Foul Play: Online Abuse Case Study from Rugby World Cup 2021

During the Rugby World Cup 2021, played in 2022, Sport New Zealand partnered with Areto Labs to monitor social media handles and hashtags across the tournament and all 12 competing teams.

Using Areto’s technology, more than 100,000 comments were analysed to understand the scale and nature of online abuse directed at athletes, organisations and public figures supporting their teams.

The findings revealed persistent patterns of transphobia, sexism and gender microaggressions, with Instagram showing a disproportionately high share of identity-based attacks. Cultural moments, including performances of the haka, and scheduling clashes with men’s fixtures also triggered spikes in hostility.

The report highlights practical recommendations to limit the knock-on effects of hate speech, strengthen safeguarding for athletes and equip partners to respond in real time.

This project demonstrates how data-driven monitoring can help protect athletes and support the sustainable growth of women’s sport.