Abi Tierney of URC Faces Online Hate Speech, Feels Unsafe in Role

Abi Tierney, URC's first female CEO, reveals she feels unsafe due to hate speech on social media amid Welsh rugby's restructuring and ownership changes.

Abi Tierney: First Female CEO of Welsh Rugby Union

Abi Tierney became the first woman to be appointed Chief Executive Officer of the Welsh Rugby Union (URC) in January 2024.

Since returning to her full duties in January following medical treatment for cancer, Ms Tierney has disclosed that she does not feel safe performing her role due to experiencing "hate speech" on social media.

Context of Turmoil in Welsh Rugby

Ms Tierney's return came amid a turbulent period for Welsh rugby, after the URC announced in October 2025 plans to reduce the number of professional men's teams from four to three.

The governing body also revealed that the preferred buyer for Cardiff Rugby, a club owned by the URC since April 2025, is the Welsh owners Y11 Sport & Media.

This announcement has raised concerns among Cardiff supporters and players that their region might be the one to disappear.

Reports of Abuse on Social Media

Earlier in the month, URC leaders acknowledged that some individuals had experienced abuse on social media. In an internal URC podcast, Abi Tierney elaborated on her personal experiences.

"On a personal level, I don't feel safe right now, and that is a terrible feeling," Ms Tierney said.
"It's difficult for my children and my parents, especially my father who has been a passionate rugby supporter all his life.
"I'm not trying to make this a personal matter because I do this job because I believe in it and love it.
"This is not what I want to talk about. I'm doing this job and I have to accept [social media abuse] as part of it."

Ms Tierney chose to give her first interview in a considerable time via an internal URC podcast, with the union stating no questions were avoided.

Neither Ms Tierney, chair Richard Collier-Keywood, nor rugby director Dave Reddin have spoken publicly to the media since December, despite repeated BBC requests for interviews.

Both Richard Collier-Keywood and Abi Tierney have appeared before committee hearings in front of politicians at the Senedd and Westminster.

Urgent Meeting and Legal Challenges

The URC is scheduled to face an urgent meeting and a vote of no confidence.

Additionally, there is a legal application to the High Court seeking to block the deal to purchase Cardiff Rugby.

Example of Online Abuse

Ms Tierney recounted one instance of online abuse where, a few weeks ago, someone sent her an artificial intelligence (AI) generated image depicting her in a Nazi uniform.

"This is hate speech," she stated.
"I don't believe that is right, and this is not what the Welsh rugby family is about, nor should we be making people feel unsafe."

When asked what message she would give to those making such comments, which she said are damaging the future of Welsh rugby by affecting players and the ability to sell tickets and attract sponsors, Ms Tierney responded:

"Forget about me, whether you agree with me or like me.
Think about Welsh rugby and its future and our ability to invest in the game at every level."

Understanding the Need for Change

Abi Tierney expressed understanding of the emotions surrounding the union's intention to remove one of the regions, acknowledging the disappointment and anger it causes.

"Do we understand the implications? Of course we do.
Do we believe this is the way to ensure Welsh rugby is sustainable in the long term? Yes.
There will be pain in the short term, but this will lead to more sustainable rugby in Wales," she added.

"If we don't do this now, we will continue with clubs struggling with performance, unable to attract investment, and possibly face a situation similar to Cardiff, with players continuing to want to move to England.
Something different must be done."

Commitment to Welsh Rugby

Abi Tierney, Richard Collier-Keywood, and Dave Reddin have been perceived by some as English individuals lacking commitment to Welsh rugby, a claim Ms Tierney rejects.

"Some of the criticism relates to the fact that I come from England, but I live in Wales, consider myself Welsh, and have supported Welsh rugby since I was a child.
I believe I understand Welsh culture. I'm not here just for the short term and I will take responsibility.
I ask myself every day whether this is for the benefit of Welsh rugby as a whole.
As URC Chief Executive, I have to look at the whole system, not make decisions based on what is best for individual parts of the system."

She stated the current system is not working and will continue to fail unless changes are made.

Ms Tierney believes URC's plans will improve Welsh rugby in the near future.

"I wouldn't do this if I wasn't confident, but it is likely to get harder before it gets easier," Abi Tierney said.
"I am here as a and want to leave a positive legacy and ensure we continue to celebrate Welsh rugby for another 150 years."