The International Cricket Council (ICC) has inked a new two-year sponsorship deal with Unilever‘s personal care brands, such as Rexona and Dove. This marks the ICC’s first commercial partnership for women’s cricket until 2027.
The first-of-its-kind collaboration, announced during a cricket festival event in Dubai starring 100 girls and coinciding with International Women’s Day, represents an important turning point for the sport, with two revolutionary forces teaming up to boost the games’ promising trajectory.
Women’s cricket continues to experience revolutionary development at all levels, particularly with the expansion of ICC events. This collaboration reinforces the ICC’s desire to accelerate the global development of women’s cricket, which will begin with the ICC Women’s Cricket World Cup in India in 2025.
The agreement will cover major international events such as Women’s T20 World Cups, U19 Women’s T20 World Cups, and the first-ever Women’s Champions Trophy in 2027.
From the Flag Bearers program to digital efforts and event experiences, ICC and Rexona will collaborate on a variety of activities aimed at breaking down barriers and instilling confidence in women and girls on a global scale.
Beyond major events, Rexona will play an important role in enabling participation through a series of women’s criiio festivals, as well as lending support and collaborating on education programs focused on women’s hygiene.
ICC Chairman, Jay Shah, said, “This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket. By aligning with a global leader like Unilever and its personal care brands for the ICC’s first ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women’s sport on the world stage. This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”
ICC Chief Commercial Officer, Anurag Dahiya, said, “We are delighted to welcome Unilever’s personal care brands, including Rexona and Dove to the ICC Commercial Partner Programme in this breakthrough partnership. The ICC has taken the forward-thinking approach to pursue more partnerships with a focus on the women’s game, and we are delighted to see this come to fruition through this exciting deal, which not only highlights the growing commercial appeal of women’s cricket but also underlines ICC’s position as one of the pioneers of the women’s sport movement.”
Rohit Jawa, CEO & Managing Director, Hindustan Unilever, said, “This is an exciting opportunity for Rexona, one of our biggest Personal Care brands, to tap into a cultural moment, connect with new audiences, and importantly help drive women’s cricket further. The partnership is an ideal fit for the brand, which aims to empower millions with the confidence to move more by delivering superior sweat and odour protection benefits.’’