Social media star Ilona Maher says rugby union must do more to grow game

Social media sensation Ilona Maher has said rugby union needs to undergo a culture shift if the sport is to attract new fans.

Maher, who won rugby sevens bronze with the USA at the 2024 Paris Olympics, has more than eight million followers across Instagram and TikTok, making her the world's most followed rugby player.

She was also a runner-up in the most recent series of US television show "Dancing With The Stars".

Maher, 28, has signed a three-month contract with English women's Premiership side Bristol, in the hope of being a member of the US squad for the women's Rugby World Cup in England later this year.

The versatile back has already made her presence felt, helping draw a Bristol record crowd for a women's game when she made her debut against Gloucester-Hartpury at Ashton Gate.

And she marked her first start for Bristol by scoring a spectacular try to inspire a 41-31 win against southwest rivals Exeter on Sunday.

"It is great having all these record numbers, but what we want is for them to keep coming back for the next game," Maher said at a press conference on Wednesday.

"One and done is not enough. I am sprinkling a little bit here. But we need people to keep coming. It is not just me alone."

'Stoic sport'

Maher urged rugby to break its self-imposed shackles, saying: "We are a very stoic sport in a way. I would love to see more personalities in the men's game.

"You see it a little bit with a player like (former England prop) Joe Marler, but I can't think of many others who have that. I wish they could show that more.

"There is a culture in rugby we need to shift. It's an amazing sport, but also an old sport where the same things have been happening for years.

"We keep talking about how do we get young people into the game. Those people are online. We have to shift our mindset if the sport is going to evolve."

England is set to stage the biggest women's World Cup in August and September, with organisers aiming for an 82,000 sold-out final at Twickenham, the headquarters of English rugby union.

"More women need to use it to get themselves out there," said Maher. "I went into the Olympics (she was part of the USA's sevens squad) knowing people are made by it -- (gymnast) Simone Biles, (swimmer) Michael Phelps.

"I went into Paris knowing I had the chance to make myself and went in with a plan to post loads of videos. Can we go into the World Cup with a plan for players to post more videos?

"I want to show you can do both -- play good rugby and post good videos. We all have a responsibility to capitalise on this World Cup."

Maher added: "Putting yourself out there is how you get connections with people... If we want this to grow, it is on us. We have to do more, that is just the simple fact of it."

AFP