Consumer products heavyweight Unilever has become the first dedicated women’s cricket sponsor for the International Cricket Council (ICC), in a deal running through 2027.
The deal covers a range of Unilever personal care brands, such as Rexona and Dove, and begins with the ICC Women’s Cricket World Cup later this year in India (containing eight teams, and to be held in October).
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The deal will also cover competitions such as Women’s T20 World Cups, Under-19 Women’s T20 World Cups, and the first-ever Women’s Champions Trophy, taking place in 2027 in Sri Lanka.
The tie-up was unveiled on March 8, International Women’s Day, and the ICC has said activations will involve the pair collaborating “across a range of initiatives that aim to break barriers and give confidence to women and girls on the world stage.”
Jay Shah, chair of the ICC, has said: “By aligning with a global leader like Unilever and its personal care brands for the ICC’s first-ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women's sport on the world stage.
“This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women's cricket globally.”
The most recent commercial deal unveiled by the Dubai-based ICC came in mid-February when real estate developer Sobha Realty was announced as a new global partner for major men's events.
The ICC global partner line-up also contains brands such as Coca-Cola, while Emirates and Aramco are premier partners. The list of official supporters, meanwhile, includes FanCraze, Royal Stag, and Near.
Rohit Jawa, Hindustan Unilever’s chief executive and managing director, added: “The partnership is an ideal fit for the brand, which aims to empower millions with the confidence to move more by delivering superior sweat and odor protection benefits.’’
In terms of Unilever’s presence across women’s sports, meanwhile, February saw that brand added to the list of sponsors for this year’s UEFA Women’s European Championship soccer tournament in Switzerland.
Elsewhere, Rexona became a partner of the Saudi Arabian women's national team program late last year, while Unilever acted as a sponsor of the 2023 FIFA Women’s World Cup in Australia and New Zealand.
This ICC deal has been brokered by the Unilever International global business unit.
