The International Women's Day 2025 proves very special for women's cricket as the ICC women's cricket tournaments have achieved special things, which is the very first time, and it opened a new era of women's cricket.

Previously, ICC women's cricket tournaments had no dedicated standalone sponsors as those would follow the men's tournaments pathway. The advertisers were subsidising women's cricket, which acted like an add-on or freebie with men's tournaments. But the scenario is set to change from now.

From the upcoming ICC Women's Cricket World Cup 2025, which India will host, the ICC women's tournaments will have the standalone sponsors, which are solely contracted and not related to men's tournaments. 

ICC-Rexona partnership opens up new chapter

The International Cricket Council (ICC) has partnered with Unilever to open the new chapter in women's cricket. The ICC Women's Cricket World Cup 2025, ICC Women's T20 World Cup 2026, ICC U19 Women's T20 World Cup 2027, ICC Women's Champions Trophy 2027 will have the dedicated commercial sponsor Rexona, a personal care brand of Unilever. The ICC-Rexona partnership will run till the end of 2027 with a view to future expansion. 

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This collaboration will empower female cricketers: Jay Shah

The ICC chairman Jay Shah commented, "This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies 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."

As women's cricket is growing strongly, which is impressively visible in the recent ICC tournaments, where the ICC Women's T20 World Cup 2024, 2023, and 2020 Finals were sold out with a record-breaking attendance in a women's cricket game of 86,174 in the Final of the 2020 edition, Australia vs India at the Melbourne Cricket Ground. Apart from the stadium crowd attendance, the recent ICC women's tournaments have also experienced record-breaking viewership figures.