The International Cricket Council (ICC) has secured a groundbreaking two-year partnership with Unilever’s personal care brands, including Rexona and Dove. Announced on International Women’s Day, this deal represents the ICC’s first dedicated commercial partner for women’s cricket, extending through 2027.
The collaboration will span major tournaments including the ICC Women’s Cricket World Cup 2025 in India, Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.
Rexona, a global deodorant brand focused on encouraging physical activity, will implement initiatives such as the Flag Bearers programme and digital campaigns to support women and girls in cricket. The brand will also enable participation through women’s criiio festivals and collaborate on women’s hygiene education programmes.
ICC Chairman Jay Shah highlighted the significance: “This groundbreaking partnership with Unilever signifies a pivotal moment for women’s cricket. By aligning with a global leader for the ICC’s first ever women’s partnership, we are reinforcing the growing importance of women’s sport on the world stage.”
Anurag Dahiya, ICC Chief Commercial Officer, noted: “The ICC has taken a forward-thinking approach to pursue partnerships focusing on the women’s game. This exciting deal highlights the growing commercial appeal of women’s cricket.”
Rohit Jawa, CEO of Hindustan Unilever, added: “This is an exciting opportunity for Rexona to 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.”
The partnership is facilitated by Unilever International, the company’s global business unit.
