Premiership Women's Rugby to Become JAECOO PWR in Major League Rebrand

bySteven Smith

Premiership Women's Rugby has secured a major new title sponsor, with JAECOO UK signing a multi-year agreement that will see the competition rebranded as JAECOO PWR from the 2026/27 season.

The fast-growing automotive brand becomes the first-ever car manufacturer to partner with the league, marking another significant commercial milestone for the women's game in England.

As part of the agreement, the league's pre-season competition will also be renamed the JAECOO PWR Next Gen Cup, underlining a shared commitment to developing the next generation of elite women's rugby talent.

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Major boost for women's rugby

The partnership will see JAECOO's branding integrated across the competition, including matchdays, digital platforms and fan experiences, as PWR looks to build on the rapid growth it has enjoyed over the past three seasons.

PWR Executive Chair Genevieve Shore described the deal as a landmark moment for the competition.

"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."

She added:

"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."

JAECOO: 'The right partnership at the right time'

JAECOO UK Managing Director Victor Zhang said the company had been impressed by the league's ambition and long-term vision.

"Premiership Women's Rugby is building something genuinely exciting, and for JAECOO UK this felt like the right partnership at the right time.

"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.