Black Ferns Match 2022 Coverage Despite 12-Hour Time Gap

When social media exploded with complaints that New Zealand's champion Black Ferns were being ignored during the 2025 Rugby World Cup in England, the critics had it wrong.

A new media study reveals the team received exactly the same coverage as their 2022 home tournament: 25 percent of all sports news during the five-week event. The findings surprised many who believed the 12-hour time difference and lack of local reporters meant the women's team was playing in the shadows.

The viral debate started when influencer How To Dad called out what he saw as media apathy toward the reigning champions. Others piled on, pointing fingers at shrinking newsrooms and poor promotion from New Zealand Rugby.

But the numbers tell a hopeful story. On September 13, when the Black Ferns beat South Africa in their quarterfinal on the same day the All Blacks lost to South Africa, coverage was nearly equal: 35 percent for the men versus 30 percent for the women.

New Zealand Rugby's Hannah Porter says the team felt the support throughout their third-place finish. "The players were fueled by knowing New Zealanders were behind them all the way," she says.

Women's sports coverage has grown significantly since 2019, though it still fluctuates based on major events. The 2025 tournament boosted female representation to 44 percent of all sports stories during that period, up from the year's earlier 22 percent average.

The Ripple Effect

The Black Ferns' sustained media presence reflects something bigger than one tournament. Female rugby participation keeps growing in New Zealand, and young players now see their heroes featured prominently alongside male athletes.

New Zealand Rugby invested heavily in social media and player access, making stars like Stacey Waaka and Ruby Tui household names. Journalist Adam Julian, one of few Kiwis covering the event in England, says several players are "media savvy, making them magnets for more coverage."

The coverage pattern differed from men's rugby in one key way: 40 percent of Black Ferns stories clustered around game days rather than spreading evenly throughout the week. That spike-and-valley pattern likely fueled public perception that coverage was lacking overall.

The tournament faced stiff competition for attention, running simultaneously with the Rugby Championship, Bledisloe Cup, US Open tennis, and world athletics championships. Despite all that noise, the Black Ferns held their ground.

Tennis player Erin Routliffe's US Open triumph pushed her sport to the best gender balance of any code during the study period. Together with the Black Ferns' coverage, women athletes proved they can command attention even when competing against multiple major men's events.

Looking ahead, a fuller Black Ferns schedule this year and the inaugural women's British Lions tour in 2027 promise even more visibility for women's rugby. Progress isn't always loud, but it's unmistakably real.