Woolworths has announced a major new sponsorship, becoming the Official Supermarket Supporter of the Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029.
The partnership has reinforced Woolworths’ long-standing support for sport and added to a portfolio of iconic partnerships, including Cricket Australia, Netball Australia, Netball New Zealand, the Australian Olympic Team and Paralympics Australia.
As the Official Supermarket Supporter, Woolworths will be the one-stop shop for rugby fans across Australia and New Zealand, whether they are fuelling up at home for game-day barbecues or picking up their favourite international foods to support their team.
Woolworths Chief Marketing Officer Sean Barrett said Aussies and Kiwis love local fresh food and their sport, with fresh food at the heart of how people 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," said Barrett.
World Rugby Chief Revenue Officer Michel Poussau was also thrilled to welcome Woolworths to the World Rugby family as an Official Supermarket Supporter of the Men’s Rugby World Cup 2027 and the 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.
Poussau added that 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, they 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.
With millions of fans expected to follow the action, Woolworths' Cartology Retail Media network will also create new opportunities for brands to connect with audiences through integrated retail media experiences that bring them closer to the World Cup journey across Woolworths stores and online.
