Since 2025, AXA has been the first brand to partner with all of women’s rugby in France. An engagement reflected in its role as Official Insurer of the French Women’s National Team and title partner of the “AXA Elite 1” championship.
Today, women’s rugby is no longer just making progress: it attracts, unites, and excites. Both in stadiums and on television, enthusiasm is strong, confirming that the sport is scaling up.
But to turn this momentum into a real, lasting movement, one condition remains essential: making visible those who shape women’s rugby today. Because what we see inspires us to to take action. And what we embody makes us believe it’s possible.This view is widely shared by 89% of French people, who believe that role models play a decisive role in encouraging young girls to engage in sports, according to a Sporsora study, 2024.
A core belief at the heart of the partnership with the FFR: without visibility, there are no vocations, and without vocations, there is no participation. In this context, the players of the French women’s XV stand out as pioneering figures. Beyond their performance on the field, they embody a profound shift in mindset and play a major role in inspiring future generations.
« The partnership with AXA marks a decisive milestone for French women’s rugby: it strengthens our national championship and supports our France women’s XV at the highest level by breaking barriers and challenging taboos. We are convinced that to inspire participation, people need role models they can identify with. Beyond being exceptional players, our champions are true role models for younger generations, reshaping the image of women in sport and in society. The AXA film and the campaign that goes with it capture the essence of the fight that the Federation is leading for women’s rugby that wins everyone’s hearts. ‘Place aux Bleues’ ! » Florian Grill, President of the FFR.
AXA has made the strategic decision to focus its efforts exclusively on women’s rugby, becoming the first company to commit to the sport across all levels in France : from the amateur national championship to international competitions.
For AXA, women’s rugby has become a key entry point to address the broader issue of sports participation among women. This commitment is embodied in a clear promise:
AXA supports women on every field. Because for women, physical, psychological, financial, and logistical areas are still too often fragile.
“By becoming the first partner of women’s rugby across France, we have made a clear choice: to provide sustainable support to a sport that progresses, inspires, and changes perceptions. Alongside the French Rugby Federation (FFR) and clubs throughout the country, we want to give every player, from the youngest licensed players to international stars, the resources to develop and claim their rightful place in French sport. This is the goal of the ‘Women on the Field’ initiative, which will equip 50 amateur women’s rugby clubs with full gear starting September 2026, as well as the major communication campaign we are launching. Through it, we celebrate these role models who are paving the way, and we affirm our conviction: the rugby of tomorrow will be built with women.” Mathieu Godart, CEO of AXA France.
A powerful and unmatched campaign: nothing can stop women’s rugby
AXA takes a new step by giving visibility to women’s rugby through an ambitious campaign and a special film. On the occasion of the Six Nations Tournament launch on April 11, AXA unveils a 3-minute film, broadcast on France TV.
“AXA’s commitment to women runs deep. It is reflected in the reinvention of its products and in supporting initiatives that defend women’s place in society. With this campaign, AXA takes a further step, giving women’s rugby powerful visibility and a compelling story. This celebration of the players is meant to inspire and encourage the next generations.” Agathe Bousquet, President of Publicis Groupe in France.
Watch the full-lenght film here: https://youtu.be/4HMo5NuEGig
The film, directed by Julien & Quentin and produced by Hamlet, traces the history of women’s rugby as a struggle against stereotypes, both past and present. It opens in a 1970s setting: a caricatured meeting of men in suits, where absurd arguments are thrown around to prevent women from playing rugby. These scenes symbolize the cultural and societal barriers that have long stood in the way of women’s participation.
In contrast, the narrative shifts to powerful contemporary images: intense training, spectacular technical skills, demanding conditions, balancing sport with work and studies, and dealing with sexist remarks. Despite everything, the players keep moving forward, and they make their mark.
The film also highlights support, both from women and men, as well as the passing of the torch: young girls watch, are inspired, and begin playing rugby themselves.
The campaign, managed by Wavemaker, will run from April 11 to May 17 with a comprehensive plan including:
- A TV campaign featuring a 3-minute event film broadcast in prime time from April 11 on France TV. 30-second cutdowns will also air around the Six Nations.
- A France TV sponsorship setup, with billboards at the start and end of matches.
- A national out-of-home campaign in train stations and public spaces, where AXA showcases its support for women on every field, including access to sport and health.
