Canterbury steps up for PWR

Premiership Women’s Rugby (PWR) has unveiled a game-changing collaboration with Canterbury, the official kit partner to Irish Rugby and the British & Irish Lions.

This partnership marks a significant step forward in providing women’s rugby players with the tools they need to thrive, ensuring every player in the league is equipped with three pairs of high-performance Canterbury rugby boots tailored to their needs. 

This initiative is set to benefit over 450 players across all nine PWR clubs, which may include some of our Chiefs, with Canterbury offering personalised boot-fitting sessions and their latest designs.

Players will have access to top-tier options, including the Elite Speed Infinite, Phoenix, and Stampede models, catering to various playing styles.

Importantly, this partnership ensures that all players, regardless of contract status, receive the same elite-level equipment as their male counterparts. 

The partnership underscores Canterbury’s commitment to advancing women’s rugby by addressing key barriers. James Barker, Head of Commercial at PWR, highlighted the initiative’s significance: “Many of our players are not on full-time contracts and often have to purchase their own boots. By partnering with Canterbury, we’re ensuring they have the support they need to perform at their best. It’s all about putting our players first.” 

Simon Rowe, Senior Vice President of Sports Marketing at Pentland Brands, echoed this sentiment, emphasizing the company’s long-standing dedication to rugby: “For 120 years, Canterbury has celebrated and empowered players. This partnership strengthens our commitment to women’s rugby, focusing on breaking barriers and helping the game grow.” 

England international and Canterbury ambassador Ellie Kildunne praised the collaboration: “I know the difference good boots can make. This partnership is a crucial step in supporting players and driving the growth of women’s rugby.” 

Athletes like Ilona Maher, an American Olympian and social media sensation, further illustrate the transformative power of investment in women’s rugby. Maher’s upcoming debut in the PWR with the Bristol Bears highlights the league’s growing visibility and appeal.

With her vibrant personality and commitment to authenticity, Maher has become a cultural icon, bridging the gap between rugby and new audiences. 

Her influence extends far beyond the pitch, with millions of followers on social media platforms like TikTok and Instagram. Speaking with Sports Illustrated about her role in growing the sport, Maher said:  “We want to get more players into the game - where are those players? They’re on TikTok.” 

Her debut at Ashton Gate on January 5, 2025, is expected to draw a record crowd, showcasing the increasing demand for women’s rugby. 

This partnership between PWR and Canterbury, supported by Frasers Group, represents a broader commitment to the growth and visibility of women’s rugby. By equipping players with world-class gear and spotlighting trailblazers like Ilona Maher, the league is taking bold strides to elevate the sport and inspire future generations. 

With initiatives like this, women’s rugby is not just keeping pace - it’s setting the standard for inclusivity, excellence, and innovation.