Why Ellie Kildunne Had To Turn Down The Olympics To Become The Best Rugby Player In The World

Turning down Tokyo for 15s contract

After being made redundant from GB Sevens during COVID, Kildunne faced an ultimatum: accept the single available England 15s contract and forfeit Olympic eligibility, or chase her three-year Tokyo dream, ultimately choosing 15s to fully commit to becoming the world's best player.

Paris redemption arc

Despite initially missing Tokyo to prioritize her 15s career, she later competed in the Paris Olympics while maintaining her England contract, validating her belief that "what's meant for you will come back around."

From 2,000 to 80,000 fans

Crowd sizes exploded from her 2017 debut audience of 2,000 to over 80,000 currently, reflecting massive investment and visibility shifts that transformed women's rugby from amateur obscurity to mainstream entertainment.

Eliminating the side hustle

Full-time professional contracts eliminated the need for bar jobs or nannying to survive, allowing athletes to focus entirely on performance rather than balancing employment with elite training.

Beyond tick-box inclusivity

Brands have evolved from tokenistic female athlete inclusion to recognizing women's rugby as a distinct commercial opportunity requiring unique creative strategies rather than copy-pasting men's marketing.

Different games, different audiences

Kildunne emphasizes that women's rugby requires separate marketing to reach new demographics rather than competing for existing male rugby fans, noting the distinct playing styles and untapped market potential.

Childhood without barriers

Starting rugby at age 6 as the only girl, she played purely for love without recognizing obstacles like changing in cars or gender exclusion until adulthood, lacking visible female rugby role models until discovering the sport could be a career at 16.

Reframing sacrifice as choice

Kildunne rejects the concept of sacrifice, viewing decisions like moving away at 16 or missing prom as active choices that empower her career control, maintaining that "everything happens for a reason."