The England 2025 Women’s Rugby World Cup continues to strengthen strategic alliances with global brands committed to sport and innovation. In this context, World Rugby has announced SharkNinja as the official home appliance partner of the tournament and Allianz as an official sponsor. Both will play a key role in enhancing the experience for players, referees, and fans throughout the event.

Both companies will bring value beyond traditional sponsorship: SharkNinja with products designed to improve performance and comfort on match days, and Allianz as the host of the grand final at the renowned Allianz Stadium, while also delivering community-focused and fan wellness activations. These additions reflect the growing interest from global brands to be part of a tournament that will mark a before and after in the history of women’s rugby.

Technology, social commitment and world-class experience

The inclusion of SharkNinja as an official partner represents a bet on innovation with purpose. Its products, such as the Ninja FrostVault refrigerators and the Shark FlexStyle hair styling devices, will be made available to players and referees to enhance their preparation and well-being. In addition, the brand will be present at the tournament through live activations at match venues and in the London Fan Zone, along with a series of digital content pieces offering fans a new perspective. “We want to make people’s lives easier so they can focus on what matters,” said James Kitto, General Manager of SharkNinja for Northern Europe.

Allianz, for its part, not only becomes an official tournament sponsor, but also the host of the highly anticipated final, to be held on September 27 at Allianz Stadium. The insurer thus reinforces its commitment to women’s rugby, adding this partnership to existing ones with England Rugby and its youth development program. Its initiative “The Road to Allianz Stadium,” which encourages physical activity among fans ahead of the tournament, is a clear example of its social focus. With more than 330,000 tickets sold, the 2025 edition is on track to break attendance records and position women’s rugby as a true driver of global change.