World Rugby is claiming the next evolution in gender equality by dropping the 'women's' designation from the 2021 Rugby World Cup in New Zealand.
While the move is bound to cause confusion between the separate men's and women's tournaments, the international body hopes it will ensure they have equal billing from a brand perspective.
"This announcement demonstrates our ongoing and unwavering commitment to advancing women in rugby, both on and off the field, in line with our ambitious strategic plan," says World Rugby chairman Sir Bill Beaumont.
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"Unintentional gender bias in sport is an ongoing issue. As a global sporting federation, we need to be leading from the front on the issue of equality.
"By adopting gender balance in the naming of men's and women's Rugby World Cup competitions, we are setting new standards in quality in rugby."
World Rugby believes the decision is a first for a major sporting federation, and it's part of a 'Women in Rugby' brand identity and 'Try and Stop Us' campaign.
The gender designation will also be dropped from the Sevens World Cup.
New Zealand are defending champions in both rugby formats, and headed France, England, Wales, Portugal and Australia for the right to host the 15s event in July/August 2021.
"This is great leadership from World Rugby, at a time that rugby is eager to embrace and celebrate true inclusivity and equality across the game," says NZ Rugby chief executive Steve Tew.
"We are delighted that New Zealand is hosting Rugby World Cup 2021, and we look forward to the world's best teams in women's international rugby coming to our shores and taking part in a fantastic display of rugby."
About 2.7 million women now play rugby around the world - more than a quarter of the global playing population. Women also make up more than 40 percent of rugby's international fan base.
For the second straight year, more young girls began playing rugby than boys.
Newshub.
