Woolworths announced as Official Supermarket Supporter of Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029 tournaments.
The partnership will focus on fuelling sports fans and athletes across Australia and New Zealand with fresh food, international flavours and everything they need during the tournament.
20 October 2026: Woolworths has today announced a major new sponsorship, coming on board as the Official Supermarket Supporter of the Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029, both of which will take place in Australia.
The partnership reinforces Woolworths’ long-standing support for sport, joining a portfolio of iconic partnerships that include Cricket Australia, Netball Australia, Netball New Zealand, the Australian Olympic Team and Paralympics Australia.
As the Official Supermarket Supporter, Woolworths will be the one-stop shop for rugby fans across Australia and New Zealand - whether they are fuelling up at home to host game-day barbecues, or picking up their favourite international foods to get behind their team.
Woolworths Chief Marketing Officer, Sean Barrett, said: “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 the 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.”
World Rugby Chief Revenue Officer, 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 Australia and New Zealand’s most recognisable brands, Woolworths is the perfect partner to help elevate the fan experience throughout both tournaments. Through this partnership, we will create opportunities for people to celebrate and share in the excitement, from local communities across Australia to the global rugby family, helping make these tournaments truly unforgettable.”
With millions of fans expected to follow the action across Australia and around the globe, Woolworths' Cartology Retail Media network will also create new opportunities for brands to connect with audiences through integrated retail media experiences that bring them closer to the Rugby World Cup journey across Woolworths stores and online.
Cartology’s Head of Client Advisory and Value Creation, Ebonie Newman comments: “We’re excited to bring the experience of the 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 partnership opportunities during the tournaments while we deliver richer experiences for customers.”
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For further information or images, please contact the Woolworths Media team in Australia at media@woolworths.com.au or 02 8885 1033, or in New Zealand at media@woolworths.co.nz
About Woolworths
Woolworths serves millions of customers across Australia and New Zealand, providing high-quality fresh produce, everyday value, and seamless shopping experiences in-store and online through flexible delivery and pick-up options.
In Australia, Woolworths proudly serves local families across more than 1,000 communities as "The Fresh Food People." Across the Tasman, Woolworths in New Zealand operates over 185 supermarkets alongside a network of more than 80 locally owned FreshChoice franchise stores.
Supported by over 200,000 team members across Australia and New Zealand, Woolworths works closely with local growers and suppliers across both nations while actively supporting local communities through extensive food donations, funding, and sponsorships.
Woolworths and community sport
Woolworths is proud to be one of the biggest supporters of Australian and New Zealand sport, enabling kids and families to understand the importance of healthy lifestyles through fresh food. Woolworths is also a partner of Cricket Australia, Netball Australia, Netball New Zealand, and the Australian Olympic and Paralympic Teams.
About Cartology
Cartology is Australia and New Zealand’s leader in retail media with a portfolio that spans Woolworths Supermarkets, Metro Supermarkets, BIG W, Retail Out of Home and off-network. We connect to customers across the shopper journey with targeted solutions to help brands grow. Through deep customer insights and unrivalled context, we power inspiration and discovery for customers and deliver greater impact for partners.
About Men's Rugby World Cup 2027
Men’s Rugby World Cup 2027 is rugby union’s pinnacle event contested every four years by the world’s best nations.
For six weeks from 1 October-13 November, 2027 and across seven host cities, Australia will welcome the world to a nationwide festival of rugby, celebrating its rich culture and heritage, and kicking off a new era of rugby that will have a positive impact for Australia, Oceania and the game globally.
With an expanded format contested by the world’s top 24 teams, Men’s RWC Australia 2027 will inspire an entire generation and break down barriers by making rugby even more accessible, relevant and inclusive, boosting rugby’s fanbase and participation globally.
All revenue generated by Men’s RWC 2027 will be reinvested in the sport, supporting World Rugby’s global growth ambition, its 135+ member unions and six regional associations.
About World Rugby
World Rugby is the global governing body for rugby union and rugby sevens. Responsible for the laws of the game, its mission is to grow rugby by increasing its accessibility, relevance and impact worldwide.
World Rugby organises some of the world's most iconic sporting events and competitions, including the Men's and Women's Rugby World Cups and the HSBC SVNS. Revenue generated by World Rugby and its major competitions is reinvested into the sport through its 135 member unions and six regional associations.