Unilever has been named an official sponsor of the Rugby World Cup over the next five years for both the men’s and women’s game.
The partnership will focus on the beauty conglomerate’s personal care ‘power brands’ including Dove, Dove Men+Care, Sure and Lynx.
Sponsorship will commence during this year’s women’s Rugby World Cup, which takes place this summer from 22 August in England, UK.
Further promotion will follow for future tournaments including the men’s Rugby World Cup 2027 and the women’s World Cup in 2029.
Integrated campaigns are planned across markets and channels.
“We are delighted to be partnering with World Rugby, particularly at a time when women’s rugby is on a sharp upwards trajectory,” said Fabian Garcia, Personal Care President at Unilever.
“Our long-term investment in sport goes beyond sponsorship – it is 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.”
It comes after Unilever’s Dove Men+Care was named the official personal care product for the British & Irish Lions and Rugby Australia summer series last month.
Unilever was an official sponsor of the FIFA women’s World Cup in 2023 in a deal that runs until 2027, including the men’s FIFA World Cup 2026 and the esports FIFAe Finals.
It is the first time the international football association has partnered with a personal care company.
Rexona, the Unilever-owned deodorant brand, signed a multi-year partnership with English footballer and Lioness player Lucy Bronze last month.
Commenting on the latest deal, 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.
Interest in sponsoring women’s sport among beauty and personal brands is on the rise, with a spate of tie-ups in recent months.
e.l.f. Cosmetics was named as the first beauty sponsor of the largest US high school girl's wrestling competition, The Wonder Women of Wrestling Varsity Tournament.
The Power Grip Primer-maker also partnered with Fazit Beauty on a limited edition range of product bundles for sports fans
Charlotte Tilbury revealed a new campaign for International Women’s Day featuring Chloe Chong, one of the youngest drivers in Formula 1.
Coppertone tapped rugby star Ilona Maher to be the new face of its sports sunscreen.
Meanwhile, Dove and Sports Illustrated unveiled a collaboration aimed at enhancing body confidence among young female athletes before this year's Super Bowl in February 2025.\