David Cameron was the British Prime Minister the last time England hosted a Rugby World Cup, and while the men's version in 2015 did not end the way the hosts wanted, the former leader is adamant whatever happens this time around, it is a win for the sport.
"You can't underestimate the extent to which televised, publicised big games in women's sport make a massive difference, because there's this whole role model effect," Cameron said on the eve of the RWC 2025 final. "You watch people play rugby, you think, I'll give it a go. It's incredibly powerful and and that coming together with the fact that it's a UK event, and the English team are doing so well.
"I think it'll have a really big impact on on sport, and young people in school sport."
Like many, the former leader has been blown away by the size of the crowds across the pool-stage and the knockouts.
"It's really good, because what that does is it reinforces, in the minds of the broadcasters, that they should be broadcasting more of the sport," Cameron said. "It makes the advertisers realise it's worth getting behind. It makes the players realise that they're getting a higher profile. It has a sort of virtuous circle of reinforcement.
"We've seen it with women's football, and we're seeing it with women's rugby too.
"The job has been done. You have raised the profile of women's rugby, women's sport. You have made the broadcasters think about what a great event this has been. You have made the venues realise they can sell out."
The big picture job might be done, but Cameron acknowledges that there is still work to do, for the "icing" to be put on "the cake". And he is confident England can do it, by sneaking past Canada.
"You you feel an enormous degree of confidence watching England," Cameron said. "This is an incredible team, incredibly professional, incredibly capable. I don't know what's going to happen on Saturday but I'm very hopeful.
"They are so solid. Sometimes when you're watching the England men's team play, you're so nervous, but this team put me at ease. I felt much more calm than I do often when watching the men's team.
"You know, Canada knocked out one of the favourites (New Zealand in the semi-final) but then that French game I thought was so interesting because we were under pressure, and then we totally pulled it out of the bag
"I'm very hopeful. Fingers crossed. Everything crossed. It's been a brilliant, great summer of sport and we want more of that."
