This past weekend, I was among the 82,000 supporters packed into Twickenham Stadium for the Women’s Rugby World Cup final – witnessing history in the making. The sold-out final smashed attendance records for women’s rugby, representing a monumental moment that speaks to the growing appetite for elite women’s sport.
The atmosphere at Twickenham was electric, and the significance extended far beyond the roar of the crowd. This tournament became the fastest-selling Women’s Rugby World Cup ever, with almost 445,000 tickets sold – a testament to the incredible talent, dedication, and entertainment value that women athletes bring to their sports. What struck me most was not just the celebration of the winners, but the camaraderie shown by all teams.
From Moments into Movement
Yet while we celebrated these breakthrough moments, they also highlight a crucial reality: the incredible athletes we watched at Twickenham will eventually face transitions beyond their playing careers. The passion, leadership qualities, and resilience that make them world-class performers shouldn’t be lost when they hang up their boots. Instead, these attributes should be channelled into driving lasting change across sport, business, and society.
This is where our partners’ work becomes vital. We recognise that elite female athletes are not just competitors – they are natural leaders, changemakers, and role models whose influence extends far beyond their sporting achievements. However, the transition from high-performance sport can be challenging, particularly for women who face additional barriers in accessing leadership opportunities and career development support.
Our recent partnership with the Netball Players Association through The Next Quarter programme exemplifies our commitment to supporting female athletes through these crucial transitions. This three-year initiative provides bespoke development focused on personal growth, financial literacy, mental wellbeing, leadership skills, and career readiness. By investing in these areas, we’re ensuring that the leadership potential we see on the court translates into meaningful impact off it.
The programme recognises that elite female athletes bring unique perspectives and skills to whatever field they enter post-sport. Their experience of performing under pressure, working in high-functioning teams, and overcoming adversity makes them natural leaders – but they need the right support structure to maximise these transferable skills.
Unlocking Potential: Applications Now Open
The energy and inspiration of this weekend’s final shouldn’t end when the final whistle blows. For current and former elite female athletes who want to channel that passion into lasting change, there’s an incredible opportunity ahead.
The Women’s Sport Trust’s Unlocked programme is now accepting applications for its next cohort. Over 12 months, 35 athletes will join a powerful network of fellow athletes and mentors, gaining community, expert-led development sessions, one-to-one mentoring with senior leaders, and opportunities to amplify the issues they care about.
Since 2020, 111 athletes have completed the programme, going on to launch initiatives, step into leadership roles, and inspire change across sport and beyond. Whether they’re passionate about tackling inequality, growing the visibility of your sport, pursuing leadership opportunities, or advocating for causes close to their heart, Unlocked provides the platform and support to turn that passion into impact.
Applications close at 5pm (BST) on Wednesday 8th October 2025.
For full details and to apply, visit the Women’s Sport Trust website.
Building the Future
As we reflect on the historic scenes at Twickenham last weekend, we’re reminded that true progress requires sustained investment in women athletes at every stage of their journey. The programmes we support are building the infrastructure for a future where the leadership, passion, and expertise of female athletes continues to drive positive change long after their competitive careers end.
The roar from Twickenham last weekend was more than celebration – it was a glimpse of what’s possible when we invest in women’s sport. Now it’s time to ensure that investment extends beyond the playing field and into the leaders these athletes can become.
Emilie Hines, Programme Analyst
