Can Ilona Maher Transform the Women’s Rugby World Cup?

Ilona Maher has taken the rugby world by storm, blending athletic prowess with a magnetic social media presence. With the 2025 Women’s Rugby World Cup in full swing, the question on everyone’s mind is whether this American superstar can elevate the sport to new heights. From her Olympic bronze to her viral TikTok moments, Maher’s influence is undeniable—but can she truly transform the global stage of women’s rugby?

Who Is Ilona Maher?

Ilona Maher, a 29-year-old from Burlington, Vermont, is more than just a rugby player—she’s a cultural phenomenon. Known for her powerful performances on the field and her authentic, body-positive social media content, she’s become the most followed rugby player in the world, boasting over 8.8 million followers across Instagram and TikTok. Her journey from a multi-sport high school athlete to a two-time Olympian and Women’s Rugby World Cup contender is a story of grit, charisma, and purpose.

From Vermont to Global Stardom

Maher didn’t pick up a rugby ball until her senior year of high school, nudged by her father, a former player. At Quinnipiac University, she led her team to three National Intercollegiate Rugby Association titles and earned the MA Sorenson Award as the best women’s college rugby player. Her international debut at the 2018 Paris Sevens marked the start of a meteoric rise, culminating in a bronze medal with the U.S. women’s rugby sevens team at the 2024 Paris Olympics.

A Social Media Game-Changer

Maher’s social media journey began during the 2020 Tokyo Olympics, where her behind-the-scenes TikToks went viral, racking up millions of views. Her posts, blending humor, body positivity, and rugby advocacy, have drawn fans far beyond the sport’s traditional audience. By 2025, she’s outshone even pop culture giants like Taylor Swift in TikTok views, proving her crossover appeal.

Maher’s Impact on Women’s Rugby

Maher’s influence extends far beyond her try-scoring ability. She’s a catalyst for change, bringing unprecedented attention to women’s rugby at a time when the sport is poised for growth. Her stint with Bristol Bears in England’s Premiership Women’s Rugby (PWR) in early 2025 showed her ability to draw crowds and boost the sport’s visibility, setting the stage for her World Cup campaign.

Drawing Crowds and Breaking Barriers

When Maher joined Bristol Bears, ticket sales skyrocketed, and the team had to move games to the 27,000-seater Ashton Gate stadium to accommodate fans, many of whom were new to women’s rugby. Her presence led to a 3,000% increase in Bristol’s TikTok following, proving she’s not just playing the game—she’s expanding its reach. This “Ilona Effect” is now a benchmark for how athletes can grow their sport.

Advocating for Body Positivity

Maher’s mantra—“strong is beautiful, strong is powerful”—resonates with millions. Her candid posts about embracing her muscular physique have inspired young girls and women to rethink societal standards of beauty. At the 2025 ESPY Awards, where she won Best Breakthrough Athlete, she dedicated her speech to her teammates, emphasizing the team spirit that fuels her advocacy.

The 2025 Women’s Rugby World Cup: A Turning Point?

The 2025 Women’s Rugby World Cup, hosted in England, is the biggest stage yet for Maher and the USA Eagles. With a record-breaking 43,000 fans attending the opening match against England, the tournament is already making history. Maher’s mission is clear: leverage her platform to make rugby a household name in the U.S. and beyond.

The USA Eagles’ Underdog Story

The USA team, ranked ninth globally, faces a tough road in Pool A, starting with a 69-7 loss to top-ranked England. Despite the scoreline, Maher’s try in the 25th minute showed her on-field impact. The Eagles’ goal is to reach the semifinals, a tall order against powerhouses like New Zealand and Canada, but Maher’s leadership and visibility keep hope alive.

Maher’s Role in the Spotlight

As the outside centre, Maher is a focal point for the Eagles, both tactically and culturally. Her ability to draw media attention—evidenced by sold-out games like the 15,198-strong crowd against Fiji—makes her a linchpin for the team’s aspirations. She’s not just playing for wins; she’s playing to inspire a new generation of rugby fans.

How Maher Is Transforming the Sport

Maher’s influence is multifaceted, blending on-field performance with off-field advocacy. Her ability to bridge rugby’s niche audience with mainstream sports fans is unparalleled, and her impact is already measurable in ticket sales, social media engagement, and grassroots participation.

Boosting Visibility and Engagement

  • Social Media Reach: With 5.2 million Instagram followers and 3.6 million on TikTok, Maher’s posts regularly garner millions of views, introducing rugby to non-traditional audiences.
  • Ticket Sales Surge: Her presence has led to sold-out stadiums, like the 20,000 fans at Audi Field for the USA vs. Fiji match in July 2025.
  • Media Milestones: Maher’s ESPY win and Sports Illustrated covers have put rugby in spaces it rarely occupies, from Hollywood to mainstream sports media.

Inspiring Grassroots Growth

Maher’s popularity is driving young girls to try rugby, with high school and club programs reporting increased interest. In England, her stint with Bristol Bears inspired players like Sarah Bern to embrace social media, amplifying the sport’s reach. This trickle-down effect could reshape rugby’s future, especially with the U.S. hosting the 2031 and 2033 World Cups.

Comparison: Maher vs. Other Sports Stars

AthleteSportSocial Media FollowingKey Impact
Ilona MaherRugby8.8M (Instagram + TikTok)Body positivity, mainstream rugby exposure
Caitlin ClarkBasketball2.5M (Instagram)NCAA viewership surge, women’s hoops growth
Alex MorganSoccer10M (Instagram)Women’s soccer advocacy, global brand deals

Maher’s crossover appeal rivals that of basketball’s Caitlin Clark, but her sport’s smaller footprint makes her impact even more significant. Unlike soccer, which has a robust U.S. fanbase, rugby relies on stars like Maher to break through.

Challenges Facing Maher’s Transformation

While Maher’s star power is undeniable, transforming the Women’s Rugby World Cup comes with hurdles. Rugby’s complexity, limited professional infrastructure, and competition with other sports in the U.S. market pose significant challenges.

Rugby’s Learning Curve

Rugby’s rules—think tries, scrums, and rucks—can intimidate newcomers. Maher has addressed this head-on, urging fans to “keep watching” even if they don’t understand the game initially. Her ability to simplify rugby’s appeal through social media is critical to overcoming this barrier.

Financial Sustainability

Women’s rugby lacks the financial backing of sports like basketball or soccer. Maher herself has noted that social media is a “financial necessity” because playing rugby isn’t sustainable. Her push for fair pay, including interest in a potential breakaway league, highlights the need for systemic change.

Pros and Cons of Maher’s Influence

Pros:

  • Draws massive crowds, boosting ticket revenue and visibility.
  • Inspires young athletes, especially women, to embrace strength and rugby.
  • Elevates rugby’s profile in mainstream media.

Cons:

  • Risk of overshadowing teammates, as some focus on her “Instagrammer” status.
  • Short-term deals (e.g., three months with Bristol) limit long-term impact.
  • Rugby’s niche status in the U.S. makes mainstream breakthroughs challenging.

Maher’s Future: From Rugby to WWE?

Maher’s ambitions extend beyond rugby. In August 2025, she revealed to BBC Sport that she’s considering offers from WWE, joking about the ring name “Maher-vellous.” Her ultimate goal? A Hollywood career, following the path of Dwayne “The Rock” Johnson. This versatility could either amplify her rugby advocacy or pull her away from the sport.

Balancing Rugby and Stardom

Maher insists she’s a “rugby player first,” frustrated by those who see her as just a social media star. Her dedication to the Eagles, despite lucrative off-field opportunities, shows her commitment. However, a move to WWE or Hollywood could shift her focus, potentially slowing rugby’s momentum.

Potential Hollywood Impact

If Maher transitions to acting, her platform could still benefit rugby. Imagine a blockbuster featuring a rugby-playing heroine—Maher’s charisma could make it a reality. Her ability to stay authentic, as seen in her Dancing with the Stars runner-up finish, ensures she’ll carry rugby’s values forward.

Tools and Resources for Rugby Fans

Want to dive into the Women’s Rugby World Cup? Here’s how to get started:

  • Watch Live: Stream matches on BBC iPlayer or check local listings on CBSSports.com for U.S. viewers.
  • Learn the Rules: USA Rugby’s YouTube channel offers beginner-friendly rule breakdowns.
  • Join a Club: Visit USA Rugby’s website to find local clubs for playing or spectating.
  • Follow Maher: Her Instagram and TikTok (@ilonamaher) provide updates and rugby insights.

For the best experience, consider subscribing to FloRugby for international match replays or joining a local rugby community to connect with fans.

People Also Ask (PAA)

Is Ilona Maher playing in the Women’s Rugby World Cup?

Yes, Ilona Maher is playing for the USA Eagles in the 2025 Women’s Rugby World Cup. She started as the outside centre in the opener against England on August 22, 2025, and is a key player for the team.

How did Ilona Maher become famous?

Maher rose to fame through viral TikTok videos during the 2020 Tokyo Olympics, showcasing her personality and rugby skills. Her bronze medal at the 2024 Paris Olympics and Dancing with the Stars appearance further boosted her profile.

Can Ilona Maher increase rugby’s popularity in the U.S.?

Maher’s massive social media following and mainstream media presence are already driving interest in rugby. Her ability to draw crowds, like the 20,000 at Audi Field, suggests she can significantly boost the sport’s U.S. fanbase.

What is the Ilona Maher effect?

The “Ilona Effect” refers to Maher’s ability to increase rugby’s visibility through social media, ticket sales, and media appearances. Her influence has led to sold-out games and inspired new fans and players, particularly young women.

FAQ

Q: What makes Ilona Maher different from other rugby players?
A: Maher combines elite athleticism with a massive social media presence, advocating for body positivity and women’s sports. Her authenticity and crossover appeal set her apart, drawing non-rugby fans to the sport.

Q: How can I watch the Women’s Rugby World Cup 2025?
A: In the U.S., check CBSSports.com for live streams and TV schedules. In the UK, BBC iPlayer offers free streaming. FloRugby is another option for international viewers.

Q: Why is Maher’s social media presence important for rugby?
A: Her 8.8 million followers amplify rugby’s visibility, attracting new fans and sponsors. Her posts educate viewers about the sport while promoting inclusivity and strength.

Q: What are the USA Eagles’ chances in the 2025 World Cup?
A: Ranked ninth, the Eagles face tough competition but aim for a semifinal spot. Maher’s leadership and visibility boost their profile, though upsets against top teams like England are challenging.

Q: Will Maher leave rugby for WWE or Hollywood?
A: Maher has expressed interest in WWE and acting but remains committed to rugby for now. Her future moves could still promote the sport, even if she transitions to new ventures.

Conclusion

Ilona Maher is more than a rugby star—she’s a transformative force. Her ability to pack stadiums, inspire young athletes, and bring rugby to mainstream audiences is unmatched. While challenges like rugby’s complexity and financial constraints remain, Maher’s impact at the 2025 Women’s Rugby World Cup is already evident. Whether she’s scoring tries or starring in Hollywood, her legacy will shape women’s rugby for decades. Want to join the rugby revolution? Follow Maher’s journey, watch the World Cup, and maybe even grab a ball to try it yourself.

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