Ilona Maher has become one of the most popular figures in rugby, if not in sports overall, and she’s got an admirer who paved the way before her—Ruby Tui. A two-time Olympic medalist and Women’s Rugby World Cup champion with New Zealand, Tui has been closely following Maher’s rise, especially after her standout performance at the Paris Olympics where she helped Team USA secure a bronze medal.
Maher’s charisma quickly made her the most followed rugby player on social media, leading to appearances on Dancing With the Stars and the cover of Sports Illustrated’s Swimsuit Edition. Tui recognizes that Maher’s success is no accident. “People think she was just random or an accident,” Tui said. “Nah, that woman puts work into her rugby, that woman puts work into her branding.”
Tui was inspired to spend her sabbatical in the U.S. to understand how American athletes excel in both sports and entertainment. “They’re world leaders at entertaining, and that’s what sport is at the end of the day,” she explained.
Both Maher and Tui might grace the Women’s Rugby World Cup stage in England this year—Tui as a reigning champion and Maher as a newcomer in 15s rugby. Maher, who recently transitioned from sevens to 15s, played with Bristol Bears Women, setting a club record for attendance in her first home game.
Tui is eager to see how Maher will perform at the World Cup. “I can’t wait for Ilona Maher to come over to the 15s game on a World Cup stage and see what kind of storm she can start,” Tui said. “I think more champions, more characters for the game is nothing but good.”
Tui’s journey to fame has been anything but easy. Growing up in a challenging environment with an alcoholic father and an abusive household, she found solace in rugby, which helped shape her resilience. She’s passionate about mental health advocacy and is supporting the “Human After All: The Alternative Team Photo” campaign by Bupa and New Zealand Rugby to normalize health conversations.
“Journeys you get through and mountains you climb transform into your purpose,” Tui reflected. “I’ve seen nothing but good things come from being vulnerable, being open to it.”
Currently, Tui plays for Chiefs Manawa in Super Rugby Aupiki, where she leads the competition’s try-scoring chart. She’s also eyeing another shot at the World Cup with the Black Ferns, hoping to defend their title in England. Tui’s excitement is palpable: “That sounds juicy when you say it like that. That sounds like some sort of heavenly dish you get once in your life kind of thing.”
Her passion for the sport was ignited in 2010 when she watched New Zealand’s fourth consecutive World Cup win against England. “I just remember thinking, ‘Why are these guys not at sold-out stadiums? Why doesn’t every young girl want to be in this team?’” she said.
To secure another title, the Black Ferns must overcome England, the current world leaders who have remained unbeaten since their 2021 World Cup final loss to New Zealand. Despite the challenge, Tui remains optimistic about an upset that could earn the team another royal visit—this time perhaps with King Charles watching from Buckingham Palace, as the team’s last visit included playful moments with the king.
“I hope he gets amongst it,” Tui said. “He’s got a really big backyard; he could probably set up a big screen or something, invite all his royal mates around and have a real good time with it.”
For Tui, the Black Ferns’ growing recognition is a dream come true, and she’s determined to inspire the next generation of girls to dream big, both on and off the rugby field.