How Ilona Maher Has Turned the World of Rugby on its Head

Ilona Maher has transformed rugby by blending her athletic achievements with a powerful social media presence. As the most followed rugby player globally, boasting over eight million followers across Instagram and TikTok, Maher has redefined how athletes engage with fans and build their personal brand. Her digital influence has made her a beacon for the sport, bringing rugby’s appeal to a broader audience.

From the Olympics to Viral Stardom

Maher’s rise to prominence began with her success in the United States women’s rugby sevens team, culminating in a historic bronze medal at the Paris 2024 Olympic Games.

During the tournament, Maher’s relatable and humorous behind-the-scenes content on TikTok captivated a global audience. This authentic approach not only resonated with existing rugby fans but also attracted newcomers to the sport, proving the power of storytelling in fan engagement.

The Bristol Bears Impact

In December 2024, Maher signed a three-month contract with the Bristol Bears, transitioning from Sevens to WXV rugby. Her debut against Gloucester-Hartpury at Ashton Gate was a landmark event, drawing over 9,000 spectators and shattering the club’s previous attendance record.

This leap in turnout highlighted her ability to translate online fame into real-world engagement, bringing in fans beyond the traditional rugby audience. Maher’s presence also amplified media attention and discussions around women’s rugby, cementing her role as both a standout athlete and a pivotal figure in the sport’s growth.

Advocacy for Female Athletes and Inclusivity

Beyond her on-field achievements, Maher is a staunch advocate for body positivity and the empowerment of female athletes. Her participation in the Sports Illustrated Swimsuit Edition and collaborations with L’Oreal and Maybelline underline her dedication to challenging stereotypes and promoting diversity.

By embracing her platform, she encourages women to feel confident in their own skin while redefining traditional perceptions of beauty in sports. Additionally, her runner-up finish on Dancing with the Stars expanded her reach beyond rugby, showcasing her versatility and broadening her appeal.

A Vision for Rugby’s Future

Maher is outspoken about the need for cultural change in rugby, urging players to embrace social media to connect with fans and showcase their personalities. She believes that by doing so, rugby can attract a younger, more diverse audience.

Her vision challenges traditional norms in the sport, advocating for a more open and relatable image for its athletes. Maher’s success serves as a perfect case study in how athletes can market themselves in the digital age.