Red Roses star Maud Muir tackles misconceptions in the women’s game

As crowds grow, many of the assumptions that once surrounded the women’s game are being quietly dismantled. England prop Maud Muir believes that shift comes from visibility, honesty and allowing the sport to be judged on what it actually delivers.

For years, negative perceptions of women’s rugby have often come from people who had never seen it played. That insight sits at the heart of Vodafone’s See it. Believe it. campaign, which aims to challenge outdated views by showing the game as it really is. Muir sees the campaign as a natural reflection of the sport itself.

"It's a really good campaign and I think it's cool that it's able to show different people, different players in the same league, how different we all are. Whether it's what nation we all play for, what other jobs you have, our different personalities and it shows how different every player individually in the PWR is. How they can be authentically themselves as well."

That sense of authenticity matters because it broadens who feels welcome in the sport. Through Vodafone’s partnership with Goal Click, behind the scenes stories from across women’s rugby have offered a more rounded picture of the game, one that goes beyond match highlights and results.

"The campaign as a whole just shows people that actually have negative views of the game, it shows that it's really positive and it's able to show people that won't normally see rugby online, as normal as well. It's exciting," Muir says.

On the pitch, the product speaks for itself. One of the most stubborn myths around women’s rugby is that it lacks excitement, something Muir feels has already been disproved.

"I think we've completely stamped on that misconception with such exciting attacks. We do a lot less kicking than the men's game which I personally enjoy because kick chases are pretty hard." The style of play has helped attract new fans who might not see themselves reflected in the men’s game, while still appealing to traditional rugby supporters.

Even within the sport, perceptions are evolving. As a prop, Muir is keen to challenge simplified views of her position. While athleticism in open play is often highlighted, she stresses the importance of core skills.

"Female props I think are seen as really good in open play… but I think there needs to be more focus on the scrum being so important." For her, getting the basics right is what allows the rest of the game to flourish.

Recent success has accelerated that change in perception. England’s World Cup win on home soil in 2025, in front of a packed-out Allianz Stadium, has already left a visible legacy. "You look at our first game of the season, there was huge crowds compared to the previous seasons and it just shows young people coming to our games that it's really exciting. I think there's a real buzz around the women's game at the minute."

That momentum has been backed by meaningful investment, with Vodafone supporting players through initiatives like the EmpowHER Project and PLAYER.Connect, helping athletes develop sustainably.

Looking ahead, moments like the first women’s British & Irish Lions tour in 2027 only add to the sense that the game is entering a new chapter. As Muir puts it, "I think it's really, really cool that the women's game is so different and it brings in a whole host of different fans." By embracing that difference, women’s rugby is no longer fighting misconceptions. It is simply outgrowing them.