The opening match of the 2025 Women’s Rugby World Cup (RWC) takes place this week and is set to surpass all previous tournaments both in size and impact. Alongside smart LED mouthguards designed to enhance player safety, this highly anticipated event debuts World Rugby’s new visual identity, signalling a new era for the sport.
In this article, we take a closer look at how intellectual property supports both creativity and innovation in rugby.
New Visual Identity
World Rugby’s latest rebrand reflects the changing nature of sport and society. The new visual identity is based on the concept of capturing and celebrating rugby’s „unique energy“. Designed for digital adaptability, the new brand aims to promote unity, ensure a more consistent image, and unite and inspire audiences around the globe.
Logo
The new RWC brand mark is centred around the game’s most iconic symbol, the ball. A unique identity will be created for each tournament by combining this brand mark with elements that reflect the host nation’s visual and cultural symbolism. England, as the host nation for the 2025 Women’s RWC, has opted for a striking gold and white vortex which represents the progression, innovation and creativity that continues to be at the heart of the country.
Trophy
The tournament will also feature a newly designed trophy, which combines tradition with innovation. Retaining the twin handles of its predecessor, the new trophy features a sleek, oval silhouette inspired by the iconic shaped rugby ball and has the world map etched into its surface, symbolising the game’s universal reach.
Naming Convention
World Rugby have also demonstrated its commitment to equality and inclusivity in the sport by adopting a new naming convention. The 2025 RWC will be the first tournament to include “Men’s” or “Women’s” in the event name.
Innovation on the Rugby Pitch
Just as intellectual property protects a brand off the pitch, it also safeguards technological innovation on it. The 2025 Women’s RWC will feature flashing LED mouthguards, developed to improve player safety.
While existing smart mouthguards use Bluetooth to alert doctors after a significant impact, the new design adds an immediate visual cue: a transparent mouthguard flashes red instantly when a head impact exceeds a predetermined threshold. This visual alert will help referees spot potential concussions faster, enabling play to be paused and players to receive prompt assessments.
The Importance of Intellectual Property
From advancements in smart technology to World Rugby’s bold new visual identity, the 2025 Women’s RWC demonstrates how intellectual property underpins every aspect of the game.
A brand’s visual identity is one of its most valuable assets, helping build awareness and loyalty. Protecting this identity through intellectual property rights not only provides legal safeguards against unauthorised use, but it also serves as a strategic investment that can be crucial for business success.
At the same time, technological advancements are transforming how rugby monitors and manages player well-being. A robust intellectual property strategy is critical in ensuring that these innovations can be developed, commercialised and scaled responsibly.
