The International Cricket Council (ICC) has become the latest governing body to unbundle its sponsorship rights, with consumer goods brand Unilever coming onboard as the first dedicated partner of its women’s competitions.
Speaking to SportsPro, ICC chief commercial officer Anurag Dahiya said that the global governing body’s decision to offer brands the opportunity to sign deals covering only its women’s tournaments was driven by the belief that women’s cricket has “standalone commercial value”.
Unilever is already heavily involved in women’s soccer through partnerships with Women’s Super League (WSL) sides Chelsea and Manchester City, while it will also sponsor this year’s Uefa Women’s Euro 2025 after serving as an official partner of the 2023 Fifa Women’s World Cup.
Dahiya confirmed Unilever’s existing involvement in women’s sport “absolutely facilitated” conversations about the company joining forces with the ICC and said that the brand “jumped at” the opportunity to sponsor its women’s events.
“From our perspective, that was fantastic, because it signals a shift in mindset,” Dahiya said. “Women’s cricket is no longer an add-on or a freebie attached to men’s cricket. It’s a distinct product, has its own unique cultural resonance, commercial potential, and has its own ability to stand on its own and deliver meaningful brand and business outcomes.”
Announced on International Women’s Day, Unilever’s two-year deal will see its personal care brands Rexona and Dove promoted during the ICC’s women’s events, including the 2025 Women’s Cricket World Cup, the Women’s T20 World Cup, U19 Women’s T20 World Cups and the inaugural Women’s Champions Trophy in 2027.
By SportsProMedia
