JAECOO named title partner of Premiership Women's Rugby in multi-million-pound deal 🏉
Chinese automotive brand JAECOO has signed a multi-year, multi-million-pound title partnership with Premiership Women's Rugby, ending a two-year search for a headline sponsor since Allianz stepped back. JAECOO, one of the fastest-growing automotive brands in the UK and already embedded in rugby as an EPCR partner and Formula E sponsor, will have its branding across all PWR matches, broadcast coverage, and digital content from the 2026/27 season. The deal is the most significant commercial milestone for the PWR since its relaunch and marks a meaningful step toward financial sustainability for the league.
"Bringing a brand of JAECOO's calibre on board as our title partner is a landmark moment for Premiership Women's Rugby and a powerful endorsement of the growth, ambition and long-term commercial potential of our competition. We are delighted to welcome JAECOO as our title partner and to begin an exciting new chapter together as JAECOO PWR."
— Genevieve Shore, Executive Chair, JAECOO PWR
Allstate expands SEC partnership with new women's sports competition 🏈
Allstate has extended its multi-year sponsorship with the Southeastern Conference, with the expanded deal placing women's athletics front and centre. The insurer will launch the Allstate SEC Women's Champions Cup, a year-long competition across 10 women's sports at all 16 SEC universities, awarding a championship to the top-performing school. Allstate also becomes the first entitlement sponsor of the SEC Women's Volleyball Tournament and the presenting sponsor of SEC Women's Soccer Tournament broadcasts on SEC Network. The deal signals a shift from passive conference sponsor to active architect of women's sport competition formats.
“As women’s sports continue to set new standards for competition, connection and fan engagement, Allstate is proud to help provide the consistent visibility and support these athletes and championships deserve."
— Elizabeth Brady, Chief Marketing, Innovation, Customer and Communications Officer, Allstate
The Iconic makes its first sports sponsorship in multi-platform NRLW deal 👗
Australian fashion and lifestyle retailer The Iconic has partnered with News Australia around the Newcastle Knights' 2026 NRLW season, its first sports sponsorship in 15 years of trading. The campaign centres on a bespoke player poster in The Sunday Telegraph and a three-part social video series, Beyond The Jersey, profiling Knights players across themes of leadership, confidence and identity. No financial terms were disclosed, but the deal is notable as a mainstream fashion brand entering women's rugby league through editorial content rather than traditional kit or stadium branding.
“As women’s sports continue to set new standards for competition, connection and fan engagement, Allstate is proud to help provide the consistent visibility and support these athletes and championships deserve."
— Elizabeth Brady, Chief Marketing, Innovation, Customer and Communications Officer, Allstate
Women's Sport Summit confirms Billie Jean King Cup's Silvia Keiser for October lineup 🎾
Silvia Keiser, Director of Marketing, Communication and Partnerships at the Billie Jean King Cup, has been confirmed as a speaker at the Women's Sport Summit on 6 October at Emirates Stadium, London. The Billie Jean King Cup is the world's largest annual women's team sport competition, and Keiser's work on growing its commercial and partnership footprint globally is exactly the kind of case study the WSS programme is built around.
Tasmania deploys AUD $400,000 to grow female sports participation 🏅
The Tasmanian State Government has distributed nearly AUD $400,000 through its Her Path to Play programme, with 38 sporting organisations sharing the funding to build sustainable community pathways for women and girls. Beyond participation, the grants specifically target leadership pipelines, funding women into coaching, officiating, administration and executive roles. The round attracted applications from more than 90 sports bodies across the region, signalling strong demand for structured investment in the female sport ecosystem at grassroots level.
“I look forward to seeing the positive results that Her Path to Play will deliver in the coming years – I’m confident it will level the playing field for women and girls,”
— Nick Duigan, Tasmanian Minister for Sport
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