Rexona, a renowned personal care brand, has initiated its campaign for the 2026 World Cup by producing a short film. The film features prominent football stars and fans from around the globe, encapsulating the shared tension and exhilaration that characterizes football's grandest stage.
The 90-second film includes notable football personalities such as Vini Jr., Enzo Fernández, Cole Palmer, Santiago Gimenez, Christian Pulisic, and Florian Wirtz. Alongside these stars are fans from various parts of the world. The aim is to capture the mutual tension and excitement that defines this globally celebrated sport at its pinnacle.
For audiences in the UK where Rexona operates under 'Sure' branding, there will be a 30-second cut down of this short film. This condensed version will maintain all key elements of the original content while catering specifically to UK viewership preferences. The airing of this shorter version is scheduled to commence from May.
Official sponsorship & campaign highlights
As an official sponsor for the tournament, Rexona's campaign revolves around creating engaging fan experiences and establishing athlete partnerships. Additionally, it plans on executing market activations under their tagline "It Won't Ever Let You Down".
Rexona aims to enhance fan engagement by providing immersive experiences throughout their campaign period leading up to and during the World Cup event. By partnering with popular athletes like Vini Jr., Enzo Fernández among others for their promotional activities including this short film production - they plan on leveraging these partnerships for maximum reach and impact.
Under their tagline "It Won't Ever Let You Down", Rexona intends on launching several market activations designed to resonate with sports enthusiasts worldwide.
Rexona's partnership with FIFA
Rexona's association with FIFA began during the 2023 Women’s World Cup. The partnership is set to continue until the 2027 Women’s World Cup, indicating a long-term commitment towards promoting and supporting football on a global scale.
Ben Curtis, Global Brand Vice President Rexona, said:
“The FIFA World Cup 2026 is pure emotion – unpredictable, intense, and unforgettable. Football fans give everything to the game, experiencing every high and every low right alongside their teams – that’s the passion that makes this tournament special.
“The tournament will be played across multiple cities, and with the world watching. For fans, that means living every nerve-wracking penalty, every dramatic equaliser, and every moment of joy or heartbreak. Whatever happens on the pitch, Rexona won’t ever let you down. Built to perform when the pressure is on, this tournament is the ultimate test for fans and players everywhere.”
Rexona's campaign for the 2026 World Cup promises to be an exciting journey for sports fans and sports betting enthusiasts alike. With its star-studded short film, engaging fan experiences, strategic athlete partnerships and market activations - it aims to create a memorable experience that truly embodies their tagline "It Won't Ever Let You Down".
