ICC and Unilever Announce Landmark Partnership to Boost Women’s Cricket| Women's Cricket

ICC and Unilever Forge Historic Partnership to Elevate Women’s Cricket

The International Cricket Council (ICC) has announced a groundbreaking two-year partnership with Unilever’s personal care brands, including Rexona and Dove, marking a new era for women’s cricket. This partnership, unveiled through a vibrant cricket festival in Dubai on International Women’s Day, cements Unilever as ICC’s first dedicated commercial partner for women’s cricket, underscoring the rapid growth of the sport at a global level.

This landmark deal extends through to the end of 2027 and will provide significant commercial and developmental support to women’s cricket. The agreement will debut at the ICC Women’s Cricket World Cup 2025 in India and will also cover major international events such as the Women’s T20 World Cup, the U19 Women’s T20 World Cup, and the first-ever Women’s Champions Trophy in 2027.

A Milestone Moment for Women’s Cricket

Women’s cricket has experienced tremendous growth in recent years, with increasing global viewership, sponsorships, and participation at grassroots levels. The ICC has been committed to expanding the game, and this partnership with Unilever will accelerate those efforts by fostering new opportunities for female cricketers worldwide.

ICC Chairman Jay Shah emphasized the importance of this collaboration, stating, “This International Women’s Day, we are proud to announce a groundbreaking partnership with Unilever, marking a significant step forward for women’s cricket. Aligning with a global powerhouse like Unilever not only strengthens the commercial foundation of the sport but also reinforces the growing influence and recognition of women’s cricket on the global stage. This partnership will inspire future generations and contribute significantly to the development and success of women’s cricket worldwide.”

Unilever’s Commitment to Women’s Cricket

Unilever’s personal care brands, particularly Rexona, have long championed confidence, movement, and personal empowerment. As part of the partnership, Rexona will work closely with the ICC to introduce initiatives that empower young female athletes, including digital campaigns, event-time experiences, and grassroots programs. A key highlight of this collaboration is the Flag Bearers program, which will provide young girls with opportunities to be actively involved in major ICC tournaments.

Unilever will also leverage its expertise in science and technology to contribute to educational initiatives focused on women’s hygiene and health, ensuring that female cricketers at all levels have access to essential resources to support their careers.

Rohit Jawa, CEO & Managing Director of Hindustan Unilever, expressed excitement about the collaboration, saying, “This is an exciting opportunity for Rexona, one of our biggest personal care brands, to tap into a cultural moment and help drive women’s cricket further. We believe in empowering millions with the confidence to move more, and through this partnership, we aim to inspire young cricketers and give them the support they need to break barriers.”

Driving Women’s Cricket Forward

ICC Chief Commercial Officer Anurag Dahiya highlighted the significance of this agreement, stating, “The ICC has taken a forward-thinking approach by prioritizing partnerships that focus on the women’s game. This exciting deal highlights the commercial appeal of women’s cricket and reinforces the ICC’s role as a pioneer in advancing women’s sports globally.”

The impact of this collaboration is expected to be far-reaching, with a key focus on increasing participation, enhancing visibility, and providing more competitive opportunities for female cricketers. Unilever’s involvement will not only bring in financial support but also create a more inclusive environment where women’s cricket can thrive.

What This Means for the Future of Women’s Cricket

With this partnership, the ICC has taken another significant step towards ensuring a sustainable future for women’s cricket. Increased investment and sponsorship deals like this provide crucial support for the game’s expansion, allowing more young girls to pursue cricket professionally.

The upcoming ICC Women’s Cricket World Cup 2025 in India will be the first major tournament under this partnership, setting the stage for increased global attention and fan engagement. As women’s cricket continues to evolve, partnerships with influential brands like Unilever will be key to unlocking new opportunities and raising the profile of the sport worldwide.