Where We Belong will be shown in stadiums and fan zones, as well as on social channels, during the tournament

Where-We-Belong World Rugby

World Rugby has produced Where We Belong, a short film aimed at promoting inclusivity and diversity in the sport.

Produced in partnership with HBS and Deft Touch, the film will be shown at stadiums and fan zones, as well as on social channels, during the upcoming Women’s World Cup. World Rugby member unions will also receive the film as a promotional asset. HBS is the host broadcaster for the tournament, which is being shown on the BBC from 22 August until 27 September, and is taking place across England. 

Where We Belong is directed by Pip and Lib, and delves into the values of teamwork, respect, and friendship at three grassroots rugby clubs across the country. It is available in four languages (Japanese, French, Spanish, and English). 

World Rugby chief of women’s rugby Sally Horrox said: “Rugby has always been about more than what happens on the pitch: it’s a sport that welcomes everyone, no matter their background, shape, or size. With Women’s Rugby World Cup 2025, we have a powerful opportunity to showcase what makes rugby so unique: not just the incredible spectacle of the tournament itself and the powerful players’ personalities, but the communities at the heart of our game and the lifelong values it instils with this true sense of belonging.”

Pip and Lib commented: “From the outset, our goal was to create something honest, energetic, and empowering – a film that truly reflects the experiences of real young women and girls who play rugby across England and Wales. We kept the process simple and natural, working with a small, nimble crew so the players could just be themselves in front of the camera. Nothing was scripted – every word and every moment came directly from the girls, and their passion, grit, and love for the game shine through.

“Rugby, as they showed us, is about far more than the sport itself – it’s about teamwork, acceptance, confidence, and pushing yourself in ways you never thought possible. We’re incredibly proud of the final film and hope it inspires more girls to pick up a ball, step onto the pitch, and feel that same sense of belonging.”