"Women's World Cup leaves lasting impact on rugby league heartland"

The streets of Eccles have shown little outward change over the past two Saturdays. Residents carry on with their routines, the nearby canal path buzzes with walkers and runners, and a quiet morning calm lingers—until you approach the Salford Community Stadium.

The Women’s Rugby World Cup has kicked off strongly, with solid attendance and viewership. This time, however, there was a clear effort to extend beyond traditional regions and establish a presence in the north of England. Early indications suggest it has worked.

Sunderland, Salford, and York have all hosted group stage matches. Two of these locations are more accustomed to professional rugby league, while Sunderland is not typically a rugby stronghold. Yet, anyone at these venues over the past two weekends would have sensed that rugby union is making an impact.

This was a deliberate step to create memorable experiences for young girls thinking about playing the sport. Recall the northern matches during the 2010 Women’s World Cup in England? Likely not—because there were none; every game took place in the south, mostly at Surrey Sports Park in Guildford. This year, the opening weeks have reinforced the belief that women’s rugby is on the verge of significant growth in the north.

As the northern phase concludes before the knockout rounds, it’s worth considering what lasting effects will remain. Over 88,000 fans have attended the seven matches across the three northern locations so far, with York hosting a final double-header on Saturday.

The turnout is notable, but the real energy comes from everything surrounding the games. Matches in Salford—whether league or union—can sometimes feel subdued, but the stadium’s outer areas were transformed into a lively scene with music, food stalls, and chances to interact with players.

The atmosphere has been festive yet focused on rugby. Skill clinics and activities designed to draw in younger participants are everywhere. In a few years, future stars could trace their passion for the game back to these events—which is precisely the goal.

In an era where sports and entertainment blend seamlessly, as seen in recent events, organizers have embraced that approach. On-field action is crucial, but offering fans additional engagement only strengthens the experience.

The most intriguing aspect, however, is the audience composition. Sources suggest a large portion of attendees at the northern matches have been young women—many with families, others in big groups. The response from key demographics has exceeded expectations.