Welsh Rugby announce Belinda Moore as first-ever head of women’s rugby

With the Women’s Rugby World Cup taking place in England later this year, the Welsh Rugby Union have appointed Belinda Moore as head of women’s rugby.

Moore brings a wealth of sporting and organisational expertise to the newly created role, having previously served as the CEO of Premiership Women’s Rugby.

Tasked with transforming the state of women’s rugby in Wales, she is set to take the reins on a nine-month interim basis before helping to appoint a permanent successor.

Sports News Blitz writer Shameeka Voyiya reports on the story.

Difficult times for women’s rugby in Wales

It was a dismal 2024 for the Welsh women’s national rugby team.

On the pitch, a record of four victories from 11 games left the national side ranked a lowly tenth in the world.

Off the pitch, the Welsh Rugby Union (WRU) controversially threatened to withdraw from the 2025 Women’s World Cup if players did not sign new contracts before walking back the idea amid a backlash.

Both head coach Ioan Cunningham and executive director of rugby Nigel Walker have since stepped down as a result.

A replacement head coach is now in the process of being finalised, with Moore set to have a close working relationship with the new appointee.

More generally, it is hoped that Moore’s presence will provide some much-needed stability for the struggling union, especially with the Women’s World Cup to come in August.

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Developing the women’s game a long-standing priority for WRU

WRU chief executive Abi Tierney said that finding a suitable candidate for the position of head of women's rugby has been one of the union’s key priorities.

“We are delighted to have secured the services of someone of the calibre, gravitas, and directly relevant senior experience of Belinda Moore,” Tierney said of Moore’s appointment.

“This role will be the cornerstone of all the progress we make in the women and girls' game in Wales over the next five years as we implement our 'One Wales' strategy through to 2029.”

Moving forward, Moore will both set and implement the overall organisational strategy for the women’s national team as well as directly manage the head coach.

Additional responsibilities will include improving the union’s systems and structures, streamlining pathways into the professional game, overhauling player contracts, and promoting an equitable institutional culture.

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Building a future for women’s rugby

By all accounts, Moore is looking forward to taking on her new role despite the inevitable challenges that await.

“This is a hugely exciting time to be joining Welsh rugby, for the women’s game in particular,” Moore told the media.

“The senior game in Wales has been professional for just three short years and is progressing and advancing at an exponential rate.

“These swift advancements of course come with their own teething problems, and my eyes are wide open in terms of the challenge ahead, but I am hugely optimistic about what can be achieved.”

Moore further outlined some of what she hopes to achieve during her nine months in charge.

“I'd love to leave the game in a much more settled place than it is now with a real clear direction and strategy for how we move forward,” she said.

“[I want] players that are happy and excited to be back playing for their national team and those pathways where young girls and women in this country can see their opportunity to play for the national team as they progress.”

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