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Ilona Maher has transformed rugby by blending her athletic achievements with a powerful social media presence.
As the most followed rugby player globally, boasting over eight million followers across Instagram and TikTok, Maher has redefined how athletes engage with fans and build their personal brand.
Her digital influence has made her a celebrity, bringing rugby’s appeal to a broader audience.
So, who exactly is Ilona Maher and how has she made such a significant impact in the world of women’s rugby?
Who is Ilona Maher?
Ilona Maher is an American rugby union player born on August 12, 1996 in Vermont, USA.
She represents the US as a centre, and despite coming from a sporting background, she didn’t start playing rugby until the age of 17.
However she picked the sport up quickly, and it was only a few years before her talents were noticed.
While playing Sevens for Scion Rugby Academy, her speed, power, and tactical ability were made clear to coaches who selected her for the national rugby sevens team.
In 2018, she made her debut in Paris with the USA Rugby World Cup Sevens team.
It was only up from there, after she was chosen to participate in the 2020 Summer Olympic Games in Tokyo.
She scored three tires over the course of the tournament and helped the US team secure sixth place.
From the Olympics to Viral Stardom
Following an impressive performance in the 2020 Olympics, and despite a severe injury during a training session in 2023, Maher was called up to the rugby sevens team again for the Paris 2024 Olympic Games.
Maher’s rise to prominence escalated after her success in the United States women’s rugby sevens team, which resulted in a historic bronze medal at the Paris Olympic Games.
During the tournament, Maher’s relatable and humorous behind-the-scenes content on TikTok captivated a global audience.
This authentic approach not only resonated with existing rugby fans but also attracted newcomers to the sport, proving the power of storytelling in fan engagement.
The Bristol Bears Impact
In December 2024, Maher signed a three-month contract with the Bristol Bears, transitioning from Sevens to WXV rugby.
Her debut against Gloucester-Hartpury at Ashton Gate was a landmark event, drawing over 9,000 spectators and shattering the club’s previous attendance record.
This leap in turnout highlighted her ability to translate online fame into real-world engagement, bringing in fans beyond the traditional rugby audience.
Maher’s presence also amplified media attention and discussions around women’s rugby, cementing her role as both a standout athlete and a pivotal figure in the sport’s growth.
Advocacy for Female Athletes and Inclusivity
Beyond her on-field achievements, Maher is a staunch advocate for body positivity and the empowerment of female athletes.
Her participation in the Sports Illustrated Swimsuit Edition and collaborations with L’Oreal and Maybelline underline her dedication to challenging stereotypes and promoting diversity.
By embracing her platform, she encourages women to feel confident in their own skin while redefining traditional perceptions of beauty in sports.
Additionally, her runner-up finish on Dancing with the Stars expanded her reach beyond rugby, showcasing her versatility and broadening her appeal.
A Vision for Rugby’s Future
Maher is outspoken about the need for cultural change in rugby, urging players to embrace social media to connect with fans and showcase their personalities.
She believes that by doing so, rugby can attract a younger, more diverse audience.
Her vision challenges traditional norms in the sport, advocating for a more open and relatable image for its athletes.
Maher’s success serves as a perfect case study in how athletes can market themselves in the digital age.
What’s Next for Ilona Maher?
Maher’s club, Bristol Bears, unfortunately lost their semi-final match to Gloucester-Hartpury, effectively ending her short-term contract.
Whilst her inclusion in future rugby isn’t yet confirmed, there is a good chance we will see her in the Pacific Four series in May, as well as at the 2025 Rugby World Cup in August, in the USA’s first game against England.
However, we will definitely be seeing more of Ilana Maher as she embarks on the Dancing with the Stars tour across the US, along with several other guest stars and professional dancers, which kicks off in April.
Her social presence only continues to grow and Maher’s positive influence, in both rugby and for women in general, is an inspiration to people all over the world. It seems the sky is the limit for Ilona Maher.
