Through a formal partnership with the Rugby Players Association’s Thrive programme and Mitsubishi Electric’s Parallel Potential platform, the combined goal is to provide athletes with meaningful career support during, and beyond their playing careers.
In addition, Mitsubishi Electric has become an official partner of Premiership Women’s Rugby (PWR), strengthening its commitment to the domestic league and the continued growth of the women’s game.
The Parallel Potential platform launched alongside Women’s Rugby World Cup 2025, and set out to shine a light on the financial and professional challenges facing female rugby players, and to create tangible pathways for women to thrive both on and off the pitch. The new partnership with the RPA and its Thrive programme, formalises and deepens this commitment. The Thrive programme is the RPA’s dedicated personal development and wellbeing programme for women’s rugby players which was launched in 2024.
Rachael Burford, Head of Women’s Rugby at the RPA said: “We are delighted to be partnered with an organisation that not only recognises the financial and professional challenges faced by female rugby players but the value and potential these elite athletes bring, and this partnership will provide support players as they navigate their off-field potential during their playing careers.”
Hans-Joerg Hinkel, General Manager, EMEA Head of Communication at Mitsubishi Electric commented: “We’re proud to be partnering with the RPA and its Thrive programme at such a pivotal moment for the women’s game. Thrive shares much of the same ambition as our own Parallel Potential platform – raising awareness of the challenges athletes face and helping businesses understand the extraordinary value that players bring to the workplace. Similarly our partnership with Premiership Women’s Rugby gives us a powerful platform to help inspire the next generation, and connect with communities who care deeply about performance, sustainability and building something that lasts.”
Genevieve Shore, Executive Chair, Premiership Women’s Rugby said: “From the outset of our discussions with Mitsubishi Electric it was clear that they shared our commitment to inspiring and supporting the next generation, and so it was an easy decision to choose to partner with them. At PWR, our guiding principle is leaving the game in a better place than we found it; making sure that we build a women’s rugby ecosystem that is sustainable for the generations of women and girls to come. We couldn’t ask for a better partner than Mitsubishi Electric as we try to make that goal a reality, and their support will be invaluable over the coming years.”
Image: Mitsubishi Electric Europe
