Automotive brand ends PWR's two year wait for title sponsor with multi-million pound deal

Premiership Women’s Rugby have ended their two year search for a title sponsor by securing a multi-million pound, multi-year deal with automotive brand, JAECOO.

The Chinese manufacturer is one of the fastest growing automotive brands in the United Kingdom and have already established themselves in rugby as the official automotive partner of European Professional Club Rugby [EPCR] and the For the Love of Rugby podcast hosted by ex-England internationals Ben Youngs and Dan Cole.

PWR has been without a title sponsor since the world’s largest insurance company, Allianz, stopped sponsoring the competition in 2024. From the start of the 2026/27 season, the competition will be names JAECOO PWR and the preseason competition will be renamed the JAECOO PWR Next Gen Cup.

Earlier in the season, Genevieve Shore, Executive Chair of PWR, spoke to BBC Sport about the search for a title sponsor. At the time she described it as ‘very disappointing’ that the league could not align with a brand and that 90 per cent of her time was spent in pursuit of a new backer.

Genevieve Shore said: “Bringing a brand of JAECOO’s calibre on board as our title partner is a landmark moment for Premiership Women’s Rugby and a powerful endorsement of the growth, ambition and long-term commercial potential of our competition. We are delighted to welcome JAECOO as our title partner and to begin an exciting new chapter together as JAECOO PWR.

“From next season, the JAECOO PWR and JAECOO PWR Next Gen Cup will represent a shared commitment to driving the game forward at every level – from developing future talent to delivering a world-class league that continues to set new standards for women’s sport.

“Over the past three seasons, we have been able to lay strong foundations, but with JAECOO’s support we will now truly be able to take the game to the next level. We’re excited to begin this journey with a partner that shares our ambition and is investing in the long-term future of women’s rugby.”

In their press release, PWR has claimed that both parties’ trajectory is closely reflected as the competition “continues to raise standards on and off the pitch as the professional women’s game enters its next phase of growth”.

As title sponsor, JAECOO will be integrated into league and competition branding, match day activations, digital platforms and fan experiences.

Victor Zhang, Managing Director of OMODA UK, added: “Premiership Women’s Rugby is building something genuinely exciting, and for JAECOO UK this felt like the right partnership at the right time.

“What stands out about PWR is the ambition behind it. The quality on the pitch speaks for itself, but there’s also a huge amount of work happening behind the scenes to grow the sport, create opportunities and build something that lasts.

“That’s something we connect with as a brand. We’re still relatively new in the UK – albeit that our parent company is the largest exporter of Chinese cars for the last 23 years – and focused on building for the long term. So supporting a competition with that kind of energy and direction felt like a natural fit.

“The partnership represents JAECOO’s most significant investment in women’s rugby to date and reinforces the brand’s growing presence within the sport. Together, JAECOO and PWR will work to elevate the profile of the league, enhance fan engagement and support the long-term growth of the women’s game. “