More than 60,000 rugby enthusiasts filled the Stade de France—some seasoned fans and many newcomers—cheering passionately as Japanese winger Marin Kajiki scored in the final moment on Monday night, securing a victory over South Africa. Their exuberant cheers somewhat compensated for the vacant seats in Tokyo three years prior.
Japan’s reward for their triumph was not a medal, a trophy, or any cash prize; rather, they earned the opportunity to compete for ninth place in their next match the following day. Kajiki’s teammate, Sakura Mitani, was visibly thrilled afterward. “Such noisy sounds,” she remarked.
The host nation faced disappointment in the 2021 Games, losing all five of their matches, missing out on a significant opportunity for both Japan and women’s rugby. After the debut of sevens in Rio, the pandemic stalled its growth. However, in Paris, the momentum is resuming.
Maddi Levi is at the forefront of this growth, recognized as the most impactful player for gold medal favorites, Australia. “I’m a bit biased, but I think the women’s game is evolving, becoming much more exciting and interesting,” she expressed.
Following her hat-trick in the 40-7 victory against Ireland in Monday’s quarter-final, the 22-year-old has scored 11 tries at Paris 2024, setting a record for an Olympic tournament, with two matches left to play. “Whether it is the Olympics or the entire World Series this year, being able to attract large crowds and build momentum for women’s sports is a significant breakthrough,” she noted.
The 66,000 fans who filled the stadium on Sunday established a new attendance record for women’s rugby, surpassing the previous record of 58,498 at Twickenham for the England versus France match last year. A similar turnout was expected on Monday, and the same is anticipated for Tuesday’s medal matches, with stands full just as they were for Antoine Dupont’s success in the men’s sevens earlier. Their cheers almost matched the excitement on Monday night, energizing the atmosphere in northern Paris, though this support couldn’t alter the outcome of a surprising 19-14 quarter-final loss to Canada.
Team GB captain Emma Uren also felt the sting of disappointment after their 17-7 quarter-final defeat against the USA, but she was able to appreciate the significance of the occasion. “It’s something I never expected to experience, to be honest,” she said. “It’s special, and we have to recognize that we are making history.”
Phil Waugh, former Wallabies flanker and current Rugby Australia CEO, remarked that these Games signify a “significant moment for rugby,” showcasing equal fan engagement for both men’s and women’s competitions.
“The equality of the crowds in the same venue, witnessing the same format of the game, and being as engaged as they were for the men’s game illustrates how far rugby has advanced and the immense opportunities ahead,” Waugh added.
Once the gold medal is awarded on Tuesday, the next major opportunity for the women’s game will be the 15s World Cup in England next year. Uren noted that the Olympics, followed by the 2025 tournament, provides a platform for women’s rugby to exhibit its caliber to broader audiences. “Hopefully we can showcase just how talented our players are, and how amazing the athletes in our sport can be,” she said. “This exposure will encourage viewers to consider following us more closely as we continue to grow.”
World Rugby is making efforts to ensure that the tournament is accessible on free-to-air television in the UK to aid its growth and complement the advocacy currently being driven by players. The USA’s Ilona Maher is leveraging her expansive social media presence to engage new audiences. It was no surprise to see Taylor Swift’s boyfriend’s brother—former NFL player Jason Kelce—in Paris supporting the US team.
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The profiles of many players in the Australian women’s sevens team are surpassing those of their male equivalents in both sevens and traditional formats, particularly after four dominant performances in this tournament.
Rugby Australia has had a specialized, full-time sevens program in place since before the sport’s inaugural appearance in Rio in 2016, where they captured a gold medal. However, the women’s 15s team, the Wallaroos, has struggled to hold its ground against the world’s elite, suffering a heavy defeat of 41-5 in the quarter-finals of the 2021 World Cup against England.
Australia has been awarded the hosting rights for both the 2029 Women’s World Cup and the 2027 Men’s World Cup, with Australian rugby officials aiming to harness the power of sevens to replicate the success witnessed during the women’s football World Cup in Australia last year.
Waugh expressed that Australia intends to have the country’s top athletes participate across both formats, looking toward a memorable run at home in 2029. “Achieving a deep run in your own World Cup is critically important,” he stated. “It’s certainly our goal to integrate both sevens and 15s to ensure our finest athletes can compete in both.”
Australia is set to clash with Canada in one semi-final on Tuesday (midnight Wednesday AEST), while New Zealand faces the USA, culminating in the finals just three hours later.
