HBS (Host Broadcast Services), the host broadcaster of Women’s Rugby World Cup 2025, has unveiled a new content-based partnership with Virgin. Launched to coincide with the kick-off of the domestic women’s rugby season, the two companies have launched a 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 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 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,” said Genevieve Shore, chair, PWR. “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.”
“The players make the filming of The Plait Room an absolute joy because we just allow them to be themselves and run with it,” said Becky Howe, HBS producer and creator of The Plait Room concept. “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.”
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 athletes and continue to grow the game,” said Jules Hilson, co-founder, See You At Jeanie’s. “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.”
Founded in 1999, HBS was originally established with the core mandate of being the host broadcaster for the 2002 FIFA World Cup Korea/Japan. The organisation has since developed as a host broadcast expert. Its roster of clients has expanded from football broadcast to now count major events in rugby, tennis, marathon, endurance sports, motor-sport, sailing, ice hockey and multi-sports games among others.
