The largest Women’s World Cup to date ended in front of 81,885 fans as the Red Roses defeated Canada in a thrilling final — a record-breaking moment that underlined the strength and appeal of the women’s game.

Across the UK, the mood is upbeat. The PWR season in England began at the weekend, while the Celtic Challenge fixtures have now been confirmed in Scotland. On the pitch, the standard of rugby continues to rise. Francesca McGhie, Sophie de Goede, Ellie Kildunne, and breakout World Cup star Braxton Sorensen-McGee were among those who lit up the tournament with skill, pace, and flair, scoring some of its most memorable tries.

But the next step is crucial. The enthusiasm and momentum from the World Cup must now flow into clubs and grassroots programmes if the sport is to build sustainably.

In recent years, a number of incidents have exposed the financial gulf between the men’s and women’s games. Charlie Holland (née Willett) was forced to crowdfund for ACL surgery, while Scotland international Chloe Rollie took to social media in search of boot sponsorship. Even the Canadian national team — finalists this year — had to crowdfund simply to travel to the tournament.

Behind the celebrations, the reality is that the average salary for a PWR player remains around £9,000 — a figure that raises serious questions about how sustainable the current structure is, given the time and commitment required to play at that level.

Financially, the equation is simple: low attendances mean limited revenue, which restricts what clubs can pay players, coaches, and staff. But with visibility and participation growing, the women’s game is arguably in its strongest position yet. Still, many players balance their rugby commitments with additional jobs. Holland, for example, works as an online personal trainer and partnership executive at Ealing Trailfinders alongside her playing career.

In Scotland, the newly introduced Bill McLaren bursaries aim to ease the financial pressures faced by young players. It’s an important initiative that could reduce the need for players to hold down multiple jobs while trying to progress. Yet, without a professional domestic structure, many of Scotland’s most promising players continue to move south to pursue opportunities in England.

The Celtic Challenge represents progress, but it will require sustained investment and commitment from the SRU to reach its potential. The union’s recent appointment of a Managing Director for women’s rugby signals intent, though some within the game question the timing and focus given the well-publicised contract disputes.

Women’s rugby, then, finds itself at a pivotal point. The sport is developing its own audience and culture, distinct from the men’s game, and offering families and new fans a fresh route into rugby. Next April, Scotland Women will play at Murrayfield for the first time when they host the world champions — a symbolic and potentially transformative moment.

For that transformation to take hold, however, it needs one thing above all: fans. Without attendance, sponsorship, and broadcast pressure, the financial engine of the game will stall.

This is the moment for supporters to play their part. Attend a local PWR fixture, follow your Celtic Challenge side, or turn up to an international. The standard is high, the atmosphere welcoming, and the passion undeniable. Women’s rugby has never been stronger — now it needs everyone to help it grow further.