Woolworths Named Official Rugby World Cup Partner
The supermarket chain signs on to support the 2027 men's and 2029 women's Rugby World Cup tournaments in Australia.
Updated on Oct. 19, 2026 in Other Sports
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Woolworths has been named the Official Supermarket Supporter for the Men's Rugby World Cup 2027 and Women's Rugby World Cup 2029. Both upcoming international rugby tournaments will be hosted in Australia.
Why it matters
The partnership is designed to highlight local produce as a primary fuel source for both athletes and fans. Woolworths plans to leverage its reach across Australia and New Zealand to engage supporters during the event cycles.
The agreement covers the Men's Rugby World Cup in 2027 and the Women's Rugby World Cup in 2029. This adds to the brand's existing athletic portfolio, which includes partnerships with Cricket Australia, Netball Australia, Netball New Zealand, the Australian Olympic Team, and Paralympics Australia.
The players
Woolworths
Woolworths is a major supermarket chain that maintains extensive sponsorship agreements with numerous national sporting bodies across Australia and New Zealand.
Cartology
Cartology is a retail media network operated by Woolworths that facilitates targeted advertising and customer engagement for brand partners.
The details
Woolworths intends to reach rugby fans by leveraging its retail media network, Cartology, to develop new customer engagement opportunities. The collaboration will feature various product offerings throughout the tournaments to promote Australian-grown food.
Timeline
The Men's Rugby World Cup is scheduled to take place in 2027.
The Women's Rugby World Cup is scheduled to take place in 2029.
Season Trajectory
This partnership mirrors the brand's existing relationship with the Australian Olympic Team and Netball Australia to maintain a dominant footprint in the local sports economy. By locking in both 2027 and 2029 tournaments, the company ensures a continuous marketing presence across two major international sporting cycles.
Fans in Australia and New Zealand can expect to see integrated marketing campaigns and promotional product offerings throughout the lead-up to the 2027 and 2029 tournaments. The use of Cartology indicates that consumer experiences during these events will be heavily tailored through retail data channels.
The takeaway
This deal underscores the growing integration between national retail brands and international tournament hosting rights. It marks a significant expansion for the company as it attempts to solidify its image as the primary supplier for the regional rugby community.
Further reading
Learn more about the latest developments in international competition on our Other Sports page.
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