The Guinness Women’s Six Nations gets underway this weekend with Ireland travelling to Twickenham to play in front of a larger live audience than in its previous history.
Head coach scott Bemand has said that the result will not define the campaign but hopes are high for a strong performance against the regning World Champions.
On the commercial side of the tournament, TOGETHXR has announced a new collaboration, combining media, merchandise and fan engagement to capitalise on the continued growth of women’s rugby.
The partnership will see the release of a limited-edition “Everyone Watches Women’s Sports™” apparel collection in six languages, aligning with the Championship’s participating nations and targeting a broad, engaged fan base across Europe.
‘Féachann Gach Duine are Spórt na mBan’ will be the call for Irish fans.
The initiative is designed to connect players and supporters, both in stadiums and socially, while reinforcing a shared identity around the women’s game.
The move comes at a time of significant momentum for the Championship, with record attendances and expanded broadcast reach expected in 2026. More than 70,000 spectators are anticipated for the opening round fixture between England and Ireland, which would set a new attendance benchmark for the competition.
Julie Paterson, Chief of Rugby at Six Nations Rugby, said the Championship continues to act as a central driver of growth in the global women’s game, supported by increasing fan demand, enhanced broadcast coverage and strong commercial partnerships.
From a business perspective, the collaboration highlights the growing role of lifestyle branding and merchandise in deepening fan engagement. TOGETHXR, co-founded by athletes including Alex Morgan, Chloe Kim, Simone Manuel and Sue Bird, has built a strong commercial model around storytelling and community-led campaigns, generating more than $6 million in revenue from its signature platform.
Jessica Robertson, Co-Founder and Chief Brand Officer at TOGETHXR, said the partnership reflects growing demand for both content and products that connect fans to women’s sport, while providing a sense of shared community.
The involvement of Guinness further reinforces the commercial ecosystem around the Championship. As title partner, Guinness continues to position itself at the centre of rugby’s social experience, linking matchday attendance with broader fan engagement in pubs and social settings.
The apparel collection will be available through official Six Nations channels, TOGETHXR’s online platform and selected retail locations, including the Guinness Storehouse in Dublin, providing multiple consumer touchpoints throughout the tournament.
Partnerships of this nature demonstrate how media, merchandise and sponsorship can combine to amplify visibility, deepen fan connection and unlock new commercial opportunities within the sport. It will be interesting to see what the take up is like among fans.
Canterbury were big winners from the Rugby World cup last year with a training fleese taking off on social media and selling out as quickly as any rugby merchandise had ever done.
Image Credit: Togethxr and Ogilvy
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