The Game Changer fixture returns on Saturday to do exactly what it says on the tin.
First played in 2019, the annual match was established by Harlequins to promote the growth of women's rugby union. This year's event sees Quins take on Wasps, with thousands of new and existing rugby fans set to travel to Twickenham Stoop.
Australia international Emily Chancellor will be part of Harlequins' 15 on Saturday and is looking forward to the event.
"To be part of a stand-alone game celebrating the inclusiveness of rugby is awesome," Chancellor tells Mirror Sport. "We're looking forward to seeing some crowds and having a good display of women's rugby!"
The inaugural Game Changer fixture made history four years ago, with 4,837 fans visiting the Stoop to watch Harlequins take on Gloucester-Hartpury. That set a record attendance for women's club rugby union in England.
Harlequins are hoping to welcome a bigger crowd for Saturday's game, which will also act as the club's pride fixture. As well as championing women's sport, the Quins will celebrate inclusivity and show support for the LGBTQ+ community.
Spectators will be able to enjoy a variety of activities off the pitch, including face painting, and the Stoop's North Village fan zone will open for use. As Chancellor protests, the eagerly-anticipated match promises to be a "festival of rugby".
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"There's more [to the game] than just watching rugby for a spectator. That's a really cool thing to be a part of, and to know that the club backs the women's game enough to invest the time and money into the creation of such events is really special."
Women's rugby is soaring in popularity. Last month, a record 58,498 fans attended Twickenham to watch England beat France 38-33 and claim the Six Nations Grand Slam.
The Red Roses are leading the growth of the sport in Europe by appealing to a new audience. Tickets for England's historic event at Twickenham were reasonably priced, costing between £20 and £30 for adults and just £5 for children, while a half-time performance from the Sugababes added to the joyous atmosphere.
Women's rugby has benefitted from the success of England's football team. The Lionesses won the Euros on home soil last July, with more than 87,000 fans watching the final against Germany at Wembley. Since then, the likes of captain Leah Williamson, star player Beth Mead and matchwinner Chloe Kelly have become household names.
Chancellor recognises this. "Women’s sport in England has really taken off after having the Euros and football being so popular [since] last year. The idea of supporting women's sport just seems to be on a bit of a snowball effect, which is so cool to see."
Yet Chancellor thinks the Red Roses have also played a huge role in the growth of women's sport.
"The women’s game in England, in terms of rugby union, has been going from strength to strength. Having England as the world's No.1 ranked team is obviously an easy way to get supporters behind [you].
"But it seems like in England rugby is genuinely being taken seriously, and it's just so cool to see the girls and the Red Roses being individually sponsored by big, reputable brands and having these great ambassador programmes created.
"I just think the momentum is naturally building, which it should because there's nothing not to support... it’s entertaining; it’s a family game; in terms of spectators, it’s friendly. There's a whole package there why it would be so popular."
Women's rugby has also benefitted from players connecting with supporters. For example, recent England matches have been staged in Northampton, Newcastle, Bristol and Exeter... not just in London.
Chancellor acknowledges how important that enthusiasm - that "love" for the sport - is to the growth of women's rugby.
"You can't be what you can't see. I grew up not knowing that women's rugby was a game that I could play. There weren't that many female role models in the game, particularly in Australia, and I think a lot of the girls grew up in the same vein over here [in England].
"Firstly, to be a female [player] and know that you can have an impact on a young boy or a young girl and influence them - to give them something to dream about - that's a huge thing. But secondly, I think sport isn't just about the game that's happening on the field… it’s something for a person to aspire to be around or want to be like [become a professional].
"That comes from the whole experience. You don't just turn up and watch a game of rugby and love rugby - you love watching a battle between two players because you know who they are and you've got a little understanding of their personality.
"If rugby can start selling that side more [it would help the sport], which the women's game is naturally doing because the girls are excited to be there.
"The passion for the game has still not been taken away by the professionalism yet, and I hope it doesn’t get taken away, but I think that’s where you see the difference between the women’s game and the men’s game at the moment.
"The girls are still doing all of this [connecting with fans] because we love it and we’re excited by it, whereas the men are a bit disenfranchised from the supporters because there's so much criticism that comes with social media.
"If we can keep the messaging around the game and around the players as real people, who want to be supported and want to provide some kind of entertainment, then we’ve got a really cool, marketable product there that keeps growing."
Although women’s rugby union is on the up, there is still a lot of work to do. Chancellor hopes the Premier 15s, the top tier of women’s rugby union in England, will become fully professional. She's also urged fans to consistently attend domestic fixtures.
"I’ve been to Chelsea [Women's Super League] games and seen sold out stadiums. That’s on a Wednesday night and not an international game, so I don't believe that it's off the scope to say that's the expectation in the women's rugby game either.
"That comes from infrastructure; that comes from resources... the Premier 15s competition in the next five years needs to become a professional competition, full stop. Not semi-professional, where it is at the moment.
"It’s still leading the way [in comparison to other counties]. But to move forward, to have a fully professional competition in England, would just drive the standard.
"The spectators and the demand is there. If you can get 58,500 people going to a game at Twickenham, then you can turn around and say, 'Why can’t Harlequins sell out the Stoop every week?'
"If the game continues to grow as a product... and every team takes that step up and becomes professional in the next five years, I think you will really see the growth, in terms of [more] supporters and sponsors joining the party."
Tickets are now available for the Game Changer match on the 13th of May and can be purchased HERE. Just £5 for U18s and £10 for adults.
