LONDON (AP) — As Ilona Maher accepted her breakthrough award at the ESPYs last month, she urged a theater full of fellow American sports glitterati to try and catch the upcoming Women's Rugby World Cup.

“You're not going to understand it the first time you watch it,” Maher said . “You're not going to understand the second time either, but just keep watching.”

What she was promising any perseverer was a rousing show — with Americans in it! — in an era-defining World Cup that has set records even before it kicks off on Friday when Maher's United States take on host England in front of 40,000 in Sunderland.

Rugby fans anticipating the 10th and best Women's World Cup yet have gobbled up tickets at a stunning rate. Faraway New Zealand hosted the last tournament in 2022 and sold a record 15

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