Unilever and World Rugby join forces

Unilever has entered a multi-tournament partnership with World Rugby.

The deal sees the British consumer goods company become an official supporter to World Rugby, integrating its personal care brands in the sport, with a particular focus on women’s rugby.

Covering all Rugby World Cups until 2029, the partnership will commence with the Women’s Rugby World Cup 2025 in England, a tournament that is expected to be the largest event in the history of women’s rugby, highlighting the sport’s growing popularity in the UK and globally.

Under the agreement, Unilever’s personal care brands have been set to launch integrated campaigns across multiple markets and platforms, aligning with World Rugby’s wider strategy to expand the global reach of the sport and increase investment in the women’s game.

Fabian Garcia, Personal Care President at Unilever, said, “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.”

Michel Poussau, World Rugby Chief Revenue Officer, added, “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 Women’s Rugby World Cup 2025 the biggest and most exciting yet.”

Unilever has previously partnered with major sporting events, including the UEFA Women’s EURO 2025, FIFA Women’s World Cup 2023, FIFA World Cup 2026, FIFA Women’s World Cup 2027, the CAF Africa Cup of Nations, and the CONMEBOL Copa América.