Woolworths lands Rugby World Cup 2027 and 2029 sponsorship

Woolworths has been named the Official Supermarket Supporter of the Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029, both of which will be held in Australia.

The deal adds to Woolworths’ existing sports partnerships with Cricket Australia, Netball Australia, Netball New Zealand, the Australian Olympic Team and Paralympics Australia.

Woolworths says it will target rugby fans in Australia and New Zealand, from those buying food for game-day barbecues to those picking up international products to support their team.

Sean Barrett, Woolworths Chief Marketing Officer, said: “Aussies and Kiwis love their local fresh food, as well as their sport, with fresh food at the heart of how we connect, celebrate, and support communities on both sides of the Tasman.

“Partnering with the Rugby World Cup is a wonderful opportunity to bring these two passions together - showcasing the very best local produce to fuel players and bring fans together around the table or the barbie, as these global tournaments return to local shores.”

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World Rugby Chief Revenue Officer, Michel Poussau said: “We are thrilled to welcome Woolworths to the World Rugby family as an Official Supermarket Supporter of Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029.

"Rugby World Cups are about far more than the action on the field. They bring people together, unite communities and create moments of connection that become lifelong memories.”

“As one of Australia and New Zealand’s most recognisable brands, Woolworths is the perfect partner to help elevate the fan experience throughout both tournaments.

"Through this partnership, we will create opportunities for people to celebrate and share in the excitement, from local communities across Australia to the global rugby family, helping make these tournaments truly unforgettable.”

Ebonie Newman, Cartology’s Head of Client Advisory and Value Creation, added: “We’re excited to bring the experience of the Rugby World Cup to customers and suppliers across the Tasman with rich engagement opportunities.

“With our end to end retail media network, brands have unparalleled partnership opportunities during the tournaments while we deliver richer experiences for customers.”