ICC signs up first-ever women’s cricket partner

The International Cricket Council (ICC) has announced Unilever as the inaugural sponsor for women’s cricket specific events.

Starting from the 2025 ODI World Cup, Unilever’s sponsorship rights will include the 2026 T20 World Cup and the 2027 Champions Trophy, marking the first time the ICC has offered commercial opportunities specifically for women’s cricket events.

The two-year deal sees Unilever personal care brands including Rexona and Dove benefit from brand exposure across the women’s game.

Ranging from the Flag Bearers programme to digital initiatives and experiences during event-time, ICC and Rexona will ‘work across a range of activities that aims to break barriers and give confidence to women and girls on the world stage.’

Beyond major events, Rexona will play a ‘pivotal role in enabling participation through a series of women’s criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women’s hygiene.’

ICC Chairman, Jay Shah, commented, “This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket. 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.”

Rohit Jawa, CEO & Managing Director, Hindustan Unilever, said, “This is an exciting opportunity for Rexona, one of our biggest Personal Care brands, to tap into a cultural moment, connect with new audiences, and importantly help drive women’s cricket further. 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 odour protection benefits.’’