AXA France has expanded its commitment to women’s rugby with a nationwide campaign and a series of initiatives designed to inspire participation and support players at every level of the game.
Since 2025, AXA has positioned itself as the first brand to back the entirety of French women’s rugby, acting as Official Insurer of the French Women’s XV and title partner of the “AXA Elite 1” championship.
The latest campaign builds on that foundation, shining a light on the resilience and determination of female players while positioning them as role models for future generations.
It runs alongside AXA’s “Women in the Field” initiative, which will see 50 amateur women’s rugby teams across France receive full equipment kits for the 2026-2027 season, addressing a long-standing gap in access to properly funded resources at grassroots level.
Mathieu Godart, managing director of AXA France, said: “By becoming the first partner of all women’s rugby in France, we have made a clear choice: to sustainably support a discipline that is moving forward, inspiring and transforming the way people look at things.
Alongside the French Rugby Federation and clubs throughout the country, we want to allow each player, from the youngest members to the internationals, to have the means to progress and take their rightful place in French sport.
“This is the aim of the Women in the Field initiative, but also of the major communication campaign that we are launching. Through it, we celebrate these role models that are paving the way, and we affirm our conviction: the rugby of tomorrow will be built with women.”
The campaign comes at a time of strong momentum for women’s rugby in France, with both match attendance and television audiences continuing to rise.
AXA cited growing public recognition of the importance of female role models in sport as a key driver behind its increased investment in visibility and grassroots support.
To coincide with the launch of the Six Nations Championship on 11 April, AXA unveiled a three-minute event film broadcast on France TV, an unprecedented format for an insurer.
The film charts the evolution of women’s rugby as a fight against stereotypes, opening with scenes set in the 1970s that reflect the barriers faced by female players, before transitioning to modern-day footage of elite training, technical skill and the everyday realities of the sport.
The wider campaign spans television, digital, sponsorship and out-of-home channels, reinforcing AXA’s positioning around inclusion, opportunity and long-term support for women in sport.
Through a combination of storytelling and on-the-ground investment, the insurer is aiming to elevate the profile of women’s rugby while helping to build a more sustainable and accessible future for the game.