World Rugby has added global consumer products giant Unilever to the list of commercial partners for its showcase women’s and men’s Rugby World Cup (RWC) tournaments.
The multi-tournament partnership will see Unilever become an official sponsor of the next three Rugby World Cups through 2029 – including the women's tournaments in 2025 and 2029, as well as the men’s 2027 edition.
The partnership, which will start with the launch of this year's Women’s RWC in England, will see Unilever’s portfolio of personal care brands – including Dove, Dove Men+Care, Rexona (also known as Sure), and Axe (also known as Lynx) – activate advertising campaigns during the events.
Fabian Garcia, Unilever’s personal care president, has said: “Our 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 leveraging our power brands to enhance the fan experience, break barriers, and inspire the next generation of rugby players.”
The new deal adds to Unilever's growing sports sponsorship portfolio which already includes partnerships with the UEFA Women’s Euro 2025, FIFA World Cup 2026, FIFA Women’s World Cup 2027, CAF Africa Cup of Nations, and CONMEBOL Copa America, national soccer competitions.
Last month, meanwhile, the consumer products heavyweight became the International Cricket Council's first-ever partner specific to women's cricket.
The upcoming RWC 2025 will be the first to utilize eight different venues for the hosting of games, starting at the Stadium of Light in Sunderland on August 22 and ending with the final on September 27 at London’s iconic Twickenham Stadium.
World Rugby said the tournament has already broken records by selling more than 275,000 tickets to date through the tournament's official ticketing service provider Ticketmaster.
Michel Paussau, World Rugby’s chief revenue officer, has commented: “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 RWC will be instrumental in helping us deliver world-class events that inspire players and fans alike.”
Asahi Breweries, the Japanese beverage company; IT company Capgemini; credit card giant Mastercard; and insurance firm Gallagher are principal partners of the 2025 Women’s RWC, meanwhile.
