MUMBAI: It’s got a lever into the International Cricket Council (ICC) – the apex body of the cricketing world. FMCG behemoth Unilever has announced a two-year partnership for two of its personal care brands, Rexona and Dove, with the cricket body for women’s cricket that will run until the end of 2027.
The alliance was unveiled during a vibrant criiio cricket festival in Dubai on International Women's Day, featuring 100 participating girls. This strategic collaboration brings together two influential organisations committed to accelerating the growth of women's cricket globally.
The partnership comes at a crucial time when women's cricket is experiencing unprecedented growth. It will span several major tournaments, beginning with the ICC Women's Cricket World Cup 2025 in India and including Women's T20 World Cups, U19 Women's T20 World Cups, and the inaugural Women's Champions Trophy in 2027.
ICC chairman Jay Shah described the deal as "a pivotal moment for women's cricket" that 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 highlighted the significance of pursuing partnerships specifically focused on the women's game, noting that this deal "not only highlights the growing commercial appeal of women's cricket but also underlines ICC's position as one of the pioneers of the women's sport movement."
Rexona, as the world's leading deodorant brand with a mission to inspire movement and confidence, will implement various initiatives including a flag bearers programme and digital experiences during events. The brand will also support participation through women's criiio festivals and leverage its expertise to collaborate on women's hygiene education programmes.
Hindustan Unilever CEO& MD Rohit Jawa called the partnership "an exciting opportunity for Rexona to tap into a cultural moment, connect with new audiences, and importantly help drive women's cricket further."
The deal was facilitated by Unilever International, the company's global business unit focused on exploring new market opportunities.
