If you’ve spent any time on social media – or tuned into the Paris Olympics last year – chances are you’ve come across rugby star Ilona Maher.
On the off chance she’s not yet on your radar, here’s a quick refresher. Ilona Maher is, quite simply, one of the biggest names in global rugby. At just 28, she plays for the Bristol Bears in the Premiership Women’s Rugby league, and represents the United States in rugby sevens – where she helped secure a bronze medal at the Paris Olympics. Oh, and she’s also the most-followed rugby player in the world, with nearly 5 million Instagram followers (just casually).
Off the field, Maher is equally commanding. A runner-up on Dancing With the Stars, she’s also known for her tongue-in-cheek social media presence, fierce advocacy for body positivity, and for challenging the concept of imposter syndrome.
If you missed it, her viral CNN interview made waves for good reason: “I don’t have that. No, I don’t know what it is. People are told sometimes to feel like they have that imposter syndrome,” she told CNN. “But it’s okay to be proud of what you’ve done. It’s okay to believe you deserve something because you’ve put in the work for it.”
So, let’s be clear: Ilona Maher isn’t just a rugby player – she’s a global sporting force and cultural icon. And this weekend, she was in our very own Canberra, playing with the USA Eagles in a game against the Wallaroos at GIO Stadium on Saturday night.
This face-off was also no small fixture. It was key prelude to pool play at the Rugby World Cup later this year. The Wallaroos dominated the Eagles, defeating the team 27-19. It was an incredible game.
So, the question on my mind: Why did this game not sell out? Why did it look half-empty on TV?
We’ve got one of the most recognisable female athletes in the world – with a massive following and undeniable cultural influence – in Australia, going up against our beloved national team. And yet, the promotion around this game has been next to non-existent. Where has the advertising been?
We didn’t see Maher do any major pre-game media appearances or interviews. The reason could potentially be that she wasn’t available to do these, but there’s still an opportunity to publicise that she will be on the ground, playing at GIO Stadium.
In my view, neither Rugby Australia, the Brumbies and the Super League (who were hosting the game taking place right after the Wallaroos – it was a double-header) meaningfully amplified this major event. All organisations could’ve played a bigger role in promoting the fact that one of the world’s biggest rugby superstars were playing with the Eagles – and building hype around the Wallaroos, who are an amazing team.
This could’ve been the Wallaroos’ Matildas moment, which is long overdue.
If, for some reason, Maher’s schedule didn’t actually allow for pre-game media appearances or interviews, there’s still an opportunity to publicise the fact that she was in town for the game.
Imagine the difference some simple, well-timed digital promotion could’ve made. A game of this calibre – featuring global talent like Maher – could have easily drawn a sellout crowd for the Wallaroos, who deserve that level of support. It’s long overdue.
Social media has been abuzz with comments around the lack of advertising – with many fans, including those in Canberra, expressing their disappointment that they had no idea the game was taking place.
This is exactly why visibility and strategic promotion matter. If we want women’s sport to thrive, we need to create the buzz it deserves — not rely on people stumbling across the information and media outlets scrambling to then get media accreditation for the games.
Ilona Maher’s visit should have been front and centre of news outlets. She also could’ve attended the women’s second State of Origin game that took place last week. The news of USA Eagles coming to Australia for this game should’ve been dominating the news weeks ago. The fact that it wasn’t is a massive missed opportunity for women’s sport in this country.
The responsibility of elevating women’s sport lies with many of us – promoters, publicity teams, sporting agents, sponsors, and us in the media. These issues are not new, and and they won’t go anywhere unless we all work together. Major newsrooms need to do better, but so do the institutions behind the games.
Next time, Rugby Australia and host cities must collaborate with social-first media, leverage key talent, and get serious about engaging audiences. The appetite is there – we just need to serve it properly.
Rugby Australia, the Super League and the ACT Government were approached for comment.
Top photo source: AAP
