British Army establishes new landmark partnership with Premiership Women's Rugby
The British Army have announced a landmark partnership with Premiership Women's Rugby (PWR) to showcase women excelling in both rugby and the Armed Forces.
The collaboration will show career opportunities for young women in a modern, inclusive service, while aiming to increase the representation of women in the British Army by championing women's sport and breaking down barriers that stop women from thinking about military careers.
During the season, the British Army brand will be emblazoned on match officials' shirts at all PWR fixtures.
Shared values of sport and service
"Sport is a fundamental part of the British Army lifestyle, and we are delighted to be able to use this platform to champion the many linked opportunities available through an Army career," Colonel Richard Hall, the head of British Army Regional Engagement, said.
"Sport is about camaraderie, passion and commitment. It creates teams, promotes health, builds resilience and fosters belonging.
"The parallels between what drives women to excel in rugby and what makes an outstanding soldier are striking."
The barriers preventing women from playing rugby – including perceptions of joining a masculine environment, concerns about physicality and breaking stereotypes – mirror the difficulties facing women considering Army careers.
Hundreds of thousands of fans will be able to see the partnership through PWR's broadcast coverage on TNT Sports, BBC and digital platforms throughout the season.
In addition, community engagement initiatives will tell the stories of women succeeding in both rugby and military careers.
"This partnership goes beyond traditional sponsorship – it's about recognising the strength, leadership and decision-making skills that women demonstrate every day in rugby and celebrating how those same qualities translate into military service," Genevieve Shore, the PWR's executive chair, said.
"Like the Army, we're committed to breaking down barriers and creating opportunities for women and girls in our sport, whether that is a player or a match official."
Decision-making under pressure
The two organisations have jointly launched the Decision Making Under Pressure campaign, recognising how match officials and soldiers need to show composure, judgement and authority.
Several UK Armed Forces women's rugby union players ply their trade in the PWR, including Amy Cokayne (Leicester Tigers), Jade Mullen and Orla Proctor (Harlequins).
Gloucester Hartpury currently top the PWR table with 25 points after five rounds.
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