From World Cup to PWR: Amy Rule Embraces Rugby’s Future

The 2025 Women’s Rugby World Cup was a landmark moment for the sport, breaking attendance records with more than 440,000 tickets sold across the tournament. Right at the heart of the action was New Zealand’s Amy Rule, who helped the Black Ferns secure a bronze medal after a convincing 42-26 win over France.

One of the key goals of this year’s tournament was to inspire young girls across the world, aiming to reach 100,000 female players by 2027. Increasing accessibility by removing barriers to girls and women joining rugby teams is a key aspect of this, with many believing that it’s too late for them to start playing.

“My journey was very coincidental. I was living in a small town called Riverton, without any real purpose or direction,” she says candidly. “I love sports, but I’m not very athletic. I'm not coordinated and sports don’t come naturally to me.”

As she tells it, her rugby career began almost by accident.

“Long story short, I got dragged in because they needed numbers. Women’s rugby wasn't very big at the time - I’d never even heard of it. But I’ll give anything a go once.

“I didn't know the rules. Someone made a break down the sideline, and I knew I needed to tackle them… so I ended up clothes lining them and knocking them out because I had no technique or tactical awareness,” she says laughing. “But adrenaline kicked in, and I just fell in love with it. I knew this was what I was meant to do.”

Amy made her Black Ferns debut in November 2021 and since then has earned 29 caps for her country. She was part of their 2021 Rugby World Cup winning squad and quickly established herself as a key member of the team.

For her, the heart of the game has always been the people.

“The reason I love playing is the enjoyment of the game, but even more so the people and the community,” she says. “I'm surrounded by great people every day. My coach back home has always been a big believer in great people over great players.”

Reflecting on what she’d tell anyone thinking about starting rugby, Rule simply encourages: “If you’re thinking about trying rugby, just do it. There’s a chance you might not like it, and that’s okay. But you might also fall in love with it and find your community. That’s definitely what happened to me.”

Beyond the pitch, she speaks passionately about the opportunities rugby creates.

“I talk about the community and the great people in the game, but rugby also gives you so many opportunities. You can see the world, push to be the best version of yourself, and get support in so many ways. You can discover who you want to be.”

Off the back of the World Cup, the landscape of women’s rugby is already evolving, and Premiership Women’s Rugby (PWR) is at the heart of that change.

After signing for Exeter Chiefs at the start of the 2025-26 season, Rule discusses playing within the PWR alongside some of the best players in the world.

“I’m excited to see where the game goes and what opportunities arise after this World Cup,” she explains. “I’m excited to see my teammates grow the game, and I’m excited to compete against the best. There’s just so much to celebrate.”

Finally, Rule leaves a message for young girls everywhere.

“There’s a space for you in rugby right now. You can grow your game, find your community, and play quality rugby. I hope to see that space keep expanding around the world.”