Ilona Maher claims rugby ‘too small’ as she issues a ‘F-you’ to the authorities

The face of women’s rugby, Ilona Maher, has been speaking on a panel in Cannes this week, as she joined other sporting leaders at Sport Beach in a festival of sporting innovation.

Speaking at the same event as Mo Farah, Serena Williams, Megan Rapinoe and many more international stars, Maher took to the stage to discuss the power of athlete branding and creator partnerships in front of an eager sports business crowd.

Challenges in female sports

Although the 28-year-old is playing at the highest level of her sport, many of her fellow athletes find themselves unable to survive financially from their sport. The financial rewards for the ‘average’ top-level female rugby player simply aren’t sustainable to focus on it full-time.

Most players in the women’s game have either full or part-time jobs on the side, due to the interest and income levels still being relatively small compared to the men’s game.

“Rugby is too small for me to just be a rugby player,” Maher said when explaining why her branding is such an important part of her as a rugby player.

For the game to grow, rugby needs characters like Maher to use her stature to shine a light on the game, but also for her to make an income, she needs to work wisely through brand agreements.

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Maher’s lipstick is for her, not just the cameras

Her strong image has helped to grow her media presence over time, but it’s not just for the cameras. Speaking on the main stage on Wednesday, Maher credited her in-game make-up for giving her more confidence, saying: “I wear lipstick when I play rugby as an F-you to the authorities who told me that rugby players shouldn’t wear make-up. It makes me feel more confident and powerful on the pitch.”

This is expected to be a huge year for Maher and women’s rugby with the American joining her international teammates for the 2025 World Cup in England. To capitalise on the event, Maher will be filming a documentary following her journey through the tournament, which will hopefully help to build awareness for both the women’s rugby brand as well as her own.

Ilona Maher’s retirement tease

Since bursting into global recognition in last year’s Olympic Games with the USA 7s team, Ilona Maher has amassed supporters from not just the rugby world, but people all over the planet.

Her body positivity stance and winning personality have helped gain her recognition from some of the most high-profile organisations and people in today’s society. Her impact on the women’s game is arguably unmatched, having influenced so many youngsters into joining the game, and made even more feel comfortable in their own skin.

The 28-year-old’s flame has burned twice as bright, but may burn for half as long. Maher said after the USA Women’s loss to Canada in May: “I don’t know how much longer I’ll do it. So I want to leave it in a better place.”

The American star, who was playing at outside centre in the Pacific Four Series match, remains heavily optimistic that when she does eventually step aside from the game, future players will be able to step into her spotlight.

“I do make my brand about growing rugby, but I think it’s not just me growing it. It’s all of us. It’s my teammates — all of us who need a little bit of the spotlight as well,” she said.

“I think the spotlight has been on me a lot, but I hope this World Cup brings more people out and creates more rugby superstars.”

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