What if I told you the world’s most popular rugby player on social media is someone you’ve probably never heard of?
And the player is a woman.
Ilona Maher (28) is an American Olympian who has eight million followers across several platforms, having cultivated a huge following thanks to her standout performances for the USA Sevens team, and her casual charm with fans.
However, it was her presence during the Tokyo 2020 Olympics that truly catapulted her into the social media spotlight. By sharing behind-the-scenes content from the Olympic Village, Maher offered fans a unique and often humorous glimpse into the life of an Olympian, and how cool it can be.
Her videos, which included amusing reviews of the cardboard beds and interactions with fellow athletes, went viral and significantly boosted her popularity.
The media gatekeepers weren’t able to stop her telling her story and she’s become a vibrant ambassador for looking behind rugby’s curtain – and sharing whatever she finds in her homespun style.
“I love that [rugby] showed me what I can do. It showed me how capable my body is”
Maher’s social media success is thanks to her ability to create relatable and entertaining content. She often uses humour to address topics like body positivity and the challenges faced by female athletes. Her candid and uplifting posts about her own body image encourage followers to embrace their bodies and feel confident in their own skin.
As Maher puts it, “I love that [rugby] showed me what I can do. It showed me how capable my body is, and it’s not just like a tool to be looked at and objectified.”
She made her debut for the national Sevens team in 2018 and quickly became a key player, known for her strength and agility. She also represented the US at the 2020 and the 2024 Olympics, where she helped her team win bronze.
She recently signed with the Bristol Bears in the Premiership Women’s Rugby league, where there has already been a massive uptick in ticket sales.
She is active on multiple platforms, including TikTok and Instagram, where she posts updates, training routines, and personal insights, updates that keep her audience coming back for more.
She’s transitioned into the mainstream through several strategic initiatives.
In July, she threw out the first pitch at a San Diego Padres game. She also posed for the cover of the swimsuit edition of Sports Illustrated and earlier this month she made the Forbes 30 under 30 list.
She even has a clothing line – “Beast Beauty Brains”.
Her versatility knows no end: three months ago she was on Dancing with the Stars, becoming the first female partner in the show’s history to lift her male partner.
Her social media following is unparalleled in rugby. Male players do okay, but none are in Maher’s league for social cachet.
Sonny Bill Williams, the former New Zealand rugby star and professional boxer, has over 1,3 million followers on Instagram. While Williams is well-known for his athletic versatility, Maher is more relatable and her ability to connect with her audience on a personal level sets her apart.
Siya Kolisi is also popular on social media, especially on Instagram, where he has over one million followers. His content includes a mix of rugby highlights, personal moments, endorsements, and expressions of faith.
Kolisi’s popularity stems from his inspiring journey and his engaging mix of professional and personal content, authenticity, and brand collaborations further enhance his appeal and relatability.
Bryan Habana, another rugby legend, has around 80 000 followers on TikTok and over 200 000 on Instagram. Despite his status in rugby, Habana’s social media presence is modest compared to Maher’s. This highlights the unique appeal of Maher’s content and her ability to leverage social media to build a massive following.
One of the key factors behind her popularity is her advocacy for body positivity. Maher often speaks about this in interviews and public appearances, emphasising that strength and femininity can co-exist.
Her splash in the Sports Illustrated Swimsuit Edition showcased her athletic physique, challenging traditional beauty standards and promoting the idea that athletic bodies are beautiful. Maher’s genuine and humorous approach cuts through every stereotype.
“It’s okay to try things that scare you,” she once said. “It’s okay to want to see how strong and powerful your body can be. It’s okay to wear what makes you feel the most confident. It’s okay to do what you love even if society tells you it’s not ‘ladylike.’ It’s okay to make mistakes and learn from them to become a better person. It’s okay to take up space and speak your mind.”
By sharing her journey and inspiring others, Maher has set a new standard for what it means to be a social media star in the world of sport.
MAHER TALKS . . .
- On defying stereotypes: “The sport has a lot of stereotypes around, and something that I’ve tried to really debunk is I believe that rugby is a very physical game . . .but I also think you don’t have to sacrifice your femininity or your beauty by playing it.”
- On the strength her body provides: “I love that [rugby] showed me what I can do. It showed me how capable my body is, and it’s not just like a tool to be looked at and objectified.”
- On self-love: “I try to remember what my body does for me, how strong it is. Give yourself some grace. Remember that our bodies are constantly changing and will constantly change the rest of our lives.”
- On being unapologetically herself: “People are always like, you’re so unapologetically yourself. And I’m like, what is everybody else doing out here? I don’t even try to be that. It’s just how I am.”
