How milk is helping power women’s rugby

England’s women’s rugby team inspired the nation once again with their World Cup final victory over Canada at a sold-out Twickenham last weekend. Their win, and the success of the tournament overall, is a powerful reminder that investment in the women’s game delivers results, and we are proud to be a part of building that future through our Milk Every Moment campaign alongside British Universities and Colleges Sport (BUCS).

The Milk Every Moment campaign aims to showcase the nutritional benefits of milk to young athletes through activations at events, directly from our student ambassadors, or by engaging students on social media.

Our sponsorship of the BUCS Super Rugby Milk Championships has also supported women’s teams across England, Scotland and Wales to compete at a level that provides a vital finishing school to the international game.

In 2024/25, seven universities competed in the first-ever women’s BUCS Super Rugby competition.

Through our relationship with BUCS, we were directly responsible for the competition securing first-class referees, as well as being the naming partner for the climax of both the men’s and women’s competitions.

Enhanced media coverage and live-streamed fixtures also helped take the women’s game to a wider audience than ever before.

Our sponsorship has:

• Raised standards through better officiating and support staff
• Boosted visibility with more coverage, highlights and storytelling
• Support a pathway that links university rugby directly to the international stage

The results speak for themselves. No fewer than 40 players representing England, Ireland, Scotland and Wales at the 2025 Women’s World Cup took part in the BUCS rugby programme.

With our continued support, we know many more will follow.

By linking dairy with women’s rugby, we’re putting milk at the heart of positive stories about health, achievement and resilience.

In its first year, the Milk Every Moment campaign achieved 16 million digital impressions, reached 8.9 million people and garnered more than 248,000 engagements across TikTok and Instagram.

England’s World Cup win shows the power of investing in women’s rugby. Our sponsorship helps ensure the next generation has the platform to achieve success while keeping milk front and centre of their conversations.

And the journey continues. Keep an eye out for the new season, which kicks off today, with the BUCS Super Rugby Milk Championships set to conclude in April 2026.