Unilever goes 'beyond sponsorship' in landmark Rugby World Cup deal

Unilever has announced a multi-tournament partnership with World Rugby as an official supporter, a move that seeks to reinforce its long-term commitment to sport and women’s sport in particular.

The partnership will see Unilever’s Personal Care brands sponsor the 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 in Australia.

The collaboration starts with the Women’s Rugby World Cup in England on 22 August, a tournament that is fast shaping up as the largest women’s rugby ever, with more than 275,000 tickets already sold. Unilever will serve as official body care supplier, activating campaigns to drive engagement with fans and athletes. The agreement aims to help grow rugby’s global audience and enhance fan experiences as the sport continues to expand its commercial footprint.

World Rugby chief revenue officer Michel Poussau said the deal comes at a transformative time for the sport, particularly for the women’s game. “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,” he said.

Unilever Personal Care president Fabian Garcia said the company’s involvement went beyond sponsorship. “It’s about making a lasting impact, bringing our brands closer to passionate fans, and deepening our connection with consumers globally,” Garcia said.

The agreement builds on World Rugby’s commercial strategy following the success of last year’s men’s Rugby World Cup in France. The organisation is investing £300 million directly into the sport’s growth between 2024 and 2027.

The women’s tournament in 2025 will take place across eight locations in England, while the expanded men’s Rugby World Cup in 2027 will feature 24 teams across seven host cities in Australia.