You might have spotted the pink slogan of Keep Rugby Clean emblazoned across the warmup bibs of players during the last round of the group matches of the Women’s Rugby World Cup 2025. But what is this initiative?
What is the ‘Keep Rugby Clean’ campaign?
‘Keep Rugby Clean’ is World Rugby’s new initiative against doping. The Women’s Rugby World Cup, alongside all other major competitions, is in line with the World Anti-Doping Code, to protect the sport and its players from unnatural performance enhancers.
As well as players adhering to anti-doping protocols, from match day testing to making sure that medicines and supplements observe the World Anti-Doping Code, education and visibility are also key aspects of this initiative.
Emily Chancellor, co-captain of the Australian team, highlighted the importance of maintaining standards within the women’s game, especially in such a rapidly changing and growing sport.
‘The female game is so body-positive at the moment and really inclusive. With the social media world and the way a lot of the players are promoting themselves, they are proud of who they are and proud of the skin they’re in, so that message goes nicely in hand with Keep Rugby Clean.’
Gabby Cantorna from the USA also added that “”It’s really important to have that message, especially for younger athletes coming through. It’s important we keep everyone on an even playing surface. With the way the supplement industry is targeting young people, it’s really important that we drive that message.”
Why is the ‘Keep Rugby Clean’ campaign so important?
The ‘Keep Rugby Clean’ weekend may have made the initiative more visible to the public, but its values are something at the very core of the sport. Measures like this keep the sport equal and fair to all involved, as well as fostering a healthy and sustainable environment that is so key in professional sports.
Ramsey Tomokino, the head coach of the Samoan set-up, summed up the significance of the initiative because “It’s really important that the sport stays clean. The collective message from us is it’s not worth it and we don’t do it.”
Especially with how quickly women’s rugby is growing, and the uptake with the younger generation, establishing these expectations is even more vital, as Emmerson Allen from the USA squad underlined.
We play our sport because it’s our passion and anything that gets in the way of that is unacceptable. We’re competitors, we’re athletes, doing everything to the best of our abilities but also in the best interests of the sport.”
“It might seem in the moment that it’s not that big a deal, but it is, and that decision will follow you. If you’ve got aspirations to do something elite then you can’t make choices like that. Being a high performer is knowing those choices have consequences.”
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