Wilkinson Sword Intuition has secured a partnership to become the official sponsor of the 2025 Women’s Rugby World Cup in England.

Taking place from 22 August to 27 September, with the final scheduled for Twickenham, this year’s tournament will feature an expanded 16-team format for the first time.

The brand is also featuring this partnership across multiple platforms to engage its target audience of women aged 25-44, through a comprehensive digital, social, and shopper campaign.

Wilkinson Sword Intuition’s sponsorship will include games hosted in cities across the UK, such as Sunderland, Brighton, Bristol, Exeter, Northampton, Manchester, York, and London. Fans will also have the chance to win tickets to the final.

“We are thrilled to be the official shaving partner of the Women’s Rugby World Cup 2025,” said Jola Maczkiewicz, senior brand manager for Wilkinson Sword Intuition at Edgewell Personal Care.

“This iconic event represents performance at the highest level whilst also celebrating women’s individualities – which aligns with our brand ethos of providing women with the very best shaving tools, wherever they remove their hair. We look forward to bringing fans closer to the action on the pitch this summer!”

Sam Budd, CEO and Founder, Buddy Media Group said “We are proud to have helped bring together Wilkinson Sword Intuition and the Women’s Rugby World Cup 2025 in a partnership that goes beyond the game.”

He continued: “This collaboration is about celebrating the strength and determination of all women – on and off the field. By championing real, relatable conversations around self-care and confidence, we’re excited to help Wilkinson Sword Intuition connect with audiences in an authentic way.”