Ilona Maher: Rugby union needs culture shift to create stars and grow the game

Ilona Maher says that rugby union has to shift culture and mindset if it is going to evolve as a sport.

With more than eight million followers across Instagram and TikTok, 28-year-old American international back Maher is the world's most followed rugby player on social media.

She rose to fame on social media through combining messages of body positivity and female empowerment with her signature sharp sense of humour, and was also runner-up on Dancing with the Stars – the American equivalent of Strictly Come Dancing.

Currently playing Premiership Women’s Rugby with Bristol Bears on a three-month contract, Maher hopes to be part of the United States’ World Cup squad in England later this year.

And she has already made a considerable impact in the west country, helping to attract a club-record crowd for a women’s game when she made her debut against Gloucester-Hartpury at Ashton Gate.

"It is great having all these record numbers, but what we want is for them to keep coming back for the next game. One and done is not enough," Maher said during a press conference that had a local, national and American media presence.

"I am sprinkling a little bit here. But we need people to keep coming. It is not just me alone.

"There is something special happening not just in England, but around the world in women’s sport and women’s rugby. My message is if I am what gets someone to experience rugby, then great. I want more people to play and watch.

"We are a very stoic sport in a way. I would love to see more personalities in the men’s game.

"You see it a little bit with a player like Joe Marler, but I can’t think of many others who have that. I wish they could show that more.

"There is a culture in rugby we need to shift. It’s an amazing sport, but