Unilever Partners with ICC to Boost Women's Cricket

Unilever and the ICC have entered a two-year partnership, making personal care brands like Rexona and Dove commercial partners for women’s cricket until 2027. The arrangement includes major international events and aims to promote women's sport. Rexona will also engage through 'Criiio' festivals and educational programs.

In a strategic move to amplify the reach of women's cricket, Unilever has partnered with the International Cricket Council (ICC) for two years, aiming to boost the sport's visibility until the end of 2027. Personal care brands Rexona and Dove will serve as commercial partners under this arrangement.

This partnership encompasses major international cricket events, including the Women's T20 World Cups and the Women's Champions Trophy debut set for 2027. The collaboration extends beyond major events, engaging through women's 'Criiio' festivals and educational initiatives on women's hygiene, underscoring a commitment to female empowerment in sports.

The ICC highlighted that 'Criiio' celebrates diverse cricket forms globally, enhancing the sport's cultural footprint. ICC Chairman Jay Shah lauded the partnership's significance for women's sports, while Hindustan Unilever CEO Rohit Jawa expressed enthusiasm about connecting with new audiences via cultural moments and supporting the growth of women's cricket.

(With inputs from agencies.)