Woolworths Secures Sponsorship as Official Supermarket Supporter for 2027 and 2029 Rugby World Cups

World Rugby has named supermarket retailer Woolworths as the Official Supermarket Supporter of the Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029, both taking place in Australia.

The multi-tournament agreement leverages Woolworths’ retail network, surpassing over 1,000 stores across Australia and more than 180 across New Zealand—to drive community engagement, in-store activations, and match-day retail campaigns across Trans-Tasman markets.

The agreement grants Woolworths integrated commercial rights across both marquee tournaments, positioning its store footprint for fan-focused food activations, international cuisine promotions, and community health initiatives.

Crucially, the partnership incorporates Woolworths Group’s retail media business, Cartology, enabling supplier brands and FMCG advertisers to run targeted retail media campaigns across digital, in-store, and point-of-sale channels throughout the tournament cycles.

Strategic Context and Retail Media Integration

Commenting on the partnership, chief revenue officer of World Rugby, Michel Poussau, said: “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.”

“Rugby World Cups are about far more than the action on the field. They bring people together, unite communities and create moments of connection that become lifelong memories.

“As one of the most recognisable brands across Australia and New Zealand, Woolworths is the perfect partner to help elevate the fan experience throughout both tournament,” Poussau said. 

Emphasising  the commercial alignment between sports fandom and fresh food retail across Australia and New Zealan, chief marketing officer of Woolworths, Sean Barrett, added: “Aussies and Kiwis love their local fresh food, as well as their sport, with fresh food at the heart of how we connect, celebrate, and support communities on both sides of the Tasman.”

“Partnering with Rugby World Cup is a wonderful opportunity to bring these two passions together – showcasing the very best local produce to fuel players and bring fans together around the table or the barbie, as these global tournaments return to local shores,” Barrett said. 

head of client advisory and value creation at cartology, Ebonie Newman, noted the commercial monetisation channels available to suppliers through the retail media network.

“We’re excited to bring the experience of Rugby World Cup to customers and suppliers across the Tasman with rich engagement opportunities.”

“With our end to end retail media network, brands have unparalleled opportunities while we deliver richer experiences for customers,” Newman said.

The deal expands Woolworths’ existing sports sponsorship portfolio, which includes relationships with Cricket Australia, Netball Australia, Netball New Zealand, the Australian Olympic Committee, and Paralympics Australia. The Men’s Rugby World Cup 2027 features an expanded 24-team, 52-match format across six weeks in seven Australian host cities, beginning 1 October 2027.