- Partnership will see British Army brand on match officials’ shirts throughout 2025/6 season
- Collaboration aims to break down barriers for women in rugby and military careers
- New ‘Decision Making Under Pressure’ campaign highlights skills shared by match officials and soldiers
Women across the country will see new role models in sport and military service through a partnership between the British Army and Premiership Women’s Rugby (PWR).
The collaboration will showcase women excelling in both rugby and the Armed Forces, demonstrating career opportunities for young women in a modern, inclusive Army. Throughout the season, the British Army brand will appear on match officials’ shirts at all PWR fixtures.
Breaking down barriers for women
The partnership aims to increase representation of women in the British Army by championing women’s sport and breaking down barriers that prevent women from considering military careers.
Women’s rugby embodies values central to military service: teamwork, respect, discipline, courage and commitment. The barriers preventing women from taking up rugby – perceptions of joining a masculine environment, concerns about physicality and breaking stereotypes – mirror challenges facing women considering Army careers.
Hundreds of thousands of fans will see the partnership through PWR’s broadcast coverage on TNT Sports, BBC and digital platforms throughout the season. Community engagement initiatives will tell stories of women succeeding in both rugby and military careers.
Shared values of sport and service
Colonel Rich Hall, Head of British Army Regional Engagement, said: “Sport is a fundamental part of the British Army lifestyle and we are delighted to be able to use this platform to champion the many linked opportunities available through an Army career.
“Sport is about camaraderie, passion and commitment. It creates teams, promotes health, builds resilience and fosters belonging. The parallels between what drives women to excel in rugby and what makes an outstanding soldier are striking. We are proud to celebrate our shared values and to work with PWR to promote and enable more women to be involved in sport – whether on the pitch or in uniform.”
Genevieve Shore, Executive Chair of Premiership Women’s Rugby, said: “We are thrilled to welcome the British Army as a partner. This partnership goes beyond traditional sponsorship – it’s about recognising the strength, leadership and decision-making skills that women demonstrate every day in rugby and celebrating how those same qualities translate into military service. Like the Army, we’re committed to breaking down barriers and creating opportunities for women and girls in our sport, whether that is as a player or a match official. Together, we’re going to make a real difference.”
Decision making under pressure
The partnership launches the ‘Decision Making Under Pressure’ campaign, recognising how match officials and soldiers must demonstrate composure, judgement and authority in challenging circumstances. Training people to make decisions under pressure is core to Army life.
Both organisations share a commitment to creating a more inclusive future where excellence knows no gender. The partnership will promote and enable more women to be involved in sport and consider careers in uniform.
This partnership demonstrates the British Army’s reputation as a modern and inclusive employer, supporting the empowerment of women and girls across society.
