Goods manufacturer Unilever continues to expand its presence across sports by becoming the latest partner of the Rugby World Cup.
Unilever confirmed the multi-tournament partnership with World Rugby to become an official partner of all Rugby World Cup competitions until 2029.
This will see Unilever personal care products, such as Dove, integrated across the upcoming 2027 Rugby World Cup, set to be hosted in Australia.
The agreement commences this summer at the 2025 Women’s Rugby World Cup in England, concluding with the 2029 Women’s Rugby World Cup in Australia.
Michel Poussau, World Rugby Chief Revenue Officer, said: “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 the Women’s Rugby World Cup 2025 the biggest and most exciting yet.”
There is considerable anticipation for the 2025 Women’s Rugby World Cup this summer, with 275,000 tickets sold, which is double the amount sold for the 2021 edition in New Zealand.
Unilever will hope this increase in anticipation and participation for women’s rugby will expose its brands to more new eyes and leverage rugby’s status as one of England’s leading sports to engage with fans.
This deal adds rugby to Unilever’s sports sponsorship portfolio, with the company aligning with other major competitions recently to enhance its visibility.
Unilever extended its long-standing agreement with UEFA to sponsor the upcoming UEFA Women’s EURO 2025 tournament this summer, as well as having held sponsorship rights for UEFA EURO 2024.
This sponsorship presence extends to international football too, with Unilever a partner of FIFA competitions, such as the 2026 World Cup, 2027 Women’s World Cup, and the CAF Africa Cup of Nations.
Fabian Garcia, Personal Care President at Unilever, added: “We are delighted to be partnering with World Rugby, particularly at a time when women’s rugby is on a sharp upwards trajectory.
“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.”
