The Welsh Rugby Union (WRU) is delighted to announce the appointment of Florence Williams, former Wales international and Director of Women’s Sports at marketing agency MATTA, and Vicki Sutton, former CEO at Wales Netball and Female Founder to the WRU’s Women’s Rugby Committee (WRC).
Williams and Sutton bring a wide range of experience and a wealth of expertise in women’s sport to the union, and will play a pivotal role in shaping the future of women’s rugby in Wales.
The establishment of a dedicated Women’s Rugby Committee is a key part of the WRU’s One Wales strategy under the women’s performance pillar and is aimed at accelerating the development and visibility of women’s rugby.
The committee’s focuses will be on driving meaningful change both on and off the field. The committee will also be charged with boosting marketing and communications efforts, as well as creating new commercial opportunities in line with the WRU’s goals ahead of Rugby World Cups later this year and in 2029.
Having represented Wales at the highest level, Williams, is a former Saracens fly-half, and brings experience from both sides of the game with direct insights into the needs and aspirations of female players. This insight will be invaluable in shaping the strategy for the continued growth of women’s rugby in Wales.
“As a lifelong Welsh rugby superfan, playing for Wales is the highlight of my playing career.” said Williams.
“When the opportunity to do this role came up, to be able to use everything I’ve learnt in my career off the field as well as my experience as a player, I absolutely wanted to take that challenge on.
“For this board to have sole focus on the women’s game is amazing, and our goal is to take the game forward. Rugby in Wales should be seen as a sport for women and girls, both from a playing perspective and a fan perspective – it’s an attractive matchday experience, that should appeal to all sports fans, particularly a Gen Z, female focussed audience.”
“As audiences grow and more people watch women’s rugby, you become fans of the players and those players become legends in their own right, as we’ve seen with so many men’s players over the years. The women’s team also deserve legendary status, and growing their profiles is where the opportunity is too.”
“The viewership of women’s sport is going up year on year, it’s no longer a safe bet, it’s a dead cert. If we invest time, effort and understanding now, it will only grow, and both the players and fans will radiate off that.”
Serial Entrepreneur, Sutton, with her extensive experience in governance and strategic development within women’s sport, will bring a fresh perspective to the committee. Dedicating much of her career to advocating for greater opportunities for women in sport, making her a perfect fit for helping drive the WRU’s women’s rugby strategy forward.
“I’ve worked in sport the majority my career and the opportunity to work in women’s rugby at such a pivotal time with the Women’s Six Nations and the Rugby World Cup taking place very locally to Wales – just across the border was really exciting.” says Sutton.
“The RWC is a chance to get more people playing, to see the sport and feel inspired to get involved, whether that’s by trying rugby, supporting as a fan, or getting involved in a committee at a club. All of this can translate into long-term success for the women’s game in Wales.”
“I want to help capitalise on this wave of interest that is hitting women’s sport. There’s worldwide recognition and appreciation for women’s sport now more than ever, so to be able play a part in supporting that and capitalise on the fan base is key. We need to make sure we’re ready for it.”
Chaired by WRU’s Independent Non-Executive Director, Amanda Bennett; Flo Williams and Vicki Sutton joins, Malcolm Wall, Claire Donovan and Chris Jones to complete the committee’s panel, and, together, with Head of Women’s Rugby, Belinda Moore, they will provide strategic oversight and insight to ensure that women’s rugby in Wales continues to grow, thrive, and expand its reach.
“We are thrilled to welcome such high calibre talent in Flo and Vicki to the Women’s Rugby Committee.” says, Abi Tierney, WRU CEO.
“Their experience, passion, and commitment to women’s sport will be invaluable as we work to drive positive change and continued growth for women’s & girls rugby in Wales. In such an important RWC year, it is crucial that the WRU continues to invest in women’s rugby at all levels, from grassroots, player development & pathways through to the international stage, and I am confident that with Flo and Vicki’s leadership, we will spearhead the growth and success of the women and girls’ game across Wales.
“The Women’s Rugby Committee will play a central role in ensuring we reach our goals, including our preparations for the Rugby World Cups in just a few months’ time, and 2029.
“The WRU is committed to ensuring the future success and growth of women’s rugby, and with the expertise and vision of Flo Williams and Vicki Sutton, the Women’s Rugby Committee is set to play a central role in achieving that mission.”