Harlequins hope a new sponsor recognises “relentless” growth of Premier 15s

Last weekend should have been a showcase for women’s rugby, with the Tyrells Premier 15s final due to be played in front of a bumper crowd at Gloucester’s Kingsholm Stadium.

Instead, with the season already cancelled due to the coronavirus pandemic, the sport was further rocked by the news title sponsors Tyrells would not be renewing for the next three-year cycle of the competition.

However, one of the league’s main contenders believes new sponsors should jump at the chance to put their name to such a fast-growing sport.

Harlequins reached consecutive Premier 15s finals in 2018 and 2019, losing to Saracens both times, and were well set to challenge again before the cancellation of the campaign.

The club are convinced the game’s recent growth will be key to finding a replacement for Tyrells. Head of women’s rugby, Atlanta St John, told The Times: “This will slow our progress but progress is the key word — that is not going to stop.”

“Women’s sport is on a relentless path forward and that is really exciting. There is real commitment out there.”

Innovations such as sharing The Stoop with Harlequins men’s team for certain fixtures as well as playing at Twickenham Stadium as part of the club’s annual Big Game over the Christmas period have already helped Harlequins develop a loyal and expanding fan base for the women’s side.

The Premier 15s itself will have a new look for the next three seasons after Exeter Chiefs and Sale Sharks were elected to the league.

“It’s a new chapter, a new entity, and it’s only going to go in one direction,” added St John.

“I think sponsors will recognise that. The engagement opportunities and the return on investment that it can give people will make it a really interesting asset. And it’s the fastest growing part of rugby.”