By Milcah Tanimu
Manchester City has officially announced the renewal of its global partnership with Unilever’s well-known brand, Rexona. Rexona, which is also recognized as Sure, Degree, Shield, and Rexena in various global markets, has been an Official Partner of the men’s team since 2018. In 2020, they expanded their initial agreement to include sponsorship of the Manchester City Women’s team.
This new multi-year agreement solidifies Rexona’s position as a partner for both the men’s and women’s teams.
Throughout their partnership, Manchester City and Unilever have collaborated on numerous campaigns, integrating the Rexona Breaking Limits Programme, which aims to empower young people with the confidence and opportunity to move as they desire. They have also executed brand campaigns on a global scale, engaging consumers and fans worldwide through multiple channels, successfully increasing brand awareness in key markets.
Unilever has also continued its partnership with brand ambassador Julian Alvarez, who will be integrated into brand activations and consumer experiences in key markets such as Argentina. Alvarez expressed his excitement about working with Rexona again, bringing him and the club closer through this global partnership.
As the world’s number one antiperspirant and deodorant brand, Rexona takes pride in creating products that help millions of people stay fresh while on the move. However, the brand’s commitment extends beyond that, as it strives for a world where everyone has the confidence to move more.
Esteve Calzada, Chief Commercial Officer at City Football Group, expressed his satisfaction with the renewal of the partnership, highlighting Unilever’s seamless integration with the club since becoming a partner in 2018. Unilever has expanded its involvement to include the women’s team and community programs in recent years, and they are excited to continue this successful relationship.
Kathryn Swallow, Global Rexona Brand Lead, expressed her delight at continuing the partnership with Manchester City and their shared goal of inspiring people to move through their passion for football. The renewal will also involve in-stadium branding for Rexona in both the men’s and women’s facilities, and it will provide Manchester City fans with opportunities to win exclusive, money-can’t-buy experiences.
