The International Cricket Council (ICC) has announced a two-year partnership with Unilever, which will see the latter’s personal care brands Rexona and Dove become the first-ever dedicated women’s cricket partners of the world cricket–governing body.
The partnership, announced on International Women’s Day, will look to boost the women’s game and support major ICC events, such as the Women’s T20 World Cup, the U19 Women’s T20 World Cup, and the inaugural Women’s Champions Trophy in 2027.
The Rexona partnership will see the deodorant and antiperspirant brand sponsor the “Flag Bearers” programme and work on various digital campaigns and fan experiences. Rexona will also host various series of “Criiio” festivals to raise awareness about women’s hygiene.
On the Unilever agreement, Jay Shah, Chairman of the International Cricket Council, commented:
“This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket. By aligning with a global leader like Unilever and its personal care brands for the ICC’s first ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women’s sport on the world stage. This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.“
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