi-finals a record for women's rugby in the UK insiders expect that figure to be obliterated as England aim to win their first Women's World Cup since 2014."
Women's rugby has surged into mainstream visibility, breaking stereotypes and attracting record live and television audiences. A crowd of 82,000 will watch England face Canada at Twickenham, a world record for a standalone women's match, following opening crowds of 42,723 and a peak TV audience of 3.3 million. England are unbeaten world No 1 and fully professional; Canada are ranked second and include several amateur players who raised more than 500,000 from crowdfunding. Welcome ceremonies, player stories and emotional responses have driven rapid growth in fan engagement and cultural impact.
Read at www.theguardian.com
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