Valvoline joins 2027 Women’s World Cup as official supporter, names Rose Lavelle ambassador

Valvoline Global Operations has signed a deal to become an Official Supporter of the 2027 FIFA Women’s World Cup in Brazil, with US midfielder Rose Lavelle named as its brand ambassador.

The Aramco-owned lubricants company announced the partnership on October 20, extending its World Cup sponsorship to the women’s tournament after backing the 2026 men’s competition.

Lavelle grew up in the Cincinnati area, where Valvoline plans to relocate its global headquarters. The US women’s national team has yet to qualify for the tournament.

What Valvoline’s 2027 Women’s World Cup partnership includes

Lavelle will serve as an ambassador throughout the tournament and take part in fan experiences, according to Valvoline’s announcement. The company said it will reveal details of promotions and fan events in the Americas and Europe in the coming months.

Financial terms were not disclosed. Valvoline president and chief executive Jamal Muashsher said the partnership reflects the company’s focus on athletes and trailblazers who forge their own paths.

"We believe progress is powered by originals," he said in the announcement.

Valvoline became an Official Supporter of the 2026 men’s World Cup in May 2025, with rights covering the United States, Canada, and Mexico. The company was also an official marketing partner of the Concacaf Gold Cup in 2019 and 2023.

Inside World Football reported that Official Supporter is the third tier of FIFA’s commercial programme for the 2027 women’s tournament. FIFA has also named Airbnb, DoorDash and Salesforce as supporters, with regional rights varying by company.

Salesforce’s agreement covers North America and Brazil for the women’s tournament, while DoorDash’s partnership spans nine countries.

Valvoline’s Aramco ownership and Cincinnati headquarters plans

Aramco acquired Valvoline’s global products business for $2.65 billion in March 2023, while Valvoline Inc. retained its retail services business as a separate company. Valvoline Global Operations announced the Women’s World Cup partnership and identifies Aramco as its parent company.

Valvoline has linked Lavelle’s Cincinnati-area roots to its plans to establish a new global headquarters in the city. The company announced in August 2026 that it would move into a 50,000-square-foot office at 312 Elm Street, with space for up to 120 employees.

The headquarters is expected to open in spring 2027.

Lexington, Kentucky, will remain Valvoline Global Operations’ Americas hub, employing more than 400 people, according to JobsOhio’s announcement.

Rose Lavelle and the USWNT’s road to Brazil 2027

Lavelle scored in the 2-0 win over the Netherlands in the 2019 World Cup final, finishing the tournament with three goals and the Bronze Ball. She was voted US Soccer’s 2025 Female Player of the Year after helping Gotham FC win the NWSL Championship.

Valvoline’s announcement names Lavelle as its brand ambassador but makes no mention of squad selection. No tournament roster has been announced.

The United States has yet to qualify for the tournament. The United States women’s national team (USWNT) opens the Concacaf W Championship against El Salvador on November 27 at Texas Health Mansfield Stadium in Mansfield, Texas.

The four quarterfinal winners will qualify directly for Brazil. The four losing teams will enter a play-in round, with two places in the intercontinental play-off tournament at stake. That tournament will decide the final three World Cup spots by February 2027.

The Final Draw will take place on December 11 at the Museum of Modern Art in Rio de Janeiro. Netflix, which holds exclusive rights in the United States and Canada for the 2027 and 2031 tournaments, will broadcast the draw live.

IMG will produce all 64 matches for Netflix, marking the streamer's first live soccer coverage in either country.

The USWNT’s quarterfinal against El Salvador on November 27 is the next fixed date on Lavelle’s route to Brazil, ahead of the December 11 draw that will place the qualified teams into eight groups.