ICC and Unilever announce landmark partnership on International Women’s Day to strengthen women’s cricket

The two-year partnership, kicking off at this year’s Women’s Cricket World Cup in India and running until the end of 2027, marks the world cricket governing body’s first dedicated commercial partners for the women’s game.

The first-of-its-kind association announced through a criiio cricket festival event in Dubai, featuring 100 girls and coinciding with the International Women’s Day, will offer a major boost to the promising trajectory of the women’s game.

Strengthening ICC’s ambitions to accelerate the development of the women’s game on a global scale, the partnership between the two pioneering forces will include other major events in the international calendar such as Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

The ICC-Rexona association will encompass a range of activities - ranging from the Flag Bearers programme to digital initiatives and experiences during event-time - that aim at breaking barriers and instilling confidence in women and girls on the world stage.

Beyond the major events, Rexona will also play a pivotal role in enabling participation through a series of women’s criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women’s hygiene.

"This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women's cricket,” ICC Chair Jay Shah said.

“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."