Bic’s Volleyball Sponsorship is more than a Marketing Play

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Bic Soleil’s clever alignment with women’s volleyball—via a shared name and shared values—signals a broader move into emerging women’s sports.

When razor brand Bic Soleil signed on as title sponsor of the 2025 Pro Volleyball Federation (PVF) Championship in Nevada, it wasn’t just a branding exercise—it was a strategic move grounded in symbolism and market savvy.

The clincher? A volleyball maneuver known as the “bic”—a back-row attack designed to surprise the opposition. For Karen Schwartz, Bic’s Global VP of Blade Excellence, the play neatly mirrors the brand’s own positioning. “The bic is designed to catch you off guard. That’s how we like to think of Soleil,” she said. “We’re not flashy, but when women try us, they’re pleasantly surprised.”

There’s more to it than a shared name. Women’s volleyball is gaining momentum in the U.S., with the PVF offering a professional platform and growing fanbase. It’s also a sport where the product’s utility—smooth legs, underarms, and personal grooming—is quite literally on display. For a razor brand, that’s valuable real estate.

Unlike other legacy brands doubling down on big-ticket advertising, Bic is taking a leaner, more culturally attuned route into women’s sports—a segment that’s seeing fresh corporate interest. With the PVF partnership limited to this year’s championship for now, Schwartz hinted that it may be the first of several such plays. “There’s a natural fit here,” she said.
In a media landscape saturated with formulaic sponsorships, Bic’s volley into volleyball lands with intention—and a touch of flair.