By Katharine Goodchild, business director North West Europe at Edgewell Personal Care
When the Red Roses lifted the 2025 Women’s Rugby World Cup, they made history, inspired millions, and proved once again that women’s sport deserves to be celebrated on the same stage as the men’s game. England’s triumph was not only a win on the pitch, but a powerful reminder of the resilience, talent, and determination of women athletes everywhere.
Just as England Women have redefined what’s possible in rugby, Wilkinson Sword Intuition continues to reshape the way women think about shaving. We were selected as the official shaving partner for the Women’s Rugby World Cup 2025 because our values aligned closely with the spirit of the tournament. Stand for something. Be bold. Challenge the status quo. And that’s exactly what the Red Roses have achieved.
Brand purpose beyond the pitch
However, our partnership extended far beyond the pitch. We invested in multi-platform digital, social, and shopper campaigns, with opportunities for fans to engage with the tournament directly, including competitions to win tickets to the final at Twickenham. This was about more than visibility; it was about giving women the opportunity to celebrate a sport they may not previously have had access to.
At its core, the sponsorship recognised individuality, strength, and personality on the global stage – traits we live by as a brand. Through our ‘Any Hair, Anywhere’ campaign, we’ve shown that whether it’s legs, pits, bikini or face, we’re approaching shaving with honesty, humour and a true understanding of women’s experiences. Our products are designed with women at the forefront, challenging outdated stereotypes of what shaving and self-care should look like.
This isn’t about telling anyone what to do with their body hair – or even what sport they should play – it’s about embracing life and taking on new challenges with excellence and precision. The synergies between the strength England displayed on the pitch, and our commitment to empowering women, are clear for all to see.
Fuelling growth for the next generation
The business case for backing women’s sport is undeniable. Audiences are growing, stadiums are filling, and broadcasters are responding to demand by showing more fixtures across different competitions than ever before. By associating with the Women’s Rugby World Cup 2025, we invested in that growth and contributed to a movement that is changing the sporting landscape.
Partnerships like these shine a light on role models for the next generation, aligning with our strategy to champion women through innovation and authenticity. Just as the Red Roses have rewritten what it means to be a rugby player, Wilkinson Sword Intuition is rewriting what it means to feel confident, powerful, and unapologetically yourself.
Building a legacy
The legacy of this World Cup is bigger than any single trophy. It’s a cultural shift driven by world-class athletes and supported by brands brave enough to back them. Together, we can ensure women’s sport continues to rise – and that women everywhere know beyond doubt that they belong on the pitch, in the stands, and most of all, in the spotlight.
We’re with you Red Roses – any game, anywhere.
