Mumbai: In a groundbreaking move for women’s sports, the International Cricket Council (ICC) and Unilever Personal Care brands, including Rexona and Dove, have announced a first-of-its-kind two-year partnership dedicated exclusively to the growth of women’s cricket. This collaboration marks ICC’s first dedicated commercial partnership for women’s cricket, running until the end of 2027.
The announcement took place at a vibrant criiio cricket festival in Dubai, featuring 100 young girls, coinciding with International Women’s Day, underscoring the commitment to empowering women in sports.
With women’s cricket witnessing rapid growth globally, this partnership aims to accelerate the sport’s development at all levels. The collaboration will kick off at the ICC Women’s Cricket World Cup 2025 in India and extend to major ICC events, including:
- Women’s T20 World Cups
- U19 Women’s T20 World Cups
- The inaugural Women’s Champions Trophy in 2027
Rexona, the world’s leading deodorant brand, is dedicated to inspiring confidence and movement. The partnership will focus on empowering women and girls on the global stage through various initiatives, including:
- Flag Bearers Programme – Offering young girls the opportunity to be part of international cricket events.
- Digital Engagement & Experiences – Bringing fans closer to the game.
- Women’s Criiio Festivals – Enabling grassroots participation in cricket.
- Education Programmes on Women’s Hygiene – Leveraging Unilever’s expertise in science and technology.
ICC Chairman, Jay Shah, 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, 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.”
ICC Chief Commercial Officer, Anurag Dahiya, added: “We are delighted to welcome Unilever’s personal care brands, including Rexona and Dove, to the ICC Commercial Partner Programme in this breakthrough partnership. The ICC has taken a forward-thinking approach to pursue more partnerships with a focus on the women’s game. This deal highlights the growing commercial appeal of women’s cricket and underlines ICC’s position as one of the pioneers of the women’s sport movement.”
Rohit Jawa, CEO & Managing Director, Hindustan Unilever, shared: “This is an exciting opportunity for Rexona, one of our biggest personal care brands, to tap into a cultural moment, connect with new audiences, and help drive women’s cricket further. The partnership is an ideal fit for the brand, which aims to empower millions with the confidence to move more by delivering superior sweat and odour protection benefits.”
