The Women’s Rugby World Cup 2025 promises to be the biggest staging yet of the sport’s premier event. Kicking off in England this Friday night, it will stretch across six weeks, showcase 16 national teams, and, crucially, be underpinned by a commercial roster that signals the sport’s growing clout on the global stage.
The programme has tripled in revenue terms since the last staging in 2021.
World Rugby has invested heavily in building a sustainable commercial model for the women’s game. A core part of that effort has been the recruitment of blue-chip global partners who see the tournament not simply as an advertising opportunity, but as a chance to align with the values of the sport.
The Principal Partners and Official Partners of the Women’s Rugby World Cup 2025 form a diverse set of industries—from finance and professional services to technology, aviation, and consumer goods—each bringing unique assets to the table.
Add to this Allianz, one of the most established names in global sport sponsorship, and the tournament has a partner family capable of amplifying rugby’s impact far beyond the pitch.
Today, we look at the activations of the global partners, and tomorrow, we will focus on the work being done in support of the Irish Team.
Mastercard: The Experience Economy at Work
Few brands have leaned into women’s sport as consistently as Mastercard. Already synonymous with rugby through its long-term relationship with World Rugby, Mastercard’s “Priceless” campaigns are tailor-made for an event that aims to create unforgettable moments for fans and athletes alike.
Expect Mastercard to activate across ticketing, hospitality, and fan engagement, blending physical presence at the venues with digital storytelling. For the company, this partnership speaks to a commitment to inclusion and diversity in sport, but also to the strategic value of tapping into rugby’s growing female fanbase across Europe, Asia, and the Americas.
Capgemini: Building the Digital Game
As a global leader in consulting and technology services, Capgemini plays a different but equally critical role. In women’s rugby, its impact goes beyond branding; the company provides World Rugby with digital infrastructure, data insights, and the platforms that connect fans worldwide.
Capgemini has positioned itself as a champion of women in sport and technology, aligning its sponsorship with initiatives that highlight leadership pathways for women both on and off the field. By underpinning the digital transformation of the tournament, Capgemini ensures that the Women’s Rugby World Cup 2025 will be not just a sporting spectacle, but also a cutting-edge digital experience.
Gallagher: Protecting the Future of the Game
Gallagher, the global insurance broker, brings expertise in risk management and a strong brand reputation within rugby, having been title sponsor of England’s Gallagher Premiership. Its involvement in the Women’s Rugby World Cup is another sign of rugby’s growing appeal to mainstream corporate partners.
For Gallagher, the partnership blends business goals with values-driven activation. The company’s messaging often revolves around resilience, protection, and trust—concepts that resonate strongly in sport. Gallagher’s support signals confidence in the commercial viability of women’s rugby as a long-term property.
Asahi: A Taste of Celebration
Asahi joins as the tournament’s official beer partner, continuing its rapid expansion in global sports. Major events increasingly demand consumer brands that can create fan experiences both inside and outside stadiums, and Asahi is well placed to do so with activations that combine Japanese heritage with a global outlook.
It has focused local activity around ambassador and star of the England team Ellie Kildunne
The company will seek to connect with rugby’s international, festival-like audience—offering fans a chance to toast historic milestones in women’s sport while anchoring itself as a premium global beverage of choice.
Defender: Adventure Meets Rugby
Few partnerships feel more natural than that of Defender—the iconic Land Rover SUV brand—and rugby. Long associated with values of toughness, exploration, and community, Defender’s presence at the Women’s Rugby World Cup adds depth to its sporting portfolio.
Activations will likely focus on grassroots rugby and family-friendly experiences, reflecting Defender’s positioning as a brand for those who value both performance and responsibility. With vehicles front and centre at fan villages and activations, Defender will symbolise rugby’s adventurous spirit.
Mitsubishi Electric: Innovation in Motion
Among the Official Partners, Mitsubishi Electric brings cutting-edge engineering and a track record in sustainable technologies. Its involvement highlights how sport partnerships are no longer just about awareness, but about association with innovation and long-term societal impact.
Expect Mitsubishi to spotlight its green technology credentials, aligning with rugby’s push towards sustainable event management and the broader conversation about climate responsibility.
HSBC: Banking on the Women’s Game
HSBC has been synonymous with rugby sevens for nearly two decades, and its move into the Women’s Rugby World Cup builds on that legacy. The bank has invested heavily in promoting accessibility and opportunity within rugby, particularly for emerging nations.
Through this partnership, HSBC positions itself as more than a sponsor—it becomes a facilitator of growth, helping to expand rugby’s global footprint and connecting the women’s game to new markets in Asia and beyond.
O2: Connecting Fans and Players
For O2, long-time backer of England Rugby, becoming an Official Partner of the Women’s Rugby World Cup on home soil is a natural extension. The telecoms giant is expected to lead some of the most visible consumer-facing activations, particularly around the opening match at Sunderland’s Stadium of Light.
Leveraging its network and brand recognition, O2 will bring fans closer to the action through exclusive content, digital experiences, and matchday promotions, helping to generate the kind of buzz that sets this tournament apart.
Emirates: Flying High with Women’s Rugby
Emirates continues its tradition of rugby sponsorship by joining as the tournament’s official airline. Beyond the visibility on referee kits and in stadia, Emirates uses such partnerships to reinforce its global brand story: connecting people, cultures, and experiences.
As the Women’s Rugby World Cup draws teams and fans from across the world, Emirates will embody that connectivity, projecting rugby as a sport with global reach and inclusivity at its core.
ChildFund Rugby: Impact Beyond the Pitch
Unique among partners, ChildFund Rugby is not a corporate giant but a development organisation dedicated to using rugby as a tool for social impact. Its inclusion in the partner roster is a reminder that women’s rugby is not just about commercial growth, but also about leveraging sport to change lives.
ChildFund will channel funds from the tournament into grassroots programmes that promote education, gender equity, and leadership opportunities for young people in disadvantaged communities.
Allianz: A Stadium and a Statement
Finally, Allianz has emerged as a key supporter, lending not just financial backing but also the power of its name. The final will take place at Allianz Stadium, providing the brand with global exposure. But Allianz’s involvement extends further: through its “Road to Allianz Stadium” community campaign, it has sought to connect the tournament to wellness, participation, and local engagement.
Allianz has become a household name in sport, from Olympic partnerships to football and Formula One, and its commitment to women’s rugby strengthens its reputation as a global backer of inclusive, transformational sport.
More Than The Sum of The Parts
Together, these partners form a sponsorship ecosystem that is far more than the sum of its parts. They bring credibility, resources, and innovation to an event that aspires to be a watershed moment for women’s sport.
From Mastercard’s priceless experiences to Allianz’s grassroots legacy, from HSBC’s global reach to ChildFund’s social impact, the Women’s Rugby World Cup 2025 will be powered not only by the athletes on the pitch, but also by the brands and organisations that have chosen to invest in its future.
SPORT FOR BUSINESS AUTUMN EVENTS
On Wednesday, September 10th, we will host a special event looking at Future Proofing Irish Sport, including the use of AI in sport. Then on September 25th we will host our Annual Children in Sport Conference, on October 14th, our Annual Sport for Social Good Event, in November a new event focused on Sustainability in Sport and in December our 12th Annual Women in Sport Conference, in partnership with Lidl.
Find out More about Our Sport for Business Events Programme Here
BOOK YOUR EARLY BIRD TICKETS FOR THESE EVENTS HERE
The Latest Sport for Business Podcasts
Further Reading for Sport for Business members:
Check out more of our Sport for Business coverage of US Sport
MEMBERSHIP AND EVENTS
The IRFU and Allianz, as well as all the leading sporting and business organisations in and around the world of sport are among the 300+ members of the Sport for Business community.
This includes all of the leading sports and sponsors, as well as commercial and state agencies, individuals interested in our world, and an increasing number from beyond these shores taking a keen interest in Ireland.
Find out more about becoming a member today.
Or sign up for our twice-daily bulletins to get a flavour of the material we cover.
Sign up for our News Bulletins here.
