Valeo Foods UK is thrilled to announce that our beloved brand, KETTLE® Chips, has become the official crisps supplier for the highly anticipated Women's Rugby World Cup 2025! This exciting collaboration unites two powerful forces – the passion and intensity of international rugby and the delicious crunch of KETTLE® Chips – in a partnership that aims to inspire, celebrate, and drive positive change.

The Women's Rugby World Cup 2025 will take place across England from 22nd August to 27th September. This year's tournament is set to be a generational moment for the sport, with the world's 16 best teams competing in what is projected to be the biggest Women's Rugby World Cup to date. Tournament organisers have already sold over 275,000 tickets, surpassing the previous edition by 50%. These six thrilling weekends of competition will be hosted across eight iconic venues in England.

This partnership marks KETTLE® Chips' strong commitment to championing rugby during this summer of sport, supporting everyone from international leagues to local community grassroots teams across the nation. Michael Inpong, Chief Marketing Officer at Valeo Foods UK, expressed his delight, stating: “We’re delighted to support women’s rugby from grassroots clubs to an international stage. This partnership resonates well with our brand value of bringing everybody together to share a special moment. Also, like rugby, KETTLE® brings a great crunch!”. He further added on the official KETTLE® Chips website that “This collaboration highly resonates with our brand values… We hope to help inspire the next generation of female athletes and create an environment where girls of all ages can see themselves in rugby.”

Sarah Massey, Managing Director of the Women’s Rugby World Cup 2025, also shared her enthusiasm: “Women’s Rugby World Cup 2025 is set to be a landmark moment for the sport, and we are thrilled to have KETTLE® Chips on board as an official supplier. Their commitment to championing women’s rugby at all levels – from grassroots to the international stage – aligns perfectly with our mission to grow the game and inspire the next generation. With record-breaking ticket sales and unprecedented visibility for women’s sport, this tournament is not just about elite competition; it’s about creating lasting change. Together with KETTLE®, we look forward to celebrating the power of rugby to unite, empower, and drive progress for women and girls around the world.”

KETTLE® Chips aims to leverage its platform to inspire the next generation of athletes, helping to build lasting friendships on the pitch and create a more inclusive and empowering environment for rugby players at all levels. Recognizing that the top three activities for girls entering adulthood are running, workouts, and walking (mostly informal and independent), KETTLE® intends to encourage women to explore the benefits of team sports and community, aligning with their broader goal of encouraging everyone in the UK to access and enjoy rugby.

As part of this exciting partnership, KETTLE® Chips will roll out a series of activations designed to support and inspire young adult players and fans. Expect to see limited-edition crisp packs inspired by the tournament and social initiatives that shine a light on the real impact of rugby beyond the scoreboard. These initiatives aim to introduce more families and new fans to the game, creating a powerful moment of unity and championing women’s sport at a global level, while reinforcing the importance of grassroots participation. KETTLE® Chips' support will extend beyond the competition itself, amplifying the role of grassroots rugby and highlighting the profound impact the sport has on building confidence, fostering friendships, and strengthening communities for women and girls everywhere.

This collaboration aligns with World Rugby’s broader strategic vision to elevate the visibility and long-term development of women’s rugby across all levels. With 2024 being the most-watched year for women's sport in the UK, reaching a record of 44.7 million viewers, the timing of this partnership could not be better. The Women’s Rugby World Cup 2025 will capture the world’s imagination and put the spotlight on the professional female athletes who serve as vital role models for young women.

Stay updated with KETTLE® Chips’ activities leading up to the Women’s Rugby World Cup 2025 by following @kettlechipsuk on social media. For more information and news on the tournament, visit www.rugbyworldcup.com and follow @rugbyworldcup on their social channels. Further support plans for the sport from KETTLE® Chips are to be revealed at a later date.

Valeo Foods UK is a dynamic food business, home to a portfolio of iconic and much-loved brands, including KETTLE® Chips. We are passionate about creating food that brings people together and enhances every occasion. Our partnership with the Women's Rugby World Cup 2025 perfectly embodies this passion, and we are incredibly proud to support this landmark event for women's sport.