“Braiding our way through women’s rugby, one conversation at a time”
Following a momentous summer as the host broadcaster of Women’s Rugby World Cup 2025, HBS continues its leading role in promoting women’s sports in a new partnership with Virgin. Ahead of the kick-off of the domestic season, the two companies are launching digital content series The Plait Room on YouTube, TikTok and Instagram.
Developed from an initial concept during HBS’ partnership with Loughborough Lightning of Premiership Women’s Rugby (PWR), The Plait Room proved a key content strand, resonating with the fans and players alike and has now been given full flight thanks to the hype of Virgin’s backing.
The show brings Virgin’s disruptive energy to the fast-rising world of women’s rugby – powering the heroes of Women’s Rugby World Cup 2025 and the domestic league as they share their stories with the growing fanbase for the sport.
The Plait Room takes audiences behind the scenes of the PWR with fly-on-the-wall access to the intimate, funny, and inspiring conversations players share while having their hair plaited before matches – a ritual that embodies the heart and spirit of women’s rugby.
Each team has a plaiter, trusted to get her teammates ready for the match. The Plait Room gives fans a seat in the locker room as the players carry out their pre-match ritual – showcasing the camaraderie, laughter and honesty, revealing the story behind every plait, shining a light on the intimate, funny and heartfelt conversations that define the community.
“The growth of women’s rugby over the past year has been undeniable, and the World Cup has broken new ground for what is possible in our game.
“We know how important it is to celebrate the personalities, stories and team spirit that makes rugby so attractive to fans and players alike. To see a brand like Virgin come on board to help take that content to another level is incredibly exciting, and I am excited to see what they and HBS will create together,” explained Genevieve Shore, Chair, PWR.
Virgin’s entry into women’s sports capitalises on their reputation of leading disruption in spaces where they have not previously been active by listening to what audiences want and delivering it in fresh, unexpected ways. Working with HBS’ digital arm skroller, this approach has meant giving a rapidly growing fan base unfiltered access to the players and the stories of the PWR, told in a way that feels authentic, relatable and real.
“The players always make the filming of The Plait Room an absolute joy because we just allow them to be themselves and run with it. I just turn up with a camera; they do the rest! I love being able to elevate their stories and show the world how incredible the women’s rugby community is,” added Becky Howe, HBS Producer and creator of The Plait Room concept.
HBS worked with Women’s Sport Consultancy See You At Jeanie’s to help with brand consultancy and creative support.
“International moments are so important for women’s sport – but it is crucial that we maintain the spotlight on these incredible athletes and continue to grow the game. The Plait Room gives fans a seat in the locker room – capturing the camaraderie, nerves, and laughter in the moments before kick-off that make women’s rugby so relatable. We know fans are going to love it,” said Jules Hilson, Co-Founder, See You At Jeanie’s.
-ENDS-
The Plait Room launched on YouTube, TikTok and Instagram on Thursday 23 October YouTube: https://www.youtube.com/@ThePlaitRoom
Instagram: https://www.instagram.com/theplaitroom/
TikTok: https://www.tiktok.com/@theplaitroom?_t=ZN-90jw3d2r4i6&_r=1
Founded in 1999, Host Broadcast Services (HBS) was originally established with the core mandate of being the Host Broadcaster (HB) for the 2002 FIFA World Cup Korea/Japan™; the organisation has since developed as a renowned host broadcast expert.
Consistently, through each successive event, HBS has raised the bar of host broadcasting. As host broadcaster of the 2002, 2006, 2010, 2014, 2018 and 2022 editions of the FIFA World Cup™, HBS has been responsible for the most-watched sporting events on the planet.
Our roster of clients has grown, expanding from origins in football broadcast to now count major events in rugby, tennis, marathon, endurance sports, motor-sport, sailing, ice hockey and multi-sports games among many others on our CV. Recent additions to our client list include Spain’s top two professional football divisions for LALIGA, joining France’s Ligue 1 as seasonal competitions, as well as the USTA for the prestigious U.S. Open tennis tournament in New York – marking the third of the four Grand Slam tennis events which we have been involved with.
About Virgin
The Virgin Group is a leading international investment group and one of the world’s most recognised and respected brands. Created in 1970 with the birth of Virgin Records, the VirginGroup has gone on to invest in, incubate, and grow a number of successful businesses in the private and public markets. The Virgin Group has expanded into many sectors since its inception, driven by Sir Richard’s ambition to create the world’s most irresistible brand. These sectors include travel & leisure, financial services, health & wellness, technology & internet-enabled, music & entertainment, media & mobile, space, and renewable energy. Find out more at virgin.com.
The Plait Room is hyped by Virgin. With the Plait Room, Virgin is looking to shake-up the fan experience by providing un-filtered access to the league’s authentic voices, stories, friendships, and plaits.
About See You At Jeanie’s
See You At Jeanie’s, a specialist women’s sport consultancy working with brands, sports organisations, teams and talent. Our industry experience and take on culture allows us to collaborate with clients to develop strategic, creative marketing that delivers in the fast-moving sports market Jeanie’s is building a house of women’s sport. With in-depth expertise, balanced with a fresh approach, Jeanie’s is helping to create a different – better – women’s sport marketing playbook. Find out more at www.seeyouatjeanies.com
Contacts
Virgin: Ellie Ball, Senior Communications Manager
Ellie.ball@virgin.com press@virgin.com
HBS: Steve Wilson, Head of Communications
