Roman Kemp Spotlights Women’s Rugby with Vodafone

Vodafone UK has joined forces with broadcaster Roman Kemp ahead of the Women’s Six Nations Championship to shine a light on women’s rugby and tackle stereotypes in a new content series.

The series is led by We Are Social Sport, the sports division of socially-led creative agency We Are Social. As proud partners of Wales and Scotland Rugby, this partnership highlights Vodafone’s commitment to Welsh and Scottish Women’s Rugby, uplifting athletes within the sport.

The series, Roman vs. Rugby, sees Roman on the pitch with the Wales and Scotland Women’s Six Nations teams. The players put Roman to the test with a series of challenges such as speed tests, pass accuracy and a crossbar challenge. By showcasing the incredible skill and fierce personalities, the series engages fans, tackles stereotypes and shines a light on the sport in a pivotal time for women’s rugby.

The content will be published across Vodafone’s Instagram channel until the 22nd of April and will return in the build-up to the Women's Rugby World Cup 2025 in August.

Maria Koutsoudakis, brand director, Vodafone UK said, "Vodafone has always been a proud supporter of women's rugby, and this content series has been a great chance to shake up how people see the sport. Teaming up with Roman and the creative minds at We Are Social Sport lets us connect with new fans and showcase the amazing talent and hard work of these players."

Jordan Stone, head of content and influencer marketing, Vodafone UK said, "The skills, strength and talent of these athletes is undeniable. Our social-first approach has let us show off what sets the game apart, while also highlighting the players' personalities. It was great to work with the players to tackle the stereotypes that exist around women’s rugby and bring even more attention to the sport, as we gear up for a big year with the Women's Rugby World Cup."

Kate Hicks, senior account director at We Are Social said, “We’re thrilled to bring this campaign to life with Vodafone, delivering a powerful message in a way that is both effective and entertaining. Stopping the scroll and keeping audiences’ attention was key, and by hooking people in with humour and using dynamic, platform-specific storytelling to capture the energy of the game, we’ve achieved just that. And, with Women’s rugby gaining more momentum every year, we are proud to showcase the talent and dedication of these athletes and inspire the next wave of players and fans.”