Cha-Rugby G

Client: O2

Ahead of the 2025 Women's Rugby World Cup, only 38% of rugby fans could name a Red Roses player, with a 16% awareness gap behind the men’s team.

The world's best rugby team needed a hype-man. Enter Chabuddy G, Britain's worst PR guru. The delusional "business mogul" from BBC comedy People Just Do Nothing became the Red Roses' self-appointed media trainer, kit designer, and number one cheerleader. Across a five-part series, the self-proclaimed "Cha-Rugby G" attempted to coach world-class athletes skills they’d long mastered, designed an iconic leopard-print shirt, and mangled rugby terminology. With the joke always on him, the content put the players’ talent and personalities centre stage in a genuinely entertaining way. The series delivered 17M+ views, driving a 35% increase in Red Roses awareness, closing the gender awareness gap from 16% to 1%. The result: 54% of rugby fans can now name a Red Roses player.