How Bristol won an Instagram war to sign rugby’s biggest star, who needs her own social media manager and is more popular than Antoine Dupont and Siya Kolisi combined: RUGBY CONFIDENTIAL

Ilona Maher was preparing to perform on Dancing With the Stars in Los Angeles when she first heard from Bristol Bears. Fresh out her breakout role at the Olympic Games, rugby was at the back of her mind as she waltzed her way onto millions of television screens across the USA.

She has almost eight million followers on social media – more than Siya Kolisi and Antoine Dupont combined – and her inbox was clogged up with the sort of fan mail you receive when you become the first woman to lift their male dance partner on primetime TV.

Yet somehow, an Instagram message from Bristol’s attack coach, Tom Luke, made its way to the front of the queue. The Bears were suffering from an injury crisis after the international break and they sent a nothing-to-lose request after Maher’s starring performances for the USA Sevens at the Olympics.

‘It was a bit of a dream to dare for,’ said Bristol women’s General manager Daisie Mayes. ‘Ilona was formidable at the Olympics, both on and off the pitch. An incredibly dominant player who would absolutely carve up as a winger.

‘We had picked up so many injuries and were looking to recruit so we thought, if Ilona’s going to come to a PWR club, why not Bristol Bears?

‘Not a lot of players in the women’s game have agents, so how do you contact Ilona Maher if you don’t know her? Tom Luke’s a bit of a cheeky chappy and he DM’d her on Instagram, a couple of months ago. The whole process has been incredibly fast.’

All of the talks were held over Zoom, with Maher not travelling over to the UK until this week. The club’s initial bid to recruit Maher was blocked because she did not meet the criteria for an overseas player. She had not played 15-a-side at an international level since 2021 and the regulations stated that any player must have played Test rugby within the past 24 months. Yet Bristol were intent on landing the deal.

‘In order to get the visa, we had to get a Governing Body Endorsement from the RFU,’ said Mayes. ‘That was initially declined, so we appealed that. The criteria stated that because she played Sevens she was not classed as internationally established, which was ludicrous.

‘We had to work with the Home Office on that. There’s obviously a disparity between the men’s and women’s games. It was about evidencing why a women’s sevens player is of equal calibre to a XVs player. We had a hearing and then had to wait for their decision. They said, “Absolutely yes – we can see what this will do for the women’s game”. It was a no brainer.

‘We went out on a limb to get her here and that’s why she’s been so loyal. As soon as it leaked that she might come to the UK, she was sending us screenshots of every coach in the Premiership DM-ing here, trying to get her to sign her.’

Maher is estimated to already earn over a million pounds from her social media following alone. A £220,000 salary cap means Bristol were unable to approach her with a blank cheque book, instead offering her a three-month deal worth a fraction of the men’s players contracts.

‘Ilona is here for the rugby; she believes it’s the best place to develop her rugby before the World Cup,’ said Mayes. ‘With that intention, we’ve managed to fit well into the salary cap.

‘She was interested in the stuff we do off the field, too. Our social media guys are above every other club, they suit her style and she felt we could amplify what she tries to do on her profile.’

After the deal was announced on Monday evening, Bristol women’s social media following doubled overnight. The club has since advertised for a new social media manager, with a job description to tell the story of Maher’s short time in the West Country. 

‘It’s a job to manage the women’s socials, which involves the Ilona project,’ said Mayes. ‘It’s something we’ve wanted to do for a while, but this gives us a great business case. We want to get her on the pitch to amplify our wider squad.’

Maher will stay in the UK until Monday, a guest of the men’s and women’s matches this weekend, before returning to make her debut in January.

Third time is not a charm for Leicester Tigers 

Leicester have enquired about bringing back George Ford – but the England No 10 is unlikely to return to Welford Road for a third time.

Ford has the option to contract at Sale beyond the end of the season although he is yet to formally commit his future. Leicester are exploring the market as they brace for the departure of South African fly-half Handre Pollard in the summer, but Ford is likely to activate his option to stay put at the AJ Bell Stadium.

He was recently among the England players to agree to the first batch of Steve Borthwick’s centralised contracts.

Sounds of the Skeng in Dubai 

British rapper Stormzy mingled with the great and the good of rugby after performing the headline show at last weekend’s Dubai Sevens.

Former Wallaby captain Michael Hooper, who was entertaining guests in the hospitality areas, was among the fans chasing a photograph with the award-winning artist.

AJ MacGinty going nowhere

Bristol are set to extend the contract of 34-year-old fly-half AJ MacGinty, despite signing new Scotland international back Tom Jordan for the 2025-26 campaign.

Jordan can play in a range of different back-line positions – including No 10 – and his upcoming arrival raised the question as to whether MacGinty might move on.

But Rugby Confidential understands the American has penned a new deal at Ashton Gate.

Saracens were in a spin

Tony Blair’s former spin doctor Alastair Campbell was a guest at Saracens training this week to hold a Q&A session with the squad, hosted by political student Maro Itoje.

Campbell has a keen interest in rugby, having worked as the media manager for Sir Clive Woodward’s British and Irish Lions team on the 2005 tour of New Zealand.