The Premier League (PL) champions, Manchester City have announced a partnership extension with the leading deodorant and antiperspirant brand, Rexona.
Rexona, often referred to as Sure, Degree, Shield, and Rexena in other markets, has been an official partner of the men’s team since 2018. In 2020, the two parties expanded their original sponsorship arrangement to include Manchester City Women.
The brand will remain a partner of the men’s and women’s teams under the terms of the new multi-year partnership.
Up until now, the City and Unilever have worked together on several campaigns that have integrated the Rexona Breaking Limits Program to give youngsters the opportunity and trust to move in any direction they choose. They have also activated brand campaigns in multiple dimensions, interacting with fans and consumers worldwide through multiple modal channels and successfully increasing brand awareness in important markets.
Additionally, Unilever has maintained its collaboration with the brand ambassador, Julian Alvarez, through which he will be included in consumer experiences and brand activations in important markets like Argentina.
Alvarez, said, “I am excited to be working with Rexona again especially as it helps brings me and the club closer to home through this global partnership. As the world’s number one antiperspirant and deodorant brand, #Rexona is proud to make products that keep millions of people staying fresh while on the move – but the brand is committed to going much further, fighting for a world where everyone has the confidence to move more.
Esteve Calzada, Chief Commercial Officer at City Football Group, said, “We’re pleased to announce the renewal of our long-term partnership with Unilever brand, Rexona. Unilever has a long-standing association with football and since becoming a club partner in 2018, has seamlessly integrated with our club, expanding with our women’s team and community programmes over the last few years and we look forward to continuing our successful relationship moving forward.”
Global Rexona Brand Lead, Kathryn Swallow, said, “We’re delighted to be continuing our partnership with Manchester City and help inspiring people to move through their passion for football. We look forward to working with Julian Alvarez and the club throughout the next season. We’re not done yet!”
Rexona will also work with the defending PL champions to provide fans with chances to win exclusive experiences and maintain its in-stadium advertising in both the men’s and women’s facilities as part of the renewal.
Earlier in the month, Rexona also enhanced its partnership with yet another English top-flight team, Chelsea.