E98: Home Advantage - How the Women’s Rugby World Cup Impacts Local Communities

The 2025 Women’s Rugby World Cup in England has broken records both on and off the pitch — from advancing gender equity to achieving unprecedented broadcasting figures and ticket sales. But what do these successes mean for host councils and local communities once the tournament ends?In this episode, we speak with Cllr James Petter, Deputy Leader of West Northamptonshire Council, whose portfolio spans the local economy, culture, and leisure, and Dr Becca Leopkey from the University of Georgia, a world-leading expert on the visible and invisible impacts of hosting major events.Our vibrant conversation centres on Northampton, an official host town that staged tournament games across three weekends and delivered a range of community activations. These engaged local residents, sports clubs, businesses, and universities throughout the Rugby World Cup. Cllr Petter and Dr Leopkey share insights on the importance of involving diverse local groups, capturing both planned and unexpected successes, and addressing the crucial question: what’s next?Together, they explore how Northampton can build on the momentum of the tournament to deliver long-term regional benefits. This episode forms part of the Summer of Women’s Sport mini-series supported by the Institute of Advanced Studies and Spirit of 2012, who champion inclusive knowledge exchange and partnership building.Want to know more? Make sure to check out the Loughborough University Women in Sport Research and Innovation Hub, plus the Loughborough Lightning rugby franchise who kick off their PWR season with Northampton Saints at Franklin’s Gardens this autumn.What does hosting mean?: 4:00Harnessing the hosting: 8:45Yarn bombing: 10:07Maintaining the momentum: 13:19The Fanzone: 17:36Next steps: 23:03 Collaboration: 35:10