JAECOO's multi-million pound deal ends Premiership Women's Rugby's two-year hunt for title sponsor

Premiership Women’s Rugby have ended a two-year search for a title sponsor by agreeing a multi-million pound, multi-year deal with Chinese automotive brand JAECOO. The partnership, announced ahead of the 2026/27 season, will see the competition rebranded as JAECOO PWR, with the preseason tournament renamed the JAECOO PWR Next Gen Cup.

PWR has been without a title sponsor since Allianz, the world’s largest insurance company, ended its backing of the competition in 2024. The search weighed heavily on the league’s leadership — earlier this season, PWR Executive Chair Genevieve Shore told BBC Sport that finding a new backer had consumed roughly 90 per cent of her time and described the prolonged vacancy as “very disappointing”.

Speaking on the announcement, Shore called the agreement a landmark moment for the league. “Bringing a brand of JAECOO’s calibre on board as our title partner is a powerful endorsement of the growth, ambition and long-term commercial potential of our competition,” she said. “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.”

JAECOO is among the fastest-growing automotive brands in the United Kingdom and has already built a presence in rugby, serving as the official automotive partner of European Professional Club Rugby (EPCR). Victor Zhang, Managing Director of OMODA UK, said the timing of the partnership felt right. “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.”

As title sponsor, JAECOO will be integrated across league and competition branding, matchday activations, digital platforms, and fan experiences. PWR described the partnership as a reflection of both organisations’ shared trajectory as the professional women’s game enters what it calls its next phase of growth.