Woolworths Rugby World Cup deal spans men's 2027 and women's 2029 tournaments

Woolworths, Australia's largest supermarket network, has signed on to back two Rugby World Cups. World Rugby named the retailer Official Supermarket Supporter of both the men's tournament in 2027 and the women's edition in 2029.

The deal was announced on Monday 19 October, and both tournaments will be held in Australia. Because the agreement runs across more than one World Cup, Woolworths will be involved from the men's event next year through to the women's showpiece two years later.

Michel Poussau, World Rugby's Chief Revenue Officer, welcomed the new partner. "We are thrilled to welcome Woolworths to the World Rugby family as an Official Supermarket Supporter of Men's Rugby World Cup 2027 and Women's Rugby World Cup 2029," he said.

A retailer on both sides of the Tasman

Woolworths first opened in 1924 and has since grown into Australia's biggest supermarket chain. Along with its Australian stores, it runs more than 180 in New Zealand, so the partnership reaches fans in both countries.

Sean Barrett, Woolworths' Chief Marketing Officer, pointed to that link. "Aussies and Kiwis love their local fresh food, as well as their sport," he said.

The sponsorship goes further than the stores themselves. Cartology, the retailer's retail media network, will give other brands new ways to reach audiences around the tournament.

The biggest men's edition yet

The timing matters, with the men's World Cup less than a year away. Rugby World Cup 2027 will be the largest men's edition so far, with 24 nations playing over six weeks in seven host cities around Australia.

Tickets for the 2027 tournament are on sale now through the official ticketing website. Rugby World Cup Experiences also offers hospitality and travel packages that include tickets for every match, the final among them.