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PWR

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


Players of Gloucester-Hartpury spray drinks as they celebrate with the Premiership Women's Rugby Trophy in the Gloucester-Hartpury dressing room after the Premiership Women's Rugby Final match between Gloucester-Hartpury and Saracens at the StoneX Stadium on March 16, 2025 in Barnet, England. (Photo by Ryan Hiscott/Getty Images)
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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.

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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.

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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.”

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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.

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“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. “

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EvilMockingJay 18 minutes ago
Antoine Dupont missing for now as Galthie names 33-man France squad

Oh but we want that Cup too ! But SA and NZ don't want to play fair with us xD France is a strong team but not enough to win a final, a semi or a quarter at 16 against 15 xD

Like in 2023, there was 27 (!!!) “mistakes” from BOK against us. Fallen for 1 point. Can't say we would have won against England (who were robbed too, and fallen for 1 point too) and NZ after but I personally believe so. England was pretty weak, getting beated again and again by France and we humilated the Blacks during the opening match. Again 2011 and also 1995… it’s normal not to win every time, after all we are not the only team that play to win. But being robbed every time you have a real chance (or just you were winning no question ask without a ref who suddently stop following the rules of rugby) is harsh. There is voices in France that are starting to say “screw this corrupt World Rugby and screw this RWC, let’s just play our Top14, after all we will never win a World Cup because it is rigged to let a SH team win”. And when you see how it goes (terrible ref being promoted to a RWC final, change in the rules when we are specialists about it, that stupid 20’ red card that encourage brutality from players and partiality from ref and always for or against the same team, forward pass not seen when it’s the other team doing them, same with offsides…) what can you say to these people ? I keep the faith one day we will get that WC, but after 2023, at home, it’s hard to say to these people “no you are wrong”. Like France (one country among a lot of other countries) were robbed 3 times. That’s a lot for ONE country and one competition taking place only every 4 years. And we ain't the only ones robbed. Always by the same teams : RSA or NZ.



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EvilMockingJay 1 hour ago
Antoine Dupont missing for now as Galthie names 33-man France squad

Oh yeah, i was meaning 8 in the starting 15 at Toulouse in top14. Wasn’t counting bench or CC or 6N ^^. That’s partly why I told you Galthié did not learn from what happened in 2023. When Dupont became available, bam, your going to Marcoussis. Like man, let him play with his club for a bit first don't trow him against national teams right away... Exactly the same situation as 2023…

I already know what is going to happen in 2027. Last (or the one before, you know, i don't see japanese team doing such a dirty move, but samoa ? Oh yeah, i’m clearly seeing that coming) pool match Dupont will get hit and will be out of the competition with another big injury. Probably not going to happen for NTK, because without Dupont he’s just not at international level at all and everyone saw it. Meaning will get something like Lucu (or Le Garrec)/NTK (because he wants so badly NTK on the field) and we will loose. Again. Lucu, Le Garrec, Jauneau and Jalibert—they’re nothing more than stopgaps for Galthié. He just wants Dupont and NTK, and that’s it. He’d make them play against the Boks or the All Blacks even on one leg. That’s pretty sad being unable to work with 9 and 10 jersey considering we are the nation with the most of international 9s possible. And everyone (except Ben Smith the troll) envy us MJ at number 10… as you said i would love to see both ST and UBB half-backs in the same match but it ain't gonna happen. I’m not a fan of the idea too put MJ at number 15 (did he ever took that place even in his club ?), his talent is more the one of a real fly-half than a full back. Would be wasting both his talent as 10 and Ramos precision for conversions, but that’s only my opinion since we never saw him play 15, maybe i judge him to harsh. Ain’t a problem against Australia (they are in a really poor state) but facing the Boks ? Naah, too experimental.



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