Jaecoo signs Premiership Women's Rugby title sponsorship agreement

Premiership Women's Rugby (PWR) has secured its first paying title sponsor after signing a three-year agreement with automotive brand Jaecoo. The partnership will invest more than £3m (€3.5m) into the league over the term of the contract, with more than £1m (€1.2m) committed each season.

BBC Sport reported that the competition will be renamed Jaecoo PWR from the 2026/27 season. The agreement marks the league's first title sponsorship since the current competition structure was established.

PWR executive chair Genevieve Shore said the absence of a title sponsor had presented a challenge for the league's commercial development and described the agreement as an important milestone. She said the three-year commitment would provide an opportunity to build stronger relationships with clubs, athletes and supporters while supporting the league's long-term growth.

Genevieve Shore, executive chair of PWR, said: "Our job is actually to create a commercial entity and to create a league that generates revenue that we can redistribute to our clubs and to our athletes, and that has been very difficult to do over the first few years of this new joint venture."

She added: "I'm particularly excited because it is a three-year commitment. So that gives us time to really see that growth together, build some deep connections and deep relationships with fans, athletes and clubs."

According to the report, Jaecoo had already invested in rugby union across the United Kingdom through sponsorship of European Professional Club Rugby and podcast activity. Shore said the company wanted to extend that investment into women's rugby after establishing partnerships in the men's game.

The report also noted that England's Women's Rugby World Cup victory last year increased attendances and television audiences for PWR, although the league had previously been unable to secure a title sponsor in challenging economic conditions. The new agreement provides the league with a long-term commercial partner as it enters the 2026/27 season.