Unilever has on Wednesday announced a multi-tournament partnership with World Rugby as an Official Supporter, integrating its leading personal care brands and reinforcing its long-term commitment to sport and women’s sport in particular.
The partnership will see Unilever’s personal care brands - including Dove, Dove Men+Care, Rexona (also known as Sure), and Axe (also known as Lynx) - activate integrated campaigns across markets and channels, to engage both fans and athletes alike during all Rugby World Cups until 2029.
The partnership will commence this summer with Women’s Rugby World Cup 2025 organised in England, which is expected to be the biggest celebration of women’s rugby to date with over 275,000 tickets sold – already twice the total sold for the 2021 edition in New Zealand.
“We are delighted to be partnering with World Rugby, particularly at a time when women’s rugby is on a sharp upwards trajectory,” Fabian Garcia, president, personal care at Unilever, said.
“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 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.”
This announcement cements Unilever’s strong presence in global sports sponsorship, following high-profile partnerships with the UEFA Women’s EURO 2025, FIFA Women’s World Cup 2023, FIFA World Cup 2026, FIFA Women’s World Cup 2027, the CAF Africa Cup of Nations, and the CONMEBOL Copa América.
Unilever has on Tuesday announced the acquisition of the UK personal care brand Wild.
