Unilever Strengthens Sports Marketing Strategy with Rugby World Cup Partnership
Unilever has announced a major global partnership with World Rugby, securing sponsorship rights across the organization’s key men’s and women’s tournaments through 2027—beginning with the upcoming Rugby World Cup 2023 in France. This marks a strategic push into sports marketing, aimed at amplifying brand visibility among global consumers through world-renowned sporting events.
The move will see brands from Unilever’s Personal Care portfolio—including Dove Men+Care, Rexona (Sure), and Lifebuoy—activated across flagship rugby events such as Rugby World Cup 2023 (men’s), Rugby World Cup 2025 (women’s), the WXV women’s rugby competition, and Rugby World Cup 2027 (men’s). The partnership aligns with Unilever’s broader goal of supporting inclusion, equity, and well-being through sport.
Unilever will capitalize on its rights through a multi-year deal that includes broadcast and digital integrations, on-site presence, and supporter engagement campaigns linked to its personal care brands. The company also plans to support grassroots rugby initiatives, leveraging its brands’ existing social purpose missions to foster broader community engagement and behavioral change around hygiene, fitness, and mental health.
“This partnership provides a powerful opportunity for our brands to connect with a diverse global audience while making a positive impact,” said Fabian Garcia, President of Unilever Personal Care. “Rugby celebrates strength, resilience, and teamwork—values that align closely with our brand purposes.”
World Rugby Chief Executive Alan Gilpin highlighted the significance of the partnership in advancing the sport’s global reach and supporting equitable growth across the men’s and women’s game. “We’re excited to work with Unilever to reach millions of new fans and deepen connections through shared values and purpose-driven campaigns,” he said.
The partnership signals a strong commitment from Unilever to tap into the influential reach of sport to drive both brand growth and social good. With billions of people expected to tune into key tournaments over the next four years, Unilever’s presence in rugby underscores an evolving approach within FMCG to blend commercial activation with purpose-led branding strategies.
As consumer expectations around brand responsibility and community involvement continue to rise, Unilever’s rugby partnership may serve as a benchmark for how FMCG giants build meaningful engagement through sport-led platforms.