The partnership marks a historic milestone, with World Rugby being the first global sporting body to take a stand towards online safety and toxicity on social media and actively shift part of their social content activity onto WeAre8 to help protect people from it. The shift builds upon World Rugby’s ongoing commitment to tackle the toxic nature of online abuse and hate in the sport.
Founded by Zoe Kalar, an Australian tech entrepreneur, WeAre8 has revolutionised social media by putting the power of social technology back into the hands of the people. A safe, positive social platform, WeAre8 leverages advanced AI moderation systems to eliminate toxic content and commentary. It does not use controlling algorithms to dictate what people see; instead, it enables people to reach and engage with their full community through every post. The platform is also underpinned by a transformational economic model that shares its ad-revenue back with the community.
The partnership will see a range of World Rugby brands establish content channels on WeAre8, including World Rugby, Rugby Pass and the Stronger than You Think Podcast that brings to life incredible stories of women in sport. The partnership will extend into player awareness and adoption, and the ability for people to also support the work World Rugby does through Child Fund Rugby, through pay it forward contributions in the WeAre8 Wallet.
A key point of difference in WeAre8’s social experience is how its ad model redefines the value of advertising to people. For every ad viewed, a portion of the ad revenue is shared directly with the viewer, as well as with community groups, charities like Child Fund Rugby, and vital planet-positive projects, providing a positive impact for both people and the planet.
Zoe Kalar, Founder & CEO, WeAre8 said: “We are proud to partner with World Rugby, an organization with a long history of using sport as a unifying force for good. This partnership strengthens that mission as we usher in a new era of social media on WeAre8 with their teams and players. Together, we’re creating an inspiring, safe social home – one that’s free from toxic content through AI and human moderation, where people aren’t controlled by algorithms, and the ad revenue is shared back with people, charity and the community to create real change.”
Commenting on the partnership, World Rugby’s Head of Digital Business Development Fran Vavallo says: “This partnership represents a natural alignment of values and vision as we work tirelessly to protect and support players and officials who experience online abuse and is reflective of our wider strategy in this important area. WeAre8’s commitment to creating a space that prioritises safety, positivity, and community empowerment, aligns with World Rugby’s dedication to unite communities through integrity, respect and inclusivity. WeAre8 is living proof that social media doesn’t need to be a playground for abuse or trolling, and we look forward to offering fans and players an alternative where they can authentically connect and help us make Rugby events a safe and inclusive space—on the field, in the stands, and across the digital sphere.”
