- Premiership Women’s Rugby to become JAECOO PWR from the 2026/27 season
- Pre-season competition renamed the JAECOO PWR Next Gen Cup as part of commitment to the future of women’s rugby
- JAECOO, currently one of the fastest growing brands of its type, becomes first ever automotive partner to PWR, expanding its reach into professional rugby
Premiership Women’s Rugby (PWR) can confirm JAECOO UK as its new title partner. The multi-year agreement sees one of the UK’s fastest-growing automotive brands join forces with a competition that continues to build momentum and reach new audiences across English sport.
From the beginning of the 2026/27 season, the competition will officially become the JAECOO PWR, while the league’s pre-season tournament will be renamed the JAECOO PWR Next Gen Cup, reflecting a shared commitment to developing both the current and future generations of elite women’s rugby players.
JAECOO operates through a 136-strong retailer network across the UK and has quickly established itself as one of the country’s fastest-growing automotive brands. Its range of adventure-focused SUVs starts from £24,555 OTR for the JAECOO 5 and extends to £45,500 OTR for the flagship JAECOO 8 SHS-P, with high levels of standard specification and a choice of efficient petrol, hybrid and electrified powertrains across the line-up.
That focus on ambition, progress and broadening access closely reflects the trajectory of Premiership Women’s Rugby, which continues to raise standards on and off the pitch as the professional women’s game enters its next phase of growth.
Genevieve Shore, Executive Chair of Premiership Women’s Rugby, 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.”
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. “
The title partner rights will see JAECOO integrated across all league and competition branding, matchday activations, digital platforms and fan experiences, creating new opportunities to connect with audiences and showcase the continued rise of women’s rugby.
Further details on the JAECOO PWR and JAECOO PWR Next Gen Cup will be announced ahead of the 2026/27 season.
The best way to make sure you don’t miss a moment of the 2026/27 JAECOO PWR is with a Sale Sharks women season ticket. Adult tickets are just £50 – get yours today and be part of The Northern Force.
