Islamabad, Mar 08, 2025: The International Cricket Council (ICC) has announced a groundbreaking partnership with Unilever, marking its first dedicated commercial collaboration for women’s cricket.
The two-year agreement, commencing at this year’s Women’s Cricket World Cup in India and running until the end of 2027, aims to accelerate the sport’s development on a global scale.
Unveiled at a special Criiio Cricket Festival event in Dubai, coinciding with International Women’s Day, the partnership seeks to empower women in cricket. The festival, attended by 100 young girls, highlighted the growing momentum behind the women’s game.
This collaboration will encompass major ICC events, including the Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.
It will also introduce initiatives such as the Flag Bearers programme and digital experiences designed to inspire confidence and break barriers for women in cricket.
Beyond tournaments, Rexona, a Unilever brand, will support grassroots participation through a series of women’s Criiio festivals. Additionally, it will leverage its expertise in science and technology to enhance education programmes focused on women’s hygiene.
ICC Chair Jay Shah emphasized that this partnership with Unilever represents a significant milestone for women’s cricket, reinforcing its growing importance on the global stage.
He highlighted that aligning with a global leader would not only secure valuable commercial backing but also empower female cricketers and inspire future generations.
