AXA is making a big push for women's rugby. Here's an example of an advertising campaign that spotlights female players and supports amateur clubs, from local teams all the way up to the French national team.
It’s a huge success for Axa, which has just released its new TV commercial promoting women in rugby. With “Nothing Stops Women’s Rugby,” Axa doesn’t just show the sport—it lays bare the reality. The ad traces the tough journey that players must navigate every day. Faced with prejudice and barriers in a sport long labeled as exclusively male, they send a clear message: obstacles won’t stop them.
They’re out there, fighting for recognition—and it’s paying off! There were 67,000 fans cheering wildly at the Stade de France during the last Olympic Games, a peak of 4.6 million viewers during the World Cup, and just as many are expected for the upcoming Six Nations Championship. Women’s rugby is no longer just an alternative—it’s a force to be reckoned with.
For AXA, a sponsor of Elite 1, legitimacy isn’t built solely at the top—it takes root at the grassroots level. For this first season in partnership with act for sport, the insurer has placed amateur rugby at the heart of its strategy, because that’s where it all starts! It is by proving to young girls from their very first touches of the ball that no glass ceiling is insurmountable that we can continue to legitimize women’s rugby. And this is what Mathieu Godart, CEO of AXA France, emphasizes : “We want to enable every player—from the youngest registered players to international athletes—to have the means to progress and take their rightful place in French sports.”
The initiative has been a resounding success. Originally intended to outfit 40 clubs nationwide, it generated tremendous enthusiasm, with over 1,000 applications received at launch. AXA has therefore decided to extend its commitment and outfit 10 additional clubs. In total, 50 amateur women’s rugby clubs are proudly wearing AXA jerseys this season. This momentum shows that there is a real need for support bridging the gap between amateur and professional sports. “Nearly 600 clubs applied to be sponsored by AXA, representing more than half of all women’s teams in France. Proof, if any were needed, that a need exists and that our solution meets it. With this campaign, AXA isn’t just supporting women’s rugby: AXA is also bringing rugby to the screen, where it usually has no place.” (Sissi Leroi, Deputy General Manager of act for sport).
This campaign demonstrates that a sponsorship strategy is all the more powerful when it is consistent. By featuring amateur club jerseys directly in its national TV commercial, AXA creates a direct link between the anonymity of the field and the glamour of television.
At act for sport, we are proud to be part of these inspiring stories. Seeing our jerseys worn by passionate athletes and featured in a national campaign is proof that amateur sports are an essential driving force behind professional sports.
And this isn’t the first time for our initiative. Groupama launched an initial advertising campaign to promote its official partnership with the Tour de France and the Tour de France Femmes with Zwift, highlighting the jerseys of amateur clubs. Act for Sport is proud to repeat the experience this year, in partnership with Axa.
This Saturday, when they face Italy, Les Bleues won’t be alone. They’ll be carrying the hopes of thousands of young girls who, thanks to these efforts, now know that the field belongs to them. Discover all the initiatives and clubs supported by AXA on Femmes de Terrain.
It’s a huge success for Axa, which has just released its new TV commercial promoting women in rugby. With “Nothing Stops Women’s Rugby,” Axa doesn’t just show the sport—it lays bare the reality. The ad traces the tough journey that players must navigate every day. Faced with prejudice and barriers in a sport long labeled as exclusively male, they send a clear message: obstacles won’t stop them.
They’re out there, fighting for recognition—and it’s paying off! There were 67,000 fans cheering wildly at the Stade de France during the last Olympic Games, a peak of 4.6 million viewers during the World Cup, and just as many are expected for the upcoming Six Nations Championship. Women’s rugby is no longer just an alternative—it’s a force to be reckoned with.
For AXA, a sponsor of Elite 1, legitimacy isn’t built solely at the top—it takes root at the grassroots level. For this first season in partnership with act for sport, the insurer has placed amateur rugby at the heart of its strategy, because that’s where it all starts! It is by proving to young girls from their very first touches of the ball that no glass ceiling is insurmountable that we can continue to legitimize women’s rugby. And this is what Mathieu Godart, CEO of AXA France, emphasizes : “We want to enable every player—from the youngest registered players to international athletes—to have the means to progress and take their rightful place in French sports.”
The initiative has been a resounding success. Originally intended to outfit 40 clubs nationwide, it generated tremendous enthusiasm, with over 1,000 applications received at launch. AXA has therefore decided to extend its commitment and outfit 10 additional clubs. In total, 50 amateur women’s rugby clubs are proudly wearing AXA jerseys this season. This momentum shows that there is a real need for support bridging the gap between amateur and professional sports. “Nearly 600 clubs applied to be sponsored by AXA, representing more than half of all women’s teams in France. Proof, if any were needed, that a need exists and that our solution meets it. With this campaign, AXA isn’t just supporting women’s rugby: AXA is also bringing rugby to the screen, where it usually has no place.” (Sissi Leroi, Deputy General Manager of act for sport).
This campaign demonstrates that a sponsorship strategy is all the more powerful when it is consistent. By featuring amateur club jerseys directly in its national TV commercial, AXA creates a direct link between the anonymity of the field and the glamour of television.
At act for sport, we are proud to be part of these inspiring stories. Seeing our jerseys worn by passionate athletes and featured in a national campaign is proof that amateur sports are an essential driving force behind professional sports.
And this isn’t the first time for our initiative. Groupama launched an initial advertising campaign to promote its official partnership with the Tour de France and the Tour de France Femmes with Zwift, highlighting the jerseys of amateur clubs. Act for Sport is proud to repeat the experience this year, in partnership with Axa.
This Saturday, when they face Italy, Les Bleues won’t be alone. They’ll be carrying the hopes of thousands of young girls who, thanks to these efforts, now know that the field belongs to them. Discover all the initiatives and clubs supported by AXA on Femmes de Terrain.
