Unilever’s personal care brands, including Rexona and Dove, have partnered with the International Cricket Council (ICC) as the first dedicated commercial partner for women’s cricket through the end of 2027. This groundbreaking collaboration supports the ICC’s mission to expand women’s cricket globally, starting with the ICC Women’s Cricket World Cup 2025 in India. The partnership will also encompass other major events, including the Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

Rexona, a leading global deodorant brand, is committed to encouraging people to stay active. As part of this partnership, ICC and Rexona will launch initiatives such as the Flag Bearers programme and digital campaigns to support women and girls in sports. Beyond major tournaments, Rexona will also play a crucial role in increasing grassroots participation through a series of women’s criiio festivals. Additionally, the brand will leverage its expertise in science and technology to collaborate on educational programs focused on women’s hygiene.

ICC Chairman Jay Shah expressed his enthusiasm for the partnership, stating, “This International Women’s Day, we are proud to announce a groundbreaking partnership with Unilever, signifying 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.”

ICC Chief Commercial Officer Anurag Dahiya echoed this sentiment, highlighting the strategic importance of the deal. “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 securing partnerships with a focus on the women’s game, and we are pleased to see this vision come to fruition. This exciting deal not only underscores the growing commercial appeal of women’s cricket but also affirms ICC’s role as a pioneer in the women’s sports movement.”

Rohit Jawa, CEO and Managing Director of Hindustan Unilever, emphasized the opportunity this partnership presents for Rexona. “This is an exciting moment for Rexona, one of our biggest personal care brands, to engage with a cultural movement, connect with new audiences, and most importantly, drive women’s cricket forward. The partnership is an ideal fit for our brand, which aims to empower millions with the confidence to move more by delivering superior sweat and odor protection benefits.”

This partnership has been established through Unilever International, Unilever’s whitespace partner and global business unit, further strengthening its commitment to women’s sports. By investing in this initiative, Unilever and ICC are working together to build a more inclusive and commercially viable future for women’s cricket.

Author: Sathya Udaiyar