By Andy Marston, Sports Pundit
On International Women’s Day, the International Cricket Council (ICC) announced a landmark partnership with Unilever’s Personal Care brands, Rexona and Dove, making them the first-ever exclusive commercial partner for women’s cricket.
The partnership was announced at a criiio cricket festival in Dubai, where 100 girls participated in a celebration of women’s cricket.
The two-year partnership kicks off at the Women’s Cricket World Cup in India and runs until the end of 2027 and includes major global events like Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.
Unilever will support grassroots participation through women’s criiio festivals while also using its expertise in science and technology to educate and empower women and girls. Rexona’s initiatives will include the Flag Bearers programme, digital activations, and in-stadium experiences to instill confidence and break barriers in the women’s game.
Why It Matters:
For the first time, the ICC has secured a sponsor dedicated solely to women’s cricket, rather than bundling it within a broader men’s deal. This represents a major shift in how women’s cricket is being positioned - as a standalone commercial entity with its own value proposition.
This move validates the commercial appeal of women’s sport, proving that major brands are now willing to invest in the women’s game on its own merits rather than as an add-on.
Crucially, Unilever’s approach differs from how brands traditionally activate in men’s sports, which is often focused on maximising ‘eyeballs’ and reach. Instead, this partnership is centred around inspiring participation, enhancing visibility, breaking down barriers to entry, and driving meaningful change - something that Rexona and Dove are both doing to great effect also in women’s football.
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