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Rexona signs global partnerships with Premier League giants

Rexona signs global partnerships with Premier League giants

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By: Sports Sponsorship Insider

Posted:
10 Aug 2018
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Unilever-owned antiperspirant brand Rexona has signed sponsorship deals with English Premier League football clubs Manchester City and Chelsea.

Rexona has signed a multi-year deal to serve as City’s official personal care partner. Rexona, which operates as Sure in the UK and Degree in the US, will also sponsor New York City FC, City’s sister team in Major League Soccer.

Rexona, Sure and Degree will produce weekly content and immersive experiences to promote the partnership. The brands will also be promoted at City’s Etihad Stadium on match days.

The length of Rexona’s deal with Chelsea was not disclosed but it will serve as the global personal care partner of the London-based club. Chelsea has an existing relationship with Unilever, which incorporates the Shield and Rexona brands in Africa and Sure in the UK.

Unilever has been a partner of Chelsea since January 2017. Chelsea has worked with Sure on partnership activations, while the club’s affiliation with Shield and Rexona in Africa focuses on creating grassroots football initiatives.

Chelsea begins the 2018-19 Premier League season with a trip to Huddersfield Town tomorrow (Saturday), while defending champion Manchester City visits Arsenal on Sunday.

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