The English football club, Manchester City, have announced two significant developments in their global commercial strategy, extending their longstanding partnership with Unilever’s leading deodorant brand, Rexona, and launching a new media collaboration with Paramount+ in the United States.
The renewed partnership with Rexona, which will continue through the 2026-27 season, builds on a relationship that began in 2018. Known under various brand names in international markets, including Sure, Degree, Shield, and Rexena, the brand has worked closely with Manchester City to champion themes of movement, performance, and confidence through sport.
Under the extended agreement, Rexona will continue to collaborate with both the men’s and women’s teams, with a renewed focus on fan engagement through matchday activations and interactive experiences at the Joie Stadium during the Women’s Super League season. The partnership will also expand its creative content initiatives across digital platforms, reinforcing Rexona’s “It Won’t Let You Down” brand ethos.
Peter Laundy, SVP of Partnerships at City Football Group, said, “We’re incredibly proud to continue working with Rexona and extend our partnership to nearly a decade.
“Across the years, our partnership has grown from strength to strength, driven by a shared commitment to performance and innovation.
“We’re excited to build on our work together to date, as we continue to deliver impactful campaigns, leading content, and special experiences for our fans across the world.”
Benjamin Curtis, Global Brand Vice President for Rexona, added, “Manchester City represents the highest standards of performance and consistency, qualities that reflect everything Rexona stands for.
“We’re excited to continue this partnership with a club that never lets up and together bring fans closer to the action through products and experiences they can count on – built on a promise that won’t let them down.”
In parallel, Manchester City has entered into a media collaboration with Paramount+, marking a key step in the club’s strategy to strengthen engagement with fans in the United States. Paramount+ branding will feature prominently across City’s US-facing digital and social media platforms throughout the 2025-26 UEFA Champions League campaign.
The partnership supports City’s ongoing expansion in the American market, bolstered by preseason tours, in-market fan activations, and the establishment of City Studios NYC, an in-house content hub designed to produce localized media for North American audiences.
Through the collaboration, Paramount+ will be integrated into Champions League content, offering exclusive branded features and storytelling aimed at connecting with American football fans.
These announcements, alongside partnerships with other global brands including Destination Sport Group, Midea, PUMA, Wake-Up 24/7, viagogo, snuggs, “Medlock” Entertainment Hub, VTEX, Publicis Sapient, Veritran, Evelyn Partners, Revolut, underscore City’s dual ambition: to maintain its commercial leadership in global sport while deepening its cultural footprint in key growth markets worldwide.
