Women's Six Nations:
Principality Stadium

Igniting Passion for the Women's Game

The Principality Stadium is more than just a venue; it is the beating heart of Welsh rugby. For the Women's Six Nations, the Welsh Rugby Union (WRU) sought to create an inclusive, electric atmosphere that celebrated the growing momentum of the women's game. iVisit Media was tasked with enhancing the matchday experience, ensuring that fans of all ages felt the unique energy of international rugby from the moment they arrived.

Our strategy focused on high-energy engagement and family-friendly activation. Understanding that the Women's Six Nations attracts a diverse demographic, including many families and first-time attendees, we designed an experience that was welcoming yet vibrant, amplifying the sense of occasion.

Festival Atmosphere & Fan Engagement

iVisit Media deployed a team of energetic brand ambassadors and professional face painters across key fan zones within the stadium precincts. This wasn't just about face painting; it was about personal interaction and building anticipation. Our teams transformed concourses into hubs of colour and excitement, painting thousands of faces with the Welsh dragon and national colours, turning fans into a visible sea of support.

The activation served a dual purpose: it reduced perceived waiting times in queues by providing entertainment, and it created shareable social media moments for families. The "festival feel" generated by our staff helped set the tone for the match, bridging the gap between the pre-match build-up and the on-pitch action.

Record-Breaking Results

The campaign contributed to a record-breaking attendance for a women's fixture at the stadium. The feedback from the WRU and fans alike was overwhelmingly positive, citing the friendly atmosphere and the approachability of the iVisit team as key highlights of the day. By focusing on the details of the fan journey, we helped turn a sports fixture into a cherished memory for the next generation of rugby supporters.

Through strategic staffing and experiential flair, iVisit Media proved that the right atmosphere is essential to the growth of women's sport, creating a legacy of engagement that extends far beyond the final whistle.