The fallout from the Welsh Rugby Union’s botched contract negotiations with its women’s team has continued, with sponsor Vodafone saying it was “very concerned” about further allegations of sexism.
The WRU threatened to withdraw the team from next year’s home World Cup if players did not sign new contracts, while many were left “emotionally ill” after allegedly being bullied by certain members of the coaching staff and senior management. Last week, Ioan Cunningham left his role as head coach of the women’s team following the saga, exclusively revealed by Telegraph sport.
The WRU admitted the scandal had caused ‘reputational damage’ and Vodafone – the main partner of Wales’ senior men’s, women’s and course teams in a deal worth an estimated £16m pounds sterling – raised concerns.
In a statement, Vodafone said: “As the lead founding partner of Wales Women’s and Girls’ Rugby, we are passionately invested in the growth of the game in Wales.
“We were aware of ongoing contract negotiations, but the details of those discussions took place between the WRU and the Women’s Rugby Association. [WRA]however, we are very concerned about the nature of the allegations that have been made.
Despite these concerns, the WRU appear set to retain one of their biggest sponsors, with Vodafone adding: “Investment in women’s rugby through sponsorship is vitally important to the development of the sport from the ground up. up to professional football. As such, we intend to continue to support the growth of women’s rugby through our partnership. »
Wales finished bottom of this year’s Women’s Six Nations and many wondered why the team, then in their third year of full-time contract, was unable to produce results.
It is now known that many players were pressured to sign new deals before the summer, despite having appointed the WRA to negotiate on their behalf.
The WRU, which has promised to apologize to the players, is finalizing a review of contract negotiations, which will be published later this month.
The organization has already found a number of major flaws in the way the process was conducted, including the explosive revelation that Nigel Walker, the WRU’s executive director of rugby, had threatened players with withdrawal from the Rugby League Cup. world if they did not sign the contracts. Walker, who attended Wales’ 24-19 defeat to Fiji at the Principality Stadium last Sunday, remains in his role.
The WRU also admitted that it had failed to keep pace with the rapid growth and evolution of women’s professional football, but denied being a sexist organisation.
Analysis: WRU struggles to attract other big-name sponsors
At a time when Welsh rugby is plunged into financial crisis, with the men’s national team stretched to the last penny, the news that Vodafone will continue its relationship with the WRU will come as a huge relief.
A source indicated to Telegraph sport Last week, relations between the two parties were on “thin ice” following the impasse in contract negotiations with the women’s team. Having hit the headlines for the wrong reasons – a year after an independent review exposed a sexist culture within the organization – the WRU finds itself facing an uphill battle to clean up its public image. It appears Vodafone will persist rather than buckle, but other corporate sponsors may not be as tolerant and this could also harm the union’s ability to attract new partners.
After years of fending off criticism for underinvestment in women’s football at all levels in Wales, the WRU appeared to strike gold when Vodafone became a key partner of Welsh Women in September 2022.
As well as becoming the women’s team’s jersey sponsor, the mobile and broadband operator helped introduce a series of innovations for the team and unveiled a menstrual cycle tracking app for players to to help them recover and perform.
During this year’s Women’s Six Nations, Vodafone began testing new concussion technology in the Player Connect app, allowing head injury data to be cross-referenced with a woman’s menstrual cycle data. player. However, the public relations surrounding the “revolutionary” character could not mask the team’s disappointing performances in the championship.
While the union has stood still – many still view the senior women’s team as a financial burden rather than a long-term investment – Vodafone has worked to expand its women’s rugby portfolio.
The telecommunications giant has partnered with the Scotland, Ireland and Fiji women’s teams and last month became the performance innovation partner of reigning Premiership Women’s Rugby champions Gloucester-Hartpury. After indicating it would honor its relationship with Welsh rugby, the WRU may have just received its biggest get-out-of-jail-free card.