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Wilkinson Sword Intuition celebrates female power with Rugby World Cup sponsorship

Wilkinson Sword Intuition Women’s Rugby World Cup 2025 partnership campaign with rugby players
Andy Marino
By Andy MarinoMar 19, 2025
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Wilkinson Sword Intuition, the shaving brand with intuitive tools designed for women, has joined forces with the Women’s Rugby World Cup as its official shaving partner for 2025.

The exciting new partnership, which represents a significant marketing investment for the brand, underscores its commitment to supporting world-class events that foster a sense of pride and inspiration.

The Women’s Rugby World Cup is a celebration of teamwork, determination, and resilience while also recognising and celebrating players’ individual skills and strengths. This mirrors the ethos behind Wilkinson Sword Intuition’s shaving range, which comprises of expert tools specifically designed for women to help remove hair across different areas of the body – legs, underarms, bikini and face.

The tournament, set to take place across eight cities and venues in England, brings together fans from around the globe and offers Intuition a unique opportunity to boost awareness of its brand ethos.

Inspiring all women

As an official partner, Wilkinson Sword Intuition will be maximising the partnership across multiple touchpoints to reach its core audience of women aged 25-44, through a full-funnel digital, social and shopper campaign, including the opportunity for fans to win tickets to the coveted Women’s Rugby World Cup 2025 final at Twickenham Stadium on Saturday 27 September.

Beyond the stadiums, Wilkinson Sword Intuition’s partnership with the Women’s Rugby World Cup is about celebrating the strength and determination of everyday, ambitious women with busy lives. Wilkinson Sword Intuition’s mission is to support these women by giving them the very best hair removal tools whilst challenging the category norms by bringing more honest, open conversations and positive portrayals of real-life shaving that so many women experience and relate to.

“We are thrilled to be the official shaving partner of the Women’s Rugby World Cup 2025," said Jola Maczkiewicz, Senior Brand Manager for Wilkinson Sword Intuition at Edgewell Personal Care. This iconic event represents performance at the highest level whilst also celebrating women' s individualities – which aligns to our brand ethos of providing women with the very best shaving tools, wherever they remove their hair. We look forward to bringing fans closer to the action on the pitch this summer!”

wilkinson swordwomen’s rugby world cupjola maczkiewiczedgewell personal carewomen’s rugby world cup 2025women’s sports sponsorshipsrugby world cup tickets 2025women’s sports marketing 2025twickenham stadium final 2025empowering women campaignsbeauty brands in sportswilkinson sword intuition partnership

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