England’s success, including a 30-Test winning streak that led them to last year’s World Cup final, has contributed to increased interest.
The Red Roses will play a first standalone game at Twickenham in their final-round match against France on 29 April.
With 40,000 tickets already sold, that game could pass the record attendance for a women’s game of 42,759 set at Eden Park last year.
The Women’s Six Nations has said there was a 70% increase in match attendance and 135% increase in television ratings in 2022 while it seems the women’s tournament helps win over new rugby fans too.
Women’s Sport Trust (WST) data has shown there were one million fans who watched at least three minutes of the women’s event live but did not watch the men’s tournament in 2022.
The audience for the women’s tournament was also more diverse, with WST finding an increased proportion of black, Asian and minority ethnic viewers, and a greater proportion of viewers aged 35 and under, compared with the men’s event.
These audience statistics perhaps demonstrate why the Women’s Six Nations attracted a first title partner in 2022, when TikTok came on board.
Financial details of the deal have not been shared, but TikTok’s sports marketing lead in Europe Harley O’Dell said the company had helped the tournament “reach a younger demographic” and “enter cultural conversations beyond the pitch” to “speak to new fans”.
Chief executive Morel called for others to support too, saying: “I encourage everyone to get behind women’s rugby. It’s a fantastic product.”
With every passing year, women’s rugby seems to become a better investment.