Unilever Joins Forces with World Rugby in Multi-Brand Sponsorship for 2025
Unilever has announced a major partnership with World Rugby, becoming an Official Sponsor of the Rugby World Cup 2025 and the WXV tournament. The FMCG giant will activate the collaboration through four of its prominent personal care brands—Dove, Rexona (Sure in the UK), Lifebuoy, and Lux—strengthening its connection with consumers through sport-led purpose campaigns.
Spanning multiple touchpoints including broadcast, digital, and on-the-ground engagement, the partnership aims to reach millions of rugby fans worldwide. The deal underscores a wider strategy by Unilever to leverage the global reach of major sporting events to drive awareness around key brand values such as confidence, hygiene, equity, and inclusion.
Targeting a Growing Global Audience
The Rugby World Cup 2025, to be hosted in England, is expected to be the most viewed and attended women’s rugby tournament in history with 16 international teams competing. The WXV competition, World Rugby’s new annual women’s rugby series, further bolsters the visibility of the sport and presents additional opportunities for international brand activation.
According to World Rugby, women’s rugby is experiencing unprecedented growth, with over 2.7 million women and girls playing globally. Unilever’s move taps into this momentum, aligning with the company’s commitment to supporting gender equity and inclusive participation while broadening its brand relevance across diverse markets.
Purpose-Driven Branding Meets Global Sport
Each of the participating Unilever brands will roll out tailored campaigns: Dove will focus on self-esteem and body confidence; Rexona will support inclusive movement initiatives; Lux will champion self-expression through sport; and Lifebuoy will emphasize better hygiene practices in local communities. These purpose-led initiatives reinforce Unilever’s focus on sustainability and social impact while engaging fans at key moments across the tournament calendar.
Alan Jope, Unilever CEO, noted that this sponsorship reflects the strength of the company’s brands in connecting with consumers through meaningful experiences. Similarly, World Rugby Chairman Bill Beaumont highlighted the alignment of both organizations’ values, especially in promoting equality and wellness through sport.
This strategic alliance positions Unilever not only to expand brand exposure but also to influence the evolving narrative around women’s sports, health, and empowerment—