The World Rugby governing body has secured Liqui Moly, the German automotive lubricants brand, as an official partner for the next men’s and women’s Rugby World Cups (RWCs) in 2027 and 2029, respectively.
The deal, brokered for Liqui Moly by sports marketing agency Infront, becomes the official motor lubricant of the Men’s Rugby World Cup 2027 and Women’s Rugby World Cup 2029, both being staged in Australia.
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The brand will receive extensive branding across both tournaments, including in-stadia, digital, and event-wide integrations.
Michel Poussau, World Rugby’s chief revenue officer, said: “[Liqui Moly’s] global footprint, dedication to premium quality, and strong record of supporting world-class sport make them an ideal partner as we build toward two landmark Rugby World Cups in Australia.
“Their commitment reflects the increasing appeal of rugby on the global stage and the strength of our long-term hosting model.”
The agreement represents Liqui Moly’s first major investment in international rugby and adds to the brand’s visibility in sport, having already landed deals with motor racing’s Formula 1 and MotoGP championships, the FIS Alpine Ski World Cup, the IHF Handball World Championship, and top soccer properties.
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By GlobalDataThe deal also comes as World Rugby continues to consolidate its commercial partnerships, as visibility of its major tournaments grows.
Most recently, the governing body extended its official apparel partnership with Italian sportswear manufacturer through 2029 and renewed its long-term agreement with equipment brand Gilbert until 2033, with the brand remaining the official ball supplier for all World Rugby 15s competitions and Rugby World Cups.
The governing body also secured a ‘record-breaking partnership extension' with UAE national carrier Emirates, which will continue serving as a top-tier platinum partner through 2035.
That agreement includes Emirates becoming the principal partner of all men’s and women’s Rugby World Cup competitions over the duration of the contract, with events in 2027, 2029, 2031, 2033, and 2035 all covered starting with next year’s men’s World Cup in Australia.
World Rugby’s most recent major tournament was last year’s Women’s Rugby World Cup hosted by England, which saw the host beat Canada to lift the trophy.
The final broke domestic records, including becoming UK television’s most-watched women’s rugby union match ever after drawing 5.8 million viewers across public service broadcaster the BBC’s linear channels and streaming platform.
The match also broke attendance records, with 81,885 fans filling Allianz Stadium in Twickenham.
Meanwhile, World Rugby announced Mark Robinson, former New Zealand Rugby chief executive, will join the governing body in May as its new chief of rugby.
Robinson will join World Rugby after leading NZ Rugby for six years, where he helped strengthen the international footprint of the All Blacks and Black Ferns, especially in the US.
As chief of rugby, Robinson will be tasked with helping to deliver the organization’s new five-year strategy to grow rugby’s visibility and popularity, overseeing success on the field, and capitalizing on the flagship RWCs.
Specifically, his responsibilities will include uniting the key areas of match officials, game technology, laws evolution, player welfare, and fan experience to ensure rugby’s major events, including the RWCs, continue their high standards.
Reporting directly to chief executive Alan Gilpin, Robinson will work alongside Mark Harrington, chief of player welfare and rugby services, and Phil Davies, director of rugby, in the new division.
Gilpin said: "Mark brings a unique blend of high-performance, commercial, and global governance experience from leading one of the most recognizable brands in world sport.
“I’m delighted to be welcoming him to World Rugby. Mark’s understanding of fan engagement, elite pathways and modern rugby operating models makes him exceptionally well placed to lead our new, strengthened Rugby Division and help deliver a more accessible, competitive and compelling global game."
