SA Rugby has launched a two-pronged digital campaign around the Springbok Women as viewership data reveals a sharp rise in audience engagement in 2025.
More than 1.27 million unique viewers engaged with the team's matches this year, representing 334% growth on 2024, with total consumption figures up 673%. A new single-match record was set during the Women's Rugby World Cup quarter-final against the Black Ferns, which drew 484,265 live viewers — a 135% increase on the previous year's top match audience for the side.
The #HerStory component of the campaign is a mini-documentary series profiling nine players. The first episode features Nomsa Mokwai, who balanced international rugby with working as an emergency room nurse. Babalwa Latsha's appointment as the new Springbok Women captain was announced alongside the release of that episode at the end of June.
The #BackHer strand focuses on how supporters can back individual players and the squad as they push toward the top tier of the world game.
SA Rugby CEO Rian Oberholzer described the viewership numbers as evidence of both rising public interest and the team's on-field improvement over the past year.