The global consumer goods giant, Unilever has announced a major foray into the world of rugby, becoming an official partner of World Rugby for the next three Rugby World Cups.
This significant long-term agreement encompasses the highly anticipated Women’s Rugby World Cup 2025 in England, the Men’s Rugby World Cup 2027 in Australia, and the Women’s Rugby World Cup 2029, also set to electrify Australian audiences.
The multi-tournament deal positions Unilever as an official supporter and the official body care supplier for these prestigious global events. This strategic alliance will see Unilever leverage its prominent Personal Care division, integrating well-known brands such as Dove, Dove Men+Care, Rexona (marketed as Sure in some regions), and Axe (known as Lynx), into the heart of the tournaments through a variety of engaging campaigns and initiatives.
World Rugby has lauded the partnership as a transformative moment for the sport, particularly highlighting the immense potential for growth within the women’s game. Unilever’s substantial commitment is expected to significantly elevate the fan experience, contribute to the continued expansion of rugby’s global footprint, and further professionalize the sport.
Speaking on the occasion, Fabian Garcia, Personal Care President at Unilever, said, “We are delighted to be partnering with World Rugby, particularly at a time when women’s rugby is on a sharp upward trajectory. Our long-term investment in sport goes beyond sponsorship – it’s about making a lasting impact, bringing our brands closer to passionate fans and deepening our connection with consumers globally. We look forward to activating our power brands to enhance the fan experience, boost visibility, break barriers, and inspire the next generation of athletes.”
Michel Poussau, World Rugby’s Chief Revenue Officer, added, “Our partnership with Unilever arrives at a transformative moment for rugby, particularly as the women’s game reaches unprecedented heights. Unilever’s commitment to both men’s and women’s Rugby World Cups will be instrumental in helping us deliver world-class events that inspire players and fans alike. Together, we will make Women’s Rugby World Cup 2025 the biggest and most exciting yet.”
The partnership’s journey kicks off with the highly anticipated Women’s Rugby World Cup 2025 in England, an event that has already shattered ticket sales records, underscoring the burgeoning popularity and commercial appeal of the women’s game. The addition of Unilever as a major partner further solidifies the tournament’s significance on the global sporting stage and signals a new era of investment in women’s rugby.
This move marks another significant step in Unilever’s increasing involvement in major sporting events, demonstrating a clear strategic focus on leveraging the power of sport to connect with a global audience and promote its diverse portfolio of brands. The company’s growing sports portfolio also includes partnerships with the International Cricket Council, UEFA Women’s EURO 2025 and the FIFA World Cup 2026.
The collaboration between Unilever and World Rugby is poised to deliver significant mutual benefits, promising an enriched and more engaging experience for rugby fans across the globe while providing a powerful platform for Unilever’s personal care brands to reach an expansive and passionate audience. As the countdown to the Women’s Rugby World Cup 2025 continues, the global rugby community eagerly anticipates the positive impact of this exciting and game-changing partnership.
